Advertising best practice, evidence and insights

What we know about earned media

Article • WARC Best Practice, August 2019

This article provides marketers with information and guidance on generating earned media.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about combining TV and digital media strategies.

What we know about cross-channel and multichannel marketing

Article • 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.

How to develop an effective multichannel advertising strategy

Article • 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.

How to implement a paid, owned, earned media strategy

Article • 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.

P&G Olay: Olay Women's Day 2019

Case Study • SABRE Awards, Asia-Pacific, Fashion & Beauty, Gold, 2019

Olay, a skincare brand, created a campaign for Women’s Day that showed age as a series of fearless stories to encourage brand interest.

Converse: All The Stories Are True

Case Study • SABRE Awards, Asia-Pacific, Sponsorship, Gold, 2019

Converse, the sports brand, launched an integrated communications campaign to reach Generation Z in China, which doubled its revenue target.

Novartis: Keep It Pumping

Case Study • SABRE Awards, Asia-Pacific, Public Education, Gold, 2019

Novartis, a pharmaceutical brand, increased awareness of Heart Failure in India by launching Keep It Pumping India, a 360-degree integrated campaign.

Horlicks: Emotional Nutrition

Case Study • SABRE Awards, Asia-Pacific, Superior Achievement in Brand-Building, Diamond, 2019

Horlicks, a sweet malted milk hot drink, connected with mothers in India by addressing the emotional needs of their university-bound children.

How reviving its original purpose reversed 8 years of decline for NRMA Insurance

Case Study • The Communications Council, Gold, Australian Effie Awards, 2019

NRMA Insurance, an Australian car insurer, promoted itself as a brand that helps by encouraging acts of help among the Australian public and showcasing this through OOH and a film.

Heart Foundation Australia: Australia's Worst Serial Killer

Case Study • The Communications Council, Gold, Australian Effie Awards, 2019

Heart Foundation Australia, a charity, highlighted the "criminal" behind Australia's biggest killer, heart disease, calling on the government to invest in the prevention of heart disease and on Australians to assess their own levels of risk.

TAB: Head v Heart

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2019

TAB, an Australian online betting company, increased awareness and consideration in Australia by launching a film featuring Team Head and Team Heart to highlight opposing betting strategies.

What we know about attribution and marketing mix modelling

Article • WARC Best Practice, August 2019

This article provides marketers with information and guidance about attribution and marketing mix modelling.

BookMyShow: Introducing Whole New World Of Entertainment

Case Study • SABRE Awards, South Asia, Media Relations, 2019

BookMyShow, a ticket booking service, launched an Arabian Nights-themed media event surrounding the launch of Aladdin the musical coming to India.

Horlicks: Emotional Nutrition

Case Study • SABRE Awards, South Asia, Integrated Marketing, 2019

Horlicks, a malted milk drink brand, raised awareness of the issue of student suicides across India during exam season by launching PR and films that showed mothers the importance of mental nutrition, as well as physical.

Marie Gold: MyStartup

Case Study • SABRE Awards, South Asia, Superior Achievement in Research and Planning, 2019

Marie Gold, a biscuit brand, launched a competition for non-workers to win money to start their own business venture in India.

UNICEF Egypt: Awladna

Case Study • Yahia Gweifel, Zeina Eissa, WARC Prize for MENA Strategy, Entrant, 2019

Child welfare organisation UNICEF Egypt launched a multimedia mass communication campaign to raise awareness of the problem of physical attacks and bullying among children and adolescents.

The relationship between competitive pricing and direct-to-consumer advertising: How to manage DTC advertising of Rx drugs in an integrated marketing mix strategy

Article • 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.

Tesco: Food Love Stories

Case Study • 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".

Sickkids Foundation: Sickkids Vs – All In

Case Study • 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.

Marmite: Gene Project

Case Study • 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.

Mark Ritson provides effectiveness insights from 50 years of the Effie Awards

Article • 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.

Embraer: Profit Hunter ‘Tiger’ Campaign

Case Study • 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.

Toyota AYGO: Telling More Personal Campaign Stories On The Fly

Case Study • 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.

The impact of airing Super Bowl television ads early on social media: Benefits and drivers of watching, liking, and sharing advertisements on social media

Research Paper • 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.

Integration