Ticking the creative box
Creative work should be less about research, formulas and ticking boxes and more about gut feel that a piece of advertising is going to resonate with consumers
How many rounds of debriefs does it take to produce a great piece of creative work that connects, and delivers on the bottom line?
In 2015 I came across a science article published on the UK Daily Mail’s website. It was about Mick Grierson, a computer scientist, who was commissioned by Fiat to identify a song the company could use to promote the Fiat 500. Grierson used analytical software in an attempt to put a finger on what exactly made iconic tunes so iconic. It involved considering factors such as beats per minute, chord variety, lyrical content and sonic variance.