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Using neuroscience to make the case for more diversity in advertising

Article • Chasson Gracie, Joshua Richards, Daniel Pozzebon, Kevin Keane, Jasmin Amin , WARC Exclusive, January, 2021

There is residual reluctance to employ diverse and inclusive talent in messaging in advertising, despite ample research suggesting this should not be a concern; this reluctance appears to be the result of factors outside what the data say.

Scaling up without screwing up

Article • Tom Roach, Research on WARC, January, 2021

Using Test Your Ad data from System1, this research provides advice to help scale-ups who are considering using TV advertising for the first time, a decision that can be riven with uncertainty.

Advertising during the corona crisis

Article • DVJ Insights, Research on WARC, January, 2021

The COVID-19 crisis prompted heavy use of the word 'together' in advertising, to convey empathy.

How brands can use ‘cute’ characters to drive results

News • 18 December 2020

Brands using “cute” spokescharacters must also consider the language they deploy and the nature of their consumer relationships to achieve the best results, a study in the Journal of Advertising Research (JAR) has argued.

Brands need to define and align their Principal Narrative in a new China

Article • Holger E. Metzger , WARC Exclusive, Spotlight China, December 2020

TMRC Impact’s Holger E. Metzger outlines why foreign brands need to invest time and energy into understanding the new narratives within China.

Consumer reactions to animal and human models in print ads: How animals and people in ads influence the purchase-decision journey

Research Paper • Rohit H. Trivedi and Thorsten Teichert, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 439-451

Animals have been used in advertisements for decades, yet little is known about the effects on consumer reactions along the entire purchase-decision process.

Unlocking the creative genie: How the content rock stars at Unilever and Brandscapes Worldwide collaborated to help the bar on creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.

Paddy Power Betfair: Insight to influence – how insight changed Paddy Power Betfair’s culture of creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.

Liberty Insurance: Getting ready for the real world

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

Liberty Insurance, an insurer, increased spontaneous ad awareness among younger drivers by launching a research programme that used both qualitative and quantitative techniques to deliver insight.

McDonald’s: Finding the magic in overnight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

McDonald's, a fast-food restaurant, used its observations of staff and customers during the overnight period to inspire its successful communications campaign Night Workers.

How anthropomorphized brand spokescharacters affect consumer perceptions and judgments: Is being cute helpful or harmful to brands?

Research Paper • Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and Shih-Ting Kao, Journal of Advertising Research, Digital First, November 2020

This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks.

Sustainability: Doomed if you do, doomed if you don’t. Packaging insights for a 3-way win: consumers, brand and planet

Research Paper • Maitreyee Patki and Jayanth Narasimha, ESOMAR Conference papers, APAC, 2020

Zeroes in on one facet of sustainability, plastic pollution, and the communication of sustainability efforts through packaging.

Driving consumers’ brand perception and engagement: A large-scale meta-analysis of video ads using Google machine learning x human coding

Research Paper • Minh Nguyen, Kosuke Yoshida and Tomoya Naohara, ESOMAR Conference papers, APAC, 2020

Google, a technology brand, developed a robust research framework to eta-analyse the quality of video ads in Japan by blending Google machine learning and human coding.

Remaining human in a world of AI

Research Paper • Ramanathan Vythilingam, ESOMAR Conference papers, APAC, 2020

Unilever, a consumer goods company, examines how Artificial Intelligence's next level of business impact will be unlocked when human involvement becomes central to the conversation.

What’s the right tone in hard times?

Article • Graham Page, WARC Exclusive, November, 2020

What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.

Don’t dismiss aesthetic strategy in building effective brands

Article • Low Lai Chow, Event Reports, DigiCon Omni, October 2020

At DigiCon Omni, BBH Asia Pacific’s Jacob Wright makes the case for why embracing aesthetics in brand building strategy is the way forward.

Five considerations for advertisers embarking on a Super Bowl journey

Article • Ana Jiménez Núñez and Leander Sodji, WARC Exclusive, November 2020

Key takeaways for Super Bowl advertisers from Mano’s annual Super Bowl Compass report.

Facebook ads ignore creative best practices

News • 09 November 2020

Ads on Facebook, the social network, typically skew towards “left-brain” creative techniques that are associated with lower long-term effectiveness, according to a study by research firm System1.

Strategies for more effective six-second video advertisements: Making the most of 144 frames

Research Paper • Colin Campbell and Erin Pearson, Journal of Advertising Research, Digital First, October 2020

Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements.

Orlando Wood unlocks the secrets of effectiveness for online video advertising

Article • Stephen Whiteside, Event Reports, EffWorks, October 2020

Analysis covering online video advertising by Orlando Wood, chief innovation officer at research firm System1, revealed various best practices for brands to follow.

Many TV ads ignore best practices for emotion and attention

News • 29 October 2020

Television spots can leverage similar creative techniques to maximise attention and emotional responses from viewers, but many ads ignore these best practices altogether.

How 'right-brained' TV ads attract and hold consumer attention – as well as drive emotion

Article • Stephen Whiteside, Event Reports, EffWorks Global 2020

Analysis by research company System1 and attention-tracking firm TVision have established that the same creative techniques deliver TV ads that perform strongly in terms of both emotion and attention.

Cannes Lions offers best practices for ‘lo-fi’ content

News • 26 October 2020

Marketers are having to produce more “lo-fi” content because of the COVID-19 pandemic, and new analysis of Cannes Lions entries has offered some invaluable best practices when pursuing this strategy.

Inca Kola reconnection strategy: Boosting connection with the Peruvian consumer

Research Paper • Fabian Jalife and Tomas Gross, ESOMAR Conference papers, Latin America, 2020

Inca Kola, a soft drink brand, uncovered relevant opportunities to connect with its consumers in Peru by using analytical methodologies to find evidence of a lack of pride and reignite this feeling among them.

Cannes Lions analysis provides an insight into creating successful “lo-fi” content

Article • Stephen Whiteside, Event Reports, Lions Live, October 2020

Research by Cannes Lions has found that “lo-fi” content, which does not rely on traditional high-end production values, can have various benefits for marketers.

Beyond the obvious: How to make your brand more relevant during COVID-19

Article • Phil Barden and Dr. Nick Carnagey , Research on WARC, April 2020

Explores new research into the changes in consumer motivations during the Covid-19 crisis, as opposed to before.
What is the role of distinctive brand assets?

Article • WARC Evidence, January 2020

Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
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.
The strategies working in COVID-19 specific communications

Article • Sam Peña-Taylor, Event Reports, Kantar Webinar, April 2020

Research from Kantar assesses how advertising addressing the coronavirus is landing with consumers.
Developing brand assets

Article • Dominic Twose, WARC Best Practice, January 2020

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
How do I use creativity to drive effectiveness?

Article • WARC Evidence, March 2020

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.