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What we know about attention

Article • WARC Best Practice, January 2022

Looks at the importance of strong emotional response, channel fitness-for-purpose and quality targeting in creative execution.

Tackling the creativity crisis in B2B with neuroscience

Opinion • Simon Collister and Cristina de Balanzo, December 2021

Neuroscience helps to confidently predict a campaign’s effectiveness, before it launches, says Simon Collister PhD, Director of Unlimited’s Human Understanding Lab and Cristina de Balanzo, Ph.D. Director at Walnut Unlimited.

Is it time for your brand to take a stand?

Opinion • Peter Pynta, December 2021

Neuro-Insight CEO Peter Pynta argues that it’s time for your brand to stop sitting on the fence and that tapping into neuroanalytics to measure the response to a brand’s social stand can help you land the jump.

NSPCC: Using Impact and progress to drive charity donations

Case Study • MRS Awards Papers, Winner, Applications of Research, 2021

The NSPCC, the child protection service, drove income while achieving long-term trust with its customers in the UK.

The Royal National Institute of Blind People (RNIB): The power of archetypes – how cultural insights transformed RNIB

Case Study • MRS Awards Papers, Winner, Cultural Insights, 2021

Versiti, the consultancy brand, helped to transform RNIB by refocusing the corporate strategy and brand logo in the UK.

Dentsu attention economy project

Case Study • MRS Awards Papers, Winner, Media Research, 2021

Dentsu, the advertising company, used the Dentsu Attention Economy project to leverage the insight to create a tool to buy attention in the UK.

How moment-to-moment EEG measures enhance ad effectiveness evaluation: Peak emotions during branding moments as key indicators

Research Paper • Tomaž Kolar, Zenel Batagelj, Ismir Omeragić, and Melika Husić-Mehmedović, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 365-381

Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose.

Do famous faces reduce the effectiveness of ads?

Article • Darren Bridger, Callum Gould, Keith Ewart, Ellie Lucas, Chris Christodoulou, James Digby-Jones and Dr Baskar Jesudasan, Research on WARC, November 2021

This study from Saddington Baynes reveals insights behind the emotional impact famous faces have on brand advertising.

3 in 15: EffWorks

Article • Alex Brownsell, Lena Roland and Sam Peña-Taylor, WARC Exclusive, October 2021

This episode of the WARC podcast is presented by WARC's Alex Brownsell, Senior Editor, Media, Lena Roland, Managing Editor, WARC.com, and Sam Peña-Taylor, Reporter.

Advertising must look outward in times of change

Article • Sam Peña-Taylor, Event Reports, EffWorks, October 2021

Recent advertising aesthetics have been focusing on the wrong kind of attention, argues Orlando Wood, with profound implications for the effectiveness of creative campaigns.

Driving effectiveness with direct mail: Making a physical impact in a digital world

Article • WARC Exclusive, October 2021

This report, developed in association with Royal Mail Marketreach, is an analysis of successful UK case studies that use direct mail, both as lead media and in the media mix.

DOOH and brands: How its advantages can be unlocked

Article • Mukta Lad, WARC Exclusive, Mumbrella Bespoke Conference, September 2021

At Mumbrella’s Bespoke conference, QMS Media and Neuro-Insight share why marketers should focus on the power of digital out-of-home (DOOH) creative and its ability to deliver better business results.

WARC Talks Creative Effectiveness

Article • Shazia Ginai and Todd Sussman, WARC Exclusive, August 2021

WARC talks creative effectiveness with Shazia Ginai, CEO of Neuro-Insight UK and Todd Sussman, Chief Strategy Officer at FCB New York.

Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.

Great stories build brands

Opinion • Shazia Ginai, July 2021

Neuro-Insight’s Shazia Ginai analyses the 2021 Creative Effectiveness Lions winners to uncover how they delivered impact through emotion, topicality and virality.

A science-based approach to understanding imagery

Article • Darren Bridger, Callum Gould, Keith Ewart, Ellie Lucas, Chris Christodoulou, James Digby-Jones, Research on WARC, July 2021

This report shares new research into selecting optimal imagery for campaigns using neuroscience techniques.

Telstra: You don’t need Australia’s best network…until you do

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Telstra, an Australian telecommunications company, launched a campaign in Australia to stand out in the market and emphasise the importance of being with the best network provider.

Skyy Vodka: Ending Digital Discrimination

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

SKYY Vodka, an alcohol brand, redirected media dollars towards marginalised publishers, particularly those from the LGBTQ and Black community in the United States.

Creating engaging mobile advertising with or without sound

Article • Caroline Hugonenc, WARC Exclusive, June 2021

Research by Teads into the impact of sound on mobile ad effectiveness.

How does interactivity of online media hamper ad effectiveness

Research Paper • Gordy Pleyers and Nicolas Vermeulen, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 335-352

The development of the Internet has increasingly led to advertisements presented on rich and interactive websites offering users a high level of control over the contents they are exposed to— sometimes to the extent of allowing them to skip "unwanted" ads preceding the desired content.

Unlocking the new currency of attention: A UK perspective

Article • Research on WARC, May 2021

Presents the findings from a large-scale, robust research study to test and quantify the relationship between ad attention and brand outcomes.

Realeyes research: What scores with ad critics doesn’t usually score with consumers

Article • Realeyes, Research on WARC, April, 2021

A study of 25 ads from 2020 that did well with ad critics, comparing them to viewer response, using emotional analysis from Realeyes.

Re-thinking digital OOH: Establishing the powerful link between ‘Peak OOH’ and ‘Peak TV’

Article • Rachel Sutton, Phil Hall and Nick Shaw, WARC Exclusive, March, 2021

Insights from Ocean Outdoor’s research into premium, large format digital OOH.

Strategy Toolkit module 6: Building a campaign

Article • WARC Strategy Toolkit, March 2021

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.

Strategy Toolkit module 5: Generating insight

Article • WARC Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.

Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
Strategy Toolkit module 4: Consumer behaviour

Article • Strategy Toolkit, March 2021

This article discusses various approaches used by marketers to understand what consumers want.
Strategy Toolkit module 6: Building a campaign

Article • Strategy Toolkit, March 2021

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.