Six key factors in winning ad campaigns

This article discusses what learnings from neuroscience are revealing about how the brain responds to storytelling to encode information into long-term memory, and applying this knowledge to the 2017 WARC 100 top campaigns.

Neuromarketing

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands