Integration

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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.

How a return to purpose helped Confused.com reclaim its place amongst the comparison giants

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Confused.com, a price comparison website, broke category conventions with a TVC that turned confusion into clarity with a calm guide to comparisons to better-connect with UK consumers.

How we crossed the 'T's, dotted the 'I's and put TUI at the top

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

TUI, a British leisure travel group, launched a campaign in the UK to rebrand from Thomson to TUI with OOH, digital takeovers and TVCs that demonstrated the customer centricity of a TUI holiday.

Fidelity Stocks & Shares ISA: How Fidelity won minds by appealing to hearts

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Fidelity, an investment management service, increased relatability among consumers in the UK by creating an emotion-led TV campaign that followed a Fidelity family.

How Aldi re-energised an existing advertising concept to re-ignite growth

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping at Aldi.

Five work famously for Great Western Railway

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Great Western Railway (GWR), a train operating company, encouraged the British public to travel by train by launching animations of Enid Blyton's The Famous Five going on a Western Railway adventure.

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.

Fevikwik: Fix it or forfeit it

Case Study • Divya Agarwal, WARC Prize for Asian Strategy, Silver, 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.

Fortis Hospitals: Honor the Donor

Case Study • Saumya Tyagi, Ankit Singh, WARC Prize for Asian Strategy, Silver, 2020

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

OldTown White Coffee: Anything is Pause-able with OldTown White Coffee

Case Study • Galen Lau, Su Ling Chan, WARC Prize for Asian Strategy, Entrant, 2020

Coffee brand OldTown White Coffee increased sales and market share by targeting millenials with a multichannel campaign.

The Department of Tourism (Uttar Pradesh): Inviting new India to its oldest festival

Case Study • Siddhartha Dutt, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2020

The Department of Tourism of the Government of Uttar Pradesh in India ran a multi-media, multi-channel campaign to attract Indian millennials to Hindu religious festival Kumbh Mela.

Lifebuoy: A Mission To Cut Sick Days by Half

Case Study • Ha Tran, Linh Ngo, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Lifebuoy, the leading hygiene soap brand in Vietnam, boosted brand love and antibacterial soap sales with a health-awareness campaign aimed at teaching children and their parents the importance of good hygiene.

The Telegraph: Changing the prayer and praying for change

Case Study • Basabdatta Lahiri, WARC Prize for Asian Strategy, Entrant, 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.

Nestlé: Ok Nestlé! Tell me more about food

Case Study • Vibha Gupta, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2020

Food conglomerate Nestlé created a Google Voice-powered knowledge service platform to position itself as a nutritional expert and build brand trust among millennial mothers in India.

Visa Inc. India: Tap to pay with Visa. Just like that.

Case Study • Uchit Gupta, WARC Prize for Asian Strategy, Entrant, 2020

Visa India ran a multi-channel campaign to increase penetration of contactless payments from 0.43% to 1.8% of transactions by educating millennials about the convenience and ease of contactless.

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.

Cesar Twinning: Putting dog food into Vogue

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2020

Cesar, a dog food brand, launched matching sweaters for dog owners and their furry best friends in the US to create earned media and to increase sales.

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.