The Winning Formula TV creativity & effectiveness” on demand

This live webcast requires registration. Please fill in the fields below to enable you to view the event.





Overview

Proving the link between creativity and effectiveness is the holy grail of advertising research. 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. Great stuff.

Your on-demand sessions include:

00:00:00 - 00:10:13
Introduction
Tess Alps, CEO of Thinkbox introduced the morning’s event, which was devoted to understanding what drives effective TV creativity, and how we can improve our ads’ chances of success.
00:10:14 - 00:49:30
Brain 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.
00:49:31 - 01:50:26
Brainwaves
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.
01:50:27 - 02:13:15
A word from our President
Rory Sutherland, President of the IPA, gave a brief overview of behavioural economics and how its theories work alongside the principles of neuroscience.
02:13:16 - 02:48:5
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 download. Peter’s slides from the event’s section of our website.
02:49:00 - 03:16:54
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.
1.00pm
Close
Live stream by

Watch “The Winning Formula:  TV creativity & effectiveness” on demand

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.



EVENT SERIES

17th November 2011
TV + Mobile

13th October 2011
Payback 3

30th March 2011
The Truth about Youth: TV and young peoples

17th Februar 2011
TV on a Shoestring: big results from small budgets

16th November 2010
Tellyporting: a look at the new TV platforms

16th September 2010
New to TV?
A guide to successful TV advertising

16th June 2010
The Winning Formula:
TV creativity & effectiveness

13th May 2010
Closer to Content:
everything you need to know about sponsorships, AFPs, product placement, branded content, etc...

11th March 2010
Watch TV Technology: Boxing Clever on demand

18th February 2010
Online Brands on TV: it's the business

Online Brands on TV: it's the business