{"id":222035,"date":"2026-10-22T08:25:00","date_gmt":"2026-10-22T06:25:00","guid":{"rendered":"https:\/\/tolunacorporate.com\/?p=222035"},"modified":"2026-10-22T11:10:19","modified_gmt":"2026-10-22T09:10:19","slug":"why-ads-you-remember-win-more-often-than-ads-you-like","status":"publish","type":"post","link":"https:\/\/tolunacorporate.com\/ja\/why-ads-you-remember-win-more-often-than-ads-you-like\/","title":{"rendered":"Why ads you remember win more often than ads you like"},"content":{"rendered":"<style>.kb-row-layout-id222035_26c54a-7a > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id222035_26c54a-7a > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id222035_26c54a-7a > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id222035_26c54a-7a > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_26c54a-7a > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id222035_26c54a-7a > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_26c54a-7a alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column222035_cf3c25-36 > .kt-inside-inner-col,.toluna-column222035_cf3c25-36 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_cf3c25-36 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_cf3c25-36 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_cf3c25-36 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_cf3c25-36 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_cf3c25-36{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_cf3c25-36 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_cf3c25-36 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_cf3c25-36\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_453593-c2, .wp-block-toluna-advancedheading.kt-adv-heading222035_453593-c2[data-kb-block=\"kb-adv-heading222035_453593-c2\"]{text-align:left;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_453593-c2 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_453593-c2[data-kb-block=\"kb-adv-heading222035_453593-c2\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-toluna-advancedheading.kt-adv-heading222035_453593-c2[data-kb-block=\"kb-adv-heading222035_453593-c2\"] a, .kt-adv-heading-link222035_453593-c2, .kt-adv-heading-link222035_453593-c2 .kt-adv-heading222035_453593-c2[data-kb-block=\"kb-adv-heading222035_453593-c2\"]{color:#007EE2;}<\/style>\n<p class=\"kt-adv-heading222035_453593-c2 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_453593-c2\">What separates an award-winning ad from one people simply enjoy? SAN and Toluna went back through 15 years of SAN Case Base entries to find out. The 2026 analysis re-tested 46 cases from <a href=\"https:\/\/sanaccent.nl\/winnaars-2022\/\" target=\"_blank\" rel=\"noopener\">2022<\/a>&#8211;<a href=\"https:\/\/sanaccent.nl\/san-accenten\/winnaars-2024\/\">2024<\/a>, spanning non-nominated work, nominated campaigns and SAN Accent winners, and compared the results with the jury&#8217;s decisions.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_0fe1b2-01, .wp-block-toluna-advancedheading.kt-adv-heading222035_0fe1b2-01[data-kb-block=\"kb-adv-heading222035_0fe1b2-01\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_0fe1b2-01 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_0fe1b2-01[data-kb-block=\"kb-adv-heading222035_0fe1b2-01\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_0fe1b2-01 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_0fe1b2-01\">The clearest pattern was not likability. Winning campaigns delivered 37 percent higher brand recall and 15 percent higher message recall than other entries, even though nonwinning work was often slightly more liked.&nbsp;For marketers, the takeaway is practical: entertainment can earn attention, but effectiveness comes from making the brand and message stick. AI can help surface those patterns, while human interpretation provides the context.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_8d443f-5b, .wp-block-toluna-advancedheading.kt-adv-heading222035_8d443f-5b[data-kb-block=\"kb-adv-heading222035_8d443f-5b\"]{text-align:left;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_8d443f-5b mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_8d443f-5b[data-kb-block=\"kb-adv-heading222035_8d443f-5b\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-toluna-advancedheading.kt-adv-heading222035_8d443f-5b[data-kb-block=\"kb-adv-heading222035_8d443f-5b\"] a, .kt-adv-heading-link222035_8d443f-5b, .kt-adv-heading-link222035_8d443f-5b .kt-adv-heading222035_8d443f-5b[data-kb-block=\"kb-adv-heading222035_8d443f-5b\"]{color:#007EE2;}.wp-block-toluna-advancedheading.kt-adv-heading222035_8d443f-5b[data-kb-block=\"kb-adv-heading222035_8d443f-5b\"] a, a.kb-advanced-heading-link.kt-adv-heading-link222035_8d443f-5b{text-decoration:underline;}.wp-block-toluna-advancedheading.kt-adv-heading222035_8d443f-5b[data-kb-block=\"kb-adv-heading222035_8d443f-5b\"] a:hover, a.kb-advanced-heading-link.kt-adv-heading-link222035_8d443f-5b:hover{text-decoration:underline;}<\/style>\n<p class=\"kt-adv-heading222035_8d443f-5b wp-block-toluna-advancedheading has-toluna-black-color has-text-color hls-underline\" data-kb-block=\"kb-adv-heading222035_8d443f-5b\">What makes advertising effective? The industry has been debating that question for decades. We can often sense when creative work lands, but marketers increasingly need to understand why. That is the focus of the renewed collaboration between <a href=\"https:\/\/sanaccent.nl\/\" target=\"_blank\" rel=\"noopener\">Stichting Adverteerdersjury Nederland (SAN)<\/a>, the Dutch Advertisers Jury Foundation, and consumer insights company Toluna.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_4f4a8c-ea, .wp-block-toluna-advancedheading.kt-adv-heading222035_4f4a8c-ea[data-kb-block=\"kb-adv-heading222035_4f4a8c-ea\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_4f4a8c-ea mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_4f4a8c-ea[data-kb-block=\"kb-adv-heading222035_4f4a8c-ea\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_4f4a8c-ea wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_4f4a8c-ea\">SAN and Toluna are working together to turn the SAN Case Base into a more consistent source of learning for the industry. Toluna has reviewed and recoded 15 years of entries, giving the archive a common data framework and making it easier to compare campaigns over time.<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id222035_0f0e53-d0 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id222035_0f0e53-d0 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id222035_0f0e53-d0 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-md, 2rem);padding-bottom:var(--global-kb-spacing-md, 2rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id222035_0f0e53-d0 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_0f0e53-d0 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id222035_0f0e53-d0 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_0f0e53-d0 alignfull has-whisper-background-color kt-row-has-bg wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column222035_74f90f-b4 > .kt-inside-inner-col,.toluna-column222035_74f90f-b4 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_74f90f-b4 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_74f90f-b4 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_74f90f-b4 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_74f90f-b4 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_74f90f-b4{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_74f90f-b4 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_74f90f-b4 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_74f90f-b4\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_3e1376-b7, .wp-block-toluna-advancedheading.kt-adv-heading222035_3e1376-b7[data-kb-block=\"kb-adv-heading222035_3e1376-b7\"]{margin-bottom:var(--global-kb-spacing-xs, 1rem);text-align:center;font-size:var(--global-kb-font-size-xl, 2rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_3e1376-b7 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_3e1376-b7[data-kb-block=\"kb-adv-heading222035_3e1376-b7\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h2 class=\"kt-adv-heading222035_3e1376-b7 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_3e1376-b7\"><strong>Reassessing effectiveness<\/strong><\/h2>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_20b5da-0d, .wp-block-toluna-advancedheading.kt-adv-heading222035_20b5da-0d[data-kb-block=\"kb-adv-heading222035_20b5da-0d\"]{max-width:641px;margin-right:auto;margin-left:auto;padding-top:0px;margin-top:0px;text-align:center;font-size:var(--global-kb-font-size-md, 1rem);line-height:25px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_20b5da-0d mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_20b5da-0d[data-kb-block=\"kb-adv-heading222035_20b5da-0d\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_20b5da-0d wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_20b5da-0d\"><strong>To compare the judgment of an experienced industry jury with data-led testing, SAN and Toluna analyzed 46 cases from 2022-2024:&nbsp;<\/strong><\/p>\n\n\n<style>.kb-row-layout-id222035_ad3370-92 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id222035_ad3370-92 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id222035_ad3370-92 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-right:0px;padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:0px;}.kb-row-layout-id222035_ad3370-92 > .kt-row-column-wrap > div:not(.added-for-specificity){grid-column:initial;}.kb-row-layout-id222035_ad3370-92 > .kt-row-column-wrap{grid-template-columns:repeat(3, minmax(0, 1fr));}.kb-row-layout-id222035_ad3370-92 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_ad3370-92 > .kt-row-column-wrap > div:not(.added-for-specificity){grid-column:initial;}}@media all and (max-width: 1024px){.kb-row-layout-id222035_ad3370-92 > .kt-row-column-wrap{grid-template-columns:repeat(3, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id222035_ad3370-92 > .kt-row-column-wrap > div:not(.added-for-specificity){grid-column:initial;}.kb-row-layout-id222035_ad3370-92 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_ad3370-92 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-3-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column222035_c3e957-7d > .kt-inside-inner-col,.toluna-column222035_c3e957-7d > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_c3e957-7d > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_c3e957-7d > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_c3e957-7d > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_c3e957-7d > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_c3e957-7d{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_c3e957-7d > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_c3e957-7d > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_c3e957-7d\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image222035_db1fa6-c7:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);}.kb-image222035_db1fa6-c7.kb-image-is-ratio-size, .kb-image222035_db1fa6-c7 .kb-image-is-ratio-size{max-width:60px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_db1fa6-c7.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_db1fa6-c7 .kb-image-is-ratio-size{align-self:unset;}.kb-image222035_db1fa6-c7 figure{max-width:60px;}.kb-image222035_db1fa6-c7 .image-is-svg, .kb-image222035_db1fa6-c7 .image-is-svg img{width:100%;}.kb-image222035_db1fa6-c7 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image222035_db1fa6-c7\"><figure class=\"aligncenter size-full\"><div class=\"\"><img loading=\"lazy\" decoding=\"async\" width=\"245\" height=\"245\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/21.png\" alt=\"\" class=\"kb-img wp-image-222213\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/21.png 245w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/21-150x150.png 150w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/21-240x240.png 240w\" sizes=\"auto, (max-width: 245px) 100vw, 245px\" \/><\/div><\/figure><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_2a30b5-07, .wp-block-toluna-advancedheading.kt-adv-heading222035_2a30b5-07[data-kb-block=\"kb-adv-heading222035_2a30b5-07\"]{padding-top:0px;margin-top:0px;text-align:center;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_2a30b5-07 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_2a30b5-07[data-kb-block=\"kb-adv-heading222035_2a30b5-07\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_2a30b5-07 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_2a30b5-07\">cases that were not nominated<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column222035_39627d-2a > .kt-inside-inner-col,.toluna-column222035_39627d-2a > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_39627d-2a > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_39627d-2a > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_39627d-2a > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_39627d-2a > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_39627d-2a{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_39627d-2a > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_39627d-2a > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_39627d-2a\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image222035_7e9d45-91:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);}.kb-image222035_7e9d45-91.kb-image-is-ratio-size, .kb-image222035_7e9d45-91 .kb-image-is-ratio-size{max-width:60px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_7e9d45-91.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_7e9d45-91 .kb-image-is-ratio-size{align-self:unset;}.kb-image222035_7e9d45-91 figure{max-width:60px;}.kb-image222035_7e9d45-91 .image-is-svg, .kb-image222035_7e9d45-91 .image-is-svg img{width:100%;}.kb-image222035_7e9d45-91 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image222035_7e9d45-91\"><figure class=\"aligncenter\"><div class=\"\"><img loading=\"lazy\" decoding=\"async\" width=\"245\" height=\"245\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/11.png\" alt=\"\" class=\"kb-img wp-image-222191\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/11.png 245w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/11-150x150.png 150w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/11-240x240.png 240w\" sizes=\"auto, (max-width: 245px) 100vw, 245px\" \/><\/div><\/figure><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_337c16-ee, .wp-block-toluna-advancedheading.kt-adv-heading222035_337c16-ee[data-kb-block=\"kb-adv-heading222035_337c16-ee\"]{padding-top:0px;margin-top:0px;text-align:center;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_337c16-ee mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_337c16-ee[data-kb-block=\"kb-adv-heading222035_337c16-ee\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_337c16-ee wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_337c16-ee\">nominated cases<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column222035_c0ae30-96 > .kt-inside-inner-col,.toluna-column222035_c0ae30-96 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_c0ae30-96 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_c0ae30-96 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_c0ae30-96 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_c0ae30-96 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_c0ae30-96{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_c0ae30-96 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_c0ae30-96 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_c0ae30-96\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image222035_8debc5-d7:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);}.kb-image222035_8debc5-d7.kb-image-is-ratio-size, .kb-image222035_8debc5-d7 .kb-image-is-ratio-size{max-width:60px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_8debc5-d7.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_8debc5-d7 .kb-image-is-ratio-size{align-self:unset;}.kb-image222035_8debc5-d7 figure{max-width:60px;}.kb-image222035_8debc5-d7 .image-is-svg, .kb-image222035_8debc5-d7 .image-is-svg img{width:100%;}.kb-image222035_8debc5-d7 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image222035_8debc5-d7\"><figure class=\"aligncenter\"><div class=\"\"><img loading=\"lazy\" decoding=\"async\" width=\"245\" height=\"245\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/14.png\" alt=\"\" class=\"kb-img wp-image-222202\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/14.png 245w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/14-150x150.png 150w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/14-240x240.png 240w\" sizes=\"auto, (max-width: 245px) 100vw, 245px\" \/><\/div><\/figure><\/div>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_6fb8d3-a6, .wp-block-toluna-advancedheading.kt-adv-heading222035_6fb8d3-a6[data-kb-block=\"kb-adv-heading222035_6fb8d3-a6\"]{padding-top:0px;margin-top:0px;text-align:center;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_6fb8d3-a6 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_6fb8d3-a6[data-kb-block=\"kb-adv-heading222035_6fb8d3-a6\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_6fb8d3-a6 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_6fb8d3-a6\">winning cases<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_254908-f8, .wp-block-toluna-advancedheading.kt-adv-heading222035_254908-f8[data-kb-block=\"kb-adv-heading222035_254908-f8\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_254908-f8 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_254908-f8[data-kb-block=\"kb-adv-heading222035_254908-f8\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_254908-f8 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_254908-f8\">One representative ad from each case was assessed on two measures: breakthrough potential &#8211; its ability to attract attention and build brand recognition &#8211; and brand impact, or the response the ad generates.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_e1b824-e0, .wp-block-toluna-advancedheading.kt-adv-heading222035_e1b824-e0[data-kb-block=\"kb-adv-heading222035_e1b824-e0\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e1b824-e0 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_e1b824-e0[data-kb-block=\"kb-adv-heading222035_e1b824-e0\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e1b824-e0[data-kb-block=\"kb-adv-heading222035_e1b824-e0\"] a, .kt-adv-heading-link222035_e1b824-e0, .kt-adv-heading-link222035_e1b824-e0 .kt-adv-heading222035_e1b824-e0[data-kb-block=\"kb-adv-heading222035_e1b824-e0\"]{color:#007EE2;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e1b824-e0[data-kb-block=\"kb-adv-heading222035_e1b824-e0\"] a, a.kb-advanced-heading-link.kt-adv-heading-link222035_e1b824-e0{text-decoration:underline;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e1b824-e0[data-kb-block=\"kb-adv-heading222035_e1b824-e0\"] a:hover, a.kb-advanced-heading-link.kt-adv-heading-link222035_e1b824-e0:hover{text-decoration:underline;}<\/style>\n<p class=\"kt-adv-heading222035_e1b824-e0 wp-block-toluna-advancedheading has-toluna-black-color has-text-color hls-underline\" data-kb-block=\"kb-adv-heading222035_e1b824-e0\">For Joost Vossen, former SAN board member and vice president of brand and go-to-market at <a href=\"https:\/\/www.elsevier.com\/\">Elsevier<\/a>, the value lies in what the industry can learn from the comparison. \u201cIn an era when technology seems to be moving faster than we can keep up, interpreting analysis remains a human task,\u201d he says. The aim is to surface patterns across years of strategic and creative work that might otherwise be easy to miss.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id222035_cfbd06-00 > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id222035_cfbd06-00 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id222035_cfbd06-00 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, calc(30% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)))minmax(0, calc(70% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)));}.kb-row-layout-id222035_cfbd06-00 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_cfbd06-00 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id222035_cfbd06-00 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_cfbd06-00 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-right-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column222035_fc65e3-79 > .kt-inside-inner-col,.toluna-column222035_fc65e3-79 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_fc65e3-79 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_fc65e3-79 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_fc65e3-79 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_fc65e3-79 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_fc65e3-79{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_fc65e3-79 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_fc65e3-79 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_fc65e3-79\"><div class=\"kt-inside-inner-col\"><style>.kb-image222035_54a80f-3c.kb-image-is-ratio-size, .kb-image222035_54a80f-3c .kb-image-is-ratio-size{max-width:363px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_54a80f-3c.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_54a80f-3c .kb-image-is-ratio-size{align-self:unset;}.kb-image222035_54a80f-3c{max-width:363px;}.image-is-svg.kb-image222035_54a80f-3c{-webkit-flex:0 1 100%;flex:0 1 100%;}.image-is-svg.kb-image222035_54a80f-3c img{width:100%;}.kb-image222035_54a80f-3c .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-toluna-image kb-image222035_54a80f-3c size-full kb-image-max-width-set\"><div class=\"\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"740\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/Content.png\" alt=\"\" class=\"kb-img wp-image-222225\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/Content.png 800w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/Content-300x278.png 300w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/Content-768x710.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/div><\/figure>\n<\/div><\/div>\n\n\n<style>.toluna-column222035_728f4d-15 > .kt-inside-inner-col,.toluna-column222035_728f4d-15 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_728f4d-15 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_728f4d-15 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_728f4d-15 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_728f4d-15 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_728f4d-15{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_728f4d-15 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_728f4d-15 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_728f4d-15\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_193a06-9d, .wp-block-toluna-advancedheading.kt-adv-heading222035_193a06-9d[data-kb-block=\"kb-adv-heading222035_193a06-9d\"]{margin-bottom:var(--global-kb-spacing-xs, 1rem);font-size:var(--global-kb-font-size-xl, 2rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_193a06-9d mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_193a06-9d[data-kb-block=\"kb-adv-heading222035_193a06-9d\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading222035_193a06-9d wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_193a06-9d\"><strong>What synthetic personas add<\/strong>&nbsp;<\/h3>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_e67d7f-88, .wp-block-toluna-advancedheading.kt-adv-heading222035_e67d7f-88[data-kb-block=\"kb-adv-heading222035_e67d7f-88\"]{padding-top:0px;margin-top:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e67d7f-88 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_e67d7f-88[data-kb-block=\"kb-adv-heading222035_e67d7f-88\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e67d7f-88[data-kb-block=\"kb-adv-heading222035_e67d7f-88\"] a, .kt-adv-heading-link222035_e67d7f-88, .kt-adv-heading-link222035_e67d7f-88 .kt-adv-heading222035_e67d7f-88[data-kb-block=\"kb-adv-heading222035_e67d7f-88\"]{color:#007EE2;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e67d7f-88[data-kb-block=\"kb-adv-heading222035_e67d7f-88\"] a, a.kb-advanced-heading-link.kt-adv-heading-link222035_e67d7f-88{text-decoration:underline;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e67d7f-88[data-kb-block=\"kb-adv-heading222035_e67d7f-88\"] a:hover, a.kb-advanced-heading-link.kt-adv-heading-link222035_e67d7f-88:hover{text-decoration:underline;}<\/style>\n<p class=\"kt-adv-heading222035_e67d7f-88 wp-block-toluna-advancedheading has-toluna-black-color has-text-color hls-underline\" data-kb-block=\"kb-adv-heading222035_e67d7f-88\">Toluna brought their solution, <a href=\"https:\/\/tolunacorporate.com\/our-solutions\/creative-and-campaigns\/creative-pretest\/\" data-type=\"page\" data-id=\"12322\">Creative Pre-Test Instant <\/a>into the analysis. The tool uses synthetic personas built on large-scale, validated consumer data to estimate how people are likely to respond to advertising. Rather than treating those profiles as a replacement for consumers or expert judgment, the analysis uses them as another source of evidence.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_224fc4-44, .wp-block-toluna-advancedheading.kt-adv-heading222035_224fc4-44[data-kb-block=\"kb-adv-heading222035_224fc4-44\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_224fc4-44 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_224fc4-44[data-kb-block=\"kb-adv-heading222035_224fc4-44\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_224fc4-44 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_224fc4-44\">Toluna reports 92 percent agreement with traditional survey findings. For this study, the question was straightforward: would the AI-based evaluation point in the same direction as the SAN jury across the 46 cases?&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_63662c-39, .wp-block-toluna-advancedheading.kt-adv-heading222035_63662c-39[data-kb-block=\"kb-adv-heading222035_63662c-39\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_63662c-39 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_63662c-39[data-kb-block=\"kb-adv-heading222035_63662c-39\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_63662c-39 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_63662c-39\">Creativity that pays off sits at the intersection of entertainment and meaning.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id222035_015355-8b > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id222035_015355-8b > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id222035_015355-8b > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:repeat(2, minmax(0, 1fr));}.kb-row-layout-id222035_015355-8b > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_015355-8b > .kt-row-column-wrap{grid-template-columns:repeat(2, minmax(0, 1fr));}}@media all and (max-width: 767px){.kb-row-layout-id222035_015355-8b > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_015355-8b alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column222035_45c6e0-60 > .kt-inside-inner-col,.toluna-column222035_45c6e0-60 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_45c6e0-60 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_45c6e0-60 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_45c6e0-60 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_45c6e0-60 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_45c6e0-60{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_45c6e0-60 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_45c6e0-60 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_45c6e0-60\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_d8d7f6-55, .wp-block-toluna-advancedheading.kt-adv-heading222035_d8d7f6-55[data-kb-block=\"kb-adv-heading222035_d8d7f6-55\"]{padding-bottom:var(--global-kb-spacing-xxs, 0.5rem);margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);font-size:var(--global-kb-font-size-xl, 2rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_d8d7f6-55 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_d8d7f6-55[data-kb-block=\"kb-adv-heading222035_d8d7f6-55\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading222035_d8d7f6-55 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_d8d7f6-55\"><strong>Why likability is not enough<\/strong>&nbsp;<\/h3>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_e09bc8-d3, .wp-block-toluna-advancedheading.kt-adv-heading222035_e09bc8-d3[data-kb-block=\"kb-adv-heading222035_e09bc8-d3\"]{padding-top:0px;margin-top:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e09bc8-d3 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_e09bc8-d3[data-kb-block=\"kb-adv-heading222035_e09bc8-d3\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_e09bc8-d3 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_e09bc8-d3\">The answer was often yes. Winning campaigns scored higher on two core measures of effectiveness, with a 37 percent uplift in brand recall and a 15 percent uplift in message recall compared with other entries.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_4f2bf2-0e, .wp-block-toluna-advancedheading.kt-adv-heading222035_4f2bf2-0e[data-kb-block=\"kb-adv-heading222035_4f2bf2-0e\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_4f2bf2-0e mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_4f2bf2-0e[data-kb-block=\"kb-adv-heading222035_4f2bf2-0e\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_4f2bf2-0e wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_4f2bf2-0e\">What they did not always win on was likability. Nonwinning campaigns often scored slightly higher on overall likability. The difference was that winning work had a stronger connection to the brand and communicated the message more clearly. As one jury member put it: \u201cIt is not about how much people like you, but about the impression you leave.\u201d&nbsp;<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column222035_dce746-43 > .kt-inside-inner-col,.toluna-column222035_dce746-43 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_dce746-43 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_dce746-43 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_dce746-43 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_dce746-43 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_dce746-43{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_dce746-43 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_dce746-43 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_dce746-43\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_37840f-64, .wp-block-toluna-advancedheading.kt-adv-heading222035_37840f-64[data-kb-block=\"kb-adv-heading222035_37840f-64\"]{padding-bottom:var(--global-kb-spacing-xxs, 0.5rem);margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);font-size:var(--global-kb-font-size-xl, 2rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_37840f-64 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_37840f-64[data-kb-block=\"kb-adv-heading222035_37840f-64\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading222035_37840f-64 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_37840f-64\"><strong>What 15 years of cases can teach us<\/strong><\/h3>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_57e486-d8, .wp-block-toluna-advancedheading.kt-adv-heading222035_57e486-d8[data-kb-block=\"kb-adv-heading222035_57e486-d8\"]{padding-top:0px;margin-top:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_57e486-d8 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_57e486-d8[data-kb-block=\"kb-adv-heading222035_57e486-d8\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_57e486-d8 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_57e486-d8\">The SAN Case Base gives marketers, agencies and students a rare view across 15 years of strategies and executions. With the archive recoded into a consistent framework, it can now support more systematic analysis of how creative choices, brand cues and outcomes connect.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_5688e0-20, .wp-block-toluna-advancedheading.kt-adv-heading222035_5688e0-20[data-kb-block=\"kb-adv-heading222035_5688e0-20\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_5688e0-20 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_5688e0-20[data-kb-block=\"kb-adv-heading222035_5688e0-20\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_5688e0-20 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_5688e0-20\">Access: Browse 15 years of strategies and executions.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_7766ac-7a, .wp-block-toluna-advancedheading.kt-adv-heading222035_7766ac-7a[data-kb-block=\"kb-adv-heading222035_7766ac-7a\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_7766ac-7a mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_7766ac-7a[data-kb-block=\"kb-adv-heading222035_7766ac-7a\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_7766ac-7a wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_7766ac-7a\">Inspiration: Search across categories, audiences and creative approaches.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_ef043f-50, .wp-block-toluna-advancedheading.kt-adv-heading222035_ef043f-50[data-kb-block=\"kb-adv-heading222035_ef043f-50\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_ef043f-50 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_ef043f-50[data-kb-block=\"kb-adv-heading222035_ef043f-50\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_ef043f-50 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_ef043f-50\">Research: Compare cases using a consistent data framework to identify patterns over time.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id222035_d609f8-52 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id222035_d609f8-52 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id222035_d609f8-52 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id222035_d609f8-52 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_d609f8-52 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id222035_d609f8-52 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_d609f8-52 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column222035_1f0665-e9 > .kt-inside-inner-col,.toluna-column222035_1f0665-e9 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_1f0665-e9 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_1f0665-e9 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_1f0665-e9 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_1f0665-e9 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_1f0665-e9{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_1f0665-e9 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_1f0665-e9 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_1f0665-e9\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_0d9034-94, .wp-block-toluna-advancedheading.kt-adv-heading222035_0d9034-94[data-kb-block=\"kb-adv-heading222035_0d9034-94\"]{padding-bottom:var(--global-kb-spacing-xxs, 0.5rem);margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);font-size:var(--global-kb-font-size-xl, 2rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_0d9034-94 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_0d9034-94[data-kb-block=\"kb-adv-heading222035_0d9034-94\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading222035_0d9034-94 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_0d9034-94\"><strong>AI as a mirror, not a judg<\/strong>e<\/h3>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_e53b41-63, .wp-block-toluna-advancedheading.kt-adv-heading222035_e53b41-63[data-kb-block=\"kb-adv-heading222035_e53b41-63\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e53b41-63 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_e53b41-63[data-kb-block=\"kb-adv-heading222035_e53b41-63\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e53b41-63[data-kb-block=\"kb-adv-heading222035_e53b41-63\"] a, .kt-adv-heading-link222035_e53b41-63, .kt-adv-heading-link222035_e53b41-63 .kt-adv-heading222035_e53b41-63[data-kb-block=\"kb-adv-heading222035_e53b41-63\"]{color:#007EE2;}<\/style>\n<p class=\"kt-adv-heading222035_e53b41-63 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_e53b41-63\">The analysis also shows where AI-based testing has limits. In complex 360-degree campaigns such as <a href=\"https:\/\/www.youtube.com\/watch?v=3J_D_Jzb_Cg\">HEMA\u2019s \u201cMade with Love,\u201d<\/a> the AI gave lower ratings to the distinctive voice-over and characteristic brand elements, while the jury responded strongly to the campaign\u2019s emotional resonance and execution.&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_597d82-11, .wp-block-toluna-advancedheading.kt-adv-heading222035_597d82-11[data-kb-block=\"kb-adv-heading222035_597d82-11\"]{padding-bottom:var(--global-kb-spacing-xxs, 0.5rem);margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);font-size:var(--global-kb-font-size-xl, 2rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_597d82-11 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_597d82-11[data-kb-block=\"kb-adv-heading222035_597d82-11\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading222035_597d82-11 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_597d82-11\"><strong>Made with Love<\/strong>&nbsp;<\/h3>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_e92ae1-c4, .wp-block-toluna-advancedheading.kt-adv-heading222035_e92ae1-c4[data-kb-block=\"kb-adv-heading222035_e92ae1-c4\"]{padding-top:0px;margin-top:0px;margin-bottom:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e92ae1-c4 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_e92ae1-c4[data-kb-block=\"kb-adv-heading222035_e92ae1-c4\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_e92ae1-c4 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_e92ae1-c4\">That difference is important. Social context, cultural timing and the strategic role of an idea can be difficult to capture from a single execution. The research does not position AI as a replacement for the jury. Van Wingerden sees it as a useful mirror: \u201cIt shows that data-driven personas recognize creative quality, and that a jury\u2019s subjective judgment is less arbitrary than people often think.\u201d&nbsp;<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_b07ed4-80, .wp-block-toluna-advancedheading.kt-adv-heading222035_b07ed4-80[data-kb-block=\"kb-adv-heading222035_b07ed4-80\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_b07ed4-80 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_b07ed4-80[data-kb-block=\"kb-adv-heading222035_b07ed4-80\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_b07ed4-80 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_b07ed4-80\">For advertisers, the lesson is less about choosing between human judgment and data than about using both well. Entertainment can help an ad earn attention, but effectiveness depends on what people remember about the brand and the message. The SAN and Toluna analysis gives marketers another way to understand that relationship.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id222035_642b18-ef > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id222035_642b18-ef > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id222035_642b18-ef > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id222035_642b18-ef > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_642b18-ef > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id222035_642b18-ef > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_642b18-ef alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column222035_7ab8d3-ba > .kt-inside-inner-col,.toluna-column222035_7ab8d3-ba > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_7ab8d3-ba > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_7ab8d3-ba > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_7ab8d3-ba > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_7ab8d3-ba > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_7ab8d3-ba{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_7ab8d3-ba > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_7ab8d3-ba > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_7ab8d3-ba\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_9117b7-53, .wp-block-toluna-advancedheading.kt-adv-heading222035_9117b7-53[data-kb-block=\"kb-adv-heading222035_9117b7-53\"]{padding-bottom:var(--global-kb-spacing-xxs, 0.5rem);margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);font-size:var(--global-kb-font-size-xl, 2rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_9117b7-53 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_9117b7-53[data-kb-block=\"kb-adv-heading222035_9117b7-53\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading222035_9117b7-53 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_9117b7-53\"><strong>About the series<\/strong><\/h3>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_3a97b6-57, .wp-block-toluna-advancedheading.kt-adv-heading222035_3a97b6-57[data-kb-block=\"kb-adv-heading222035_3a97b6-57\"]{padding-top:0px;margin-top:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_3a97b6-57 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_3a97b6-57[data-kb-block=\"kb-adv-heading222035_3a97b6-57\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-toluna-advancedheading.kt-adv-heading222035_3a97b6-57[data-kb-block=\"kb-adv-heading222035_3a97b6-57\"] a, .kt-adv-heading-link222035_3a97b6-57, .kt-adv-heading-link222035_3a97b6-57 .kt-adv-heading222035_3a97b6-57[data-kb-block=\"kb-adv-heading222035_3a97b6-57\"]{color:#007EE2;}.wp-block-toluna-advancedheading.kt-adv-heading222035_3a97b6-57[data-kb-block=\"kb-adv-heading222035_3a97b6-57\"] a, a.kb-advanced-heading-link.kt-adv-heading-link222035_3a97b6-57{text-decoration:underline;}.wp-block-toluna-advancedheading.kt-adv-heading222035_3a97b6-57[data-kb-block=\"kb-adv-heading222035_3a97b6-57\"] a:hover, a.kb-advanced-heading-link.kt-adv-heading-link222035_3a97b6-57:hover{text-decoration:underline;}<\/style>\n<p class=\"kt-adv-heading222035_3a97b6-57 wp-block-toluna-advancedheading has-toluna-black-color has-text-color hls-underline\" data-kb-block=\"kb-adv-heading222035_3a97b6-57\">This article is part of a new <a href=\"https:\/\/www.adformatie.nl\/\" target=\"_blank\" rel=\"noopener\">Adformatie <\/a>series in which SAN and Toluna use the Case Base to explore advertising effectiveness. The archive was created 38 years ago to help marketers, agencies and students learn from past campaigns. Toluna\u2019s recoding adds a common data framework, making it possible to examine those cases in new ways.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id222035_a3c100-27 > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id222035_a3c100-27 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id222035_a3c100-27 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-xs, 1rem);grid-template-columns:minmax(0, calc(75% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)))minmax(0, calc(25% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)));}.kb-row-layout-id222035_a3c100-27 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_a3c100-27 > .kt-row-column-wrap{grid-template-columns:minmax(0, 2fr) minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id222035_a3c100-27 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_a3c100-27 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-left-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column222035_efb8e2-4f > .kt-inside-inner-col,.toluna-column222035_efb8e2-4f > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_efb8e2-4f > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_efb8e2-4f > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_efb8e2-4f > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_efb8e2-4f > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_efb8e2-4f{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_efb8e2-4f > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_efb8e2-4f > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_efb8e2-4f\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_5188b8-d7, .wp-block-toluna-advancedheading.kt-adv-heading222035_5188b8-d7[data-kb-block=\"kb-adv-heading222035_5188b8-d7\"]{padding-bottom:var(--global-kb-spacing-xxs, 0.5rem);margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);font-size:var(--global-kb-font-size-xl, 2rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_5188b8-d7 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_5188b8-d7[data-kb-block=\"kb-adv-heading222035_5188b8-d7\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading222035_5188b8-d7 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_5188b8-d7\"><strong>Human judgment, supported by data<\/strong><\/h3>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_047187-b9, .wp-block-toluna-advancedheading.kt-adv-heading222035_047187-b9[data-kb-block=\"kb-adv-heading222035_047187-b9\"]{padding-top:0px;margin-top:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_047187-b9 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_047187-b9[data-kb-block=\"kb-adv-heading222035_047187-b9\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-toluna-advancedheading.kt-adv-heading222035_047187-b9[data-kb-block=\"kb-adv-heading222035_047187-b9\"] a, .kt-adv-heading-link222035_047187-b9, .kt-adv-heading-link222035_047187-b9 .kt-adv-heading222035_047187-b9[data-kb-block=\"kb-adv-heading222035_047187-b9\"]{color:#007EE2;}.wp-block-toluna-advancedheading.kt-adv-heading222035_047187-b9[data-kb-block=\"kb-adv-heading222035_047187-b9\"] a, a.kb-advanced-heading-link.kt-adv-heading-link222035_047187-b9{text-decoration:underline;}.wp-block-toluna-advancedheading.kt-adv-heading222035_047187-b9[data-kb-block=\"kb-adv-heading222035_047187-b9\"] a:hover, a.kb-advanced-heading-link.kt-adv-heading-link222035_047187-b9:hover{text-decoration:underline;}<\/style>\n<p class=\"kt-adv-heading222035_047187-b9 wp-block-toluna-advancedheading has-toluna-black-color has-text-color hls-underline\" data-kb-block=\"kb-adv-heading222035_047187-b9\">&nbsp;AI is changing both how advertising is made and how it is evaluated. Toluna\u2019s use of <a href=\"https:\/\/tolunacorporate.com\/ai-and-innovation\/toluna-synthetic-personas\/\" data-type=\"page\" data-id=\"59194\">synthetic personas<\/a> adds speed and another point of comparison, but both organizations are clear that interpretation remains a human task. The purpose of the series is to use data to challenge, support and deepen the industry\u2019s understanding of creative effectiveness.&nbsp;<\/p>\n<\/div><\/div>\n\n\n<style>.toluna-column222035_70936a-62 > .kt-inside-inner-col,.toluna-column222035_70936a-62 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_70936a-62 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_70936a-62 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_70936a-62 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_70936a-62 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_70936a-62{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_70936a-62 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_70936a-62 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_70936a-62\"><div class=\"kt-inside-inner-col\"><style>.kb-image222035_8dc090-14.kb-image-is-ratio-size, .kb-image222035_8dc090-14 .kb-image-is-ratio-size{max-width:252px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_8dc090-14.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_8dc090-14 .kb-image-is-ratio-size{align-self:unset;}.kb-image222035_8dc090-14 figure{max-width:252px;}.kb-image222035_8dc090-14 .image-is-svg, .kb-image222035_8dc090-14 .image-is-svg img{width:100%;}.kb-image222035_8dc090-14 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image222035_8dc090-14\"><figure class=\"aligncenter size-full\"><div class=\"\"><img decoding=\"async\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/Group-40331.png\" alt=\"\" class=\"kb-img wp-image-222594\"\/><\/div><\/figure><\/div>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id222035_320e97-ce > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id222035_320e97-ce > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id222035_320e97-ce > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, calc(25% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)))minmax(0, calc(75% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)));}.kb-row-layout-id222035_320e97-ce > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_320e97-ce > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id222035_320e97-ce > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_320e97-ce alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-right-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column222035_42e571-51 > .kt-inside-inner-col,.toluna-column222035_42e571-51 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_42e571-51 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_42e571-51 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_42e571-51 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_42e571-51 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_42e571-51{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_42e571-51 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_42e571-51 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_42e571-51\"><div class=\"kt-inside-inner-col\"><style>.kb-image222035_b4c704-32.kb-image-is-ratio-size, .kb-image222035_b4c704-32 .kb-image-is-ratio-size{max-width:330px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_b4c704-32.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_b4c704-32 .kb-image-is-ratio-size{align-self:unset;}.kb-image222035_b4c704-32{max-width:330px;}.image-is-svg.kb-image222035_b4c704-32{-webkit-flex:0 1 100%;flex:0 1 100%;}.image-is-svg.kb-image222035_b4c704-32 img{width:100%;}.kb-image222035_b4c704-32 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-toluna-image kb-image222035_b4c704-32 size-full kb-image-max-width-set\"><div class=\"\"><img decoding=\"async\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/Group-40155.png\" alt=\"\" class=\"kb-img wp-image-222630\"\/><\/div><\/figure>\n<\/div><\/div>\n\n\n<style>.toluna-column222035_e40c0e-73 > .kt-inside-inner-col,.toluna-column222035_e40c0e-73 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_e40c0e-73 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_e40c0e-73 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_e40c0e-73 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_e40c0e-73 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_e40c0e-73{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_e40c0e-73 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_e40c0e-73 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_e40c0e-73\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_9e3a1c-7a, .wp-block-toluna-advancedheading.kt-adv-heading222035_9e3a1c-7a[data-kb-block=\"kb-adv-heading222035_9e3a1c-7a\"]{padding-bottom:var(--global-kb-spacing-xxs, 0.5rem);margin-bottom:var(--global-kb-spacing-xxs, 0.5rem);font-size:var(--global-kb-font-size-xl, 2rem);line-height:35px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_9e3a1c-7a mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_9e3a1c-7a[data-kb-block=\"kb-adv-heading222035_9e3a1c-7a\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h3 class=\"kt-adv-heading222035_9e3a1c-7a wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_9e3a1c-7a\"><strong>Human judgment, supported by data<\/strong><\/h3>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_15f0b3-1d, .wp-block-toluna-advancedheading.kt-adv-heading222035_15f0b3-1d[data-kb-block=\"kb-adv-heading222035_15f0b3-1d\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_15f0b3-1d mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_15f0b3-1d[data-kb-block=\"kb-adv-heading222035_15f0b3-1d\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_15f0b3-1d wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_15f0b3-1d\">Early findings suggest that likability alone does not explain effectiveness. SAN Accent winners do not always lead on entertainment, but they do perform more strongly on brand recall and impact. Future analyses will use the Case Base to look at more of these patterns.<\/p>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_e2db76-a2, .wp-block-toluna-advancedheading.kt-adv-heading222035_e2db76-a2[data-kb-block=\"kb-adv-heading222035_e2db76-a2\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_e2db76-a2 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_e2db76-a2[data-kb-block=\"kb-adv-heading222035_e2db76-a2\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_e2db76-a2 wp-block-toluna-advancedheading has-toluna-black-color has-text-color\" data-kb-block=\"kb-adv-heading222035_e2db76-a2\">The goal is practical: give marketers more evidence to work with when evaluating creative ideas, without reducing creativity to a single score. The Case Base provides the history; the data helps reveal what is worth learning from it.&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id222035_a68166-3b > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id222035_a68166-3b > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id222035_a68166-3b > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id222035_a68166-3b > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_a68166-3b > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id222035_a68166-3b > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_a68166-3b alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column222035_6bedb7-81 > .kt-inside-inner-col,.toluna-column222035_6bedb7-81 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_6bedb7-81 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_6bedb7-81 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_6bedb7-81 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_6bedb7-81 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_6bedb7-81{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_6bedb7-81 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_6bedb7-81 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_6bedb7-81\"><div class=\"kt-inside-inner-col\">\n<p class=\"wp-block-paragraph\">This article originally appeared in Dutch on Adformatie as a part of Toluna and SAN&#8217;s analysis of creative marketing in The Netherlands.&nbsp;&nbsp;<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.kb-row-layout-id222035_67b19a-86 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id222035_67b19a-86 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:start;}.kb-row-layout-id222035_67b19a-86 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-xs, 1rem);padding-bottom:var(--global-kb-spacing-xs, 1rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id222035_67b19a-86{border-top-left-radius:10px;border-top-right-radius:10px;border-bottom-right-radius:10px;border-bottom-left-radius:10px;overflow:clip;isolation:isolate;}.kb-row-layout-id222035_67b19a-86 > .kt-row-layout-overlay{border-top-left-radius:10px;border-top-right-radius:10px;border-bottom-right-radius:10px;border-bottom-left-radius:10px;}.kb-row-layout-id222035_67b19a-86 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_67b19a-86 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id222035_67b19a-86 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_67b19a-86 alignfull has-whisper-background-color kt-row-has-bg wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top kb-theme-content-width\">\n<style>.toluna-column222035_edfb48-27 > .kt-inside-inner-col,.toluna-column222035_edfb48-27 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_edfb48-27 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_edfb48-27 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_edfb48-27 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_edfb48-27 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_edfb48-27{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_edfb48-27 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_edfb48-27 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_edfb48-27\"><div class=\"kt-inside-inner-col\"><style>.kb-row-layout-id222035_624b5a-f2 > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id222035_624b5a-f2 > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id222035_624b5a-f2 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-sm, 1rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-xxs, 0.5rem);grid-template-columns:minmax(0, calc(10% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)))minmax(0, calc(90% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)));}.kb-row-layout-id222035_624b5a-f2 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_624b5a-f2 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id222035_624b5a-f2 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id222035_624b5a-f2 alignfull wp-block-toluna-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-right-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-middle kb-theme-content-width\">\n<style>.toluna-column222035_0c4406-80 > .kt-inside-inner-col{display:flex;}.toluna-column222035_0c4406-80 > .kt-inside-inner-col{padding-bottom:0px;}.toluna-column222035_0c4406-80 > .kt-inside-inner-col,.toluna-column222035_0c4406-80 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_0c4406-80 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_0c4406-80 > .kt-inside-inner-col{flex-direction:column;justify-content:center;align-items:center;}.toluna-column222035_0c4406-80 > .kt-inside-inner-col > .kb-image-is-ratio-size{align-self:stretch;}.toluna-column222035_0c4406-80 > .kt-inside-inner-col > .wp-block-toluna-advancedgallery{align-self:stretch;}.toluna-column222035_0c4406-80 > .kt-inside-inner-col > .aligncenter{width:100%;}.kt-row-column-wrap > .toluna-column222035_0c4406-80{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_0c4406-80{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_0c4406-80 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column222035_0c4406-80 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_0c4406-80{position:relative;}.toluna-column222035_0c4406-80, .kt-inside-inner-col > .toluna-column222035_0c4406-80:not(.specificity){margin-bottom:0px;}@media all and (max-width: 1024px){.kt-row-column-wrap > .toluna-column222035_0c4406-80{align-self:center;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_0c4406-80{align-self:auto;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_0c4406-80 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.toluna-column222035_0c4406-80 > .kt-inside-inner-col{flex-direction:column;align-items:center;}}@media all and (max-width: 767px){.kt-row-column-wrap > .toluna-column222035_0c4406-80{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_0c4406-80{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_0c4406-80 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column222035_0c4406-80 > .kt-inside-inner-col{flex-direction:column;align-items:center;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_0c4406-80\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image222035_05608a-67:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:0px;}.kb-image222035_05608a-67.kb-image-is-ratio-size, .kb-image222035_05608a-67 .kb-image-is-ratio-size{max-width:80px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_05608a-67.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_05608a-67 .kb-image-is-ratio-size{align-self:unset;}.kb-image222035_05608a-67 figure{max-width:80px;}.kb-image222035_05608a-67 .image-is-svg, .kb-image222035_05608a-67 .image-is-svg img{width:100%;}.kb-image222035_05608a-67 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image222035_05608a-67\"><figure class=\"aligncenter size-full\"><div class=\"\"><img loading=\"lazy\" decoding=\"async\" width=\"200\" height=\"200\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/kirsten-with-blue-bg.png\" alt=\"\" class=\"kb-img wp-image-222260\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/kirsten-with-blue-bg.png 200w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/kirsten-with-blue-bg-150x150.png 150w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><\/div><\/figure><\/div>\n<\/div><\/div>\n\n\n<style>.toluna-column222035_e5e936-17 > .kt-inside-inner-col{display:flex;}.toluna-column222035_e5e936-17 > .kt-inside-inner-col{padding-bottom:var(--global-kb-spacing-md, 2rem);}.toluna-column222035_e5e936-17 > .kt-inside-inner-col,.toluna-column222035_e5e936-17 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_e5e936-17 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_e5e936-17 > .kt-inside-inner-col{flex-direction:column;justify-content:center;align-items:flex-start;}.toluna-column222035_e5e936-17 > .kt-inside-inner-col > .kb-image-is-ratio-size{align-self:stretch;}.toluna-column222035_e5e936-17 > .kt-inside-inner-col > .wp-block-toluna-advancedgallery{align-self:stretch;}.toluna-column222035_e5e936-17 > .kt-inside-inner-col > .aligncenter{width:100%;}.kt-row-column-wrap > .toluna-column222035_e5e936-17{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_e5e936-17{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_e5e936-17 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column222035_e5e936-17 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_e5e936-17{position:relative;}.toluna-column222035_e5e936-17, .kt-inside-inner-col > .toluna-column222035_e5e936-17:not(.specificity){margin-top:0px;}@media all and (max-width: 1024px){.kt-row-column-wrap > .toluna-column222035_e5e936-17{align-self:center;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_e5e936-17{align-self:auto;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_e5e936-17 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.toluna-column222035_e5e936-17 > .kt-inside-inner-col{flex-direction:column;align-items:flex-start;}}@media all and (max-width: 767px){.kt-row-column-wrap > .toluna-column222035_e5e936-17{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_e5e936-17{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_e5e936-17 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column222035_e5e936-17 > .kt-inside-inner-col{flex-direction:column;align-items:flex-start;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_e5e936-17\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_ac696e-08, .wp-block-toluna-advancedheading.kt-adv-heading222035_ac696e-08[data-kb-block=\"kb-adv-heading222035_ac696e-08\"]{margin-bottom:0px;font-size:var(--global-kb-font-size-md, 1rem);line-height:30px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_ac696e-08 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_ac696e-08[data-kb-block=\"kb-adv-heading222035_ac696e-08\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h5 class=\"kt-adv-heading222035_ac696e-08 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_ac696e-08\">Author: Kirsten van Wingerden<\/h5>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_0f336a-eb, .wp-block-toluna-advancedheading.kt-adv-heading222035_0f336a-eb[data-kb-block=\"kb-adv-heading222035_0f336a-eb\"]{padding-bottom:0px;margin-top:0px;margin-bottom:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_0f336a-eb mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_0f336a-eb[data-kb-block=\"kb-adv-heading222035_0f336a-eb\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_0f336a-eb wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_0f336a-eb\">Managing Director of Toluna Netherlands &amp; Nordics<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.toluna-column222035_7fbfc1-2c > .kt-inside-inner-col{padding-top:0px;}.toluna-column222035_7fbfc1-2c > .kt-inside-inner-col,.toluna-column222035_7fbfc1-2c > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_7fbfc1-2c > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_7fbfc1-2c > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_7fbfc1-2c > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_7fbfc1-2c > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_7fbfc1-2c{position:relative;}.toluna-column222035_7fbfc1-2c, .kt-inside-inner-col > .toluna-column222035_7fbfc1-2c:not(.specificity){margin-top:0px;}@media all and (max-width: 1024px){.toluna-column222035_7fbfc1-2c > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_7fbfc1-2c > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_7fbfc1-2c\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_47d612-18, .wp-block-toluna-advancedheading.kt-adv-heading222035_47d612-18[data-kb-block=\"kb-adv-heading222035_47d612-18\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_47d612-18 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_47d612-18[data-kb-block=\"kb-adv-heading222035_47d612-18\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_47d612-18 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_47d612-18\">Kirsten van Wingerden&nbsp;has been with Toluna for 16 years in commercial roles. She is joint Managing Director of Toluna Netherlands &amp; Nordics&nbsp;<\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n\n<style>.toluna-column222035_76a976-dd > .kt-inside-inner-col,.toluna-column222035_76a976-dd > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_76a976-dd > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_76a976-dd > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_76a976-dd > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_76a976-dd > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_76a976-dd{position:relative;}@media all and (max-width: 1024px){.toluna-column222035_76a976-dd > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_76a976-dd > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_76a976-dd\"><div class=\"kt-inside-inner-col\"><style>.kb-row-layout-id222035_756ced-5d > .kt-row-column-wrap{align-content:center;}:where(.kb-row-layout-id222035_756ced-5d > .kt-row-column-wrap) > .wp-block-toluna-column{justify-content:center;}.kb-row-layout-id222035_756ced-5d > .kt-row-column-wrap{column-gap:var(--global-kb-gap-sm, 1rem);row-gap:var(--global-kb-gap-md, 2rem);max-width:var(--wp--style--global--content-size);padding-top:var(--global-kb-spacing-xxs, 0.5rem);grid-template-columns:minmax(0, calc(10% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)))minmax(0, calc(90% - ((var(--global-kb-gap-sm, 1rem) * 1 )\/2)));}.kb-row-layout-id222035_756ced-5d > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id222035_756ced-5d > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr) minmax(0, 2fr);}}@media all and (max-width: 767px){.kb-row-layout-id222035_756ced-5d > 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class=\"wp-block-toluna-column toluna-column222035_f60f18-a8\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-image.kb-image222035_87dda3-8e:not(.kb-specificity-added):not(.kb-extra-specificity-added){margin-bottom:0px;}.kb-image222035_87dda3-8e.kb-image-is-ratio-size, .kb-image222035_87dda3-8e .kb-image-is-ratio-size{max-width:80px;width:100%;}.wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_87dda3-8e.kb-image-is-ratio-size, .wp-block-toluna-column > .kt-inside-inner-col > .kb-image222035_87dda3-8e .kb-image-is-ratio-size{align-self:unset;}.kb-image222035_87dda3-8e figure{max-width:80px;}.kb-image222035_87dda3-8e .image-is-svg, .kb-image222035_87dda3-8e .image-is-svg img{width:100%;}.kb-image222035_87dda3-8e .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<div class=\"wp-block-toluna-image kb-image222035_87dda3-8e\"><figure class=\"aligncenter\"><div class=\"\"><img loading=\"lazy\" decoding=\"async\" width=\"200\" height=\"200\" src=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/joost-with-blue-bg.png\" alt=\"\" class=\"kb-img wp-image-222249\" srcset=\"https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/joost-with-blue-bg.png 200w, https:\/\/tolunacorporate.com\/wp-content\/uploads\/2026\/10\/joost-with-blue-bg-150x150.png 150w\" sizes=\"auto, (max-width: 200px) 100vw, 200px\" \/><\/div><\/figure><\/div>\n<\/div><\/div>\n\n\n<style>.toluna-column222035_06efc3-2e > .kt-inside-inner-col{display:flex;}.toluna-column222035_06efc3-2e > .kt-inside-inner-col{padding-bottom:var(--global-kb-spacing-md, 2rem);}.toluna-column222035_06efc3-2e > .kt-inside-inner-col,.toluna-column222035_06efc3-2e > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_06efc3-2e > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_06efc3-2e > 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.wp-block-toluna-column.toluna-column222035_06efc3-2e{align-self:auto;}}@media all and (max-width: 1024px){.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_06efc3-2e > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 1024px){.toluna-column222035_06efc3-2e > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.kt-row-column-wrap > .toluna-column222035_06efc3-2e{align-self:center;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_06efc3-2e{align-self:auto;}.kt-inner-column-height-full:not(.kt-has-1-columns) > .wp-block-toluna-column.toluna-column222035_06efc3-2e > .kt-inside-inner-col{flex-direction:column;justify-content:center;}.toluna-column222035_06efc3-2e > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_06efc3-2e\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_f0e3b9-af, .wp-block-toluna-advancedheading.kt-adv-heading222035_f0e3b9-af[data-kb-block=\"kb-adv-heading222035_f0e3b9-af\"]{margin-bottom:0px;font-size:var(--global-kb-font-size-md, 1rem);line-height:30px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_f0e3b9-af mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_f0e3b9-af[data-kb-block=\"kb-adv-heading222035_f0e3b9-af\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<h5 class=\"kt-adv-heading222035_f0e3b9-af wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_f0e3b9-af\">Author: Joost Vossen<\/h5>\n\n\n<style>.wp-block-toluna-advancedheading.kt-adv-heading222035_981189-f1, .wp-block-toluna-advancedheading.kt-adv-heading222035_981189-f1[data-kb-block=\"kb-adv-heading222035_981189-f1\"]{padding-bottom:0px;margin-top:0px;margin-bottom:0px;font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_981189-f1 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_981189-f1[data-kb-block=\"kb-adv-heading222035_981189-f1\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_981189-f1 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_981189-f1\">Vice President of Brand and Go-to-Market at Elsevier<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n<style>.toluna-column222035_d30d8a-b7 > .kt-inside-inner-col{padding-top:0px;}.toluna-column222035_d30d8a-b7 > .kt-inside-inner-col,.toluna-column222035_d30d8a-b7 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.toluna-column222035_d30d8a-b7 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.toluna-column222035_d30d8a-b7 > .kt-inside-inner-col{flex-direction:column;}.toluna-column222035_d30d8a-b7 > .kt-inside-inner-col > .aligncenter{width:100%;}.toluna-column222035_d30d8a-b7 > .kt-inside-inner-col:before{opacity:0.3;}.toluna-column222035_d30d8a-b7{position:relative;}.toluna-column222035_d30d8a-b7, .kt-inside-inner-col > .toluna-column222035_d30d8a-b7:not(.specificity){margin-top:0px;}@media all and (max-width: 1024px){.toluna-column222035_d30d8a-b7 > .kt-inside-inner-col{flex-direction:column;}}@media all and (max-width: 767px){.toluna-column222035_d30d8a-b7 > .kt-inside-inner-col{flex-direction:column;}}<\/style>\n<div class=\"wp-block-toluna-column toluna-column222035_d30d8a-b7\"><div class=\"kt-inside-inner-col\"><style>.wp-block-toluna-advancedheading.kt-adv-heading222035_aad637-16, .wp-block-toluna-advancedheading.kt-adv-heading222035_aad637-16[data-kb-block=\"kb-adv-heading222035_aad637-16\"]{font-style:normal;}.wp-block-toluna-advancedheading.kt-adv-heading222035_aad637-16 mark.kt-highlight, .wp-block-toluna-advancedheading.kt-adv-heading222035_aad637-16[data-kb-block=\"kb-adv-heading222035_aad637-16\"] mark.kt-highlight{font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}<\/style>\n<p class=\"kt-adv-heading222035_aad637-16 wp-block-toluna-advancedheading\" data-kb-block=\"kb-adv-heading222035_aad637-16\">Joost Vossen is Vice President of Brand and Go-to-Market at Elsevier Netherlands. &nbsp;<\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What separat<\/p>\n","protected":false},"author":11,"featured_media":222237,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_toluna_hide_sidebar":false,"_toluna_use_new_nav":false,"footnotes":""},"categories":[50],"tags":[611,601,428,442,612,521,443],"class_list":["post-222035","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-ad-testing","tag-advertising","tag-ai-2","tag-ai-ad-testing","tag-avertising-analysis","tag-marketing-strategy","tag-synthetic-personas","entry"],"acf":[],"_links":{"self":[{"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/posts\/222035","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/comments?post=222035"}],"version-history":[{"count":12,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/posts\/222035\/revisions"}],"predecessor-version":[{"id":234983,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/posts\/222035\/revisions\/234983"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/media\/222237"}],"wp:attachment":[{"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/media?parent=222035"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/categories?post=222035"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tolunacorporate.com\/ja\/wp-json\/wp\/v2\/tags?post=222035"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}