Research Paper
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Erik Modig and Micael Dahlen, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 324-336
Research has shown the importance of advertising professionals' creativity assessments in achieving desired consumer responses.
Research Paper
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Emma Rodero, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 337-349
Speech rate plays a critical role in understanding speech and therefore in advertising messages. Announcers tend to speak fast in radio and television commercials.
Article
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Mark Brown, Roop Bhadury, Nitin Bansal, Ellen Bloxsome, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 633-648
This article examines the manner in which advertising creativity may be influenced by "near" primes in the form of competitor product information that is presented at the briefing stage of engagement with a client.
News
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31/08/2020
Food brands could make an impact with their advertising during COVID-19 by tapping into a sense of nostalgia and a desire for togetherness among consumers, analysis by Ipsos has revealed.
News
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28/08/2020
Luxury brands that use less abstract and more concrete forms of print advertising may see a higher willingness to pay among consumers, according to a paper in the Journal of Advertising Research (JAR).
Article
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Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020
Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
Article
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Scindya Datt, WARC Exclusive, August 2020
PHD’s Scindya Datt outlines the key shifts in Southeast Asia’s media consumption patterns and looks ahead to how brands can move beyond pandemic conditions.
Article
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Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020
COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
News
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31/07/2020
Advertising professionals may be wasting valuable resources on choosing expensive music to accompany their work thanks to a bias that is not shared by consumers, according to a paper in the Journal of Advertising Research (JAR).
Opinion
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Tom Ollerton, July 2020
Tom Ollerton, founder of Automated Creative doesn’t believe artificial intelligence will replace human creativity but argues that it can bring clarity and much needed objectivity.
News
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24/07/2020
Strong insights generally lead to ads that are more emotional than functional in nature, according to a study published in the Journal of Advertising Research (JAR).
Research Paper
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Manuel Anglada-tort, Steve Keller, Jochen Steffens and Daniel Müllensiefen, Journal of Advertising Research, Digital First, July 2020
When choosing music for advertisements, professionals are influenced by a large number of factors that could impair their judgment.
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2020
Research by the Geena Davis Institute on Gender in Media and Cannes Lions found that brands are failing to represent numerous communities, and especially Black women, in adequate ways in their ads.
Article
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Research on WARC, July 2020
The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.
Article
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Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020
Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.
Opinion
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Stephen Whiteside, June 2020
Following a week of livestreamed talks from Lions Live, a digital-content platform run by Cannes Lions, Stephen Whiteside, WARC’s Reports Editor, looks at the biggest takeaways from five days of inspiring thought leadership.
Opinion
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Orlando Wood, June 2020
Orlando Wood, Chief Innovation Officer of System1, describes the change in creative style that’s occurred over the last 15 years and how it has undermined effectiveness.
News
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25/06/2020
Advertisers hoping to connect with consumers who are still dealing with the impacts of COVID-19 need to demonstrate how they are “enabling life to continue”, according to Orlando Wood, chief innovation officer at research firm System1.
Article
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Geoffrey Precourt, Event Reports, Lions Live, June 2020
Research firm System1 has taken a deep dive into advertising effectiveness during the COVID-19 pandemic in order to understand which types of commercials are effective.
Article
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WARC COVID-19 Series, June 2020
Shows how behaviours are changing during and after the COVID-19 pandemic and provides a behavioural road map for how to communicate today and in the foreseeable future.
Article
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Brian Carruthers, WARC Exclusive, April 2020
LinkedIn undertook research into the top-performing videos on the platform across EMEA to understand what works best.
Article
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Research on WARC, May 2020
Features both current data on ad spending trends due to COVID-19 and historical data highlighting how brands that continue to spend on advertising through recessions come out more strongly when recessions end.
Research Paper
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John Parker, Scott Koslow, Lawrence Ang, and Alexander Tevi, Journal of Advertising Research, Digital First, May 2020
Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to leap.
News
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26/05/2020
Brands are commonly advised to continue to advertise during a recession, but there are different considerations during a health-induced recession caused by disease; System1’s Orlando Wood offers some advice in The WARC Guide.
Opinion
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Shazia Ginai, May 2020
During a time of social distancing, people crave human connection more than ever. Shazia Ginai offers some tips on how to achieve that.
