CPG/FMCG

• Article

Unmixed Signals: Connecting Brand Equity and Long-Term Sales

• Article

DATA POEM From Fragmented Analytics to Unified Revenue Decisions Large Causal Models for Enterpr

• Article

Life Transitions Influence Response to Ad Repetition: When Times of Change Increase Preference for Repeat Advertising Experiences

• Past Event Highlights
• Article

Inside the Journal of Advertising Research: What Drives Ad Engagement: From AI and Skippable Ads to Life Transitions

• ARF
• JAR INSIGHTS STUDIOS

On December 11, we highlighted three new articles from the Journal of Advertising Research on how emotion, control, and context shape the evolving dynamics of ad effectiveness in the digital age. Across sessions, speakers emphasized that consumer engagement is shaped not just by creative content, but by emotional responses, timing, predictability, and personal context. The discussion underscored the importance of designing advertising strategies that balance attention capture with trust, comfort, and long-term effectiveness.

• Article

Unmixed Signals: Connecting Brand Equity and Long-Term Sales

• Article

Influencers Work: How RCT Pre-Testing Is Proving the Impact of Creator Content

• Past Event Highlights
• Article

Creative Effectiveness: The New Age of Brand Building: Navigating a Creator-Driven World

• ARF
• ARF

At Creative Effectiveness, we examined the evolving definition and methods of building brands in today’s fragmented, creator-driven landscape. After, we celebrated research and insights-driven advertising at the ARF David Ogilvy Awards ceremony and reception.

• Article

Too Much Generational Marketing?