Tag Archives: creative teams

Why your advertising should be MAD

Putting together a reel of TV ads that I have helped develop during my 30 years in qualitative research has brought to mind many important lessons about brands, advertising and creative development. But one over-riding theme leapt out of the screen, … Continue reading

Posted in Ad testing, Advertising, Communications, Creative development, Creative ideas, Market research, Qualitative research, Uncategorized | Tagged , , , , , , | 1 Comment

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

Why aren’t creative teams involved in creative development?

In 25 years of researching advertising ideas, I have met the team that created the work on fewer than a dozen projects.  This is madness.  Everyone would acknowledge that, if researchers are to make an effective contribution to the development … Continue reading

Posted in Advertising, Creative development, Market research, Marketing, Qualitative research | Tagged , , , | 5 Comments