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Article

This event report describes how Coca-Cola, the US multinational soft drinks manufacturer, has developed a system to process and test its many ads across Western Europe, using neuro-testing methods to inform creative and development processes.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Opinion

It can legitimately be said that Elvis Presley probably made more terrible records than any other artist in history.

News

LONDON: Some 15 campaigns from last year have been recognised for their creativity and effectiveness in the latest industry study from the Gunn Report.

Article

This event report provides ten tips for enhancing mobile creative, based on insights from behavioral science.

News

LONDON: Animation has the potential to make difficult subject matter understandable to consumers, but relatively few organisations use it in their marketing content on digital channels and even fewer do it well, a new report says.

Article

This Warc Webinar examines the role of creativity in driving advertising success and effectiveness, with examples from John Lewis, Ford and O2.

Article

This article outlines six principles for improving clarity and precision when researching creative, by borrowing techniques from behavioural and social science that capture what people are really thinking.

Article

This short article considers the Cannes Lions festival, and whether it is still worth holding, concluding that it is, as it brings together the broadest themes in the industry.

Research Paper

This article asks questions about advertising creativity, investigating the link between creativity and effectiveness, and whether creativity is necessary in all advertising.

Research Paper

Creativity widely is acknowledged to be a powerful tool for generating effective advertising communication, yet little is known about its application in the rapidly changing Chinese marketplace.

Article

This article argues that neuroscience insights need to be integrated into the early stages of developing creative concepts in order to produce better and more effective ads.

Article

This event report describes a talk by John C. Jay – who spent 21 years at Wieden + Kennedy and is the current president of global creative at Uniqlo – about his experiences of putting creativity into practice.

Article

This event report considers the possible impact of machines and artificial intelligence on the creative advertising industry.

Article

This event report outlines some of the ways in which automated analytics have helped PepsiCo enhance its marketing.

Article

This report provides new guidelines for the creative format of display and mobile advertising that fully embrace HTML5 technology as the new standard for ad creative.

Article

In this Warc Webinar, Neil Peace (Digital Strategy Director, UM London), Iain Noakes (Global Digital Acquisition Journey and Performance Lead, The Economist) and Liz Moseley (Marketing Director, Cannes Lions) explore the dynamic role that data can play in creative development.

Article

This article, taken from the Warc Toolkit 2016 report, looks at the fusion of data and creativity.

Research Paper

This paper explores the similarities between music and qualitative research which, it argues, both need to create a balanced relationship between art and science.

Research Paper

This paper explores how embracing the Buddhist notion of constant change, and Lego-style adaptability and re-creation, can teach brands to build growing and thriving business models.

Article

This webinar explores the opportunities in Big Data and how to realise them.

Article

This article argues that it is time that the importance of intuitive thinking was recognised in brand creation.

Article

This article explores the relationship between big data and creative thinking, and argues that when used well data can add to the creative process, but used badly it stifles creativity.

Article

This article argues that advertising should adopt a 'lean' approach which takes campaigns to market quickly, in order to create and refine better ad campaigns.