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Key reading


The challenges of communications planning

This article describes nine challenges that media planners must address when planning communications campaigns. These include the need to solve business problems rather than communications briefs, creating useful strategy tools and integrating big data into the planning process.
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The future of comms planning

Why the future of comms planning lies in creating value for people rather than preying on their time.

The optimal TV ad length

How using a combination of ad lengths, when done well, can work best of all for TV campaigns.

The anthropology of contextual media planning

Five lessons from anthropology that could help media planners find the most effective context.

Online advertising: Not wearing out its welcome

This report explores how advertisers can maximise frequency for online ads whilst minimising annoyance.

Latest articles

Global Ad Trends 2015

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

Swapping econometrics for test-and-learn: Vodafone’s new media strategy

This event report discusses how Vodafone, the telecoms provider, uses pharma-style controlled tests, rather than econometrics, to tweak its ad media usage during campaigns.

Global Marketing Index, October 2015: Growth Rate for Global Marketing Budgets Steadily Slowing

This article summarises the results of October's Global Marketing Index.

Chase banks on social and mobile to drive sponsorship

This event report addresses how Chase Bank, the financial services group, has made its sponsorship programs more interactive using social and mobile.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
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Asia Pacific

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