West, Christodoulides and Bonhomme


  • Even within the same agency, different combinations of heuristics are used in the choice of what creative solutions to show a client.
  • Both analytic and pure heuristics play a role in the decision-making process, which is in line with the dual nature of advertising creativity, where artistry meets business objectives.
  • A key element in the choice is a good understanding of the needs of the client or sponsor.