Negative or outlaw film and television characters, like Breaking Bad’s antihero and drug kingpin Walter White, are liked and trusted less than their real-world counterparts, yet can be effective product endorsers, new research has found, opening the door to a novel and creative marketing tactic.
Member Only AccessEditor’s Note: Here are two recently published books that might be of interest.
Here are highlights from the ARF, MSI and CIMM’s plans for 2023. Read more »
Data-driven marketing presents opportunities but also many challenges for managing creativity and creative teams. A new study offers a roadmap for managers at agencies to be more strategic in the creative integrated marketing communications process by rethinking the distribution and valuation of creativity.
Member Only AccessWhile marketers pay a lot of attention to consumer changes in purchase and media use behavior, demographic changes with implications for many businesses and marketers’ strategies are often overlooked. Case in point: There has been an increase in one-person households and non-married adults, especially among 50+. Another important trend is less workforce participation by men. Read more »
During this ARF Creative Council event, Council member Ann Green moderated a conversation with agency creative and strategy executives to unpack the best practices for researchers to approach creative briefs that will inspire and achieve clients’ business goals.
Member Only AccessA new white paper outlines how innovative methods offer marketers new research tools that can produce more effective creative in the current marketing landscape.
How can a brand that enters a foreign market, like China, increase acceptance among ethnocentric consumers who prefer local brands? A new study suggests one solution: the use of anthropomorphic products in advertising.
The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.
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Advertising creative is critical to driving business growth and positive business outcomes for brands, several studies have shown. It is also crucial to the overall ecosystem and brands’ ability to reach their marketing goals. Given the importance of good creative, the ARF Creative Council put together a white paper to inform and educate members on new methods and approaches for generating and optimizing advertising creative content. These fresh and innovative methods offer potent insights during the creative development process. The white paper focuses on tools that can be leveraged in the early stages of creative development, particularly those that take advantage of state-of-the-art technology.
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