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Key reading

mobile use

What we know about integrating media

This article provides marketers with information and guidance on issues around integration. Topics covered by the article include the recent evolution of the term 'integration', the various models of integration available to practitioners, how to work with agencies and how to understand patterns of media consumption.

Measuring the sales effects of cross-media advertising

Even though cross-media campaigns are becoming a norm, there is a lack of knowledge on how they impact sales.

Integrated channel planning: Effective integration

IPA analysis reveals that it is the number of channels, not their integration, that delivers hard business success.

Measuring paid, owned, earned complexity

This article explains why the POE model of media planning requires a new measurement solution.
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Seeding a multiscreen strategy

Why companies have to build a consistent brand that can travel and resonate across channels.

Latest case studies

MasterCard: Rugby World Cup 2015: 44 Days of Crazy

This case study explains how MasterCard, the financial services company, created '44 days of craziness' to connect with rugby fans during its sponsorship of the Rugby World Cup.

Meetic/Match: Love Your Imperfections 1

This case study explains how Meetic, the online dating subscription service, fought back against newer competitors in France, Germany, Sweden and the UK.

Orchard Thieves: Thieving the Spotlight

This case study describes how great consumer insight and game changing marketing executions have helped newly created Orchard Thieves cider, a Heineken Ireland brand, disrupt the category and market to create success.

Kraft Mac and Cheese: The World's Largest Blind Taste Test

This case study shows how Kraft Foods, an American food producer, announced the biggest change in its popular Blue Box Kraft Mac & Cheese by not saying a word about it.

Latest articles

Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest: How to Apply The "Mixture-Amount Modeling" Method to Cross-Platform Effectiveness Measurement

The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media.

Connection Strategy Casebook 2016: Insights from the Warc Prize for Connection Strategy

This report explores excellence in connection strategy, channel analysis and measurement, by studying the entries to the 2015 Warc Prize for Connection Strategy.

Mobile's role in multi-device campaigns

This article reports on research into cross-device advertising effectiveness, concluding that the best campaigns deliver seamless campaigns across devices and provide a unified experience for consumers.

Integrated Marketing Communications (IMC): Why Does It Fail? An Analysis of Practitioner Mental Models Exposes Barriers of IMC Implementation

Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications.

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Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200