The document proposes a concept to influence advertisers' creative decision making by infiltrating trained "customers" into focus groups organized by research agencies. These customers would deliver key messages from the focus groups directly to advertisers, emphasizing the value of creative ideas and campaigns. Additionally, internet trolls on social media would comment on non-creative ads and provide arguments from the research to advocate for more creative advertising. The goal is to personally deliver the message about creativity's value to decision makers through their own customers and social networks.

1. CONVINCE WITH
FEEDBACK
WHERE DECISIONS
ARE MADE!

2. TG
Primary: Representatives of
top advertisers with decision-
making powers. Those who
are creating and choosing an
idea directly with the agency.
Secondary: Relevant
professionals

3. PROBLEM
Pushing a creative idea is
hard. To survive, an idea has
to pass a group of tests and
overcome challenges because
clients don`t believe the value
of creativity.

4. INSIGHT
Who does the advertiser listen to when
it's not an advertising agency?
The customer!
When and how can we best influence the
client's decision-making process?
The moment he`s deciding and he would
like to hear arguments directly from his
fellow costumer.

5. In the creative decision making
process, we have found an
opportunity where the advertiser
decides based on the customer's
feedback. We chose to hack it.
This opportunity is Focus group
research!
CONCEPT

6. CONCEPT
That's why our customers will
become the medium of our
concept. We select a large
group of people;
brief and infiltrate them into a
focus group organized by
research agencies.

7. FOCUS
Trained "Customers" from our
ranks will take key messages
directly from the focus groups
to the advertisers:
- They want creative ideas
- Creative campaign references
- Show facts about creativity in
advertising and its impact on
campaign results
Primary Target group

8. TROLL
We will hire internet trolls who
will be on social networks
(Facebook, Youtube,
Instagram)
to provide relevant comment
on non-creative ads, and tell
them arguments from the
research.
Secondary Target group

9. RESULT
Thanks to this personalized
approach, the message about
the value of creativity will be
delivered to competitive
people in the right place.