Ad Creatives' Relationship With Ad Research
Sue BurdenDiagnostic Research UK
I have experienced market research from all three corners of the magic triangle. I have seen it from an ad agency planner viewpoint (among others, at DMB&B), as a client market research manager (at Mars) and now as a market researcher at a research agency specialising in brand and ad research, Diagnostic Research UK. One of the greatest contrasts that this varied experience has shown me is the difference in attitude towards research between the ad agency creatives and the client 'creatives' the product designers. When I moved...