Providing awareness and understanding of how marketing works, and how to write the best brief, develop the best process for planning and executing marketing programmes, and motivating marketing and agency teams.
Using a unique mix of neuroscience, cultural history and advertising research, the study shows how an increase in abstract, left-brain thinking has spread across business and popular culture and how this is undermining creativity and making advertising less effective. Crucially, it also provides practical advice to reverse this decline.
When even award-winning work generates fewer business results and adopts short-term goals, you know there is a crisis.
How does creativity contribute to long-term growth? This is the question that Orlando Wood of System1 Group set out to find out.
Advertising that uses creativity, in the form of brand characters or motifs, to repeatedly drive the narrative of their advertising, markedly improves its emotional response and brand recognition, and holds a key opportunity for advertisers to generate long-term growth.
Drawing on interviews with leading marketers, researcher Fran Cassidy outlines the challenges and opportunities for collaboration between marketing and finance in the IPA report, Building Bridges with Finance.
At EffWeek 2018 we’ve published a quantitative analysis of the prevalence marketing effectiveness culture in agencies, brands and finance departments.