P&G’s Mr. Clean swept up the Grand Ogilvy Award at the ARF’s 2018 David Ogilvy Awards. The brand’s “Cleaner of Your Dreams” campaign was recognized for outstanding insight to drive superior advertising. In addition to the Grand Prize, the ARF handed Gold, Silver, and Bronze awards across five categories. Other top winners included Budweiser, Farmers Insurance, Rice Krispies Treats, Honey Nut Cheerios, and the Truth campaign.
Great creative can drive a 15x lift in incremental sales over ineffective creative, according to this study from CBS, Nielsen Catalina Solutions, and Nielsen Consumer Neuroscience. But how do you know what great creative is before it goes on air? This study shows how a combination of neuroscience tools can help identify what makes creative great.
The growth of ad blocking demands that marketers understand its prevalence and drivers. This study by Hulu and Leflien Associates yielded a surprising finding: ad receptivity is psychological, not demographic. It also identifies factors that drive ad engagement, such as the ability to exercise control over ads.
How do consumers emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This JAR paper sought to answer that question and found that positive messages emphasizing the benefits of environmentally responsible behavior (as opposed to those focused on the negative) are more likely to achieve positive results.
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