June 17, 2024 – 12 PM – 1 PM ET (Virtual)
Inside the Journal of Advertising Research:Ad Agency Intelligence: New Research on Agency Incentives, AI Integration, and Creative Attribute Effectiveness
AGENDA
Now in its 65th year, the ARF’s flagship Journal of Advertising Research publishes empirical, cutting-edge research by academics and practitioners worldwide on advertising effectiveness, AI, brand marketing, immersive technologies, social media, consumer psychology, and more. Its mission: to bridge the gap between theory and practice under a rigorous peer-reviewed process independent of the ARF. This Insights Studio showcases recent work as follows:
12:00 – 12:05 PM
Introduction
Colin Campbell, Editor, Journal of Advertising Research
12:05 – 12:17 PM
How Do Advertising Agencies Respond to Incentives?: Perceptions of Creativity in Competitive Account Reviews and Pay-for-Performance Compensation
Discover how agency creativity is influenced by incentive systems, like competitive pitches and pay-for-performance models—and why relational factors like trust and openness may matter more than financial terms.
Scott Koslow (Presenter), Professor of Marketing, Macquarie University
Huw O’Connor, Associate Professor of Marketing, University of Waikato
Mark Kilgour, Professor of Marketing, University of Waikato
Sheila L. Sasser, Eastern Michigan University
12:18 – 12:31 PM
Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration
Examine how agencies are incorporating generative AI into their creative workflows through a four-stage model that reveals both the promise and pitfalls of human–AI collaboration.
Weila Cui (Presenter), Assistant Professor of Marketing, University of Nottingham Ningbo China
Martin J. Liu, Professor of Marketing, University of Nottingham Ningbo China
Ruizhi Yuan, Lecturer in Marketing, University of Nottingham Ningbo China
12:32 – 12:45 PM
Designing Delicious: An Examination of Creative Attributes Driving Food, Beverage, and Restaurant Advertising Effectiveness
Gain evidence-based insights into which creative elements actually drive performance in food, beverage, and restaurant advertising based on machine learning and human-coded analysis of over 2,300 global video ads.
Ryan S. Elder, Professor of Marketing, Brigham Young University
Gina Slejko (Presenter), Associate Professor of Marketing, Colorado State University
Jeffrey P. Dotson, Associate Professor of Marketing, The Ohio State University
Ariane Pol, Advertising Researcher, Google
12:45 – 1:00 PM
Q&A
Colin will lead a panel discussion, addressing questions from the audience and exploring the broader implications of the presented research.