Get Real, Get Creative!
At Ipsos, we know that creative effectiveness is essential in advertising. Therefore, we present to you our newest white paper on how 'getting real' is a muscle that needs to be flexed in creating creative inspiration. We have uncovered four different dimensions of 'Real' that matter if you want to develop award-winning, magical, and extraordinary advertising.
For decades, communication agencies, brands and industry festivals have championed creativity as a way for communication to be more effective in brand building. For this, they have used a very specific symbol: the ladder.
In Get Real, Get Creative, we have found that while there are many different paths to creativity and effectiveness, there is one particular muscle we have learned time and time again that makes a difference as one essential source of creative inspiration: getting 'Real'.
We have uncovered four different dimensions of 'Real' that matter if you want to climb the creativity and effectiveness ladders and develop award-winning, magical, and extraordinary advertising.
Four dimensions of Real:
- THE POWER OF REAL CONTEXT: Understanding the broader context that people live in – social, tribal and economic trends that affects and excite them.
- THE POWER OF REAL INSIGHT: Exploring people’s current category and brand experiences, their aspirations, the tension they currently live through.
- THE POWER OF REAL PURPOSE: Uncovering what the brand genuinely offers, what it does, the role it can play in people’s lives.
- THE POWER OF REAL DISTINCTIVENESS: Revealing a real point of difference about the brand, which can be the springboard to telling a unique, more creative story.
