David Ogilvy was one of the advertising greats. Ogilvy believed that part of the process of developing great creative ideas was immersion in information about a product and its consumers. He even described himself as 'helpless without research material.'

Ogilvy's approach is still relevant, and immersion is so much easier than it was with specialized research companies, new research approaches and the limitless information available on the internet. However, truly great creative ideas are still rare and it's tougher now to get standout, due to viewer wear-out and the multiplicity of media channels.

New ways of thinking and working are emerging that maximize the potential of new data sources and increase the chances of coming up with those vital big ideas. One of these is keyword creativity. It brings together digital consumer insights and new creative techniques

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