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Havas study identifies memorability as key for brands coveting campaign success

on May 24, 2018 | 0 comments

By John Glenday

A new brand study commissioned by Havas has identified memorability as the key goal for brands seeking campaign success – but only if it is remembered 60 days or more following a viewing.

In a congested market in which 49% of consumers feel ‘overwhelmed’ by brand messaging memorability was the key factor in attaining staying power, with the magic 60-day window cited as the point at which consumers finally spring into action.

The data was derived from focus groups and polling of 2,000 people quizzed on 2018 brand campaigns and determined that as few as 15% of all brand campaigns Read full story ›

Source: The Drum