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Channel planning, media mix selection

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What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, July 2021

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

A short guide to building marketing-mix-models in the new economy

Article • Robin Sheridan, WARC Best Practice, July 2021

Explains how brands can adapt marketing-mix-models (MMM) for today’s media landscape.

Do you need online ads to drive online sales?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report asks whether the assumption that online sales require online ads needs to be challenged.

HFSS: How grocery brands and retailers can stay effective in an age of restriction

Article • Callum Saunders, WARC Best Practice, July 2021

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

Australia Effie analysis demonstrates power of mental availability, excess share of voice, and adjusting for attention

Article • Sam Peña-Taylor, WARC Exclusive, July 2021

This article outlines research focused on the Advertising Council Australia’s Effectiveness Database which addressed vital marketing metrics like mental availability, excess share of voice and attention.

Three ways to build brands through effective media planning

Article • Alex Brownsell, Event Reports, Facebook’s Marketing Summit Northern Europe, April 2021

New research from University of Oxford, Saïd Business School and Kantar into brand-building effectiveness.

To ESOV and beyond

Opinion • Robert Brittain and Peter Field, June 2021

Thinking on ESOV takes an important step forward with a new piece of research based on data from Advertising Council Australia’s Effectiveness Database. Robert Brittain and Peter Field explain.

Embracing multiplicity: Experimenting with outcome-based brand planning

Article • Pete Buckley and Gareth Price, WARC Exclusive, May 2021

Facebook’s Pete Buckley and Gareth Price draw on new research from Oxford University and Kantar to highlight the power of multiplicity in brand building.

How Direct Line Group’s investment in BVOD helped to deliver incremental reach

Article • Alex Brownsell, Event Reports, Thinkbox: New trends in TV advertising, April 2021

UK insurer Direct Line Group tested digital channels and platforms to plug a gap in its audience reach.

Adspend recovery among SMBs uncertain in the US

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of adspend intentions in the United States among small- and medium-sized businesses (SMBs).

Maplin: Rebuilding a legacy brand in an online environment

Article • Brian Carruthers, Event Reports, Mediatel: Future of Brands & Marketing

Maplin, the electronics retail chain, closed its stores in mid-2018 but was reborn six months later as an online-only operation.

Advertising fast and slow

Opinion • Faris Yakob, April 2021

Attention matters, argues Faris Yakob, but using it to its full potential is a case of balancing fast and slow media to work across both high and low attention environments.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

TikTok and UEFA enter the stadium: What it means for brands

Article • Anupam Gupta, WARC Exclusive, April, 2021

This article considers the opportunities to engage football fans on TikTok.

Effective channel integration: Right place, right time, right message

Opinion • Sumegha Rao, April 2021

Sumegha Rao considers how brands including Tesco, Churchill and NHS England harnessed the power of disruption, innovation and unexpectedness to truly stand out.

What's working in channel integration

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in channel integration.

What we know about TV effectiveness

Article • WARC Best Practice, March 2021

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

In India, content is not confined to a single platform

Article • Mukta Lad, WARC Exclusive, March, 2021

Quality content is available across many formats and ABP Network’s chief revenue officer Mona Jain shows how media planning can and ought to be screen-agnostic.

Strategy Toolkit module 6: Building a campaign

Article • WARC Strategy Toolkit, March 2021

This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.

Re-evaluating media for recovery

Article • Martin Vinter, WARC Exclusive, February 2021

Research into the disparity between perception and reality of media effectiveness.

Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.

Brand in action: How Carlton & United Breweries is looking beyond the product to create deeper digital brand experiences

Opinion • WARC, January 2021

Digital is central to the entire brand experience at Carlton & United Breweries, with a focus on how data and technology can help deliver more meaningful consumer interactions. Head of Integrated Marketing, Jemma Downey speaks to WARC about how the company has doubled down on creating best-in-class digital programmes and products, whilst looking at ways its brands can grow beyond the product with new business models.

Brands can achieve relevance by maximising CTV

Article • Austin Scott, WARC Exclusive, January 2021

Guidance for marketers approaching connected TV advertising for the first time.

Audio media may need to change its tune if it is to thrive in 2021

Opinion • Alex Brownsell, January 2021

Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell.

Effective channel strategies move people and grow brands

Opinion • Chiara Manco, January 2021

WARC’s Chiara Manco looks at how winners of the 2020 Media Awards’ Effective Channel Integration category reaped the benefits of using strategic comms planning to engage their audiences.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
What we know about TV effectiveness

Article • WARC Best Practice, March 2021

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
Media allocation report

Data • WARC Data, December 2020

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.