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,

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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