At Ipsos' Creative Excellence, we know that the more distinct, risky creative that breaks category conventions is more likely to capture Attention, while those that follow established ‘rules’ are likely to suffer from cognitive immunity, with people non-consciously screening it from their mental spotlight of Attention.
In seeing this type of work coming from the risky decisions and strong agency collaborations Burger King create, we constantly salute them. First and foremost, because this type of marketing works to trigger action favorable to the brand, influencing people to visit more outlets and buy more products, though also it serves as an example to advertisers we work with to embrace risk and being uncomfortable, which is a reliable path to capturing and retaining Brand Attention.
But when their latest creative landed, we watched, and we paused for thought. Read our detailed paper evaluating the effectiveness of Burger King’s latest campaign.
Burger King’s marketing has attracted applause and acclaim for their work and collaboration with some of the best creative agencies on the planet. A Grand Prix, two Gold Lions and being named as the first ever Cannes Lions Creative Brand of the Year tells this story.
[WEBINAR] American Family Media Experiences 2020
February 19 - This month we're previewing some of the insights our newest survey revealed: American families are exposed to more and more media choices to build their family lives around. View our on demand webinar featuring new data and evolving trends in the American family’s media experience.
[WEBINAR] Introducing BI-style reporting for Social Media Intelligence
October 8 and 10 - Taking the best-of Business Intelligence (BI) tools, and the best-of Social Media Intelligence, you now have a faster path-to-insights with the new Synthesio reporting experience. Now, you don’t need to be an expert to get expert reporting.