Be bold, be creative, do research!

Strong ideas are essential for advertisers to grab attention and grow powerful brands. This requires making bolder creative choices. They can effectively turn around a category and a brand’s business, yet risks to make a wrong turn

remain. The recent Gillette and Nike Kaepernick cases are examples of this. So, where to find the courage to be bold, to be decisive, and have the inspiration for breakthrough, business-building creative? Carling, Carrefour and Libresse have

found the answer: Early communication research.

People and brands have never faced a more fragmented world than now. Supermarkets are flooded with brands and products, and Amazon search results offers the choice of hundreds of options. More and more content is available across more and more channels, and advertising is everywhere, struggling to catch the attention of a busy public.

Agile brands and seasoned advertising agencies have long known what it takes to shake and move people with their communication, to trigger a meaningful behaviour towards the brand: delivering the right content, with the right creative execution that will be effective and trigger the right reactions.

But, as the window to make an impression is dramatically reducing, it now requires something extra too: the brave spark, a bold creative expression, immediate, strong, and deep, which will reveal the brand’s relevance, make it unique and distinctive. As Captain Kirk would say, bold enough to go where noone has gone before.