Which statement best summarizes Google's ABCDs of effective creative?

The statement that creative should be research-backed with guidance aligns with the concept of Google's ABCDs of effective creative because it emphasizes the importance of utilizing data and insights to inform advertising strategies. This approach ensures that creative content resonates with the target audience, meets their needs, and aligns with their preferences. By grounding creative development in research, advertisers can create more impactful campaigns that drive engagement and conversion.

The other options do not encapsulate the essence of the ABCDs effectively. While artistry can enhance creativity, it is not solely about being artistic without considering audience insights. The balance between emotion and reason is important in advertising, but this option suggests a one-sided approach that neglects the value of rational messaging. Finally, the notion that all ads must follow a strict template contradicts the ABCDs' flexibility and encouragement of innovative thinking in creative development.