Avoiding the rush to judgment

This piece introduces four articles on how research can add to creativity. It emphasises that the following features do not concentrate on pre-testing and suggests that, in this cash strapped time, there is a temptation to neglect the development phase.

Avoiding The Rush To Judgment

Put the words 'advertising development' and 'research' together, and the chances are most marketers will say 'pre-testing'.

That is not what this month's Admap is discussing, except in the sense that any research can be described as 'testing', as Marilyn Baxter of Hall & Partners pointed out in a thoughtful paper at January's Admap pre-testing conference.

Classically, the planning cycle, developed at JWT by Stephen King over 30 years ago, relies on a continuous process of research creation, research implementation and so on. In the development phase, research is used...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands