Home Topics Strategy & account planning Creativity & research

Creativity & research

Latest
Most Read

Filter by

Creativity & research (406)

Search in

Case Studies (4)

Articles (230)

Research Papers (117)

News (35)

Opinion (19)

Data (1)

Rankings (0)

Show only

Recommended

(23)

Videos

(8)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

Search Results Language

Category

Brand

Location

Source

406 results found

Reset Filters

Search in

Case Studies (4)

Articles (230)

Research Papers (117)

News (35)

Opinion (19)

Data (1)

Rankings (0)

Show only

Recommended

(23)

Videos

(8)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

template

Search Results Language

Industry Sector

template

Brand

template

Location

template

Source

template

406 results found

Sort By

What augmented creativity means for advertising

Opinion • Faris Yakob, January 2022

If we let the machines into our creative process, won't they steal our jobs? Relax, says Faris Yakob.

The CMO Guide: Improving media efficiency through creative attention

Article • Realeyes and Tvision, Research on WARC, December 2021

Compares pre-flight creative quality and in-flight creative performance, using technology from Realeyes and Tvision, analysing more than 40 ads.

Lurpak: Feeding the imagination

Case Study • MRS Awards Papers, Winner, Creative Development Research, 2021

Lurpak, the butter brand, fuelled a new and updated direction of advertising across Europe and MENA.

A journey into achieving: Creative excellence for TikTok across europe

Case Study • MRS Awards Papers, Finalist, Creative Development Research, 2021

TikTok, a video-focused social networking service, launched a campaign in Germany to strengthen the relationship with their current audience and increase tracking measures.

Churchill Insurance: A rather cool reinvention

Case Study • MRS Awards Papers, Finalist, Creative Development Research, 2021

Churchill, a leading provider of general insurance, launched a campaign in the UK to deliver substance through emotion, disrupt category norms and use Churchie as a symbol of reinvention.

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.

Effects of animation and rotoscoping in direct-to-consumer Rx TV advertising: How animation vs. rotoscoping vs. live action drive perceptions and attitudes toward drugs

Research Paper • Amie C. O’Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, and Nicole Mack, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 397-413

This study experimentally tested the effects of animation versus rotoscoping versus live action in direct-to-consumer television advertising on outcomes, including risk and benefit perceptions and attitudes toward the drug.

Talk is cheap, language is valuable: How to measure the ROI of your brand voice

Opinion • Chris West, November 2021

Brand voice can be a financial drag if you’re getting it wrong and a financial success if you’re getting it right. Chris West has some pointers.

WARC talks creativity and attention

Article • Karen Nelson-Field and Orlando Wood, WARC Exclusive, November 2021

This episode of WARC talks looks at creativity and attention with Karen Nelson-Field, CEO and founder of Amplified Intelligence, and Orlando Wood, Chief Innovation Officer at System1 Group.

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.

Look out

Opinion • Orlando Wood, November 2021

How do you create effective and memorable advertising in a world that seems to be turning inwards?

The benefits of diverse advertising

Opinion • Kerry Collinge, November 2021

If brands get it right, the future of diverse representation in advertising is an exciting prospect, says Kerry Collinge, Director of Marketing and Partnerships Europe at System1.

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.

Direct mail campaigns more likely to successfully use personalisation

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of the creative strategies used in UK campaigns.

The anatomy of trust in advertising

Article • Sam Peña-Taylor, WARC Exclusive, October 2021

Explores research into the drivers of trust (and distrust) in advertising while recommending measures to respond.

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, Vol. 61, No. 3, 2021, pp. 276-288

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

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, Vol. 61, No. 3, 2021, pp. 260-275

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.

Effective work taps into human understanding

Opinion • Cristina Balanzo, August 2021

The Grand Prix winner of the 2021 Creative Effectiveness Lions, Nike’s Dream Crazy proves that successful brands are the ones that can appeal to our needs as human beings, writes Walnut’s Cristina Balanzo.

The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.

Championing modern Britain: A guide to delivering positive representations of ethnicity in marketing communications

Article • WARC Best Practice, July 2021

Discusses Lloyds Banking's tangible learnings and practical actions that it can take to make its communications more inclusive and positive in its representation of ethnic minorities.

WARC Talks Creativity and Fame

Article • Paul Feldwick and Jane Wakely, WARC Exclusive, July 2021

WARC talks creativity and fame with Paul Feldwick, former strategist and author of Why Does The Pedlar Sing?, and Jane Wakely, lead CMO of Mars Inc.

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.

McKinsey identifies ‘growth triple play’ of analytics, creativity and brand purpose

Article • Stephen Whiteside, Event Reports, Lions Live, June 2021

Research by McKinsey, the management consultancy, has found that firms which effectively link analytics, creativity and purpose achieve higher revenue growth than their peers.

How Chinese strategies point to the West’s ad/retail future

Article • Sam Peña-Taylor, Event Reports, Lions Live, June 2021

This article explores Accenture Interactive’s work in China, identifying lessons from the combination of creativity and commerce that is becoming increasingly important to Western advertisers, too.

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.

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.
The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.
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.
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.
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.
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.