ARF Creative Council: A Peek Behind the Curtain at Improv-Driven Insights
On February 24, 2022, the ARF Creative Council brought to light a new method for brain-storming great advertising creative. Industry leaders partnered with improv experts to showcase how combining qualitative research and the art of improvisation can kick-start innovative advertising ideas.
Tim Kibbey, Head of the Qualitative Center of Excellence at Kantar, and Andy Eninger, Co-Founder of The Pinquelton Group, conducted an interactive improv session with attendees that fed into the creation of early advertising concepts.
Michael Doody, an agency strategist and faculty member at CCNY, led a discussion on the use of qualitative research to light creative sparks. Attendees gained a greater understanding of how research can be used to unleash creative energy and learned how different qualitative approaches can be applied in other research contexts.
Featured Speakers
The [blank] Project
Fairplay Communications
Kantar
Levi Strauss & Co.
VMLY&R
Wunderman Thompson
