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Opinion

Just a few days remain to enter the 2018 WARC Media Awards, a global case study competition that rewards effective comms planning.

News

MELBOURNE: Online video and TV brought together to create video at scale can make a big impact for brands, according to advertising effectiveness expert Les Binet.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

News

GLOBAL: The rapid growth in connected TV (CTV) viewing around the world has not been matched by a comparable increase in addressable advertising because of a lack of scale and concerns around the accuracy and consistency of CTV measurement tools, ...

Article

Explains the current trends in the highly complex and fragmented landscape of connected TV and provides tips for brands tackling this area as its popularity increases.

Opinion

Complexity is the new normal, says Facebook’s Planning Director, Ian Edwards, as he explores the necessity of communications strategy.

Opinion

As the ownership of strategy becomes ever more fluid, Frank Reitgassl, former head of strategy at BBH and director of brand strategy & creative at Mondelez, argues in this essay for WARC’s Future of Strategy 2018 report that the most important attribute of a planner is generosity.

Article

This report, conducted by Omnicom Media Group’s Benchmarketing, examines out-of-home ROI and media mix optimization for seven key product categories: Automotive, consumer electronics, CPG food & drink, retail grocery, retail – non grocery, finance and banking, and restaurants and coffee shops.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

Kantar Media, the research firm, believes that many pharma brands need to consider adapting their media strategies to better reach consumers.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Article

Details the results of a study into the emotional response of different video ads on our mobile devices and its connection to advertising effectiveness.

News

NEW YORK: A new paper in the Journal of Advertising Research (JAR) suggests that online ads can help brands convey a sense of “warmth”, while traditional media can encourage perceptions of “competence”.

News

BRUSSELS: Cross-media measurement and comparable metrics with traditional media will be crucial to increasing investment in digital brand advertising, according to a new study.

Article

Expands on neuroscience’s findings on how different contexts elicit different responses in an audience and how advertisers can adapt to it.

Article

New research from Kantar indicates that even in a multi-screen world, it’s TV – which remains popular and influential - that can enhance the digital media experience.

Case Study

M&M's, the confectionery brand, used a humorous social media campaign and TV partnership to increase sales in Brazil.

Case Study

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

News

GLOBAL: Sports sponsorship offers a unique opportunity for brands to reach highly engaged audiences but, warns an industry figure, without activation it is little more than a media buy.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.

Article

Introduces a series of papers on how benchmarking can improve marketing performance.