And The Winner Is………

Mark Reid, Planning Director, The Union
December 2004

It has been suggested that creative development research can be seen as something of a ‘necessary evil’ by advertising agencies. It often comes after an intense period of idea creation and is the final stage before the green light is given by the client to go ahead with production. However, creative development research is often fraught: stimulus format, accuracy of recruitment, interpretation of findings, 'the idea' versus 'the execution' are all areas of potential conflict among the client, research agency, advertising agency triumvirate.

Mark Reid gave his perspective, based on 20 years involvement in creative development research, on how to ensure that the best idea emerges triumphant from the process.

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