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
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.
New Research Methods to Update Theories
Define new models or evolution of current models that outline how they can improve the creative process. Examples:
- Agile Campaigns – As we move ever closer to a real-time media world, how do our research methods improve their process?
- Organization – What is the optimal model for enabling research and creative teams to collaborate and share their knowledge and insights?
- PESO – What can we learn from paid, earned, shared, and owned media to improve the creative process?
Research Industry Vernacular and Vocabulary
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.