The neuroscience of creative effectiveness in TV advertising

Rosie M Pritchard

Neuro-Insight’s Rosie M Pritchard explores which creative variables within TV advertising are the most successful at driving memory, eliciting high relevance and impacting emotion, in a collaboration with Thinkbox.

Creativity is widely credited as being “the” vital ingredient in successful brand building and in driving advertising effectiveness, yet it is widely acknowledged as being the toughest element within the whole communications mix to measure and truly understand.

The following body of work seeks to address this very challenge by measuring the seat of human truth – the brain – and how it responds to creativity. In doing so, we unlock some of the drivers of advertising effectiveness. These data-driven findings offer actionable insights for marketers who place effectiveness at the centre of their creative development process and who are...

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