It seems we always base an advertisement’s level of impact on the way it makes us feel, even the way it made us laugh, or at least we used to, however according to Kantar research the use of comedy in ads has continued to diminish year-on-year for the last decade while proving to be the most effective form of creative communications. 

Hear from Dom Boyd, Managing Director at Kantar on those findings and hear a discussion involving both Genevieve Hole, Business Director, VCCP on behalf of Cadbury and Chris Goddard, Global Marketing Director, Johnnie Walker on how they have developed recent campaigns internationally while navigating the ever-shifting responses to advertising and remaining loyal to their organization’s backbone.