Is emotional intelligence the new marketing frontier?

This article discusses how emotional influencing in brand building campaigns is being increasingly explored and adopted as a key strategy for long-term customer engagement.

Over the past two or three years, Gawain Morrison has observed clients climbing on board the emotional engagement bandwagon and declaring a need to understand consumers' emotions, but, he said, from a research point of view this has often been a last-minute add-on when budgets allowed. "There's been no thought about it, there's been no consideration to it at the outset."

The CEO and co-founder of Sensum, a Belfast-based specialist in measuring emotions, told an audience at Advertising Week Europe, held in London in May 2017, that marketers' talk wasn't matched by an understanding of the different metrics that can...

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