Article
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WARC Best Practice, December 2019
This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
Article
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WARC Best Practice, November 2019
This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.
Article
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Heather Andrew, WARC Best Practice, December 2018
This paper addresses the implications of this changing research landscape and, in particular, how neuroscience principles can help marketers and advertisers to:.
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.
Opinion
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Professor Karen Nelson-Field, June 2020
Human attention, as a measure of effectiveness, is fast becoming a unit of trade. Media effectiveness research continues to find imbalance that disadvantages advertisers.
Article
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Sorin Patilinet, WARC Exclusive, June 2020
In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.
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.
Opinion
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WARC from Home, May 2020
WARC from Home is a new series to help subscribers brush up on the essentials of marketing during the COVID-19 lockdown.
Case Study
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Mohit Lodha, Kevin Pinto, WARC Awards, Shortlisted, Effective Innovation, 2020
RAKBANK, a leading UAE bank, raised awareness of its sponsorship of FC Barcelona and related credit card product by emotionally connecting with football fans through AI.
Case Study
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Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020
Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.
News
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05/03/2020
The behaviour of the consumer in the real world rarely corresponds with marketers’ predictions, thanks in part to the way the human brain filters the huge amount of information thrown at it daily.
Article
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Itiel E. Dror and Nir Wegrzyn, WARC Exclusive, March 2020
An exploration into the role of brand in driving purchase decisions from a cognitive-neuroscience perspective.
News
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04/02/2020
As a key US election year ramps up, candidates are putting out more and more sophisticated advertising than ever before, but new research indicates how neuromarketing techniques can optimise ads for a political audience.
Article
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Shazia Ginai, WARC Exclusive, January 2020
An overview of neuroscience research into the impact of context on advertising effectiveness.
Article
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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.
Article
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Heather Andrew, Helen Haines and Shaun Seixas, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 588-600
In this article, Heather Andrew and Dr Shaun Seixas of Neuro-lnsight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens.
Article
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WARC Trends, November 2019
Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into investment trends for brands in 2020.
Opinion
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David Penn, November 2019
New thinking seems to challenge the ‘classic’ marketing view of emotion. David Penn reviews the evidence and suggests a way forward – as well as explaining why Tahitians are never “sad”.
Opinion
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Lona Meza, November 2019
The ninth iteration of Brainy Bar, hosted by Walnut Unlimited and WARC, featured an all-female cast of speakers providing advice and expertise on the ways in which neuro is leading changes in branding, communications and research.
News
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25/10/2019
Pre-testing animatic television spots that have not yet finished the production process can be as useful as testing the final ad if the correct methodology is employed, a study in the Journal of Advertising Research (JAR) has argued.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Virgin Atlantic, an airline brand, increased sales globally by encouraging customers and staff to wear a wire while on board, which tracked consumers' reactions to the experience and allowed Virgin to transform its services based on the results.
Case Study
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Account Planning Group - (UK), Gold, 2019
IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Lexus, an automotive brand, launched a car ad that used a script created by its AI function to maximise effectiveness of the launch of its new ES model in Australia.
News
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11/10/2019
Neuroscience researchers must apply a new level of rigour to their work if the discipline is to reach its full potential in marketing, according to a paper in the Journal of Advertising Research (JAR).
Case Study
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ARF Ogilvy Awards, Gold, 2019
Advil PM, a sleeping aid, encouraged an uplift in US sales by creating an online video that encouraged people to stop doing the bedtime dance of pain by taking Advil PM.
