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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.

What we know about new ad testing methods

Article • WARC Best Practice, January 2021

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.

The role of empathy and efficacy in public service announcements: Using narratives to induce bystander intervention in domestic violence

Research Paper • Eunjin (Anna) Kim and Sidharth Muralidharan, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 452-466

This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements.

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.

JCDecaux UK: The moments of truth

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Out-of-home (OOH) advertising brands JCDeaux UK, Clear Channel and Posterscope joined forces in cross-industry collaboration to carry out their study Moments of Truth and proved the effectiveness of using contextually relevant messaging in digital OOH advertising (DOOH).

The Coca-Cola Company: "Alexa, send me a Diet Coke"

Case Study • Tom Curtis, WARC Media Awards, Bronze , Effective Use of Tech, 2020

Coca-Cola ran a tech-enabled sampling campaign in the United Kingdom to recruit new drinkers and improve its sample targeting.

How Microsoft builds brands for the whole person

Research Paper • David Evans Ph.D., ARF Experiential Learning, November 2020

Microsoft, a multinational technology company, details how it used audience-testing for its Microsoft 365 Brand Studio, which brought the creative in-house to establish an ecosystem of content from product videos and ads to award-winning web series and documentary-style films.

PUMB: Data is the best deposit

Case Study • Nataliya Demydenko, Iryna Kishchenko, Natalia Bulbuk, Lesya Mandryk, WARC Media Awards, Silver, Best Use of Data, 2020

Ukraine-based international commercial bank PUMB adopted a data-focused approach to dramatically improve the performance of its communication mix, attract new customers and boost its position in B2C investment rankings.

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.

wagamama: From Bowl to Soul

Case Study • Becky Geiringer, Jane Dorsett, Maria O'Conner, WARC Media Awards, Silver and Path-To-Purchase Award, Effective Channel Integration, 2020

Restaurant chain wagamama put cinema at the heart of a UK multichannel campaign to encourage 'Urban Butterflies' to visit its restaurants more often.

Rescuing Tango from a Sticky Situation

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Tango, a soft drink brand, reversed its decline in sales and became the fastest-growing brand in its category with its Sticky Solutions campaign in the UK.

Gala Bingo: Playing the long game