Tag Archives: Commercials

What 2018 Trends Mean for Advertisers

Last week, we talked about some of the emerging trends we’re seeing in advertising this year. While it’s great to know what’s changing, you probably want to know what this means for you. How does all this translate into how … Continue reading

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Advertising Trends in 2018

Many of the conversations we have with our clients focus on trends we are seeing in the industry.  Below we share what we are seeing this year. Video The standard conception of advertising tends to revolve around TV commercials, and … Continue reading

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What Comics Can Teach Us About Storytelling in Advertising

What can comics teach us about storytelling? If you’re reading this, you likely focus on storytelling in the context of brand communications. And like me, you might ask yourself, “Are there even similarities between comics and advertising?” I can tell … Continue reading

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Getting Down to Brass Tacks: Creating Social Videos in a Scrolling Environment

When really examining why most people use social media, the reason quickly reveals itself: we want to learn AND feel. For most social users, this educational and emotional quest often revolves around friends, family, the world…but it also includes brands. … Continue reading

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How Well-Crafted Research Will Leave You Shouting, “Dilly Dilly!”

I recently found myself in conversation with colleagues about the recent article by Tom Denari in which he describes copy-testing as a “usually blunt instrument that beats out the sometimes unexplainable magic of an ad or campaign.” Sticking with the “Dilly … Continue reading

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Collaboration as a Model for Brand Growth

The ARF’s Creative Council’s mandate is to help the advertising community define or evolve collaboration models that can guide an improved process for researchers and creatives. While there is not one model out there for how research and creative teams … Continue reading

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The Lure of Free

Let’s say you had the option between a luxurious Lindt truffle and humble Hershey Kiss. We’ll go ahead and price the Lindt truffle at fifteen cents and the Hershey Kiss at one cent. Based on perceived value I imagine the … Continue reading

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