Ed Harrison, of System1 Research, the company behind the acclaimed, best-selling IPA publication, Lemon (2019), describes a change in advertising style that has occurred over the last 15 years and links this to falling advertising effectiveness.Ed will share that a golden age for advertising technology has been far from a golden age for advertising creativity. Referencing the brain and how it attends to the world, he'll reveal how an attentional shift in the 21st Century in society, business and advertising has led to flatter, more abstract and devitalised work; an advertising style that is diametrically opposed to effectiveness. Describing how the brain attends to art, sculpture, music, and advertising, he will offer guidance on the type of advertising that moves and entertains audiences, and so achieves profitable growth.Lemon chronicles the decline in creative effectiveness, identifies why it has happened and provides tangible solutions to reverse it.
The latest advanced in AI/ml approaches are helping uncover efficiencies across sectors across a wide spectrum of business needs. Can these machine-driven approaches that leverage advanced statistical analyses help us unleash creativity?
Course5's approach proposes to complement traditional ad-testing and provide insights support to the brand marketer through a simple online tool which uses AI to mine past data and pre-evaluate new creatives. The paper talks about how we can use AI to help address these business questions. It specifically demonstrates the use case of optimizing a creative by providing inputs to help improve its chances of success. This is done with insights related to branding, using Intel's 'past research data' and computer vision/audition algorithms and machine learning technologies in the Course5 Research Suite.
Suze is a traditional French aperitif, born in 1889. The iconic logo and the yellow brand colors are well known from posters, brasserie carafes, and wall murals in French towns. But the brand itself had become quite dated. We applied semiotics to understand the DNA of the brand and its cultural connotations, resonance. This allowed us to be free from any influence of (current) consumer perceptions. This x-ray of the brand's DNA revealed strands of potential future positioning stories - from a natural ingredient story right through to gender-fluidity: astonishing for a brand that is over 100 years old.
This workshop challenges you to imagine and realise the 'Survey of the Future'. With the tools of research shifting, we want to help you re-evaluate how you conduct survey research, and put the learning to the test in real-time with real research.
Together with Kantar, Zappi conducted a research study to determine the trends and creative traits that can help advertisers maximize efficiency. We tested 20 video ads across four categories using our consumer insights platform. This paper shares the key takeaways.
The SSI Quest Awards encourage industry creativity and innovation in surveys that lead to high respondent satisfaction. Chris Fanning, President & CEO of SSI, will present the 6th edition of the QUEST Awards.
12 years after a memorable Keynote in which he challenged the research industry to be more attuned to the power of emotional connections, Saatchi & Saatchi CEO Worldwide Kevin Roberts returns to ESOMAR with an optimistic message about the role of Big Love amidst a sea of Big Data. Winning remains the #1 imperative of business, but in this hyper-connected and digitally enabled world, winning has a much broader meaning than coming first or beating expectations. Ideas, velocity and the ability to emotionally inspire people to participate in your brand conversation are at the heart of the new domain of creative leadership.
The dawning of new ideas is the basis of creativity and a fundamental source of fulfilment. There are many ways in which we can facilitate it - first by emptying our mental space of old thought patterns, and second by directly eliciting our capacity to elicit the new, through deep thinking, the use of analogy, and aesthetic intelligence.