You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.

OK

Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


OK

You will receive a weekly email whenever there’s new content on this topic.

 

You can review the topics you follow in Your Warc.


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.
Not a subscriber? Download this sample

Seeding a multiscreen strategy

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




Latest case studies

SmartLife: Project Akshar (Alphabets) - How we transformed lives of labour into lives of learning

This case study describes how SmartLife, a leading NGO for Dubai's blue-collared labourers, launched free English classes by using visual learning techniques.

Make LEGO the Star of Christmas

This case study explains how Lego, the toy company, built an emotional connection with Australian families in a Christmas campaign which increased sales.

Domino's Pizza UK: The Journey to Greatness

This case study describes how takeaway pizza brand Domino's UK re-engineered its communications and channel model to drive sales by treating purchases as not just transactions but meal occasions and communications moments.

Cornetto: The New Symbol of Love!

This case study describes how Cornetto, an ice cream brand, converted music, movies and festival into media vehicles, growing sales and recruiting new users in the process.

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.

Effectiveness: The impact of paid and digital owned media on sales

This article looks at how a US study points the way for marketers to learn to balance spend to optimise impact and sales by having the right mix of paid advertising and owned-platform interaction.

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.

Want to find out more? Contact us

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