The Creative Council was created to inspire and to develop guidelines for using research to optimize effective advertising creative by compiling definitions of advertising testing terms and exploring new language, new theories, and new tools for understanding how advertising creative works in a connected world.
Working Group #1
Driving the Power of Creative through New Research Guidelines. This group is working together to understand – from multiple points of view in multiple organizations – the impact (for better or worse) of research on creativity. Identifying research that can serve as a baseline for creating new guidelines on the “right” way to use research in creatively-driven endeavors. Proving how research – used correctly – can inspire, unlock and amplify creative thinking.
Working Group #2
New research methods to update theories. This working group will define new models or the evolution of current models and explain/show/outline how they could improve the creative process. Examples:
- PESO – what can we learn (quant and qual) from paid, earned, shared, and owned media to improve the creative process?
- Technology – how can machine learning impact our choices for content, ranging from images to colors to video and what is truly possible today?
- Insights – what kinds of insights” can truly lead to best creative?
- Organization – What is the optimal model for enabling research and creative teams to collaborate and share their knowledge and insights?
- Agile Campaigns – as we move ever closer to a real-time media world for PESO, how do our research methods improve their agility?
Thinking will be grounded in case studies and known examples of work for brands.
Working Group #3
Research Glossary on Industry Vernacular and Vocabulary to clarify, and develop standards around, the key terms and practices that are essential to researchers looking to inform the creative process in today’s marketing environment. By creating standard definitions and frameworks, informed by multiple perspectives, we aim to reduce the problems of miscommunication and misunderstanding that arise and create a foundation to better prepare students, practitioners and marketers for future success in advertising.
VP, Consumer Insights
Creative Council Chair
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