The Winning Formula

The Winning Formula: TV creativity & effectiveness

At this event, held on Wednesday 16 June at the Soho Hotel, London, we launched two brand new pieces of research to explore that very issue. Our pioneering neuroscience study looked at how our brains process both TV and online experiences, using both of the main neuroscientific techniques - fMRI and SST - together for the first time.

We also joined forces with the IPA to bring data from the IPA Effectiveness Awards together with the Gunn Report to show just how much creativity in advertising influences business success.

A line-up of brilliant speakers included Professor Richard Silberstein from Neuroinsight, Steve Williams from Neurosense, Rory Sutherland and Peter Field from the IPA and Orlando Wood from Brainjuicer.

If you weren't able to come along to this event, or would like to watch some of the presentations again, you can do that right here, on demand, and get hold of some of the key slides. Great stuff.

 

Speakers' presentations

Neuroscience - Richard and GemmaBrain training
Two of the leading lights in neuromarketing- Professor Richard Silberstein of Neuroinsight and Gemma Calvert, Founding Partner of Neurosense - were interviewed by David Brennan, Research & Strategy Director from Thinkbox. They talked about what their work has taught them so far about how the human brain processes marketing communications and the background to the new Thinkbox study. You can watch them talk through the issues in our on-demand stream.

Neuroscience - Dave and NicoleBrainwaves
David Brennan and Nicole Greenfield, Head of Research at Thinkbox, unveiled the exclusive results from the latest use of neuroscience to understand how creativity in TV advertising works and how media placement enhances creativity.

 

Neuroscience - Rory SutherlandBehavioural economics and neuroscience
In this filmed session from Thinkbox's event examining TV creativity and effectiveness, Rory Sutherland, President of the IPA, talks about behavioural economics and how its theories work alongside the principles of neuroscience. Amongst other things, Rory discusses choice architecture, rational and emotional metrics in advertising, our inner selves, numerate traffic lights, high speed rail travel and how very peculiar, apparently trivial things can have an enormous effect on human behaviour. Well worth a look.

  • The proof of the pudding
    We are often told that creative awards are meaningless, self-indulgent nonsense that bear no relationship to the hard business metrics of advertising payback. Peter Field, Marketing Consultant to the IPA, has been and checked the numbers for your interest, by marrying the IPA Datamine with the highly respected Gunn Report, the definitive record of creative award winners. The study shows that the most creatively awarded advertising campaigns are 11 times more efficient at delivering business success. We knew anecdotally that strong creativity leads to success, but to finally prove the link should be great news for advertisers and their agencies, and should hopefully help unlock more creativity and more success. You can catch up with the key points from the research in our press office and can also watch independent marketing consultant Peter Field deliver his findings on film in our on-demand version of the event. Peter’s slides are available to view and download here.
  • Squeezing the emotions
    Orlando Wood, Innovation Director of BrainJuicer shared new research on how the benefits of the emotional model of advertising and testing will lead to greater effectiveness for advertisers. You can watch Orlando’s presentation in our on-demand stream of the event and view his slides here.

The Winning Formula: TV creativity and effectiveness

Proving the link between creativity and effectiveness is the holy grail of advertising research. The Winning Formula: TV creativity and effectiveness was be held on Wednesday 16 June at the Soho Hotel. The event was devoted to understanding what drives effective TV creativity, and how we can improve our ads’ chances of success. Here you can navigate through to our on-demand version of the event and also find out which of the slides are available for viewing and download.
Proved: Creative Advertising = Business Success
A new research study from Thinkbox and the IPA in conjunction with The Gunn Report has revealed the direct correlation between strong advertising creativity and business success. The study shows that the most creatively awarded advertising campaigns are 11 times more efficient at delivering business success. We knew anecdotally that strong creativity leads to success, but to finally prove the link should be great news for advertisers and their agencies, and should hopefully help unlock more creativity and more success. You can catch up with the key points from the research here.