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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

Apple iPhone 6: World Gallery

This case study looks at a campaign from Apple to keep the iPhone 6 exciting by turning away from numbers and specs boasting, and leveraging the understanding of the uses and output of users' cameras.

Bank of New Zealand: $hred

This case study describes how Bank of New Zealand, one of New Zealand's biggest banks, re-imagined debt in an innovative way, which contributed to its growth.

Loterias y apuestas del estado (Spanish National Lottery): There's no bigger prize than sharing

This case study describes how the Loteria de Navidad (Spanish Christmas lottery) used authentic stories and traditional values to recapture its magic as an iconic brand in Spanish society.

Ad Council: Love has no labels

This case study shows how the Ad Council, a non-profit U.S.

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.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com