This article is part of a series of articles on neuroscience applied to marketing. Read more.

The recent publication of the 2017 WARC 100 report drew lessons from a range of highly effective campaigns, ranging from clever data-driven creative to stunt-led campaigns. All of the WARC 100 campaigns had in common great strategic thinking, leading to highly effective performance in the real world. But could learnings from neuroscience help make great campaigns even better?

We looked at some of the winning campaigns from the perspective of neuroscience and, in doing so, focused not on strategy but on the impact of final execution. We looked, in particular, at TV-led campaigns, where we have well-established benchmarks for brain response and some well-documented learnings about the creative drivers of advertising effectiveness.