Advertising best practice, evidence and insights

What we know about earned media

Article • WARC Best Practice, August 2020

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 2020

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, June 2020

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.

Advertisers take major step towards ‘Holy Grail’ of cross-media measurement

News • 17/09/2020

A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said.

Fortis Hospitals: Honor the Donor

Case Study • Lavanya MN, Shaziya Khan, Saumya Tyagi, Ankit Singh, WARC Prize for Asian Strategy, Shortlisted, 2020

Fortis, the chain of hospitals, launched the first ever organ donor symbol to tackle the cultural taboo against organ donation in India.

Fevikwik: Fix it or forfeit it

Case Study • Divya Agarwal, WARC Prize for Asian Strategy, Shortlisted, 2020

Adhesive brand Fevikwik used TV, digital and social media to drive behaviour change and increase brand scores on salience, likeability, and brand appeal in India.

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, Vol. 60, No. 3, 2020, pp. 305-323

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.

IKEA’s Gianluca Toccafondi: “investing for growth has never been more important”

Opinion • Chiara Manco, August 2020

Gianluca Toccafondi, Global Integrated Media Manager at IKEA Retail (Ingka Group), will be judging the Effective Channel Integration category of the 2020 WARC Media Awards.

What we know about attribution and marketing mix modelling

Article • WARC Best Practice, August 2020

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

du: It's Good To Be Home

Case Study • Remie Abdo, Jessica Handley, WARC Prize for MENA Strategy, Entrant, 2020

Telco du boosted engagement and sales of its internet and entertainment services with a multi-channel campaign in the United Arab Emirates.

Agencies eye CTV/addressable TV

News • 01/07/2020

All agencies across Europe see addressable TV or connected TV as key digital video growth areas for the next 12 months, according to new research from IAB Europe, but measurement remains an issue.

Creative Commitment: a new metric to predict campaign performance and counter short-term thinking

Article • Stephen Whiteside, Event Reports, Lions Live, June 2020

Research undertaken by James Hurman and Peter Field points to a "Creative Commitment" metric as having a strong correlation with campaign effectiveness.

The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.

Media means business: Creating meaningful media in pharma

Article • Havas Lynx Group, Research on WARC, June 2020

This Havas White Paper outlines how pharma brands can make the most efficient and effective media choices.

Codina Partners: Downtown Doral invites unhappy New Yorkers

Case Study • SABRE Awards, Gold, North America, 2020

Codina Partners, a real estate investment and development firm, created a digital platform for unhappy New Yorkers to explore what life could be like if they moved to Downtown Doral.

Best in class: The five rules of digital advertising effectiveness

Article • Elizabeth Lane, WARC Exclusive, May 2020

Research from IAB UK and Kantar into the brand building capabilities of digital display media.

ŠKODA: Hesitation

Case Study • Pauline Dunas, WARC Awards, Bronze, Effective Social Strategy, 2020

Automotive brand SKODA created a campaign tailored around the specific insights of the local market to challenge erroneous brand perceptions in France.

Dove: #ProjectShowUs

Case Study • Lucia Yanes, Patricio Shilton, Moizo Tatiana, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Dove the beauty brand created an online image library to break beauty stereotypes in Argentina.

The Telegraph: Changing the prayer and praying for change

Case Study • Basabdatta Lahiri, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Indian daily English-language newspaper The Telegraph used a multichannel approach, including TV, radio and outdoor based around the Durga Puja festival to draw attention to the issue of gender inequality in India.

Oreo: Rekindling the childlike spirit of playfulness

Case Study • Sneha Raina, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

In India, Oreo, the cookie brand, launched a campaign to widen its audience to include adults as a way of tackling slow growth in the cream biscuits category.

Shell Advance: Forever Outriders

Case Study • WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Oil brand Shell used the power of influencers and online content in Vietnam to increase awareness and preference among a young target audience.

Ensure: Abbott Ensure Muscle Math

Case Study • Milan Agnihotri, WARC Awards, Entrant, Effective Social Strategy, 2020

Nutrition supplement brand Ensure Gold created an innovative social campaign in Malaysia to educate consumers and increase market share.

F&F: I only popped in for milk…

Case Study • Rebecca Arnold, WARC Awards, Entrant, Effective Innovation, 2020

Tesco-owned fashion brand F&F boosted brand perceptions with a fashion-focused campaign in the United Kingdom.