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.

Council White Papers

Augmented Creative: How Generative AI is Reshaping Advertising Development

The Modern Marketers Guide to Sonic Branding
Drawing on interviews with industry leaders and a broad review of emerging research, this white paper provides a concise overview of how organizations are currently thinking about, leveraging, and integrating generative AI across the creative development journey.
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.
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How to Get Better Creative from Better Insights

New Research Methods to Strengthen the Impact of Advertising Creative
To investigate this divide, the 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.
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Creative Council Chair & Co-Chair

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