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.
Caroline Hayter, Admap, October 2016, pp. 10-12
This article outlines six principles for improving clarity and precision when researching creative, by borrowing techniques from behavioural and social science that capture what people are really thinking.
This article argues that, rather than prioritising between technology and creativity, the key to success is in developing creative big ideas that are true to the brand, and using data and technology-driven approaches to execute them in the right context.