Music, humour and dialogue: New creative guidance from Ehrenberg-Bass

Joseph Clift

This event report comes from the Warc session at Cannes Lions festival with the Ehrenberg-Bass Institute, in which the audience heard compelling new research and a growing system of codification.

Music, humour and dialogue: New creative guidance from Ehrenberg-Bass

Joseph CliftWarc

The Ehrenberg-Bass Institute, based at the University of South Australia, is one of the world's foremost authorities of what works in marketing. And the Cannes Lions International Festival of Creativity is the marketing industry's biggest annual event - and most prestigious creative awards show.

The two institutions came together at a session organised at the 2016 festival by Warc, and featuring the Institute's Professor Rachel Kennedy and Dr Nicole Hartnett.

"I love being here, and I love advertising," said Kennedy. "But I also look at the talks here...

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