Thinkbox hires Laurence Green to identify barriers to ad creativity

Thinkbox has commissioned renowned advertising strategist and The Media Leader columnist Laurence Green to produce a study of what prevents advertising from reaching its full creative potential.

Green will undertake a qualitative study with senior agency and marketing practitioners in order to offer practical recommendations on how to raise the creative bar when it comes to TV advertising.

The findings from his consultation will be revealed at the TV advertising marketing body’s event on 7 June dedicated to exploring, championing and improving advertising creativity.

Green is one of the UK’s most renowned advertising strategists and creative leaders, having co-founded the agencies Fallon London and 101, and has been a past convenor of the IPA Effectiveness Awards.

He is now an independent adviser to creative businesses and writes a monthly column for The Media Leader about advertising strategy and effectiveness.

Lindsey Clay, Thinkbox CEO, said: “Creativity is one of the most powerful drivers of advertising effectiveness. So what’s stopping us from getting to great creative more often – and what can we do about it? These are burning questions and Laurence is the perfect person to help answer them.”

While there’s never been more evidence that great creative drives superior returns from media investment, Green said, creative standards don’t seem to be holding up, according to anecdotal conversations with people from ad agencies and advertisers.

Green added: “Everybody wins from great creative: brand owners, agencies, and audiences. But there’s growing empirical and anecdotal evidence that it’s increasingly elusive. Thinkbox is to be commended for stepping up to the creative plate with both a spirit of curiosity and a genuine determination to propose some practical actions.”

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