Integration

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What we know about earned media

Article • WARC Best Practice, December 2018

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, September 2018

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 2018

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.

The recipe for successful brand-led sound integrations

Article • Brooke Hemphill, Event Reports, Mumbrella Audioland Conference, 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.

Comic book publishers adapt to changing market

News • 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.

Clorox® Total 360® System: A Game Changer in Fighting Outbreaks

Case Study • 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.

11 brand-building tips from the godfather of effectiveness

Article • 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.

Digital video integral to cross-screen campaigns

News • 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.

Cross-screen campaigns will be a hygiene factor

News • 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.

Cross-screen planning: Lessons from the 2018 WARC Media Awards

Article • WARC Exclusive, April 2019

Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to cross-screen planning.

Upgrading easyJet's cross-screen strategy

Opinion • 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.

Media Strategy Report 2019: Insights from the WARC Media Awards

Article • 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.

Spotify's $500 million podcast strategy

News • 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.

Multichannel marketing: When 1+1=3

Article • Mike Menkes, WARC Exclusive, March 2019

Looks into the multichannel approach to marketing and how it is not only the most effective approach but also increases ROI.

Development of the Hypatia Gravity Score to Measure Media Impact

Article • SABRE Awards, Best in Measurement, Post-Campaign Analysis, In2, 2019

Lippe Taylor, a marketing and PR agency, created a strategic metrics measurement to improve value and performance with its clients across categories in the US.

IHOP: The Day IHOP Flipped the Script

Case Study • SABRE Awards, Best New Product Launch, In2, 2019

IHOP, a pancake house restaurant chain, bucked its soft sales trend in the US by rising to the occasion and flipping the script on an age-old breakfast-only story.

Unilever calls for brands' input into its cross-media measurement project

News • 31 January 2019

Unilever says it has made significant progress creating a unified cross-media tool to let advertisers measure audience size, their reactions, and the impact of campaigns over the short, medium and long-term across digital, TV and social media ...

Dynamic asymmetric effects of cross-media exposures over the purchase cycle: In China, TV ads benefit from prior online exposure, but not vice-versa

Article • June Soo Lee and Demetrios Vakratsa, Journal of Advertising Research, Digital First, January 2019

Cross-media advertising campaigns can grant marketers decisive advantages given the potential for synergy.

Volkswagen T- Roc: Born Confident launch

Case Study • Ivan De Santis, Greta Bottini, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Volkswagen, the German carmaker, launched its T-Roc model on the Italian market through a cross-media campaign.

Cincinnati Children’s: CincyHearts.org – A lifelong condition needs a lifetime of care

Case Study • Kristen Wachter, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Cincinnati Children's Hospital used radio, DOOH and online ads to increase awareness of the effectiveness of its adult heart surgery services in Ohio, US.

IHOb: The day IHOP flipped the script

Case Study • Elizabeth Hartley, WARC Media Awards, Entrant, Effective Channel Integration, 2018

IHOP, the restaurant chain, used a stunt built for social media and PR to generate buzz and increase sales in the US.

What we know about attribution and marketing mix modelling

Article • WARC Best Practice, December 2018

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

WARC Media Awards: Integration shortlist announced

News • 21 November 2018

Campaigns from Harley-Davidson in Canada, Maybelline New York in Ukraine and Pepsi in Vietnam are among the 20 that have been shortlisted for the Effective Channel Integration category in the 2018 WARC Media Awards.

11 brand-building tips from the godfather of effectiveness

Article • 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.
Cross-screen planning: Lessons from the 2018 WARC Media Awards

Article • WARC Exclusive, April 2019

Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to cross-screen planning.
Media Strategy Report 2019: Insights from the WARC Media Awards

Article • 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.
What we know about combining TV with digital media

Article • WARC Best Practice, September 2018

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 2018

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.
Media Strategy Report 2018: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2018

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.