There is huge scope for innovation within integrated campaigns where each channel not only plays to its strengths but reinforces the roles of other channels, according to a WARC study.

The 2018 Media Strategy Report, an analysis of the shortlisted entries to the 2017 WARC Media Awards, shows how the winning campaigns came up with highly original ideas and used a clever and strategic mix of channels, reinterpreting notions of ‘integration’ and forging emotional connections with a range of audiences.

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