Science and creativity are the winning combination of effective advertising and communication in general. One does not exclude the other and is an essential rule.
Social sciences with the contribution of behavioral economics and neuroscience contribute to understanding the consumer's buying behavior in all its phases. The starting point to begin to understand a whole series of useful and necessary constructs to guide the choices and decisions of creativity.
Creativity is key, creative campaigns are the ones that sell the most, with a strong dose of creative involvement.
A study carried out by the Harward Business School shows the intention to explain how to articulate a creative campaign compared to a less creative one. https://hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesnt
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