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Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Opinion

Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Article

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Research Paper

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Research Paper

Radiocentre, the industry body for UK commercial radio, launched a research survey of media decision makers to reveal the extent to which perceptions lead media decisions.

Case Study

easyJet, the British low-cost carrier airliner, focused on brand building through data and tech in the UK.

News

Data from analytics companies and academics suggests the key to consistently higher marketing return on investment (ROI) is synergy and taking a multichannel approach.

Article

Marketers get better return on investment from multichannel marketing strategies than investing in a single channel.

Article

With both video and still images, brands increasingly turn to influencers to engage millennials and gen Z.

Article

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.

News

The share of adspend taken by digital media has a discernible positive relationship with company value, albeit only to a certain point, according to a study published in the Journal of Advertising Research (JAR).

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

News

Marketers around the world are continuing to struggle when it comes to assessing their performance, largely because of uncertainty about optimising their media investment and difficulties in understanding cross-channel behaviour.

Case Study

Tesco, a supermarket chain, increased customer's perception of the brand as helpful and good quality in the UK by reconnecting with its Every Little Helps message through TVCs that showed its helpful initiatives.

Case Study

Art Fund, an independent membership-based British charity, increased awareness of its Art Pass in the UK by launching a multimedia campaign, which included a film and Student Art Pass Tinder profile.

Case Study

Wonderbly, a publisher of personalised children's books, used media spend to drive 73% of global sales with this being particularly effective across the gifting period.

Case Study

IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.

News

International beverage giant Coca-Cola still believes in the power of traditional media in the digital age, according to a senior marketer at the brand, with TV and outdoor set to lead the brand’s new campaign in Australia.

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).

Article

Away, the direct-to-consumer luggage brand, has developed various ways of engaging its target audience beyond pure e-commerce.

Opinion

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

Article

Global strategies, campaign updates and trends in the home improvement retail category.

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.