Get a demo Do I subscribe? News sign-up

Creative approaches

The creative approach taken by a brand is often critical to the success or failure of a campaign. The creative strategy needs to engage effectively with the target audience, and different approaches might be chosen depending on the make-up of a brand’s audience. Recent research has highlighted the importance of emotional appeals in brand-building, with more rational appeals focused on ‘activation’ work designed to lift sales in the short term.

Key Reading

Important papers from across the Warc database

James Hurman discusses the changing nature of creativity. He argues that creativity is becoming embedded throughout organisations rather than just in communications. Campaigns mentioned in the article include 'Guilt Trips', a product innovation that boosted business at transport provider V/Line.
Binet and Carter on why planners should pay more attention to music choice in TV ads.
An analysis on whether the use of celebrity in ads is impactful and persuasive.
Les Binet and Sarah Carter argue that light-heartedness helps creative ideas to surface.
Five tips for better storytelling in advertising.

Case Study

This case study describes how Domino's Pizza in the UK used a chatbot to allow consumers with an existing Domino's 'Easy Order' account to order pizza directly through Facebook Messenger.

Case Study

This case study describes how Latin American boyband CNCO used geo-location technology for a mobile campaign in Latin America, Spain and the US, to build excitement and social media buzz around the release of its debut album.

Case Study

This case study describes how specialist investment manager Architas, part of AXA, created an educational and interactive tool for independent brokers and Architas managers to help them sell more unit-linked products in France, Belgium and the UK.

Case Study

This case study describes how premium household appliances manufacturer Miele pushed its image in Italy beyond the communication pillars of price and performance, with a campaign based on a story about fashion.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Case Study

This case study describes how Coors Light, the US beer brand, remedied declines in sales and penetration by creating Climb On, a campaign that echoed a desire shared by all people - not just men: to overcome obstacles.
View all case studies on this topic


This article explores how Qantas, Australia's national airline, is using data to improve its customer experience and rethink audience segmentation.


This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.


This article explores how the BBC used emotional reactions to content to refine its content marketing offering and offers advice for brands on telling effective stories.


This case study describes how tech company Dyson aimed to get elite talent to apply to work for the company globally through Rethinkers, a cryptic online challenge.


In this article, the author argues that marketers should replace ROI or ROMI with a 'share of voice to brand share growth' model to measure profitability over the long term.


This article describes key learnings from the use of facial coding to assess ad responses to understand how advertising success is affected by emotional response, and to understand how that response can be measured.
View all articles on this topic
  1. Article

    This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

  2. Article

    This article covers how Lush Cosmetics uses its strong brand purpose to create relevant and engaging social media content – all while spending zero dollars on advertising.

  3. Article

    This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.

  4. Article

    This article explores personalisation, looking at the possibilities offered by machine learning tech deployed on big data, but warns that adland may be more excited about developments than the customers.

  5. Article

    This article explores best practice in the area of experiential marketing, arguing that it is a technique, not a channel, putting the idea first, and thinking about media second.

  6. Article

    This article discusses various approaches used by marketers to understand what consumers want.

View everything on this topic

Want to find out more? Contact us