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The Importance of Creativity


Study Reveals That Creativity is Responsible for 75% of an Ad’s Ability to Generate Brand­Linked Memories
Ipsos Connect offers a Thought Piece, “Who’s Killing Creativity Now?” that analyzes the importance of creativity to successful advertising campaigns. “. . . the Ipsos database shows that 75% of an ad’s ability to leave brand­linked memories is due to creative.” The importance of brand­building to long­term profitability is also discussed.
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Creative Ads 7X More Efficient in Creating Market Share Growth
The 2015 Creative Effectiveness Cannes Lions winners reveal trends in effectiveness strategies that may also surface in the 2016 IPA Effectiveness Awards. The IPA has published a study showing that creatively­awarded commercial campaigns were on average seven times more efficient than non­creatively awarded campaigns in delivering market share growth per point of extra share of voice. This article also discusses the five strategic trends revealed by the winning campaigns.
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Creatives Advise Marketers: “Stick to the Brief”
Visually, a visual content creation platform, surveyed marketers and creatives to see how they work together to produce marketing content. The study revealed that “the relationship between marketers and their creative teams isn’t always harmonious.” Among the findings: better communication is needed and creative teams are understaffed. Improved collaboration between creative teams and their marketing partners would result in more successful content according to the survey.
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Creativity and Bold Ideas
This Advertising Age article discusses ten powerful advertising and marketing ideas in campaigns selected by Creativity for their boldness. These 2015 campaigns effectively used storytelling, emotions, comedy, ingenuity or a combination of these marketing techniques. Among the campaigns highlighted: Supercell’s “Clash of Clans,” AT&T’s, “Close to Home,” and Patagonia’s, “Denali.”
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Are Entertaining Ads More Effective?
Facial tracking is used to explore how marketers can best use entertainment in ads in his Journal of Advertising Research article, “Optimizing the Amount of Entertainment in Advertising: What’s So Funny About Tracking Reactions to Humor.” The goal is to increase the effectiveness of the ads as measured by increases in purchase intent. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category. The authors of this article, Thales S. Teixeira, Ph.D., Assistant Professor in the Marketing Unit, Harvard Business School, and Horst Stipp, Ph.D., EVP, Research & Innovation: Global Ad Effectiveness at the Advertising Research Foundation, state that the study “showed that a high level of entertainment in advertisements might come at the expense of the persuasiveness of the ad in driving purchase.”
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Re!Think 2016
How Advertising Works Today
March 14-16

Audience Measurement
Audience Measurement 2016
June 13-14

Young Pros NYC
Make Your Mark Presented by Unilever
March 16

Young Pros NYC
Breakfast With Champions with Steve Coffey
March 22

How Advertising Works (Minnesota)
The Consumer and Customer in Charge
April 12

Shopper Insights (Cincinnati)
Shopper Insights
May 10

Cross­Platform Analytics (Chicago)
May 12

Young Pros (NYC)
Make Your Mark
June 14