Can media neutrality limit creative potential? How advertising’s use of ideation templates fares across media

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.


  • The creative ideas represented by templates impose real limits and introduce trade-offs.
  • Knowing what ideation technique works better on which medium will go a long way in meeting the demands of clients.
  • Storytelling techniques,...
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