Who needs highly creative advertising? How brand familiarity moderates creativity’s influence on attention, affect, and memory

Although the overall effect of creativity in advertising appears positive, the moderating effect of brand familiarity is unknown.
Al-Shaili, Koslow, and Kilgour

Management Slant

  • Highly creative advertising is critically important for less familiar brands.
  • Although highly creative advertising improves consumer attention to advertisements for highly familiar brands, brand affect may sometimes suffer.
  • If highly familiar brands do seek out highly creative advertisements, they should ensure that the advertisement implicatures are “on brand” to retain their attitudinal advantages with consumers.


Researchers have made important strides in understanding what drives advertising effectiveness, and, not surprisingly, significant attention has been given to the effects of creativity. Although the case for how creative advertising benefits brands has been made frequently (...

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