ARF the Advertising Research Foundation
  • Membership
  • Research
  • Access Knowledge
  • Communities
  • Events
  • About the ARF

home

Membership

  • Committees & Boards
  • Events
  • Self Service Research
  • Member Bulletin Board

Research

  • Recent ARF Research
  • Programs & Resources
  • Research Focus Topics
  • ARF DASH: Annual TV Universe Study

Access Knowledge

  • Topics
    • Ad Effectiveness & ROI
    • Analytics & Data Science
    • Audience & Media Measurement
    • Creative & Branded Content
    • Past Event Highlights
    • Research & Data Quality
    • Targets & Segments
  • Find a Solution
    • 2023 Top Member Questions
  • Publications
    • News You Can Use
    • Knowledge at Hand
    • Journal of Advertising Research
    • CMO Briefs

Events

  • Upcoming ARF Events
    • View All Upcoming Events
    • Upcoming Conferences
    • Upcoming Young Pros
  • Insights Studios
    • Upcoming Insights Studios
    • Past Insights Studios
  • Town Halls
    • Upcoming Town Halls
    • Past Town Halls
  • Past Event Highlights
  • Submit

Communities

  • Young Pros
    • About Young Pros
    • Upcoming Events
    • Advisory Board
    • Young Pros Spotlight
    • Social Strategist Team
    • Past Events Highlights
  • Women in Analytics
    • About Women in Analytics
    • Board of Directors
    • Mentorship Program
    • Upcoming Events
    • Past Events Summaries
  • Councils
    • Learn About the Council Program
    • ANALYTICS COUNCIL
    • MSI/ARF B2B Exchange
    • CREATIVE COUNCIL
    • COGNITION COUNCIL
    • CROSS-PLATFORM COUNCIL
    • CULTURAL-EFFECTIVENESS COUNCIL
    • LA MEDIA RESEARCH COUNCIL
    • ORGANIZATIONAL COUNCIL
    • PHARMA COUNCIL
    • SHOPPER INSIGHTS COUNCIL
    • SOCIAL COUNCIL

About ARF

  • About the ARF
  • ARF Board of Directors & Trustees
  • ARF Leadership Team
  • Marketing Science Institute (MSI)
  • Coalition for Innovative Media Measurement (CIMM)
  • Member Directory
  • ARF Awards
  • ARF In the Press
  • Press Kit
  • Contact Us
  • NYU/ARF Certificate in Marketing Optimization & Insights Certificate
  • ARF WIDE
  • ARF DASH: Annual TV Universe Study

My Account

  • Login
  • Create an Account

Invalid login. Please try again.

Password does not meet the required minimum length of 7.

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

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

To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which led to the publication of a white paper.

READ THE 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.

READ THE WHITE PAPER

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.

READ THE WHITE PAPER

Creative Council Chair & Co-Chair

Smith
Andy SmithVP, Consumer Insights
Flowers Food
View Bio
Truss
Mark TrussExecutive Director
Galileo Research and Strategy Consultancy
View Bio


CREATIVE COUNCIL HIGHLIGHTS


    Beyond the Trophy: The ROI of a David Ogilvy Award


    On April 9th, the ARF’s Creative Council hosted its 11th Happy Hour event, “Beyond the Trophy: The ROI of a David Ogilvy Award.” Council members Jillian Rice (Ipsos) and Vita Molis (LinkedIn) moderated a virtual discussion with a panel of recent David Ogilvy award winners, Abby Mehta (Bank of America), Alissa Coronna (Leo Burnett), and Katrina Skwarek (FireFish) about their experience of preparing a submission for a David Ogilvy Award, winning one and its subsequent impact. The panel also offered advice for prospective applicants on building and submitting winning cases.
    ACCESS EVENT CONTENT

    A Peek Behind the Curtain at Raising the Volume on Sonic Branding


    This immersive event explored the powerful role of sound in branding. Members of the Council provided a preview of their deeply-research white paper on sonic branding, and practitioners of sonic branding revealed how they go about creating sonic signatures. One of those practitioners played a possible sonic signature of the ARF.
    ACCESS EVENT CONTENT

    A Peek Behind the Curtain at Out-of-Home Advertising


    This is not your father’s OOH anymore! The ARF Creative Council’s event at TikTok on April 4 explored how OOH advertising has changed and grown over the past decade or two in terms of creative execution, measurability, and consumer’s receptiveness to the medium. This event featured short presentations by three experts and then a lively discussion moderated by Council member Karen Montecuollo of A&E Networks.
    ACCESS EVENT CONTENT

    A Peek Behind the Curtain at How AI Judged the David Ogilvy Awards


    At the 2023 Creative Effectiveness Event, Creative Council Member Pedr Howard presented the results of Ipsos’ AI model experiment to predict the winners of the 2023 ARF David Ogilvy awards. At this event, he presented additional results after the actual winners were announced and discussed those results and their implications with a representative of the team that won the 2023 Grand Ogilvy Award and Grand Ogilvy Award judge Belle Frank (VMLY&R). ACCESS EVENT CONTENT

    A Peek Behind the Curtain – Preventing a Fumble: The Research POV on Super Bowl Advertising


    On February 8, 2023 the ARF Creative Council held a conversation and evaluation of the advertising industry’s biggest night of the year, the Super Bowl, from an analytical lens. Executives from four major research companies discussed what makes Super Bowl ads stand out and shared related advice on getting the most out of them. Attendees learned about what factors play a role in the success or impact of a Super Bowl ad. A selection of this year’s pre-released ads were also examined. ACCESS EVENT CONTENT

    A Peek Behind the Curtain: The Magic and Misery of Creative Briefs


    During this ARF Creative Council event, Council member Ann Green moderated a conversation with agency creative and strategy executives to unpack the best practices for researchers to approach creative briefs that will inspire and achieve clients’ business goals. ACCESS EVENT CONTENT

    A Peek Behind the Curtain at Improv-Driven Insights


    On February 24, 2022, the ARF Creative Council brought to light a new method for brain-storming great advertising creative. Industry leaders partnered with improv experts to showcase how combining qualitative research and the art of improvisation can kick-start innovative advertising ideas. ACCESS EVENT CONTENT

    A Peek under the Hood of AI in Creative Development Research


    On October 21, 2021 the ARF Creative Council hosted its fourth happy hour event to demystify the use of AI as a research tool in the creative development process. ACCESS EVENT CONTENT


    A Peek Inside the Brain – Behavioral Scientist Rory Sutherland Weighs In On Creative


    In this third “Happy Hour” event on April 14, 2021, Rory Sutherland, a strong proponent of behavioral science, shared his perspective on the ways that behavioral science thinking can potentially unlock solutions to creative and marketing problems that might not be apparent to “rational” business thinkers. ACCESS EVENT CONTENT

    A Happy Hour Peek Inside Grand Ogilvy Winner, “Not a Gun”


    For its second virtual happy hour event on January 21, 2021, the Council brought the process described in its White Paper to life by focusing on the Grand Ogilvy-winning, “Not A Gun” campaign. The campaign highlighted an issue that garnered unprecedented attention in the preceding year — violence by police officers against unarmed African Americans. ACCESS EVENT CONTENT

    Bridging the Creative Divide: How to Collaborate & Unleash Powerful Advertising


    In 2019, the ARF Creative Council issued a ground-breaking white paper that uncovered gaps between researchers, strategists, and creatives in their beliefs about the role of research in the creative process, and recommended ways of bridging these gaps. At this virtual happy hour event, the Council provided an overview of the white paper’s key conclusions, and conducted interviews with researchers, creatives, and planners to shed light on their experiences in using research to generate first-rate creative. READ THE WHITE PAPER
    ACCESS EVENT CONTENT

    Creative Council Glossary


    One of the original Creative Council Working Groups created a glossary of over 800 terms related to creative and research on creative in order to develop standard definitions of the key terms and practices essential to researchers looking to inform the creative process. Its goal is to reduce miscommunication and misunderstanding and create a foundation of common language for marketers, practitioners, and the academic community.

    ACCESS THE GLOSSARY


    CONSUMERxSCIENCE 2018 Panel: Insights: The Killer of Creative? Or the Driver of Killer Creative?


    Does research help or hinder the process of advertising creative development? This session from the ARF Creative Council explores this question, drawing on the results of an ARF member survey.

    ACCESS EVENT CONTENT


  • Young Pros
    • About Young Pros
    • Upcoming Events
    • Advisory Board
    • Young Pros Spotlight
    • Social Strategist Team
    • Past Events Highlights
  • Women in Analytics
    • About Women in Analytics
    • Board of Directors
    • Mentorship Program
    • Upcoming Events
    • Past Events Summaries
  • Councils
    • Learn About the Council Program
    • ANALYTICS COUNCIL
    • MSI/ARF B2B Exchange
    • CREATIVE COUNCIL
    • COGNITION COUNCIL
    • CROSS-PLATFORM COUNCIL
    • CULTURAL-EFFECTIVENESS COUNCIL
    • LA MEDIA RESEARCH COUNCIL
    • ORGANIZATIONAL COUNCIL
    • PHARMA COUNCIL
    • SHOPPER INSIGHTS COUNCIL
    • SOCIAL COUNCIL
  • ABOUT
  • ARF DASH
  • ARF WIDE
  • ARF/NYU CERTIFICATE
  • CIMM
  • MSI
  • PRESS
  • SUBMIT
image description

To further, through research, the scientific
practice of advertising and marketing

© the Advertising Research Foundation. All rights reserved.

Privacy Policy | Request Permission to Use Content