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 efficient in shifting creative work toward emotionality, giving up less functionality, and gaining more emotionality.