WARC Talks: Emotion in advertising

This week WARC talks emotion in advertising with Ian Forrester, founder and CEO of DAIVID, and Lynette Poh, Head of Marketing Communications at Singtel.

Where to listen


01:58 – Introductions.03:05 – The importance of understanding why campaigns are effective.08:47 – Emotion is the driver of memory creation.10:58 – Positive versus negative emotions.13:23 – Emotion and AI.17:47 – AI replacing human creativity.20:31 – Origins of the Singtel study.23:59 – Singtel’s approach to measuring emotions in advertising.28:04 – Singtel’s WiFi 6 campaign.34:45 – Is there synergy between data and creativity?38:08 – Takeaways for marketers.

Further reading

What we know about using emotion...

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