Category Archives: Creative development

The 6 fundamentals of effective creative development research

Research is often blamed for the destruction of great creative ideas. And to an extent it’s true: the wrong type of research, undertaken with the wrong aims and executed by the wrong people, can be disastrous. But, handled in the … Continue reading

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I’m a celebrity (in an ad), get me out of here

Why do we love some ads featuring celebrities and hate others?  Is resorting to celebrity endorsement the lowest form of advertising, a substitute for a real idea, or can using a celebrity make an idea and a brand come alive?  … Continue reading

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How crowd sourcing, neuroscience and behavioural economics are changing everything… or maybe not

TV is dead. The world is in Beta. It’s all about multi-screening. What’s our ‘social’ strategy? Crowd sourcing is the way forward. ‘Advertising’ is dead. The world of marketing and communications can’t get enough of Bright Shiny Baubles. Ours is … Continue reading

Posted in Advertising, Brand positioning, Brand strategy, Communications, Consumer insight, Creative development, Market research, Marketing, Qualitative research | Tagged , , , | 3 Comments

If you don’t ask, you’ll never know: the powerful inspiration for brand communications that marketing ignores

I’ve been reading ‘Creative Mischief’ by Dave Trott, a collection of observations, recollections and anecdotes that’s a treasure trove of basic truths about advertising and the creative process.  It’s insightful, inspiring and entertaining in equal measure. I was fortunate enough … Continue reading

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A little thought goes a long way: how to use the most powerful tool in ad research

THIS IS THE TEXT OF THE PAPER PRESENTED TO THE 2012 WARC ADVERTISING RESEARCH CONFERENCE BY MYSELF AND STUART PETERS OF AVIVA Today, we’re going to talk about the most exciting and powerful technology yet discovered to help us explore how people … Continue reading

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The Devil is in the Details: why we must be obsessed with getting stimulus material right

A couple of weeks ago week I was dramatically reminded of how stimulus material can dictate whether a creative idea lives or dies in research.  It’s really scary to see how the difference between success and failure can be a … Continue reading

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Researcher sought after murder of great creative idea

“Research kills great creative ideas”.  I heard it first when I started work at Leo Burnett in 1981, and hardly a month goes by without it being trotted out once more by some agency figure.  What’s to be done? It’s … Continue reading

Posted in Advertising, Creative development, Qualitative research | Tagged , , , | 1 Comment