The WARC Podcast New marketing research you need to know: Live at the IPA
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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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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.
Extend Campaign Lifespan And Reuse Assets
- Create a culture that keeps ads live longer and reuses assets across channels to squeeze value from creativity.
- Make cut-downs and supercuts to increase ROI and maintain consistent exposure.
Why Repetition Improves Creative Quality
- Repetition improves processing fluency, memory encoding, and familiarity, which boosts creativity and audience liking.
- Consistent brands produce higher-quality work year-on-year because these cognitive biases amplify creative returns.