Communications development research

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How to apply behavioural science to build more effective everyday communications

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.

Face presence and gaze direction in print advertisements: How they influence consumer responses – an eye-tracking study

Article • Safaa Adil, Sophie La coste-Badie, and Olivier Droulers, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 443-455

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

The Financial Conduct Authority: How Arnold Schwarzenegger became the ‘head’ of the FCA

Research Paper • MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research, 2018

The Financial Conduct Authority, a conduct regulator for financial services and financial markets in the UK, increased awareness of the 2019 PPI complaints deadline through a creative campaign based on consumer research in the UK.

The AA: Sparkplugs to Singalongs

Research Paper • MRS Awards, Winner, Jeremy Bullmore Award for Creative Development Research, 2018

The AA, British motoring association, turned around a decade of decline by re-introducing emotional brand building as part of a complete marketing overhaul.

Building three brands with one idea: How Carmichael Lynch fueled growth for Phillips 66, Conoco and 76

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2018

Phillips 66, the energy company, tasked agency Carmichael Lynch with promoting three different brands using one common strategy.

The unskippable future for advertising: Google’s video strategy

Article • Brooke Hemphill, Event Reports, Advertising Week APAC, August 2018

Google is placing its bets on the future of data-driven video.

Applying behavioural science to everyday comms

News • 05 September 2018

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.

Seven key behavioural science-based concepts for optimising everyday communications

Article • 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.

The Home Depot becomes a content powerhouse

Article • Stephen Whiteside, Event Reports, CommerceNext, July 2018

The Home Depot, the retailer, has developed content capabilities enabling it to meet a wide range of consumer needs.

How agencies can balance originality and strategy

News • 06 July 2018

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).

Repeat to fade: planners need to adapt

Opinion • Mike Teasdale, July 2018

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.

How Twentieth Century Fox drives attentive reach

Article • Brian Carruthers, Event Reports, IAB UK Engage conference, June 2018

Explores how the Twentieth Century Fox film studio drove ‘attentive reach’ by incorporating elements of storytelling into its online promotional activity for a new release.

How to market boring, complicated and undifferentiated products

Article • Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.

How Rhetoric Theory Informs the Creative Advertising Development Process: Reconciling Differences between Advertising Scholarship and Practice

Article • Alexander Tevi and Scott Koslow, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 111-128

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

How Addict’Aide switched from fiction to fact to help spot the signs of alcoholism

Article • 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.

Unleashing cyborg creativity

Article • Oliver Feldwick, Admap, February 2018, pp. 10-12

Reveals the four levels of cyborg creativity, from simple automation to higher-order creativity, and discusses what the new cyborg agency of the future might look like, and how to achieve it.

Nationwide Building Society: How do you research a poem?

Research Paper • MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development, 2017

Nationwide Building Society, a British financial services company, used a bespoke research methodology to provide feedback on Nationwide's 12 emotionally powerful poems.

How Marmite increased sales by 33% with the Gene Project

Article • Chiara Manco, WARC Exclusive, December 2017

Through a genetic study uncovering the science behind love or hate for its product, UK brand Marmite launched a PR-heavy campaign that once again played on its "You either love it or hate it" message in a fresh way.

Why Turkcell uses sign language in TV ads

Article • Brian Carruthers, Event Reports, MRMW Europe, November 2017

The use of sign language in TV advertising has generally been a rare one-off related to a particular campaign.

What AI means for communications planning

Article • Toby Roberts and Rohan Tambyrajah, Admap, October 2017, pp. 28-29

This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.

Sharpen your focus on visual communications

Article • Chris Warren, ANA Magazine, ANA Magazine, September 2017

Provides five ways that marketers can tap the power of visual communications to deliver a unique and memorable marketing message.

Why you should measure advertising's plausibility

News • 27 September 2017

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.

How to measure advertising's plausibility

Article • 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.

Getting people to concentrate on your brand: Tips from the APG

Article • Joseph Clift, Event Reports, APG Thinking Around Corners, July 2017

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

How to choose the right music for your brand

Article • David Meerman Scott, WARC Best Practice, August 2017

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

The unskippable future for advertising: Google’s video strategy

Article • Brooke Hemphill, Event Reports, Advertising Week APAC, August 2018

Google is placing its bets on the future of data-driven video.
Seven key behavioural science-based concepts for optimising everyday communications

Article • 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.
How to apply behavioural science to build more effective everyday communications

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.
How to choose the right music for your brand

Article • David Meerman Scott, WARC Best Practice, August 2017

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.
WARC Webinar: Beyond boring briefs: How to inspire great work

Article • Faris Yakob, WARC Webinars, August 2016

In this webinar, Faris Yakob, Founding Partner of Genius Steals, explains how to create better and more creative briefs.
Strategy Toolkit: Building a campaign

Article • Strategy Toolkit, Strategy Toolkit

This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully.