Transcript 11Creativity

Creativity
Communication
Creativity & Communication
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Creativity in Marketing
How Creative Works
Working in a Creative Department
Creative Support Systems
“Selling” Creative Ideas
Producing Creative Ideas
Creative Career Opportunities
Creativity in Marketing
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What We Create
 Creating Added Value
 Creativity in…
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Advertising
Claussen Pickles
Newspaper Advertising
During “Picnic Season”
Creativity in Marketing
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What We Create
 Creating Added Value
 Creativity in…
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Advertising
Public Relations
“McScam”
Crisis Management
McDonald’s Sweepstakes Scandal
Creativity in Marketing
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What We Create
 Creating Added Value
 Creativity in…
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Advertising
Public Relations
Sales Promotion
Pepsi
CD Promotion
What We Create
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We Create Ideas
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“A new combination of previously existing elements”
We Create Brand Equity
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Something that sticks to the “Velcro” of the brand
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Example: “Whassup?”
We Create Increased
Effectiveness
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1+1=3
We create communication
that works better
Creating Added Value
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Creating Attention
 Example:
The Need for
Interesting Advertising
Got Milk?
Austin Powers
Milk Advisory Board
Creating Added Value
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Creating Attention
 Example:
The Need for
Interesting Advertising
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Creating Deeper Connections
 Example:
PR - The Need for
Creativity that’s Newsworthy
 Example:
Article in Gourmet Magazine
 “The Fabulous Food Processor”
 Jump-started sales for Cuisinart
Creating Added Value
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Creating Attention
 Example:
The Need for
Interesting Advertising
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Creating Deeper Connections
 Example:
PR - The Need for
Creativity that’s Newsworthy
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Creating New Perspectives
 Example:
Sales Promotion The Need to Create a
Sales Increase
Pepsi
“TombRaider” Promotion
Creativity in Advertising
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Interest in an ad is influenced by…
Surprise (Good)
Creativity in Advertising
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Interest in an ad is influenced by…
Surprise (Good)
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Information (Better)
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Newspaper ad
for Drain Power
Creativity in Advertising
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Interest in an ad is influenced by…
Surprise (Good)
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Information (Better)
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Benefits (Best)
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Print ad for
Eclipse Gum
Creativity in Advertising
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Interest in an ad is influenced by…
Surprise (Good)
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Information (Better)
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Benefits (Best)
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How about All 3?
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Example: Surprising
information tied into
VW benefits.
Creativity in Public Relations
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Example: PR Like a Virgin
 Richard
Branson understands
that the media doesn’t get
many interesting photos
 Here he is in his balloon.
Creativity in Public Relations
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Example: PR Like a Virgin
 Richard
Branson understands
that the media doesn’t get
many interesting photos
 Here, he promotes a book
which promotes his brand
Creativity in Public Relations
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Example: Harley-Davidson - Happy 95th
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Every year, every company
has an anniversary.
 Creative PR can make
it something special
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All brands have ads
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Good PR about those
ads adds extra value
 But it has to be
“newsworthy!”
Creativity in Sales Promotion
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A Creative Approach
can provide an added
reason to buy - on top
of the Incentive!
Save
Free
Win
Creativity in Sales Promotion
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A Creative Approach
can provide an added
reason to buy - on top
of the Incentive!
Win
Chunky Soup &
The Super Bowl
Desirable prize
+ Brand equity
Creativity in Sales Promotion
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A Creative Approach
can provide an added
reason to buy - on top
of the Incentive!
Win/Free
Apple Macintosh
Free Trial Offer
Creativity in Sales Promotion
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A Creative Approach
can provide an added
reason to buy - on top
of the Incentive!
Win/Free
Schilling Pepper
Free Sample Offer
Creativity in Sales Promotion
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A Creative Approach
can provide an added
reason to buy - on top
of the Incentive!
Win/Free/Save
Kellogg’s Frosted Flakes
Savings (Coupon) +
Brand Equity
Building Brand Value
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Creativity Can Build Brand Values
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It can Reinforce Existing Feelings
Building Brand Value
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Creativity Can Build Brand Values
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It can Reinforce Existing Feelings
 It can Create New Feelings and Attitudes
Building Brand Value
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Creativity Can Build Brand Values
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It can Reinforce Existing Feelings
 It can Create New Feelings and Attitudes
 It can Add
Image and
Imagery
How Creative Works
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Effective Creativity persuades
Three Cornerstones of Persuasion
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It connects to the Target
 It communicates the Benefit
 Effective Creativity gets to “Yes”
“The Closer”
 It gets you to “Just Do It”
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When it works, “Creative” is…
Effective Surprise!
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It could be a
Big Surprise!
 The
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“AHA”
I never thought of it
that way before
Example: Levy’s
Rye Bread (DDB)
Effective Surprise!
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It could be a
Big Surprise!
 The
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“AHA”
I never thought of it
that way before
Example: Nike
(Wieden + Kennedy)
Effective Surprise!
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It could be a Small Surprise
The “Oh yeah!”
 That’s just the way I feel
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Example: Volvo
Station Wagon
Effective Surprise!
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It could be a Small Surprise
The “Oh yeah!”
 That’s just the way I feel
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Example:
McDonald’s
The Creative Department
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The Players
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The Creative Team
The Process
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Strategy
Review
Board
Creative Collaboration
The Product
Executive
Creative
Director (ECD)
Creative
Director (CD)
Associate
Creative
Director (ACD)
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The Creative Concept...
 Turned into an Ad
 The Result Creative Communication
Creative
Group:
Copy Spvr. &
Copywriters
Art Supervisor
& Art Directors
Broadcast
Production
Traffic
Print
Production
The Players
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Strategy
Review
Board
The Creative Team
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Writer/Art Director
Create Selling Concepts
Executive
Creative
Director (ECD)
Creative
Director (CD)
Associate
Creative
Director (ACD)
Jeff Goodby
& Rich
Silverstein
of Goodby
Silverstein
& Partners
Creative
Group:
Copy Spvr. &
Copywriters
Art Supervisor
& Art Directors
Broadcast
Production
Traffic
Print
Production
The Players
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The Creative Team
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Writer/Art Director
Create Selling Concepts
Jeff Goodby
& Rich
Silverstein
California Milk
of Goodby
Advisory Board
Silverstein
& Partners
The Players
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The Creative Team
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Writer/Art Director
Create Selling Concepts
Jeff Goodby
& Rich
Silverstein
California Milk
of Goodby
Advisory Board
Silverstein
& Partners
The Process
Creative Collaboration
 The Assignment
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Informal (or formal) group meeting
Concept from
 “Here’s what we’ve got to do.”
“Brainstorming”
 Tools may or may not be ready
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Collaborative Thinking
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BrainStorming
 Thinking Together
 Until… THE CONCEPT.
Creative Support Systems:
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Almost every agency has a set
of intellectual tools to help them
solve advertising problems. Like:
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Target Sketch
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Consumer Insight
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Brand Character Capsule
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Creative Action Plan
Target Sketch
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Helps Target “Come Alive
Helps in “one-to-one communication”
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“Don’t think of people in the mass.
That gives you a blurred view. Think of a
typical individual, man or woman, who is
likely to want what you sell”
Claude Hopkins
Helps in a critical task - talking to
people who are not like you.
Consumer Insight
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This often means
a breakthrough!
 Lisa Fortini-Campbell
notes the breakthrough
is when the consumer
“breaks in” to your
message and says
“This is about me.”
Example:
Pretty Feet
Consumer Insight
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Example: Baby Clothes
Need to add “reason-why” to emotion
to justify higher price point
 Style plus
functionality
for babies
and moms
 To Mom, it
says “we
understand”
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Consumer Insight
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Example: Tires
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Why should I buy
Michelins?
Example: Crackers
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Why do I need
Uneeda?
Consumer Insight
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Example: Tires
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Why should I buy
Michelins?
Example: Crackers
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Why do I need
Uneeda?
Brand Character Capsule
“describes what the brand stands for in
terms of consumer perception”
 Usually the result of extensive research
 Describes values that the advertising
(marketing communication) will
reinforce.
 Useful decision-making tool
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This is us/This isn’t us
Creative Action Plan
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Different Names at Different Agencies
Common Characteristics
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Target Description
 Communication Objective
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Product
Benefit
vs. Competition
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have other Sections
Example: Key Fact and “Problem the Advertising
Must Solve” (Y&R Creative Work Plan)
Creative Action Plan
Creative Action Plan
Client
Target
Competitive Snapshot
Old/New Thought
Main Claim
Support
Tone
Added Tools
Client
 Target
 Competitive Snapshot
 Old/New Thought
 Main Claim
 Support
 Tone
 Added Tools
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Now…
It’s time to
think of that
Big Idea…
Creating Ideas That Sell
1. Connect with Your Target
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Example: Federal Express understood
the intense pressures faced by today’s
business people.
Creating Ideas That Sell
1. Connect with Your Target
2. Understand The Brand
 Example: VW knew that small could still
be powerful.
Creating Ideas That Sell
1. Connect with Your Target
2. Understand The Brand
3. Beat The Competition
Creating Ideas That Sell
1. Connect with Your Target
2. Understand The Brand
3. Beat The Competition
4. Solve The Problem…
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Example: Milk!
Creating Ideas That Sell
1. Connect with Your Target
2. Understand The Brand
3. Beat The Competition
4. Solve The Problem…
5. Make it Memorable!
 Alka-Seltzer!
However…
After you think
of it, then you
have to sell it…
“Selling” Creative Ideas
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Presentations Need Planning
A Good Presentation Format:
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Present Problem/Assignment
 Unique Interpretation of Problem
 The Insight is introduced
 “The
Reveal”
 Be ready for questions, comments
and criticisms
However…
After you sell it,
then you have
to produce it…
Producing Creative Ideas
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Now other specialized professionals
and suppliers join the creative team.
Print Team Members:
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Electronic pre-production
Art buyers
Photographers
Illustrators
Printers
Producing Creative Ideas
Now other specialized professionals
and suppliers join the creative team.
 Radio Team Members:
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 Voice
Talent
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Announcers
 Actors
 Singers
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Composers & musicians
 Recording Studios & Engineers
Producing Creative Ideas
Now other specialized professionals
and suppliers join the creative team.
 Television Team Members:
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Agency Producers
 Production Houses
Video
Production
Facility
Producing Creative Ideas
Now other specialized professionals
and suppliers join the creative team.
 Television Team Members:
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Agency Producers
 Production Houses
 Directors
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Actors
Director
 Editors and
Joe
“Post Houses.” Pytka
Producer Responsibilities:
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Budget
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Bidding
Approval
Staying on Budget
Schedule
Production Quality
Cost Items
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Talent/Director payments,
Props (may need client approval)
Wardrobe, make-up, styling, etc.
Creative Career
Opportunities
Every day, the marketplace creates new
jobs, and new companies - here are two
more places a creative person might look.
 The New Targeting
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Direct Mail & Direct Marketing
The Great Space Race
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Public Relations
 Event Marketing & More
Creative Career
Opportunities
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The New Targeting
Direct Mail & Direct Marketing
 Growing
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strong - including the Internet
Technology generating new opportunities
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More ways to connect with targets
 Newer, better, and less expensive ways to
handle data and message delivery
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Evolving toward more interaction and
more personalization
Creative Career
Opportunities
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The Great Space Race
Public Relations & Event Marketing
Supply media newsworthy info
 Press
 Press
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Releases
Conferences
Supply info directly
 Newsletters, brochures
 Annual Reports
 Issue Advertising
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Events & Experiential Marketing
PR - The Great Space Race
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MPR (Marketing Public Relations) is
critical for new business start-ups.
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Free press more affordable than paid ads
 Good press often needed for investors
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PR is a Creative Profession
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Account execs have to be creative - deal
with “leads” to stories and react quickly to
changing circumstance.
New Event Marketing opportunities are
Local, National, and Global
In Conclusion
Whatever you do,
you’ll do better
with a little...
Effective Surprise!