Millward Brown's Hollis: What Makes a Viral Ad Break Out?

At the Re:Think 2010 ARF annual convention, Nigel Hollis, Millward Brown chief global analyst, spoke on viral viewing stating that creativity rules.

Millward Brown's Hollis: What Makes a Viral Ad Break Out?

Geoffrey Precourt Warc

"When it comes to viral viewing there is only one rule," according to Nigel Hollis, Millward Brown chief global analyst:

"Creativity rules."

The author of The Global Brand(Palgrave Macmillan, 2008) and four-time winner of WPP's Atticus Award, also cautioned, "getting people to watch your ads online requires working to a higher standard. Ads that might be viewed passively on TV will simply be ignored online. It is difficult enough to create an ad that people are willing watch online. It is far more...

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