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Key reading

Digital age

How to build long-term brand success in the digital age

Les Binet and Peter Field at how the use of digital channels of various kinds should be assessed. This paper builds on their previous IPA report, which found that emotional priming builds more profitable long-term effects and rational messaging is best for generating short-term sales.

How to maximise ROI in digital marketing

This paper provides a best practice guide to boosting the return on investment of digital marketing.

Planning for digital media

What is digital media planning and how can marketers develop a successful digital campaign?
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A field guide to digital metrics

Stephen Rappaport's lessons learned from 197 digital metrics, 150 studies and 12 essays.

Warc adspend database: Digital

This tool allows you to build your own adspend datasets for individual channels, including digital media.

Latest case studies

The new Opel Astra upsets the luxury class

This case study describes the launch of a new Opel Astra car model in Germany and Spain, targeting social climbing, high income men.

UK Government: The Missing Millions - Giving Expats Their Voice

This case study explains how the British government used digital ads to increase the number of voter registrations among British people living abroad.

Inspired By Iceland: Ask Gudmundur: The World's First Human Search Engine

This case study explains how Promote Iceland, the country's tourist board, recruited ordinary Icelanders to answer prospective tourists' questions.

Kenco: Coffee vs Gangs

This case study explains how Kenco, the coffee brand, boosted its ethical credentials to increase sales in the UK and Ireland.

Latest articles

How to meet the connected consumer's need for a seamless mobile commerce experience

This strategy briefing explores how merchants can best create a seamless mobile commerce experience.

Behind Pokémon Go: Augmented Reality Innovation Meets Brand Purpose

The article outlines how the developers behind mobile gaming phenomenon PokemonGo sought to bring augmented reality innovation and Niantic Lab's 'explore, exercise, socialize' in the game.

A Debrief through a Virtual Reality Window: Using VR to illuminate the consumer like never before

This paper describes how Simplot, an Australian food manufacturer, combined virtual reality (VR) with ethnography to inform product development and communications.

Time is On Our Side: A study of spare time and how we spend it

This paper details the findings of a UK study into how spare time is used, providing three key findings about leisure, undertaken by British Channel 4 to inform its All4 VOD service.

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