Integration

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.

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.

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.

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.

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.

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.

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.

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.

Tourism Australia: Dundee – The son of a legend returns home

Case Study • Hillary Fink, WARC Media Awards, Grand Prix and POE Special Award, Effective Channel Integration, 2018

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Why integration matters in an omnichannel world

Article • Christopher Karpenko, ANA Magazine, Forward, November 2018

These are the four common challenges that modern US marketers face when looking to integrate their marketing strategies and ways to overcome them.

Eurosport Player: Beating the odds to deliver a digital-first Winter Olympics

Case Study • Alisa Belyaeva, Suri Patel, Dino Myers-Lamptey, WARC Media Awards, Silver and Path-to-Purchase Special Award, Effective Channel Integration, 2018

Sports broadcaster Eurosport used targeted digital and social ads to increase subscribers across Europe during the 2018 Winter Olympics.

Heinz Beanz: Geoff – A can size for every Aussie

Case Study • Linda Fagerlund, Craig McLeod, WARC Media Awards, Silver, Effective Channel Integration, 2018

Heinz Baked Beanz in Australia executed a multi-channel integrated communications strategy to promote the new sizes of its traditional cans.

Pepsi: Pepsi Salt – Bring back the taste of Tết

Case Study • Anh Vu, WARC Media Awards, Silver, Effective Channel Integration, 2018

Pepsi, the soft drink brand, grew sales and increased market share in Vietnam by using insightful marketing techniques during the Vietnamese festival of Tết.