5 key principles for developing a strong creative

A report Make a Lasting Impression by the global research agency Kantar Millward Brown has highlighted five key areas for developing strong creative including:

Make a Meaningful Impression

Kantar Millward Brown’s decades of brand tracking and equity work have highlighted the power of being meaningfully different. Advertising needs to dramatize a brand’s purpose, what the brand stands for, its point of view and its values.

Campaigns such as Always #likeagirl not only provide engaging content but also leave behind impressions that will support the brand long-term.

Work with the brain, not against it

Ads that engage people creatively and emotionally work better than those that deliver an explicit message, which viewers tend to filter out.

Working the way people’s brains do also means restricting the number of key messages delivered. Analysis of more than 1,000 ads found that where a single message is included, typically 30% will take out that key message; whereas when a campaign has three messages typically only 14% will take out the first key message.

Good storytelling leaves an impression

Stories are a key strategy for engaging consumers with the real-life power of a brand. Yet too few brands incorporate them. Kantar Millward Brown research in 14 markets identified Kenya, USA and India as story hot spots where more than 50% of ads contained story elements.

However, even where there was a story, more than half the ads still included explicit product or service messages.

No brand means no impression

Even emotionally engaging ads need branding, particularly in digital where skippable formats give just seconds to make an impact. Kantar Millward Brown data over the last 25 years finds that ads with high branding typically deliver strong sales effects – 68 per cent deliver a short-term sales uplift compared to those with low branding where 53 per cent deliver a short-term sales uplift.

Get the channel right

Getting the channel right means more than identifying where your consumers view content. It also means identifying the places where they are most receptive and using those formats they feel positive towards.

Kantar Millward Brown’s AdReaction Gen X, Y and Z study found that while younger consumers watch less TV for example, they are more receptive to TV ads than they are to all digital formats.

To download the report or for more information, visit www.millwardbrown.com/impressions

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