THE BRAVE NEW WORLD OF WELL BRANDED, RATIONAL, FORGETTABLE, 15 SECOND PRODUCT ADVERTISING.

Short formats are a brilliant addition to our creative arsenal, but the discussion around them is promoting a race to average, writes Thomas Wagner, Planning Director at BBH Singapore. There is a convincing body of research showing that on average 15 second TV ads are as effective as 30 second TV ads on a number of metrics, such as advertising...