Late last year, the ARF Creative Council issued a ground-breaking white paper on an industry survey and a set of in-depth interviews they conducted. The survey and interviews uncovered gaps between researchers, strategists, and creatives in their beliefs about the role of research in the creative process. The white paper recommended ways of bridging those gaps.
In this unique, virtual happy hour event, the Council will bring those recommendations to life. In addition to an overview of the survey’s key findings, one-on-one interviews with researchers, creatives, and planners at brands and agencies will shed light on their experiences in using research to generate first-rate creative. The interviews will focus on strategies that worked to overcome barriers based on language, trust, and internal processes.
This event will address a long-standing pain point that researchers and creatives are only pretending to collaborate, which is getting in the way of unleashing the power of great advertising.
Join us to learn: