Kantar MillwardBrown

2.
Work with the brain, not against it

Emotions are a great way of making an impression

VOLUME SHARE SALES SHIFT

Ads that engage creatively and emotionally work better than those that deliver an explicit message, which viewers tend to filter out. Working the way people’s brains do also means restricting the number of key messages delivered. Kantar Millward Brown analysis of 1,000 campaigns finds that where a single message is included, typically 30% will take out that key message; whereas when a campaign has three messages typically only 14% will take out the first key message.