Harvard Business Review: How to Assess an Ad’s Creativity

How to Assess an Ad’s Creativity Most measures of creativity are based on the work of psychologist Joy Paul Guilford (1897-1987), who defined creativity as the ability to think differently along a number of clearly defined dimensions. Building on Guilford’s work, psychologist Ellis Paul Torrance (1915-2003), probably the international leader in creativity research, developed the Torrance Tests of Creative Thinking(TTCT), which are used in the business world and in education to assess individuals’ capacities for creativity. Here’s how we defined and assessed the five dimensions: Originality Flexibility Elaboration Synthesis Artistic Value  Read More   This article... Read The Rest →

Advertising in 2020

  Advertising in 2020   What is in store for advertising now and in the near future? To quote R.E.M., “It’s the end of the world as we know it…and I feel fine.”   Never has advertising been under more pressure to evolve – both by advertisers and by the consuming public. It is not provocative to suggest that in 2012, print, radio, direct mail and OOH – long traditional advertising staples – face questions regarding their effectiveness if not their outright reasons for being. Most will be on the... Read The Rest →

Advertising Comes Back To Sao Paulo Streets—Via Graffiti

SaoPaulo

Five years ago, São Paulo enacted Lei Cidade Limpa, the Clean City Law, which saw a near-total ban on out-of-home advertising and the removal of thousands of billboards. While the ad industry complained, it’s accepted wisdom that the majority of Paulistanos approved and continue to approve of the measure and the results. So why are there now three 120-foot, riotously colorful GE ads adorning buildings in busy areas of the city? Because they’re art. Art from GE. GE and its Brazilian agency AlmapBBDO have created the “GE Gallery,” a series... Read The Rest →

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