The WARC Podcast New marketing research you need to know: Live at the IPA
9 snips
Oct 15, 2024 
In this engaging discussion, Andrew Tindall, SVP of Creative Partnerships at System 1, reveals how creativity and consistency in advertising can enhance profitability. Sophie Scott, Director at the Institute for Cognitive Neuroscience, explains the unique role of humor in communication and its power to create intimate connections between brands and consumers. Becky Owen, CMO at Billion Dollar Boy, shares insights on the evolving landscape of influencer marketing, emphasizing the need for long-term collaborations to build trust and authenticity.
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Creative Foundations Compound Effectiveness
- Consistent creative foundations (insight-driven positioning, a long-lived creative idea, and a committed team) compound advertising effectiveness over years.
- System 1 found inconsistency costs brands millions and reduces long-term brand and profit growth.
Three Buckets Of Creative Consistency
- System 1 groups creative consistency into foundations, culture, and execution across a five-year view with 13 effectiveness features.
- Long tenures of ads, teams, and assets drive higher creative quality and better ROI over time.
Long-Running Ads: Yorkshire Tea And GWR
- Yorkshire Tea averaged two-year airtime for ads and kept one campaign running for seven years, yielding huge ROI.
- Great Western Railway made a high-performing supercut ad from past assets in 2023.