Claire Davidson final day at the seminars at the Cannes Lions Festival of Creativity

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RED SEMINAR BONO.jpgClaire Davidson (below with Spiderman) is in Cannes this year and is reporting exclusively for Campaign Brief Asia. Here’s her round up of the speaker sessions on the final day of the Festival.

Argh… Day 7. We made it!

I was able to catch a final few seminars at the 61st Cannes Lions Festival of Creativity today, before the final awards night and gala.

Claire_Spiderman1_L1080856.jpgI took in “The (Emotional) Revolution Will Not Be Televised” with Mike Bennett, Head of Invention, VCCP Partnership, Darren Savage, Chief Strategy Officer, Invention, VCCP Partnership and Michael Lee, Executive Planning Director, VCCP Partnership.

We learnt today how emotional measurement technologies – as well as conscious measurements – can uncover new ideas and insights into what works creatively. This in turn will ultimately drive better results for products and advertising.

For years, conventional research pre-testing creative work has been criticised for its inability to accurately reflect how consumers will respond to brand communications in real life.  These approaches to research, such as focus groups in labs, can create false readings. People don’t tell the truth when they are paid $50 and given a packet of chips. Not because they’re telling porkies, but because they really just don’t consume media in this type of environment.