GLOBAL: The effectiveness of everyday communications, including voice and written content such as letters and emails, can be improved by adopting a behavioural science approach, according to two industry practitioners.
Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018
Discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.
NEW YORK: Striking the right balance of creative originality and strategy requires agencies to consider a variety of structural factors, according to a study published in the Journal of Advertising Research (JAR).
Planning cannot afford to keep repeating old mistakes, says Mike Teasdale, if it is to adapt to the rise of data, platforms and short-term response creativity and the decline of long-term brand-building ideas.
Lucy Aitken, WARC Exclusive, February 2018
Discusses how Addict’Aide, a French organisation that raises awareness about any kind of addiction such as drugs, alcohol or gambling, gained global visibility in 2017 with its 'Like My Addiction' campaign and created a follow-up campaign, Le Secret de Laurence.
LONDON/MELBOURNE: Brands need to understand how advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant, according to a trio of researchers.
Ben Kozary, Michael Sankey and Ken Roberts, Admap, September 2017, pp. 20-21
This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.
CAMBRIDGE, MA: Brands need to adopt a portfolio approach to the material they post on social media, with a mix of emotional content and product information, to drive both engagement and purchase, an academic has said.
Amanda Kraiger, Admap, May 2017, pp. 21-23
This article outlines what guidelines marketers should follow to ensure that they get it right when disseminating public health information digitally to diverse audiences on their device of choice - a function that has now become an important part of modern-day healthcare.
Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.