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  "documentTitle": "2020 Effie UK Report  in partnership with Ipsos MORI",
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  "notes": "The chart uses pill-shaped bars to represent the data, highlighting the performance gap between non-conforming and conforming creative strategies.",
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      "text": "It is creative that goes outside established category ‘rules’ that is more likely to perform strongly on Brand Attention.",
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      "text": "Too often advertisers follow a safe path within the confines of category definitions – in the belief that it works. However, as demonstrated by our Effie Entrants, and particularly by our Winners, breaking these ‘rules’ enables campaigns to punch above their weight and to deliver more effectively. Why does breaking the rules work? People simply do not pay attention to advertising they have already seen, our brains screen them out. People need sufficient novelty to gain their attention. It is creative that goes outside established category ‘rules’ that is more likely to perform strongly on Brand Attention.",
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      "text": "Based on 2015 cases, Ipsos Creative Excellence, Database Meta-Analysis",
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      "text": "Ipsos Best Practices: Breaking category ad conventions creates greater Brand Attention",
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