THINKBOX: CRACKING CREATIVITY

How can we improve ad creativity? Thinkbox to unveil new studies examining creativity from every angle

Thinkbox, the marketing body for commercial TV, is holding an event exploring what’s stopping the ad industry from getting to great creative more often – and what can be done about it.

‘Cracking creativity’ will take place on Wednesday 7th June at the Ham Yard Hotel, London from 9.30am – 12.30pm. It will unveil three new studies of advertising creativity.

Thinkbox has commissioned advertising strategist Laurence Green to undertake a consultation with senior agency and client practitioners to unearth the most common barriers to developing impactful creative work. Based on the findings, Laurence will offer practical recommendations on how to raise the creative bar when it comes to TV advertising.

Paul Dyson from Accelero consulting will present on the effectiveness drivers of ROI, how creativity fits into that and evidence of the commercial impact of creativity. Using the latest available data, it will build on his past work that pointed to creativity being the 2nd biggest factor influencing effectiveness.

And Neuro-Insight will present new research to help better understand what matters when it comes to effective creative execution and, just as importantly, what doesn’t. They’ll share the key creative factors that can make a difference to the impact of TV ads.

The event will close with a panel discussion featuring Craig Inglis, EVP, Global Brand & Integrated Marketing, Sage; Charlie Rudd, CEO, Leo Burnett; and Laurence Green.

Lindsey Clay, Thinkbox CEO: “This event won’t just be about the theory and celebrating great ads. This event is for practitioners, and they should leave inspired and armed with positive actions to take. At its best, advertising is a welcome guest in our lives. Creativity is the gift that earns its welcome. But there’s growing evidence that great ads are increasingly elusive. There’s still lots of very good work being made, but there could be more, more often. And, as creativity is one of the most powerful drivers of advertising effectiveness, it’s in everyone’s interests to keep standards as high as possible. We’re looking for a constructive mix of observations, provocations, and, crucially, actions.”

‘Cracking creativity’ is open to creative agencies, advertisers, and media agency leaders.