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Get real, get creative: Real understanding to climb the Creative Effectiveness Ladder

Article • Research on WARC, June 2021

Ipsos looks at how brands and agencies can produce more effective creative and what routes, processes or ingredients they need to get to the top.

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, Vol. 61, No. 2, 2021, pp. 225-244

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

Understanding AI advertising from the consumer perspective: What factors determine consumer appreciation of AI-created advertisements?

Research Paper • Linwan Wu and Taylor Jing Wen, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 133-146

In recent years, artificial intelligence (AI) technology has been used to create advertising messages.

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.

The impact of source effects on the evaluation of music for advertising: Are there differences in how advertising professionals and consumers judge music?

Research Paper • Manuel Anglada-tort, Steve Keller, Jochen Steffens and Daniel Müllensiefen, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 95-109

When choosing music for advertisements, professionals are influenced by a large number of factors that could impair their judgment.

Multimodal perceptual processing of cues in food ads: Do you smell what you see? Visual-induced olfactory imagery and its effects on taste perception and food consumption

Research Paper • Yamen Koubaa and Amira Eleuch, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 78-94

In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation.

Canadian survey of BIPOC marketing professionals shows gaps in workplace experience

Article • POCAM, Research on WARC, February, 2021

Canadian survey of BIPOC (Black, Indigenous, and People of Colour) marketing professionals shows gaps in workplace experience. A survey of over 300 Canadian BIPOC marketing industry professionals, by POCAM (People of Colour in Advertising and Marketing) examining their experiences in the workplace, conducted late 2020.

How consumers respond to ads with androgynous models

News • 12 February 2021

Consumers respond to androgynous models in ads in very different ways depending on an individual’s own gender and sexual orientation, according to a paper published in the Journal of Advertising Research (JAR).

Three-quarters of TV ads deliver no growth for B2B brands. Here’s how to escape that trap

Article • Stephen Whiteside, WARC Exclusive, February, 2021

Seventy-five percent of TV ads in the business-to-business (B2B) category fail to deliver growth, according to a study by The B2B Institute, a think tank supported by LinkedIn, business-orientated social network, and System1, the research firm.

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.

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 does consumer insight support the leap to a creative idea: Inside the creative process - Shifting the advertising appeal from functional to emotional

Research Paper • John Parker, Scott Koslow, Lawrence Ang, and Alexander Tevi, Journal of Advertising Research, Vol. 61, No. 1, 2021

Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to leap.

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.

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.

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.

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.

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.

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.

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.

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.

How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
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.
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.
Brand communication in the post-COVID era: The new communication playbook

Article • Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
Re-evaluating iconic brand assets in a post-pandemic world

Article • Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020

Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.