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"Creativity arises out of the tension between spontaneity and limitations, the latter (like the river banks) forcing the spontaneity into the various forms which are essential to the work of art." Rollo May.

Ad testing and creative review

The Best Organisation has substantial experience in conventional ad testing, however because we are the only company in the UK that uses the CLB profiling technique in a marketing environment, we also offer ad testing techniques that specifically test the efficacy of CLB-driven creative treatments in engaging the customer.

When conducting ad testing studies, (i.e. advertising executions in rough format – illustrations, story boards, scripts, recorded voice-overs and animatics) we assess response to creative stimuli at both a conscious and an unconscious level and we pay particular attention to:

• what consumers say and more importantly how they say it (their language patterns give us insight into how they are receiving and processing visual and auditory stimuli)
• their body language and whether this is congruent with what they are saying

The output from the study includes a template indicating how well each creative idea fits with the brand strategy and the core target market's emotional drivers and motivations to consume this type of product/brand. It covers:

• The strength of the branding
• The association with the key brand attributes and benefits
• Alignment with the core consumer insight
• The key messages taken out
• The most engaging language and visual imagery
• The perceived relevance of the idea
• The likelihood to motivate to purchase

We also offer a service of reviewing scripts and animatics for comparison against the customer values, CLB profile and language style guide before ad testing. And we can review all other communications on request.