Research suggests around three-quarters of men and women believe their gender in advertising is inappropriately portrayed. Is your brand contributing to this?

Discussion about gender and gender empowerment are important to our work here at Luma. Twice a year Luma help r...

Clients often ask what themes resonate with the Australian audience? What makes these ads so iconic? Why do people love this so much?

Luma has analysed countless Australian ads, both great successes and dramatic failures. We have found the themes that work in the best a...

When we test ads, one of our key measures is 'attention'. Attention scores help us find whether the media has been efficient, what the creative strengths/weakness' are, what the key drivers of cut-through are, whether the ad will wearout, etc. Using our add+impact meth...

Finding the Best Touch-Points for Your Integrated Campaign

We all know that there are benefits of using integrated campaigns, so why wouldn't you ensure a consistent look and feel for your advertising?

Well, from time to time our clients tell us that it is not possible....

Here's a reminder that Mother's Day is just around the corner. Here is some inspiration for the  festive season, or maybe just an idea of what to get your mother this weekend!

Hey Mum - Google

Every parent can relate to this ad. It features child raising in all its glory...

Celebrity ads are unique, more involving and interesting, and this means that they are likely to be noticed.

(Souza & Quintanilha 2006)

Do celebrity ads get more Attention than other ad styles?

One of the most obvious and important reasons to use celebrities in advertisi...

At Luma, clients often ask, 'we're making an ad, but we don't know what music to use.'

Luma has analysed our database of 8000+ ads using our add+impact methodology, to understand what makes an effective ad. For this study, we have tapped into our creative network of Cre...

More and more brands are taking a higher order brand purpose, so at the 2019 Super Bowl we asked people what they thought...

Super Bowl Insights

We know it is important that your ads leave people feeling good. Our research shows that feelings account for around 68% of pu...

As consumers spend half their media day on social media, on-demand streaming and use ad skipping technology, video ads have as little as three seconds to make the right impression. Short-Form advertising is now vital to any effective marketing campaign. But when commer...

It's that time of the year again, and brands are releasing their Valentine ads to grab the spotlight in one of retails' busiest weeks of the year. Indeed, retail receives a massive hit during the first two weeks of February, with 2018 flower sales in Europe...