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Designing ‘Creative’ Advertising: Embedding Advertising ‘Success’ Attributes and Factors within the Initial Stages of Project Development

ABSTRACT Is creativity an important element in designing a successful advertisement? Advertising ‘creativity’ is generally viewed from the perspective of the advertising professional. Interestingly, research suggests that the general public define creativity differently to that of advertising professionals. It is generally accepted that advertisements that win leading creativity awards such as Cannes, D&AD or One Show are considered highly creative. This paper will highlight key aspects of advertising creativity and common methods used to measure it. The authors offer a detailed account of the development, testing and refinement of the ‘creative measurement models', generated through primary research, that form the basis for discussion towards their value in industry application. It concludes by identifying the most important attributes in advertising creativity and offers a research framework for adoption by creative professionals in the early development of advertising concepts and campaigns.