Creativity & research

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News • 07 May 2019

Creative decisions require leaps into the unknown – it is impossible to analyse your way to a brilliant idea – but the greater accessibility of neuroscience testing techniques means that optimising for effectiveness has never been ...

Is advertising art or science? Brainy Bar 8

Article • Sam Peña-Taylor, WARC Exclusive, May 2019

Neuroscience insights are becoming ever more accessible, and are quicker to find than ever before: here are three examples of brands and agencies deploying these techniques effectively.

Quantifying the advertising-creativity assessments of consumers versus advertising professionals: Does it matter whom you ask?

Research Paper • Erik Modig and Micael Dahlen, Journal of Advertising Research, Digital First, March 2019

Research has shown the importance of advertising professionals' creativity assessments in achieving desired consumer responses.

The Behavioural Scientist’s guide to fuelling creativity

Article • Crawford Hollingworth and Liz Barker, Research on WARC, 2019

Provides a guide for how to build more creative environments or brainstorming sessions that maximise creativity, breadth and quality of ideas.

Are consumers eating their feelings? How memory and emotion create stronger brand connections

Article • Amy Shea and Emily Higgins, WARC Webinars, February 2019

Amy Shea, director of brand experience at Ameritest, and Emily Higgins, vice president of client services at Ameritest, discuss how marketers can build emotion and drive choice in their categories.

Can your advertisement go abstract without affecting willingness to pay? Product-centered versus lifestyle content in luxury brand print advertisements

Research Paper • Francesco Massara, Daniele Scarpi, and Daniele Porcheddu, Journal of Advertising Research, Digital First, February 2019

Advertising can focus on concrete product attributes or on lifestyle expressions and abstract benefits.

Best measures of attention to creative tactics in TV advertising: When do attention-getting devices capture or reduce attention?

Research Paper • Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, and Duane Varan, Journal of Advertising Research, Digital First, January 2019

Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention.

Motives and alibis: How to rethink messaging for unignorable communications

Opinion • Mike Teasdale, January 2019

Neuroscience teaches us that memories don’t exist whole but as little bytes of sensory impulses that need reconstruction.

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.

Campaign Tracking Comes of Age: delivering continuous creative enhancement for Officeworks

Research Paper • 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.

Google: The battle of the campaign effectiveness methodologies: can two diverse approaches deliver one truth?

Research Paper • MRS Awards, Finalist, MRS Award for Media Research, 2018

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Brainy Bar 7: Can you have too much emotional advertising?

Opinion • Sam Peña-Taylor, November 2018

Emotional advertising is in vogue right now. But how much do we need to do and how much is too much? WARC was at Brainy Bar 7 to hear.

How do I use creativity to drive effectiveness?

Article • WARC Evidence, October 2018

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.

Can media neutrality limit creative potential? How advertising’s use of ideation templates fares across media

Research Paper • Alexander Tevi, Scott Koslow, and John Parker, Journal of Advertising Research, Digital First, October 2018

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Is data-driven creative the future of video content?

News • 21 September 2018

Google is placing its bets on the future of data-driven video in Australia, according to two senior executives at the company.

British Gas and ‘the Wilbur effect’

Article • Matthew Carlton, Event Reports, Media Research Summit, June 2018

Looks at an example of the use of eye-tracking to assess whether people are looking at online ads.

Effects of face images and face pareidolia on consumers? Responses to print advertising: An empirical investigation

Research Paper • 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.

How agencies choose what to show clients

News • 29 June 2018

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).

Decoding emotions in advertising

News • 26 June 2018

GLOBAL: Agencies may be asked to create an emotional ad, but without an accompanying motivating message the impact on sales will be random, according to an industry figure.

How emotion really works in advertising

Article • Phil Barden, Admap, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.

Celebrity endorsers can boost market value

News • 04 May 2018

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 ...

AB InBev turns copytesting into a driver of creativity

Article • Stephen Whiteside, Event Reports, CONSUMERxSCIENCE, March 2018

Anheuser-Busch InBev, the brewer, modified its approach to testing advertising in a way that has nurtured ideas rather than simply approving or rejecting ads based on simplistic scores.

The behavioural scientist's guide to fuelling creativity

Article • Crawford Hollingworth and Liz Barker, Market Leader, Quarter 2, 2018, pp. 14-15

Showcases three of the strongest techniques to build more creative environments and to maximise creativity in marketing teams.

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.

The Market Value of Celebrity Endorsement: Evidence from India Reveals Factors That Can Influence Stock-Market Returns

Research Paper • Arpita Agnihotri and Saurabh Bhattacharya, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 65-74

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Are consumers eating their feelings? How memory and emotion create stronger brand connections

Article • Amy Shea and Emily Higgins, WARC Webinars, February 2019

Amy Shea, director of brand experience at Ameritest, and Emily Higgins, vice president of client services at Ameritest, discuss how marketers can build emotion and drive choice in their categories.
Best measures of attention to creative tactics in TV advertising: When do attention-getting devices capture or reduce attention?

Research Paper • Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, and Duane Varan, Journal of Advertising Research, Digital First, January 2019

Attracting attention is a common goal for advertisers, but there is limited knowledge about how best to measure attention.
How do I use creativity to drive effectiveness?

Article • WARC Evidence, October 2018

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.
How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.
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.
Advertising creativity and repetition: recall, wearout and wearin effects

Research Paper • Kevin Lehnert, Brian D. Till and Brad D. Carlson, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 211-231

Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads.