pharma & healthcare
- Past Event Highlights
- Article
Creative Effectiveness: The New Age of Brand Building: Navigating a Creator-Driven World
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.
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- Creative & Branded Content
- Article
Designing Emotional Arcs for More Persuasive Advertising
New research in this Marketing Science Institute (MSI) working paper uncovers how specific emotional sequences—not just individual emotions—make advertising and fundraising appeals more persuasive. Analyzing over 14,000 GoFundMe medical campaigns, the study shows that messages beginning with sadness and ending with caring are the most effective. These findings provide a fresh template for designing impactful advertising narratives.
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