How Ideally Powers ABEL’s Creative Edge

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That is why more agencies are turning to Ideally to unlock an edge in the new business and creative development process. Our aim is to help bigger, better and more impactful ideas come to life with overnight answers from real people, and frameworks that enable quick, cost-effective, iterative testing.

For agencies like ABEL, research is not about post-rationalising decisions, but strengthening thinking as ideas are being built. By integrating Ideally into their process, ABEL removes ego from the room, reduces subjectivity and keeps the audience firmly at the centre of creative decision making.

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1. The Un-Pitch: Flipping the RFP Script

In a competitive tourism pitch, ABEL chose not to lead with credentials but with customer insight. Using deep-dive audience data from Ideally, the team reframed the brief around what travellers actually felt, feared and wanted. The pitch opened with clear evidence of audience understanding, demonstrating from the outset that the brand and its consumers would sit at the centre of the thinking.

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2. Global Nuance at Speed

For a global project spanning Australia, Germany, The Netherlands and beyond, ABEL needed early ideation to resonate locally without slowing momentum. Through Ideally, they tested theories and messaging across markets simultaneously, identifying what translated and what required refinement. The outcome was clearer creative direction across three continents and fewer rounds of internal debate.

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3. The Power of the Verbatim: Locking in a New Brand Platform

In New Zealand, ABEL used Ideally to test and refine a brand platform. The breakthrough came from verbatim feedback from the Ideally platform. Hearing how future customers described the brand in their own words gave the team clarity on what to amplify and what to adjust. The final platform was grounded in real audience language, giving both agency and client confidence in the direction.

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Want to see how leading agencies use Ideally to grow stronger ideas and win new business? Get in touch.

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