Creative Council
Council Objectives
The Creative Council develops guidelines for using research to optimize effective advertising creative by compiling definitions of advertising testing terms and exploring new language, theories, and tools to enhance understanding of how advertising research and data can be used to increase the power of advertising creative.
Working Group Missions
Driving the Power of Creative through New Research Guidelines |
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| We have access to more data and research than ever before. But how well are they being used? It’s apparent to many in the advertising industry that there’s a gap between the research/data and creative/strategy communities, in terms of using data and insights effectively. |
White Paper: How to Get Better Creative from Better Insights |
White Paper: New Research Methods to Strengthen the Impact of Advertising Creative |
White Paper: The Modern Marketers Guide to Sonic Branding |
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| To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which led to the publication of a white paper. | Building on recommendations of the first white paper, this second white paper delves into a variety of innovative approaches to research during the creative process. | Based on extensive prior research, this white paper provides a comprehensive, concise understanding of sonic branding, its power, how it works in reinforcing brands and how it can be applied. |
Creative Council Chair & Co-Chair
Andy SmithVP, Consumer Insights
Flowers Food
Mark TrussChief Research Officer
Wunderman Thompson