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Burger King’s Moldy Whopper: Turning category tropes on their head

Article • Anna Hamill, WARC Exclusive, April 2021

Burger King’s Moldy Whopper set the advertising world alight – the work was the realisation of many years spent improving the brand’s food quality, according to Fernando Machado, Burger King’s Chief Marketing Officer.

An investigation of androgyny and sexual orientation in advertising: How androgynous imagery and sexual orientation impact advertisement and brand attitudes

Research Paper • Kelly Cowart and Phillip Wagner, Journal of Advertising Research, Digital First, January 2021

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.

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.

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.

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.

The WARC Guide to effective packaging

Article • WARC Best Practice, November 2020

A summary of new thinking and best practice on effective packaging, from the WARC Guide.

Four tips for brands: How to win with packaging design and influence people

Article • Rachel Forster, WARC Exclusive, November 2020

As channels continue to fragment and the path to purchase becomes more fluid, packaging design and key brand assets need to work harder than ever to influence purchasing decisions.

Social distancing spills over into online imagery

News • 27 March 2020

Hugging, kissing and holding hands are all a no-no in the physical world now, as people keep their distance to prevent further spread of the coronavirus, habits that appear to be spilling over into digital advertising imagery.

Leverage your brand assets more effectively

News • 25 February 2020

Brands assets come in various forms but it is those visual assets owned by the brand itself that are most likely to be strongly linked to ‘effective branded attention’ in creative, new research suggests.

A three-part insight strategy to optimise Tesco’s trade driving print

Research Paper • MRS Awards Papers, Winner, Jeremy Bullmore Award for Creative Development Research, 2019

Tesco, a supermarket, optimised its ads to grab consumers' attention in just two seconds in the UK.

Marketing’s true colors: Brands and organizations can bolster their identity with a distinctive color palette

Article • Chuck Kapelke, ANA, ANA Magazine, September 2019

Looks at how marketers should think about color in the digital age, its role in social media and how to make it part of the design, marketing and strategy process.

The impact of rational, emotional, and physiological advertising images on purchase intention: How TV ads influence brand memory

Research Paper • Charles Young, Brian Gillespie, and Christian Otto, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 329-341

Academic theory and practitioner-performance metrics both focus on consumer recall and recognition of advertising content.

The potent effects of colour on brands

News • 28 August 2019

Colour is a driver of brand awareness and is inextricably tied into a brand's visual language, argues an industry expert in a new WARC paper.

Colour and the ‘Instagramisation’ of alcohol brands

Article • Michael Scantlebury, WARC Exclusive, August 2019

Looks at how colour triggers a response within the brain and how marketers can use this to market effectively, particularly on social media giant Instagram.

How faces enhance the impact of print ads

News • 01 August 2019

Print advertising that includes faces, or images that could be interpreted as faces, tends to be more preferred by consumers than ads that do not have this feature, according to a study published in the Journal of Advertising Research (JAR).

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, 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.

Face presence and gaze direction in print advertisements: How they influence consumer responses – an eye-tracking study

Research Paper • Safaa Adil, Sophie La coste-Badie, and Olivier Droulers, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 443-455

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

‘Don’t buy a dog and bark yourself’: How brands should work with artists

Article • Low Lai Chow , Event Reports, Creative Cities, April 2018

Brand collaborations with artists should include focus on creative freedom, shared values and mutual respect.

What wit can do

Article • Greg Quinton and Nick Asbury, Market Leader, Quarter 1, 2018, pp. 36-41

There are many layers to the advantages of using wit in advertising to engage and appeal to audiences.

The new visual language of brands: How consumers create brand meaning in the social media age

Research Paper • Nick Gadsby, ESOMAR Conference papers, Global Qualitative, November 2017

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.

The emoji fundamentals

Article • Emma Phipps, ANA, ANA Magazine, October 2017

Examines the use of emojis in marketing by looking at a study from mobile app engagement provider Appboy, and provides brands with tips on how to incorporate emojis seamlessly.

Sharpen your focus on visual communications

Article • Chris Warren, ANA, ANA Magazine, September 2017

Provides five ways that marketers can tap the power of visual communications to deliver a unique and memorable marketing message.

Consumers prefer brands with faces on labels

News • 27 August 2017

GLOBAL: Consumers are more likely to support brands that use faces in their imagery because people have a fundamental need to form and sustain relationships, a recent academic study has found.

How Le Méridien developed a consistent brand image

Article • Sonia Paul, Event Reports, EyeforTravel's San Francisco Summit, March 2016

This event report outlines how Le Méridien, the luxury hotel chain, developed a consistent brand image by offering "snapshots" into its diverse portfolio of properties.

Exploring the use of visuals in the delivery of research data

Research Paper • Adam Frost, Tobias Stuart and Jon Puleston, ESOMAR Conference papers, Congress, Dublin, September 2015

This paper shares findings from a study into the impact of visual representations on data delivery in market research.

The WARC Guide to effective packaging

Article • WARC Best Practice, November 2020

A summary of new thinking and best practice on effective packaging, from the WARC Guide.
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, APAC, 2020, pp. 0-0

Zeroes in on one facet of sustainability, plastic pollution, and the communication of sustainability efforts through packaging.
Colour and the ‘Instagramisation’ of alcohol brands

Article • Michael Scantlebury, WARC Exclusive, August 2019

Looks at how colour triggers a response within the brain and how marketers can use this to market effectively, particularly on social media giant Instagram.
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.
Four tips for brands: How to win with packaging design and influence people

Article • Rachel Forster, WARC Exclusive, November 2020

As channels continue to fragment and the path to purchase becomes more fluid, packaging design and key brand assets need to work harder than ever to influence purchasing decisions.
The impact of rational, emotional, and physiological advertising images on purchase intention: How TV ads influence brand memory

Article • Charles Young, Brian Gillespie, and Christian Otto, Journal of Advertising Research, Vol. 59, No. 3, 2019, pp. 329-341

Academic theory and practitioner-performance metrics both focus on consumer recall and recognition of advertising content.