Evidence Proves The Future Is Now: Why Great Creative Needs Great Research

Eileen Campbell

Advertising has struggled with two critical questions: what makes an advertisement great? And, if we can source that genius, can we use it to predict future greatness? While excellence is frequently judged and recognised with awards, it is the consumer's willingness to invest in the advertised product that defines greatness.

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...

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