Engage Technique Promises 'Braver' Ads

In the UK, Engage Research has announced a new approach to the development of creative ads, bringing consumers into the research process at an earlier stage where they are more likely to inspire 'better, braver brand advertising'.

Engage works with drinks, consumer goods and media brands. The new research process has grown out of its 'Evolve Creative' programme and draws on semiotics, workshops and immersion sessions, applying an 'ideation toolkit' drawn from its own NPD work.

'There are very few really poor advertisements, these days' according to Qual Research Director Andy Barker, previously head of Qual at YouGov, 'But a huge majority are just okay and if you're going to create stand-out for your brand in the current economic climate... for many clients okay is just not going to cut it any more.'

Alexa Arrowsmith, who joined the firm recently from Hall & Partners as Brand and Communications Director, says clients and agencies complain that 'research is often applied too late' to inspire real, mould-breaking creativity. 'Ordinarily, an agency wouldn't talk to consumers until they have two or three options for advertisements already story-boarded. We are saying take this back earlier in the process and let the consumers give you the inspiration for genuinely creative advertising.'

Arrowsmith stresses the importance of working in partnership with client personnel all through the process: 'The development of our 'Evolve Creative' approach is an effort to assist clients and agencies in breaking the cycle of familiarity, using proven research techniques to fire up genuine creativity and achieve braver communication that is ultimately more successful for the brand.'

Web site: www.engage-research.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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