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	Research Industry Vernacular and Vocabulary
Increase understanding of the impact of research on creativity from multiple points of view and in multiple organizations. Identify research approaches that can serve as a baseline for creating new guidelines on the “right” way to use research in creatively-driven endeavors and establish how research – used correctly – can inspire, unlock and amplify creative thinking.	Clarify and develop standards around the key terms and practices essential to researchers looking to inform the creative process in today’s marketing environment. The goal is to reduce miscommunication and misunderstanding and create a foundation to better prepare marketers, practitioners, and the academic community for future success in advertising by creating standard definitions and frameworks, informed by multiple perspectives.

Driving the Power of Creative through New Research Guidelines

Research Industry Vernacular and Vocabulary

Increase understanding of the impact of research on creativity from multiple points of view and in multiple organizations. Identify research approaches that can serve as a baseline for creating new guidelines on the “right” way to use research in creatively-driven endeavors and establish how research – used correctly – can inspire, unlock and amplify creative thinking.

Clarify and develop standards around the key terms and practices essential to researchers looking to inform the creative process in today’s marketing environment. The goal is to reduce miscommunication and misunderstanding and create a foundation to better prepare marketers, practitioners, and the academic community for future success in advertising by creating standard definitions and frameworks, informed by multiple perspectives.

Definitive Working Group Resources

Seminal White Paper: How to Get Better Creative from Better Insights.	Creative Glossary
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. To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which has led to the publication of a new white paper entitled: How to Get Better Creative from Better Insights. ACCESS THE WHITE PAPER	There has never been an authoritative resource for creative testing terms, until now. The ARF Creative Council has created the world’s first, definitive glossary for creative testing terms. There are over 800 terms included. Many also have references to one or more related terms. The ARF has released this comprehensive, empirical resource through its website, offering the glossary free to the public in order to give students access to it. A members-only, print version will also be made available. ACCESS THE GLOSSARY

Seminal White Paper: How to Get Better Creative from Better Insights.

Creative Glossary

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. To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which has led to the publication of a new white paper entitled: How to Get Better Creative from Better Insights. ACCESS THE WHITE PAPER

There has never been an authoritative resource for creative testing terms, until now. The ARF Creative Council has created the world’s first, definitive glossary for creative testing terms. There are over 800 terms included. Many also have references to one or more related terms. The ARF has released this comprehensive, empirical resource through its website, offering the glossary free to the public in order to give students access to it. A members-only, print version will also be made available. ACCESS THE GLOSSARY

Creative Council Chair & Co-Chair

Andy Smith
SVP Consumer Insights
Flowers Food

Mark Truss
Chief Research Officer
Wunderman Thompson