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Is research to creativity like a pin to a balloon?

Date of publication: June 15, 2014

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity

Company: Cimigo

Authors: Leonardo O'Grady, Joe Wheller, Charles Wigley

Abstract:

In theory, there should be a virtuous circle of research, creativity, and advertisement. Solid understanding of consumer motivation and reaction should yield communications that are engaging. Engaging communications generally yield higher ROI for advertisers and successful advertisers tend to invest more in research and creativity. Logically, there is mutual benefit for researcher, creative, and advertiser to work together. In this interview with guest speaker Leonardo O' Grady from Coca-Cola, Joe Wheller investigates the reality and relationship between creativity and research”.

Leonardo O'Grady

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Joe Wheller

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Charles Wigley

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O'Grady, Wheller and Wigley (2014a, June 15). Is research to creativity like a pin to a balloon?. ANA - ESOMAR. Retrieved July 30, 2025, from


https://ana.esomar.org/documents/the-contribution-of-qualitative-research-to-advertising-creativity-