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New social-video research shows attention-grabbing creative often fails to build brand connection. The answer is to make distinctive cues part of the idea, not a closing label.

New WPP Media analysis challenges the habit of treating search and social as the only routes to immediate return. The practical question is which channels create profitable demand soon enough.

New analysis of multi-market campaigns suggests international scale can build brand effects while weakening commercial impact when adaptation turns into creative caution.

Boots’ work with DAIVID and CreativeX shows why creative effectiveness is moving beyond campaign evaluation towards a more useful question: which assets deserve the next pound of media spend?

New advertising research suggests perseverance-themed creative can prompt consumers to explore and switch. That makes it a useful, but narrowly targeted, trial device.