Welcome to MediaWorks Takeaways – your go-to for fresh insights, trends, and smart strategies to level up your brand and marketing game.
We like to keep things light – because playfulness isn’t just fun, it’s a secret superpower. Especially now.
In today’s climate, people are craving joy. A recent study by TRA across New Zealand and Australia found that consumers are tired of living in a "permacrisis" – they’re looking for brands that bring a spark of positivity. Research from brand strategists Peter Field and Jon Evans backs this up:
Emotional responses predict an ad’s success in both the short and long term.
Positive emotions, especially happiness, make ads more memorable and build stronger brand associations.
Dull ads? They’re a waste - leading to higher media spend without real impact.
Why Playfulness Wins:
6 in 10 people say playful brands make them feel better.
Humour boosts memory, attention, and social connection.
Serious topics don’t always need a serious tone – emotion and entertainment can deliver more impact.
Ads that make people laugh are:
2x more likely to be noticed
3x more likely to be remembered
4x more likely to drive action
At MediaWorks, playfulness is in our DNA. From high-energy youth brands like The Edge, Mai, and George, to household staples like More FM and The Breeze, we offer a line-up that helps advertisers connect with audiences in a way that sticks.
Ready to put more play in your plan? Let’s chat.