Research on WARC, MediaSense, June 2017
This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.
Charlie Clinton, Admap, Shortlisted, Admap Prize 2017
This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.
This short report summarises the results for the food category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.
Eleanor Thornton-Firkin and Leah McTiernan, Research on WARC, Ipsos Connect, March 2017
This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.
LONDON: Implementing an effective paid, owned, earned (POE) media strategy is essential to increasing a brand's share of experience (SOE) and hence growing the brand itself, according to an industry figure.
Douglas Loretucci & Fiona Blades, Case Studies on WARC, March 2017
This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.
Hannah Fisher & Fiona Blades, Case Studies on WARC, March 2017
This case study describes how MORE TH>N, a UK insurance provider, partnered with MESH to understand how brand consideration changes, explaining the underlying factors that inform it, and how to plan marketing activity to optimise each stage of the path to purchase.
GLOBAL: LEGO, Knorr and Churchill Insurance have scooped golds in the Effective Channel Integration category in the Warc Media Awards, Warc's case study competition that recognises communications planning that has made a positive impact on business ...
This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.