Creative Council
Council Objectives
Through research, thought leadership, and immersive programming, the Creative Council helps advance industry understanding of how data-driven insights and creative processes intersect to drive effective advertising.
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
Flowers Food
Mark TrussExecutive Director
Galileo Research and Strategy Consultancy
Galileo Research and Strategy Consultancy