In late 2019, the ARF Creative Council issued a ground-breaking white paper on an industry survey and a set of in-depth interviews they conducted. The survey and interviews uncovered gaps between researchers, strategists, and creatives in their beliefs about the role of research in the creative process. The white paper recommended ways of bridging those gaps.
In this unique, virtual happy hour event, the Council brought those recommendations to life. In addition to an overview of the survey’s key findings, one-on-one interviews with researchers, creatives, and planners at brands and agencies shed light on their experiences in using research to generate first-rate creative. The interviews focused on strategies that worked to overcome barriers based on language, trust, and internal processes.
This event addressed a long-standing pain point that researchers and creatives are only pretending to collaborate, which is getting in the way of unleashing the power of great advertising.
Key topics of discussion: