MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2018
Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.
Gianluigi Guido, Marco Pichierri, Giovanni Pino, and Rajan Nataraajan, Journal of Advertising Research, Digital First, July 2018
This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.
NEW YORK: Agency executives mix factors like gut instinct and experience with more analytical approaches when choosing which ideas to show clients, according to a study published in the Journal of Advertising Research (JAR).
NEW YORK: The proper match of a product and endorser not only can move consumers along the path to purchase but can also positively affect financial market performance, according to new research published in the Journal of Advertising Research ...
LONDON: Many of the UK’s top retailers have again splashed out on cinematic-style blockbuster ads in the run up to Christmas, but with consumers cutting back on their spending there is evidence that simpler ads could be more effective.
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.
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.