Research may not seem as exciting as jumping into the fun creative part, but it’s an essential part of the process. From helping you understand the context of a project to supporting you to substantiate your point of view, a well-researched project always has a better chance of nailing the brief. Here, Andi Davids, Group Strategy Director at creative company Jones Knowles Ritchie and New Blood Judge, breaks down why it isn’t enough to just have a great idea — you also need to show why your creative idea will work, by backing it up with the insights you've uncovered.
This is an exclusive excerpt from D&AD’s online New Blood course, designed to help guide you through developing your New Blood Awards entry. Access the New Blood Course here. Explore the 2022 New Blood briefs here.