Subject Index
 

The myth about creatives is that they are only interested in foreign shoots and winning awards. In reality, however, it is ideas that drive creatives - both in the inception of campaigns, and in the t ...

This article discusses what constitutes a promotional 'big idea'. A true big idea changes how people feel or believe, by creating a connection with them in the head (in terms of awareness and talkabil ...

Neil Francis, co-founder and creative partner at Stephens Francis Whitson, asks why good copywriters, and the skills to write persuasive copy in a brand tone of voice, seem to be thin on the ground. I ...

Patrick Collister, founder and managing director of Creative Matters, asks why only 9% of agency training funds were given over to creatives. He explains why training in creativity is important, and t ...

Creative thinking is an art, but is facilitated by the right procedures for allowing its development. This article discusses creativity and how training can help to achieve it. Creativity requires mor ...

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 ...

This article draws on examples from the 2006 IPA Awards to argue that creativity is still a vital element in advertising effectiveness, although it is changing its nature as media opportunities and co ...

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 ...

This paper reports on analysis commissioned by Diageo into how its marketers and agencies approach the creation of advertising. Client and agency manifestos proved to be markedly different, thus emph ...

The then Executive Planning Director at BMP DDB Needham Worldwide tells the story of the Rowan Atkinson award-winning campaign for Barclaycard, and shows how, like most great campaigns, it developed l ...

Describes the 2001 launch campaign for ING as a new financial services brand in the U.S. Illustrates the importance of brand and advertising differentiation to gain attention in a well-established mar ...

Discusses `insight' and its importance for creative advertising: how to enable great insights to appear, empower creative people, and distinguish between good and bad ideas.

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 ...

Discusses design of point of purchase (POP) displays. Describes the design planning process: input from the client, brainstorming, computer rendering to compare alternatives quickly at low cost, in-ho ...

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 ...