How does consumer insight support the leap to a creative idea: Inside the creative process - Shifting the advertising appeal from functional to emotional

Account planners identify and articulate a key strategic resource, consumer insight, from which creative ideation is said to leap.
Parker, Koslow, Ang, and Tevi


  • Consumer insight influences creative work by shifting the orientation of creative execution toward emotional appeals, rather than functional appeals.
  • Strong insights, as opposed to weak ones, are more efficient in shifting creative work toward emotionality, giving up less functionality, and gaining more emotionality.
  • Consumer insight does not constrain creative staff to the original insight’s knowledge domain. Instead, it liberates them to pursue executional ideas related to, yet divergent from, the insight knowledge domain.
  • Insight may be more important for the development of an emotional advertising appeal, because...

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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
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