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”.