How do heuristics influence creative decisions at advertising agencies? Factors that affect managerial decision making when choosing ideas to show the client

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.
West, Christodoulides and Bonhomme

MANAGEMENT SLANT

  • Even within the same agency, different combinations of heuristics are used in the choice of what creative solutions to show a client.
  • Both analytic and pure heuristics play a role in the d

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands