Unilever, the consumer goods manufacturer, found an innovative way to challenge stereotypes by asking several of its marketers, as well as agency representatives, to take DNA tests and explore their own genetic heritage.
Adam Sheridan, Research on WARC, Ipsos Views
Campaigns using creative evaluation services are less likely to achieve long-term effects, so marketers need to better apply these metrics in their creative development process to improve the chance of achieving long term business effects.
Arnaud Debia, Research on WARC, Ipsos Game Changers
Strong ideas are essential for advertisers to grab attention and grow powerful brands, but this requires making bolder creative choices – which can turn around a category, yet risks making a wrong turn.
Gianluigi Guido, Marco Pichierri, Giovanni Pino, and Rajan Nataraajan, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 219-231
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.
Consumers and industry professionals rate advertising creativity in different ways, with potentially significant impacts on the power of these messages, according to a paper in the Journal of Advertising Research (JAR).
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 ...
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.