Like in a scene out of “Madmen,” 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 recommend? Not much is known about the thought process that goes into making such decisions, so the authors of this study turned to heuristics, an academic term for problem-solving tools that lead to making decisions, to find out:
Their findings showed:
The learning from this study and future research can help to codify how creative is chosen, which in turn can increase the odds of selecting creative that is likely to have the greatest impact.