Your creative team at an ad agency has just pitched a dozen ideas for presenting to the client. How do you as the creative manager decide which one is the right one to show and recommend to the client? Surveying senior managers of a global ad agency, this study prioritizes different combinations of heuristics—essentially problem-solving devices—that are used in the choice of what creative solutions to show a client. “Both analytics and pure heuristics play a role in the decision-making process, which is in line with the dual nature of advertising creativity, where artistry meets business objectives,” the authors write.
Read the JARarticle.