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Creative approaches

The creative approach taken by a brand is often critical to the success or failure of a campaign. The creative strategy needs to engage effectively with the target audience, and different approaches might be chosen depending on the make-up of a brand’s audience. Recent research has highlighted the importance of emotional appeals in brand-building, with more rational appeals focused on ‘activation’ work designed to lift sales in the short term.

Key Reading

Important papers from across the Warc database

James Hurman discusses the changing nature of creativity. He argues that creativity is becoming embedded throughout organisations rather than just in communications. Campaigns mentioned in the article include 'Guilt Trips', a product innovation that boosted business at transport provider V/Line.
Binet and Carter on why planners should pay more attention to music choice in TV ads.
An analysis on whether the use of celebrity in ads is impactful and persuasive.
Les Binet and Sarah Carter argue that light-heartedness helps creative ideas to surface.
Five tips for better storytelling in advertising.

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