Creative Effectiveness & David Ogilvy Awards 2024

Inspiring creativity is a cornerstone of producing great work and one of the more rewarding elements of the insights function. Judging creativity can be complex, as it often involves both subjective and objective components. While expert evaluations and consensual assessments are commonly used, quantitative approaches like divergent thinking tests and objective metrics also play a role. Does being creative matter or does it serve a different purpose?  

What does creativity mean in the era of AI? Recent studies from the MIT Technology Review, Psychology Today and University of Arkansas suggest that AI is actually more creative than humans. Yet the role of insights professionals is crucial because we bring contextual understanding, ethical considerations, strategic decision making as well as well as critical thinking and skepticism to the creative process. 

What happens when ads go wrong? If data supports creative decisions, is it less risky? How does data affect the creative? How do brands stay cutting-edge without being too hazardous? 

At ARF’s third annual Creative Effectiveness conference on September 26 at the Tribeca Rooftop in NYC, we will discuss and debate these questions around reclaiming creativity in the age of AI. Brand, agency, media and research sages will showcase examples of how they are stimulating and measuring creative with various approaches and tools.  

Following the conference, the ARF David Ogilvy Awards will take place where we will honor research- and insights-driven advertising. Join us for the conference during the day as well as the evening celebration.