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After a decade of testing ads worldwide, we’ve distilled this wealth of insights and learnings into 9 essential building blocks for success—a practical framework to help marketers and advertisers develop work that Captivates, Connects, and Compels.
What you’ll get:
• The 9 proven pillars of effective advertising creative, backed by real-world data.
• Actionable tools and strategies you can apply to the development of your own campaigns.
• Practical tips to ensure your advertising will resonate with the ultimate judge of creativity—the consumer.
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Make people laugh or cry. Show how product benefits ladder up to emotional rewards. Lasting memories start with making people feel something.
Focus on conveying only one key message, impression, or idea. The more you try to communicate, the more takeaway of everything will be diluted.
The right soundtrack can alter the entire dynamic of an ad. Amplify emotion by lessening the reliance on product-focused voiceovers/dialogue.
Tell a great story. Take people through twists and turns. Use negative emotions to enhance the impact of an eventual uplifting resolve.
Ensure the narrative and message are clear and easily understood. Give the brand a clear role—both within the story and in facilitating outcomes.
Use the brand to drive the narrative. Feature it during peak emotional moments. Present it as the solution to the problem.
Identify the moments that bring people closer to making purchase decisions, and then show up in the right place, at the right time, with the most effective solution.
Distinctive, ownable characters—when deployed consistently—serve as powerful mechanisms for making advertising more memorable.
Leverage the brand’s distinctive assets by consistently deploying them in fresh, topical, and contextually relevant ways over time.