Fresh neuroscience research, a rock star panel of some of the UK’s best advertising directors, major advertisers all in one place to explore the power of TV advertising creativity.
Creativity is the magic ingredient at the heart of TV advertising’s power. Delivered at scale, it’s the biggest lever you can pull to drive advertising effectiveness. It makes brands famous, gets them talked about and boosts campaign efficiency tenfold. But what separates great advertising from good? What can clients, agencies and directors do to get the very best work onto screens everywhere: to create TV ads that grip the nation?
At this event, we unveiled new research from Neuro-insight UK that explored the link between elements of creative treatments and long-term memory encoding. We also took a look at the link between creativity and effectiveness in the company of senior marketers who have been responsible for commissioning some of the best ads we’ve seen on TV over the last few years. And Jason Stone of David Reviews, gathered a fresh cast of top ad directors.
You can watch the event using the player above. For more information about the sessions, see below.
Our host for the morning, Thinkbox CEO Lindsey Clay, introduced the line-up and shared some of the latest innovations in TV advertising.
Neuroscience and creativity
Heather Andrew, CEO of Neuro-Insight UK, explored what neuroscience can teach us about advertising and what it all means for the creative community before revealing the findings from a new study looking at how TV ad creative affects long-term memory.
Through the client’s eyes
Ros King, Director of Marketing Communications at Lloyds Banking Group, and Josie Stevens, Campaign Manager for ‘This Girl Can’ for Sport England, sat down with Lindsey Clay and shared why they think creativity makes such effective advertising.
The right direction
Jason Stone, Editor of David Reviews, chaired a rock star panel of some the UK’s best advertising directors, which included: Kim Gehrig from Somesuch; Declan Lowney from Another Film Company; Daniel Kleinman from Rattling Stick; and Chris Palmer from Gorgeous.