Effective kid creative demands the right mix of art and science. Too much art gets you brilliant masterworks that have little to do with the product in question. Too much science gets you spots dulled by so many focus groups and research findings that they bore kids to death.
In this, the second installment of our annual three-part series on advertising to kids, we talk to creatives about getting that balance right and other secrets to
producing creative that works. Then, in ‘Multicultural America’ (page 86), marketing consultant Bill Imada spills on developing creative that reaches kids belonging to the three largest ethnic groups in the U.S.-groups that, together, control about US$1.5 trillion in spending a year.