Tag Archives: advertising development research

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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If you can only research your ad idea once before you make it, what research should you do?

A TV advertising idea is rarely so brilliant that no-one feels the need to run some research before they commit the production money. But it is not uncommon that, by the time you get to a script you’re comfortable with, … Continue reading

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Movement vs Consumer.ology

So, Campaign published my letter (coincidentally enough, under one from my former boss at GGT, ‘Legsy’) in the 18th April edition. It was a riposte to the article in Campaign on 28th March by Philip Graves entitled ‘Brands Behaving Badly’, in … Continue reading

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