WARC Talks: Emotion in advertising

Amy Rodgers, Ian Forrester and Lynnette Poh

This week WARC talks emotion in advertising with Ian Forrester, founder and CEO of DAIVID, and Lynette Poh, Head of Marketing Communications at Singtel.

Where to listen

Timestamps

01:58 – Introductions.03:05 – The importance of understanding why campaigns are effective.08:47 – Emotion is the driver of memory creation.10:58 – Positive versus negative emotions.13:23 – Emotion and AI.17:47 – AI replacing human creativity.20:31 – Origins of the Singtel study.23:59 – Singtel’s approach to measuring emotions in advertising.28:04 – Singtel’s WiFi 6 campaign.34:45 – Is there synergy between data and creativity?38:08 – Takeaways for marketers.

Further reading

What we know about using emotion...

WARC subscribers can sign in to keep reading

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