MSW Research has shared findings from an analysis of 631 ads across multiple categories examining how Brand Messaging and Emotional Connection relate to creative effectiveness. Using its Creative Gauge AI™ system, MSW evaluated the ads on both dimensions and examined their relationship with the system’s Creative Effectiveness Score™ (CES™).
Among ads rated High on both Brand Messaging and Emotional Connection, 72% achieved a High CES. When Brand Messaging was High but Emotional Connection was Low, 50% achieved a High CES. When Emotional Connection was High but Brand Messaging was Low, just 9% achieved a High CES.
“We analyzed these 631 ads to help explain something we’ve observed for decades,” said Art Klein, Partner and CEO of MSW Research. “We wanted to answer a straightforward question: Which matters more when it comes to creating highly effective advertising… having something meaningful to say, or making people feel something? In this analysis, the answer was clear: Brand Messaging carries the day. Emotional Connection can make it considerably better. For advertisers, the practical takeaway is to examine what an ad communicates alongside how it makes people feel.”
The findings offer advertisers, agencies, and insights teams a practical perspective on creative development, highlighting the value of examining brand messaging and emotional connection together. The percentages describe results within each rating group in the analyzed dataset and reflect associations with Creative Effectiveness Score.
A short paper explaining the findings and their implications for advertisers is available on request from Art Klein.