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.