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Opinion •
Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.
Article •
This article looks at the seven ages through which brands pass, and how marketers can take advantage of them if they know and understand how they work.
Article •
This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.
Case Study •
This case study describes how Cadbury Dairy Milk, Ireland's most loved chocolate brand, used an integrated campaign to overcome stagnant sales in an overcrowded market category.
Article •
This report describes how EMEA food brands have successfully relaunched.
Research Paper •
The paper attempts to quantify 'newness', on the understanding that most things that are experienced as new are built on familiar things.
Case Study •
This case study explains how Cadbury's, the confectionery company, reversed decline in sales of its master-brand, Cadbury Dairy Milk (CDM) in Ireland.
Research Paper •
Traditional market research methods that rely on explicit respondent feedback, such as focus groups or surveys, often fail to detect the deep-seated, often subconscious, emotions towards brands that reside in consumers’ minds.
Research Paper •
Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g.
News •
ZURICH: Mondelez International, the global snacks firm that recently separated from Kraft Foods, will focus on its "power brands" to drive growth across Europe, where fiscal problems pose major challenges.
Article •
The end goal of achieving integration is an accepted industry objective, but getting there is a challenge that few have mastered consistently.
Article •
There will always be potential for nostalgia marketing, especially as populations continues to age. Reasons why consumers can be nostalgic include a desire for comfort and reassurance and a belief that previous times were simpler and better.
Article •
The proliferation of social media has irrevocably altered the marketing landscape. Brands can no longer rely on push advertising messages, but must instead operate in a complex, always-on world where consumers now have the power to act as creators, critics and curators.
Article •
Warc's 2012 Toolkit is a guide to new ideas and best practice in marketing from around the world, based on analysis of key papers and case studies by Warc's editors.
Article •
Based on a new IPA report, this article describes a range of models exploring how advertisers have coped with the notion of integrated communication strategies.
Article •
The final chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, looks to the future - discussing with a set of leading agency and client practitioners the state of thinking now, the practical issues that impact the evolution of communications organisation - and the potential shape of effective campaigns in the future.
Article •
This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, assesses thinking up to now on integration, and discusses its relevance in the current environment.
Article •
This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, discusses how the IPA has analysed its Databank of case studies, and how four different models of organisation that have been identified.
Article •
New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.
Article •
New analysis of the IPA Databank of case studies in effectiveness reveals that it is the number of marketing channels and their usage, not their integration around a core advertising idea, that delivers hard business success.
Research Paper •
This paper outlines an approach to creating and managing online user research put into practice by GSK and its research partner, Firefish, for the launch of alli, a weight loss product.
Research Paper •
TalkTalk, the telecommunications company, wanted to understand how word of mouth built advocacy among buyers of fixed line, broadband and television services.
News •
Effectiveness case studies, particularly relating to an animated meerkat, and digital insights featured prominently in the interests of Warc's UK audience this year.
News •
Campaigns from HSBC and Aviva were among the case studies that provided the greatest inspiration for Warc's subscribers this year.
News •
The marketing strategies of soft drinks, food and snack brands proved of particular interest to Warc's users in Asia during the last 12 months.