Advertising best practice, evidence and insights

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.

What we know about earned media

Article • WARC Best Practice, August 2019

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 2019

Provides marketers with information and guidance about combining TV and digital media strategies.

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.

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.

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.

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.

Fruit Shoot: Fruit Shoot for the Moon

Case Study • Polly Goodman, Craig Adams, WARC Awards, Entrant, Effective Innovation, 2020

Children's drink brand Fruit Shoot implemented an integrated and innovative communications strategy in the UK to increase sales and move the brand from terminal decline into growth.

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.

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.

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.

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.

MENA’s anatomy of effectiveness: Regional perspectives on key industry thinking

Article • WARC Exclusive, April 2020

A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.

DB Export: I'm Drinking It For You

Case Study • Ahmad Salim, James Tucker, WARC Awards, Grand Prix and Best Multiplatform Award, Effective Content Strategy, 2020

Beer brand DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low Carb beer in New Zealand.

The Times of India: Lost Votes

Case Study • WARC Awards, Silver, Effective Content Strategy, 2020

English-language daily the Times of India threw its might behind a voting rights campaign, raising its profile among younger readers in the country.

du: It's Good To Be Home

Case Study • Remie Abdo, Jessica Handley, WARC Awards, Shortlisted, Effective Content Strategy, 2020

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

OldTown White Coffee: Anything is Pause-able

Case Study • Su Ling Chan, Galen Lau, WARC Awards, Shortlisted, Effective Content Strategy, 2020

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

Volkswagen: Drive Bigger

Case Study • Scott Schwartz, Steve DiRado, Ryan Smith, Emaan England, Kimberley Lupo, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Auto brand Volkswagen implemented an integrated campaign in the US to acknowledge its past faults, rekindle the spirit of the brand and highlight its pledge to achieve carbon neutrality by 2050.

Airbnb: The Country Pub Project

Case Study • Samyabrata Deb, Daniel Gervais, Shannon Crowe, WARC Awards, Grand Prix, Effective Use of Brand Purpose, 2020

In Australia, Airbnb regained its position as the most popular booking site by creating a project to support regional Australia by boosting a staple of rural life: the country pub.

Nestlé: Ok Nestlé! Tell me more about food.

Case Study • Vibha Gupta, Jitender Dabas, WARC Awards, Bronze, Effective Innovation, 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.

Integration