How do advertising creative directors perceive research?

Mark Chong

Past research indicates that advertising practitioners have systematically ignored research for a number of reasons.

How do advertising creative directors perceive research?

Mark ChongSingapore Management University, Lee Kong Chian School of Business

INTRODUCTION

Respect in the creative community for research is zero. And that's because every time the things we do, we ruin it.

Creative director of a Singapore-based international ad agency

Even though the great copywriter David Ogilvy consistently emphasised the important role research can play in developing, evaluating and improving advertising (see Ogilvy 1987; Cook 1999), the conflict between creative practitioners and research is a longstanding and well-known one. Even today, advertising practitioners continue to systematically ignore research (Cornelissen & Lock 2002)....

WARC subscribers can sign in to keep reading

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