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.

Upcoming Creative Council Event

Postponed: Bringing Data and Creative Together
An experiential work session to explore the ARF Creative Council white paper

DATE TBD: Come participate in an interactive afternoon of learning and role playing at VMLY&R! You will learn about the skills needed to communicate breakthrough research that will drive the best creative work. The session will be led by Kat Barker and Andy Eniger, who share a collective 30+ years of working with clients through the famed Second City Theatre. Register Here.

Research & Past Event Highlights

The Creative Glossary
There has never been an authoritative resource for creative testing terms, until now. The ARF Creative Council has created the world’s first, definitive glossary for creative testing terms. There are over 800 terms included. Many also have references to one or more related terms. The ARF has released this comprehensive, empirical resource through its website, offering the glossary free to the public in order to give students access to it. A members-only, print version will also be made available.

White Paper
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 new white paper entitled: How to Get Better Creative from Better Insights. Read more

CONSUMERxSCIENCE 2018 Panel
Insights: The Killer of Creative? Or the Driver of Killer Creative?
Does research help or hinder the process of advertising creative development? This session from the ARF Creative Council explores this question, drawing on the results of an ARF member survey. Read more

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.

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.

Andy Smith

VP, Consumer Insights
Flowers Food

Creative Council Chair

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Creative Council Content

Getting Better Creative from Data and 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.

Insights: The Killer of Creative? Or the Driver of Killer Creative?

Does research help or hinder the process of advertising creative development? This session from the ARF Creative Council explores this question, drawing on the results of an ARF member survey.

Context Effects: The Impact of TV Ads On Subsequent Ads

This study analyzes the impact of a TV commercial on the ad that follows – a special case of “context effects” that is rarely researched or considered in media planning.