Supercharging the impact of a strong creative with high-attention media

The importance of creative strength and how media platform selection can amplify or undermine it is the subject of the ‘Attention and effectiveness: To ESOV and beyond Part II’ study, which was discussed at a webinar with the authors Peter Field, Robert Brittain and Professor Karen Nelson-Field.

Is there one single factor that supercharges attention on ads and messaging? And if there is, how can brands and marketers use it wisely to ensure that advertising dollars are spent prudently even as a global recession looms?

A new study, ‘Attention and effectiveness: To ESOV and beyond Part II’, provides new analysis of the factors driving ESOV (excess share of voice) across advertising campaigns and the ability of media platform selection to amplify or undermine a campaign’s creative strength.

Advertising Council Australia partnered with ThinkTV to launch the study by Peter Field, strategic planner, Peter Field Consulting; Robert Brittain,...

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