Evidence Proves The Future Is Now: Why Great Creative Needs Great Research
Eileen Campbell
Millward Brown
Ever since mass media became mass—and, probably, well before then—we’ve all struggled with a couple of critical questions: what makes an advertisement great? And, if we can source that genius, can we use it to predict future greatness?We try to come close to brilliance in a number of ways. We judge and award excellence in advertising with Lions, Effies, Addys, Clios, and a variety of others accolades that spring from peer-to-peer consideration. But we all know that it’s the consumer—not the trophy...