Recent posts

YOUR MONTHLY CREATIVE TREAT: David versus Goliath Cannes winner

A great year in Cannes 2015 Millward Brown has tested 166 of the winning ads from Cannes. The winners in Cannes usually do well in our copy testing LINK, but 2015 was a particularly good year. The 11 tested ads beat the norms on all key parameters. In other words, the 2015 Cannes Award winners … Read more…

How brands really grow!

Dagens medielandskap förändras i rasande takt och diskussioner om mediebudgetens storlek och allokering är ofta mer utmanande än någonsin.   Men. Det finns en annan faktor som är än mer central för tillväxten för ditt varumärke. I denna globala studie av Millward Brown  – som inkluderade över 2 300 varumärken och som jämförde utveckling i … Read more…

YOUR MONTHLY CREATIVE TREAT: Fun and enlightening – advertising at its best

Avoid skipping of your video ad. And go all soft over the power of girls.   I have picked two awarding winning pieces of advertising, which I think are worth sharing. The first one, a Grand Prix Cannes Lion winner for the US car insurance company GEICO is interesting because it gives an example of … Read more…

YOUR MONTHLY CREATIVE TREAT: Killer ads on YouTube

YouTube has asked users to vote for their favorite ad among a list of 20 carefully selected ads. The favorite number 1 ad is for Turkish Airlines Kobe vs. Messi: The Selfie Shootout. I agree; the ad is great but should you wish to treat yourself for real you should move one step down the list to (re)watch Volkswagen’s ad The Force, launching … Read more…

YOUR MONTHLY CREATIVE TREAT: Life’s better when we’re Connected

Over the years I have tested many advertising campaigns for the financial sector. It is a difficult task to create impactful advertising in this category as people’s interest is very limited. Ads for the financial sector tend to be less Enjoyable, they have a weaker linkage to the brand, they are less persuasive and they create less brand appeal. Development of a great creative … Read more…

YOUR MONTHLY CREATIVE TREAT: LET’S GO CRAZY, The Coca-Cola Company

Over the years I have tested more than 500 advertising campaigns. Most of them have slipped my mind. Some of them I still remember and then there are the truly brilliant ones that I will probably never forget. I – like so many other marketeers – am always craving for great creative ideas. The ones that make a difference for the brand owners. … Read more…