Why emotion drives your bottom line. Creativity is often seen as a nice to have rather than a must have within companies. A fluffy luxury rather than a profit driver. Creative advertising is therefore often the first thing to be cut when economic times get tough. Martin makes the business case for getting creative and emotionally connecting with our audiences. Find more info at: http://chinwag.com/insight/psychology

1. Why emotion
drives your
Is that bottom line
logical?
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4. The proof of emotive value
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5. Creativity is an
advertiser’s best bet
McKinsey & Co
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6. Creativity is an
business’ best bet
Martin Talks
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7. More creative campaigns 11 times
more efficient in driving market share
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8. There is a decade of research to connect
creative comms to business change
2006 Greater creativity leads to greater
persuasiveness
2010 Greater creativity leads to greater
emotional bonding & business effects
Across 2000’s
Greatest
creativity
correlates with
Yang & Smith,,
University of Indiana highest stock
performance
Peter Field
Hurman 2011
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9. Emotional fame
has over twice the profit impact
“Marketing in the era of
50
accountability” IPA
A study of over 200
Significant profit gain %
40
effectiveness award
30 winners
20 39%
10
16%
0
FAME Rational
FAME = Emotional engagement, salience & Buzz driving

10. Emotional comms delivers
proven effect to the analysts
Cadbury Dairy Milk Sales of diesel engine Sales up 9.3%
sales +9%. Honda Accords went
from 518 units to 21,766 “Only John Lewis showed positive
“The campaign had an absolutely growth” "Sales during the four weeks to
units in 1 year
significant effect on consumers and it Christmas Eve were outstanding.” Andy
had a wonderful effect on everyone in “Grrr (Hate Something, Change Street Managing Director
the company. “ Todd Stitzler Something) helped transform the
Incumbent CEO Cadbury 2008 perception of the Honda brand,
Investor interim results which was previously reliable, safe,
nothing remarkable.” Jeff Dodds
Marketing Director Honda UK

11. How people make purchase decisions
The power of the Emotional Brain
95 (Emotional
% System 1 brain)
5 % System 2
(Rational brain)
Source: Daniel Kahneman, Nobel for Economics, 2002

12. “Emotion leads to
action,while reason
leads to conclusions”
Donald Calne, neurologist

13. 1. But this doesn’t mean doing TV
Sample A Sample B Sample C
Market Share gain %
IPA Datamine 3 some online
engagement
Les Binet
Beyond the click - Waddington
Use more channels Engage actively

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15. 2. It does mean thinking in a
different order
“I’ve never been
particularly good at
numbers, but I think I’ve
Rational done a reasonable job with
mind feelings. And I’m convinced
that it is feelings—and
fallacy feelings alone—that account
for the success of the Virgin
brand in all of its myriad
forms.”
Richard Branson
Emotional
mind
reality
Source: Tim Ambler, London Business School

16. “When people feel confident
about their decisions two things
happen. First they derive more
utility from the product, and
second their excitement makes
their decision contagious”
Professor Baba Shiv: Sanwa Bank, Limited,
Professor of Marketing,
Stanford Graduate Business School

17. 3. It means rethinking how you
test your communications
“Cases that reported favourable pre-testing results actually did
significantly worse in market than those that did not”
- Binet & Field, Marketing in the Era of Accountability, 2008
Effectiveness Success Rate %
80
70
60
50
40
71%
30
20
44%
10
0
Favourable pre testing results Other

18. Pre testing emotional reactions Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happy
Surprise

19. Emotional Journey: Cadbury Dairy Milk Gorilla
100%
Contempt
90%
Disgust
80%
70%
Anger
60%
Fear
50%
Brooding “Don't like a close up of the
uncertainty: gorillas nostrils!!”
“Unsure” 40%
Sadness
“Music” “Intrigued about how the
gorilla relates to the slogan at
“Feel good advert” the end” “What’s it got to do
with chocolate?” 30%
Neutral
“Don't understand what the
advert is for” “It’s funny”
“It all comes together 20%
“Funny to see the gorilla” and is amusing”
Happy
“Not sure what i expected” 10%
“Good music, good
“Love it”
chocolate!”
“An ape playing the drums”
“Love Cadbury's
Chocolate!” 0% Surprise
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Start
seconds

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21. Emotion
That is drives your
logical bottom line
I CAN HAS
CREATIVITY?
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22. Follow
@talksy
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