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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

Moskito Guard: Finally, mosquito repellent that doesn't stink

This case study explains how Moskito Guard, a DEET-free insect repellent, used a multi-channel campaign to create awareness of the new product in the UK.

Diabetes UK: Tips for living with diabetes written by other people living with diabetes

This case study details how Diabetes UK, an awareness charity, increased its engagement with people through its 100 Things I Wish I'd Known about Diabetes campaign.

Macmillan Cancer Support: A coffee morning kit filled with fun, useful and shareable items

This case study describes how Macmillan Cancer Support, a cancer specialist support charity, appealed to new donors without alienating its older audience in the UK.

Ovarian Cancer Canada: Ladyballs

This case study describes how Ovarian Cancer Canada, an ovarian cancer charity, increased donations and awareness through its Ladyballs campaign.

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.

What we know about combining TV with digital media

This article provides marketers with information and guidance about combining TV and digital media strategies.

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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