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Channel planning, media mix selection

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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.

B2B 내 채널 변화: 기술 및 통신 시장에서 변화하는 전략

Article • WARC Exclusive, February 2021

Spotify 관련 기술 및 통신 분야에서의 B2B 마케팅 분석.

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.

Diversifying with direct mail

Article • Christopher Karpenko, ANA, Forward, December 2020

Direct mail can be a reliable catchall that bolsters a brand's digital tactics as it reaches prospective customers in their physical home.

The key to opening different media doors

Opinion • Zofia Iwaszkiewicz, December 2020

During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,

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.

Power of Connection: an omnichannel touchpoint approach for retail

Opinion • Nicola Niesl, December 2020

In a final instalment of category-specific touchpoint investigations, Kantar’s Nicola Niesl looks at touchpoint effectiveness for retail brands.

The power of connection: An ever-evolving ride for automotive brands

Opinion • Nicola Niesl, December 2020

In this edition of Kantar’s touchpoint-specific investigations, Kantar takes a deep dive into effective touchpoint management for automotive brands.

Demand generation: how we made econometrics free to all

Research Paper • MRS Awards Papers, Winner, MRS Award for Media Research, 2020

Thinkbox, the marketing body for commercial TV in the UK, made rigorous econometrics available to all for free by building Demand Generator, a unique, online took that determines the optimal media mix specific to a brand's category, budget and goals.

글로벌 광고 트렌드: 2020/21 업계 현황

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

본 리포트에는 2020/21의 광고 투자, 미디어 소비 및 비용 인플레이션을 중심으로 한 WARC 데이터 플랫폼의 최신 리서치가 요약되어 있다. 주요 리서치 결과에는 아래와 같은 내용이 포함된다.

What marketers need to look at before finalizing 2021 media plans

Article • McKinsey & Company, Research on WARC, November, 2020

Report from McKinsey looking at how media planning and budgeting needs to reset priorities in the light of changes in consumer behavior because of the COVID-19 pandemic.

Winning the beauty contest with the right touchpoint mix

Opinion • Caroline Schicketanz, November 2020

In the fifth of Kantar’s category-specific touchpoint investigations, Caroline Schicketanz explores effective touchpoint management for personal care and beauty brands.

10 ways to improve integrated media planning and execution

Opinion • Ian McGrath, November 2020

Over the last decade, media has become more difficult to plan and it now requires more resources to execute. Iain Jacob captured this perfectly in a recent article for Campaign, “ Executing a successful, compliant, competitive, well-measured media campaign has in fact never been harder ”.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.

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.

Understanding the power of signalling

News • 09 November 2020

In the current environment, many marketers are turning to cost-efficient social media and video-sharing platforms, but in doing so they may be sending the wrong signal to the very customers they want to attract, research suggests.

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.
2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

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.
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:
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.
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.
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.