THEME OF THE MONTH: CREATIVITY

1. 5. 2022

The digital age brings many simplifications. But they don’t always mean a shift for the better. Orlando Wood, CEO of System 1 and author of the award-winning books Lemon and Look Out, points out that advertising effectiveness has been declining since 2006. This is mainly due to the way creatives have been gripped by the media, which since the start of the millennium has increasingly moved away from narrative storytelling towards a generic concepts without faces and emotions.

 

However, audiences are turning away from such advertising, which reflects how the left hemisphere of the brain works – it is directed ‘inwards’, which  makes it increasingly difficult for the ad to be seen and to capture the viewers attention. Thats why almost 75 % of online ads do not deliver the results they are expected to. And it’s precisely by connecting the dots on the creative – emotion – attention – effectiveness line.

 

“We need to create a spectacle to open the eyes and warm the hearts of those we want to persuade,” says Wood. It’s the large TV screen versus the phone screen that gives such advertising the space to shine.

 

Creativity plays one of the most important roles in delivering the results of advertising campaigns. So how should you design advertising in light of these findings to become more engaging and to help build brands?

 

Don’t miss the online webinar with Orlando Wood hosted by The Global TV Group on May 12, 2022 at 2pm.

 

ScreenVoice magazine uploaded a new article dedicated to creativity in advertising. See also a selection of inspiring articles in the “Read on the topic” section.

DON´T MISS OUT

Leadership session

In an exclusive online discussion hosted by The Global TV Group, Orlando Wood, Chief Innovation Officer at System1 Group and author of the award-winning books Lemon and Look Out, will reveal how society’s attention span has narrowed in the digital age, how this is reflected in today’s advertising, and how to design advertising in light of these findings to engage and help build brands.

More articles about this topic

CREATIVE ADS MAKE YOU FORGET BORING ONES

27. 7. 2022

The power of creative advertising: creative ads impair recall and attitudes toward other ads / Creative ads aren’t just more memorable and likeable, they make regular ads less memorable and likeable. Prior research had already established that people are less likely to recall and like regular ads when they are shown alongside creative ads. In… Continue reading THEME OF THE MONTH: CREATIVITY

FIVE KEY PRIORITIES FOR DELIVERING EFFECTIVE ADVERTISING

23. 7. 2022

WARC today releases ‘Anatomy of Effectiveness: 2022 Edition’, a white paper giving brand marketers, advertising agencies and media owners a fresh perspective on the five key building blocks of effectiveness. Much has changed since WARC published the first Anatomy of Effectiveness in 2019, David Tiltman, SVP Content, WARC, observes: “We’ve had a pandemic that saw… Continue reading THEME OF THE MONTH: CREATIVITY

TV DELIVERS ONE OF THE HIGHEST AND MOST CONSISTENT LEVELS OF ATTENTION TO ADVERTISING

15. 7. 2022

Research by Finecast and Amplified Intelligence shows that the platform has the largest impact on how much UK consumers pay attention to your ad Finecast, a leading addressable TV provider, has today announced the results of its research into the role of attention across TV advertising, which shows that the platform on which an ad… Continue reading THEME OF THE MONTH: CREATIVITY

IN A WORLD OF INSTANT GRATIFICATION, DON’T FORGET THE POWER OF ANTICIPATION

12. 7. 2022

As humans, we have a natural urge for instant gratification –- the temptation to forego a long-term, future benefit, to obtain an immediate and often less rewarding one. It’s a concept that brands have leveraged with aplomb using technological and product innovation, coupled with bold marketing activity. As such, we find ourselves living in the epitome of a ‘Need… Continue reading THEME OF THE MONTH: CREATIVITY

WHY QR CODES ARE THE FUTURE OF CREATIVE ADVERTISING

3. 7. 2022

While they aren’t a new phenomenon, Coinbase’s SuperBowl ad applied a novel approach to something many are exploring: QR codes. The no-context QR code ad, which was so successful that it generated more traffic than the company’s app could handle, was likely a once-in-a-lifetime tactic to engage viewers in one of the most challenging advertising environments:… Continue reading THEME OF THE MONTH: CREATIVITY

CREATIVITY IN ADS MATTERS MORE THAN EVER

1. 7. 2022

Every marketer and brand these days has a little black box of tricks that they can use in advertising technology: animated ads, ad trackers, rich media with video and audio, high-impact playable ads. The list goes on. But while the technology gets more sophisticated, the experience for consumers has arguably gotten much worse. That’s because technology’s… Continue reading THEME OF THE MONTH: CREATIVITY

THE BEST CAMPAIGNS OF THE LAST DECADE

30. 6. 2022

Here’s a roundup of the spots that won the Cannes Lions’ Titanium Grand Prix for boundary-breaking projects with groundbreaking creative. 2012: Nike + FuelBand by R/GA New York for Nike To engage customers more, Nike introduced the FuelBand a decade ago, a wristband that translated the effects of any activity into a NikeFuel indicator. The latter helps people compare… Continue reading THEME OF THE MONTH: CREATIVITY

MESSAGE TO AGENCIES: EXCELLENT COMMUNICATION MAKES SENSE

3. 6. 2022

Most advertisers agree that an excellent communication activity can return up to 20 times more value for money than an average one. The Association of Communication Agencies (AKA) together with Nielsen Admosphere have completed another wave of research, mapping the development of values in the marketing communication sector in the Czech Republic. Their survey indicates… Continue reading THEME OF THE MONTH: CREATIVITY

WHY SERIOUS TIMES CALL FOR FUNNY ADVERTISING

24. 5. 2022

The world is a serious place right now, says Lucky Generals’ head of special ops, Paul Mallon, but that’s no reason why brands should be afraid to be funny Around 143 million mammals got torched in those Australian bush fires a couple of years back. No great giggles to be found there. We bounced to… Continue reading THEME OF THE MONTH: CREATIVITY

CREATIVITY IN ADVERTISING CAMPAIGNS: AN INDISPENSABLE INGREDIENT IN THE RECIPE FOR SUCCESS AND IMMORTALITY

8. 5. 2022

Creative advertising campaigns are simply the most reliable tool available to marketers, which is why it’s a shame that today’s examples are outnumbered by those that don’t have much originality. Does this mean that creativity is dead? Not in the slightest - in fact, it’s quite the opposite.

NEW FAMILY VIEWING DYNAMICS GIVE RISE TO A MODERN-DAY HEIRLOOM

29. 4. 2022

In a world rapidly filling with NFTs, crypto and metaverse musings, high-value possessions are not always tangible. Instead, digital attachments are just as sentimental as physical ones.  This love for all things virtual is giving rise to a new kind of family heirloom, one that is fluid, ever-lasting and crosses multiple generations — the entertainment… Continue reading THEME OF THE MONTH: CREATIVITY

IN DEFENCE OF BRAND STORYTELLING

11. 4. 2022

Storytelling increasingly feels like a dirty word in marketing circles, connoting a flippant, regressive or trivial approach to the business of selling things. But marketers abandon it at their peril. In Steven Pinker’s latest book Rationality, the Harvard psychologist asserts that ‘rationality ought to be the lodestar for everything we think and do’ and holds… Continue reading THEME OF THE MONTH: CREATIVITY

TV ADVERTISING IN THE DIGITAL AGE: STILL AN EFFECTIVE MEDIUM THAT IS OPEN TO NEW INFLUENCES

9. 4. 2022

Although the position of the internet was growing dynamically the impact of TV as a medium was not decreasing. Today, we are living in a streaming era which is again significantly changing the rules. However, it would be too simplified to say that linear TV and advertising have nothing to offer.

HOW TO GET LUCKY

5. 4. 2022

What bearing does luck have on advertising, asks Faris Yakob, who finds in a recent book – ‘Go Luck Yourself’ by Andy Nairn – a form of resilience that looks for what is possible with a rigorous examination of the situation. Do you feel lucky? Well, do you, brands? One of the systemic problems with… Continue reading THEME OF THE MONTH: CREATIVITY

BRING ON THE TECHNICOLOUR!

23. 3. 2022

There’s a scene in Kenneth Branagh’s Oscar-worthy Belfast where the film’s young hero Buddy is taken to the cinema to see the 1968 musical fantasy Chitty Chitty Bang Bang. Branagh’s movie is beautifully, brutally monochrome but the CCBB clip appears in its original glorious Technicolour, flooding the screen with warmth and transporting the Belfast audience –… Continue reading THEME OF THE MONTH: CREATIVITY

CTV ADVERTISERS ARE BETTING QR CODES AREN’T JUST A FAD

14. 3. 2022

Beyond the attention at the Super Bowl, TV marketers see QR codes as the golden ticket for measurement and conversions When a bright-colored square floated on people’s TV screen on Super Bowl Sunday, some viewers might have rolled their eyes, but they weren’t confused. More than 20 million people knew to direct their phones toward their… Continue reading THEME OF THE MONTH: CREATIVITY

CREATIVE ADVERTISING IS IN CRISIS

11. 3. 2022

The author of this article is Orlando Wood, Chief Innovation Officer at System1. The following text is a summary of his book Lemon, which has sparked a positive reaction and seems to have struck a chord with advertisers, agencies (planners and creatives), media owners and broadcasters. It seems to be the start of something new.… Continue reading THEME OF THE MONTH: CREATIVITY

HOW MARKETERS ARE LEVERAGING CREATIVE REFRESH FOR CTV SUCCESS

10. 3. 2022

Marketing teams are prioritizing the creative refresh as they work to drive video and CTV campaign performance. This process of updating ad creatives based on consumer engagement and response metrics differs from practices such as dynamic creative optimization, which focuses more on creating multiple variations of different ad units. The changes that come with a… Continue reading THEME OF THE MONTH: CREATIVITY

IN ADVERTISING, THE PANDEMIC IS (MOSTLY) OVER

3. 3. 2022

After promoting masks and social distancing, advertising creative is officially moving on. Ads are often aspirational. So it’s no wonder the pandemic has all but disappeared from them this year. Long gone are ads encouraging social distancing from major brands like Coca-Cola and McDonald’s. Few are the spots featuring people masked up inside crowded indoor… Continue reading THEME OF THE MONTH: CREATIVITY

PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?

2. 3. 2022

We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob. The cultural pendulum swings back and forth, that which was neglected comes to the fore. As clients and agencies look to get ahead of the dramatic changes… Continue reading THEME OF THE MONTH: CREATIVITY

THE BIG BANG: CREATIVE AND MEDIA’S SURPRISING SECOND MARRIAGE

18. 1. 2022

Creative and media are finally getting back together. Just not in the way we imagined it would. In the last week of 2021, TikTok was confirmed as the biggest website on the planet, while Minecraft content on YouTube hit a trillion views.  Online creators are building individual publishing powerhouses and vibrant communities in an explosion… Continue reading THEME OF THE MONTH: CREATIVITY

SORIN PATILINET AT COMMUNICATION SUMMIT 2021: UNRAVEL CUSTOMER EMOTIONS. IT’S THE PATH TO CREATIVE AND EFFECTIVE COMMUNICATION

26. 5. 2021

What are the lessons from the thousands of ads Sorin Patilinet has researched for brands like Whiskas, Orbit, Snickers and M&M’S? Take a look at the neuroscience findings that suggest what to look out for when creating ads and how to make them effective. Communication Summit’s keynote speaker was Sorin Patilinet, Global Marketing Insights Director… Continue reading THEME OF THE MONTH: CREATIVITY

TV IS AT THE HEART OF CREATIVE EFFECTIVENESS

10. 3. 2021

In advertising, we have always known anecdotally that strong creativity leads to success, but there was little proof of the relationship until 2010, when the IPA, in association with Thinkbox, published ‘The link between creativity & effectiveness’ (updated in 2011). This was an analysis by the distinguished marketing consultant Peter Field of 435 campaigns over… Continue reading THEME OF THE MONTH: CREATIVITY

THE IMPORTANCE OF CREATIVITY IN ADVERTISING

17. 7. 2019

The roots of advertising run deep. We’ve come a long way since William Caxton printed what would be described as Britain’s first advert in 1477. How grand it would be if advertising was still so simple. Nowadays, we have a bit more to contend with on the marketplace than ol’ Caxton. While this makes for a more exciting day… Continue reading THEME OF THE MONTH: CREATIVITY

CREATIVITY IN ADVERTISING: WHEN IT WORKS AND WHEN IT DOESN’T

9. 3. 2018

Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there’s little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that measures perceived creativity along five… Continue reading THEME OF THE MONTH: CREATIVITY