Effective ads links brands to things people really care about

The article presents a new technique in neuropsychology that quantifies the extent to which communication creates an emotional connection between the individual and the brand.

Effective ads links brands to things people really care about

Jon Harper, Ged Parton and Rushan Shaffie

Advertising creatives know that the key to creating great advertising is to form an emotional connection with the consumer. They understand the importance of capturing the right look and feel of an ad that links the brand with a set of desired associations.

But research has had limited success in providing a sensitive measure of emotional response. Now, after an extensive R&D exercise, we at Synovate are confident that we have produced a real 'breakthrough' in this area. We...

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