Communication agencies: Creatives, creativity

 

Marketing has long been subject to a debate surrounding the relative importance of logic, induction and intuition. This is the difference between order and organisation on the one hand, and disorder a ...

This article, by Geoffrey Precourt - US Editor of WARC Online - discusses the approach to planning advocated by Jeff Goodby, of Omnicom's Goodby, Silverstein & Partners. He argues that planners spend ...

This article discusses how to manage creativity for building brands. Brands are patterns of behaviour, co-created by all those who experience them. They must therefore be a process of internal cultiva ...

This article argues that the creative industries (advertising and marketing) must, like any other business, keep innovating to survive. Being creative does not make you inherently innovative. One mus ...

Anne Benvenuto, executive vice president of strategic services at R/GA, argues that planners need to change the way they and their agencies work. Firstly they need to look at more than merely creating ...

Advertising creatives are often characterised in terms of stereotypes such as genius or maverick. Relatively few studies have focused on the complexities and contradictions that face creatives in thei ...

The founder of the Dallas agency Slingshot, Owen Hannay, sees advertising's future belonging to a new breed of multidextrous, multi-channel, multi-marketing agencies - whose creative teams can turn th ...

Procurement departments are playing an increasingly important role in the selection of advertising agencies, as well as in influencing media planning and buying - meaning that agencies now have to dis ...

While the majority of media attention is directed at client/agency breakups, in most cases these relationships are regarded by both sides as working smoothly and fruitfully - a not inconsiderable achi ...

Using vernacular films that have become global successes as her examples, Hamsini Shivkumar, a planner at JWT, develops a theory for creating advertising for global brands. She argues that universal t ...

Charles Young, founder and CEO of Ameritest, tackles the knotty problem of the advertising research debrief meeting with the creative team who developed the ad. He postulates that the successful meeti ...

This paper concerns itself with market research used in the development of mainstream advertising. It takes as its specific remit that part of the process called ‘creative development research’, an ar ...

Argues that the best relationship between a client and an advertising agency is one of constructive conflict, based on a strong foundation of mutual respect and trust. Creative tension between them br ...

John Kastenholz, from Unilever (USA), and Charles Young, Ameritest, contend that there are ways of managing creativity and producing TV advertisements that are superior to the competitors (and beat th ...

In this edition of ‘Best Practice’, Roderick White discusses what advertising ‘creativity’ is and how to recognise and manage it. Although central to client and agency needs, creativity is an elusive ...

Anthony Tasgal looks at the cultural and scientific heritage of insight, in an attempt to gain a deeper understanding of the meaning of the term. He then outlines some principles and guidelines for cr ...

Are advertising agencies getting the credit they deserve? Gordon Torr takes an oblique look at the creative process and makes the case for agencies owning their creative ideas.

The nature of advertising creativity is explored as a professional, applied creative service product, within a business-to-business context. Findings are reported from a series of extensive in-depth i ...

Marketers are losing faith in advertising agencies’ ability to control production costs of traditional advertising (TV commercials), and are tending to move towards alternatives (rich media, etc.), ta ...

Creativity is arguably the most important element in advertising success. This article reviews the trends in creativity research and asks (1) what do we know about advertising creativity, (2) how can ...

Chris McDonald, planning director at BDH/TBWA, believes that a surfeit of research and market analysis can get in the way of the two core skills that make marketing valuable: intuition and creativity. ...

An exploratory, qualitative study of leading London and New York advertising agencies suggested that the differing disciplinary perspectives account team professionals bring to the advertising develop ...

This best practice piece on briefing agencies covers the rise in importance of the account planner and the belief that agencies do not trust clients to provide a fully crafted creative brief. It cover ...

Developing creative solutions for kids brands is far from simple. Displaying an attitude usually reserved for nourishing meals, children will reject most of what is put in front of them. In this artic ...

The authors apply recent advances in creativity theory to discover perceptual differences in the factors of strategy, originality, and artistry among creatives and noncreatives. It was found that curr ...

This article is a version of a speech originally given at the Marketing Forum. In it Paul Twivy makes a plea for true creativity to be used in brand development. He quotes Arthur Koestler - 'creativ ...

This articles suggests that the creative development of an advertising campaign can be assisted by a formal research procedure, the MECCAS model, a means-ends based data collection employing a ladderi ...

A review of how to kill off creativity and ideas. Why are marketing people the enemies of innovation ? A survey showed that 80% of senior and middle managers in the US thought that innovation was a ...

Too many businesses and agencies are unwilling to change from a linear, top-down business model that will increasingly produce diminishing returns. Creativity is too often brought in at the bottom end ...

Discusses the place and value of account planning and advertising research in producing creative advertising. Agencies devote roughly the same resources to planning/research as to actually producing t ...