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News

LONDON: Many of the UK’s top retailers have again splashed out on cinematic-style blockbuster ads in the run up to Christmas, but with consumers cutting back on their spending there is evidence that simpler ads could be more effective.

Article

This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London.

News

NEW YORK: Sex exerts the strongest effect on consumer attitudes among seven different appeals commonly used in advertising, according to a study published in the Journal of Advertising Research (JAR).

Article

The Fluent Device is a creative conceit (slogan or character) that is used as the primary vehicle for the drama of a long-running campaign; here a behavioural expert explains why they are effective.

Article

This article digs deeper into new research that reveals the real effectiveness of building emotional engagement and lasting impressions into advertising.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Research Paper

This paper looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.

Research Paper

This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.

Research Paper

This paper explains how a Mexican research agency took on the challenge of thinking about the future today from two fronts: towards its clients and towards itself.

Article

This event report outlines some headline findings from research conducted by MediaScience and the Ehrenberg-Bass Institute for Marketing Science, based on ads from Mars, Inc.

Opinion

Typically, art and science are presented as opposites. But Dentsu Mitchell’s Eaon Pritchard argues that the problem lies with formulas and not with the scientific method, which can inform the creative process just as it informs science, through observations, hypotheses, and experimentation.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

News

NEW YORK: Neuroscience can offer a range of powerful insights into creative effectiveness, as shown by an analysis of popular Super Bowl spots conducted by Nielsen Consumer Neuroscience.

Article

This event report outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.

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

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

Research Paper

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

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.