Abstract
The potential contribution of an analytic hierarchy process (AHP) for enhancing the creative brief within advertising is discussed. AHP software used as a group decision support system (GDSS) can facilitate the creative process by encouraging the generation of ideas. The structuring stage facilitates the sorting of those ideas in to a coherent decision model that represents all alternatives, providing focus and relevance. Structuring and the evaluation stage encourage the blending of rational and intuitive thought. Finally, additional facilities allow the advertiser to reflect and revise their decisions. Overall, it would appear the technique has much potential for managing creativity.
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