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	White Paper: How to Get Better Creative from Better Insights
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 white paper: How to Get Better Creative from Better Insights READ THE WHITE PAPER

Upcoming Event

Creative Council Chair & Co-Chair

Andy SmithVP, Consumer Insights
Flowers Food

Mark TrussChief Research Officer
Wunderman Thompson

Creative Council

Driving the Power of Creative through New Research Guidelines

White Paper: How to Get Better Creative from Better Insights