Found this article via the Fallon Planning Blog.
According to a University of Bath professor, advertising with emotional branding and messaging is more effective than nonemotional advertsing. Not an aha! for most of us ad folk, but this research may come in handy while trying to sell creative strategy in the future. Here's a snippet of Dr Robert Heath's findings:
“Our research findings seem to indicate this is true. In advertising, it appears to be the case that it’s not what you say, but the way that you say it, that gets results.”