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

MANAGEMENT SLANT

  • 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

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