In the new connected world, there is a huge opportunity to rewrite the rules for creative development. Most brands develop campaigns around a product message. However, people remember impressions not messages, respond to emotions not facts, and stories not arguments.
People have come to hate advertising and actively seek to avoid it. Brands need to move quickly to dump the message and focus on making positive impressions. The paper will present the five ways brands can make a lasting impression through their creative based on our insights into advertising campaigns across from the region.
Presentation by Richard Heath, Executive Director, Head of Kantar Millward Brown, Singapore.
Presented at Asia Research Breakfast Seminar in Singapore on June 1, 2017.
A Linking Asia 21 production brought to you by Asia Research Magazine.
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