Marketing Truth #3: Creativity supercharges marketing's impact

In this third episode of WARC’s Marketing Truths series, Ann Marie Kerwin, Americas Editor, and Jim DeLash, Omnichannel Marketing Director at GSK, discuss how emotional campaigns are strongly linked to effectiveness, with effective campaigns scoring higher on positive emotions such as enjoyment and involvement.

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Where to listen


00:58 – Defining creativity's impact on marketing 02:25 – Creativity's role in pharma 03:16 – Dull ads cost marketers more money 05:22 – Getting creative submissions through non-marketing review teams 06:49 – Tapping into emotions other than joy and happiness to get an audience to react 09:07 – Functional and rational messaging are less likely to get people to move and take action10:33 – Getting the idea of emotional ads and...

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