Article
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WARC Best Practice, July 2019
Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.
Article
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WARC Best Practice, December 2018
This article provides marketers with information and guidance on generating earned media.
Article
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Sue Elms, WARC Best Practice, April 2017
This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.
Article
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Fiona Blades, WARC Best Practice, March 2017
This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.
Article
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Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Digital First, June 2019
The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Tesco, the supermarket chain, used storytelling to persuade people in the UK that it cared about the quality of the food it sold, and was not "too big to care".
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
SickKids Foundation, a children's health research organisation, launched an integrated campaign that targeted neighbourhoods in Toronto to generate donations to build a new hospital.
Article
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Stephen Whiteside, Event Reports, Marketing Academy US, April 2019
Analysis of thousands of case studies entered into the Effie Awards offers some valuable learnings for marketers when it comes to making a tangible impact with their work.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2019
Embraer, a Brazilian producer of aircraft, built on the interest in its new airplane and increased sales by applying a bold visual style to the cone of its plane and creating buzz at the Singapore Airshow.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2019
Car manufacturer Toyota’s hyper-personalised and a creative use of media formats improved cut-through, resonance and overall performance of the launch communications for the new Toyota AYGO across key European markets.
Research Paper
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Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Digital First, May 2019
Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.
News
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24 May 2019
There’s no shortage of sponsorship agreements and partnerships in the audio world, but a truly successful integration of the sort exemplified by Gravy Chip is much harder to come by.
Article
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Brooke Hemphill, Event Reports, Mumbrella Audioland, May 2019
Unlike a sponsorship or partnership, a true brand-media owner audio integration will result in content impossible without the involvement of the advertiser.
News
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14 May 2019
Smaller publishers are coming up with new business models in order to ride the wave of popularity that has been driven by big-screen adaptations of comic book heroes.
Case Study
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SABRE Awards, North America, Product Media Relations, Gold, 2019
Clorox, a manufacturer and marketer of consumer and professional products, promoted its new cleaning system among American professionals by giving them materials to promote the product as part of the fight against germs.
Case Study
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Adeola Kayode, WARC Awards, Entrant, Effective Content Strategy, 2019
Soft drinks brand Pepsi used an integrated multimedia strategy to appeal to fan pride and maintain profile in Nigeria during the 2018 FIFA World Cup.
Case Study
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Armando Diaz, Grinoshka Bou, Josue Gonzalez, WARC Awards, Entrant, Effective Content Strategy, 2019
Communications brand AT&T used a multi-channel feel-good campaign to create positive awareness of the brand and increase sales in Puerto Rico.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
Les Binet, an expert in marketing effectiveness, has conducted research that addresses many of the common challenges and misunderstandings that face brands.
News
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23 April 2019
Digital video is now an integral part of European marketers’ advertising plans, according to a new report, which also highlights the widespread use of programmatic direct and real-time bidding and a continuing reliance on in-stream formats.
News
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10 April 2019
Cross-screen campaigns are an increasingly essential approach for marketers and will soon become a hygiene factor for brands targeting younger audiences, according to a new WARC report.
Article
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WARC Exclusive, April 2019
Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to cross-screen planning.
Opinion
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Sophy Part, April 2019
WARC Media Awards winner Sophy Part, Business Director at OMD UK, writes that the future of cross-screen planning does not entail a complete move to super targeted addressable advertising.
Article
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WARC Exclusive, March 2019
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
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07 March 2019
A month after Spotify announced its acquisition of New York podcasting companies Gimlet Media and Anchor FM, signalling its intent to become a major-league player in the podcasting world, its overall strategy is becoming clearer.
