Transcript CREATIVE WORKSHOP OVERVIEW

CREATIVE WORKSHOP OVERVIEW
Creativity is a process.
FUEL
SPARK
Marketing Mastery
FIRE
TORCH
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CREATIVE WORKSHOP OVERVIEW
FUEL
--What we start with
--Tinder before lit by fire
--You
--Your experience
--Your expertise
--Your knowledge
--of client, competition
strategy, research
--Your heart
--Your mind
--Your creativity
--The agency creative atmosphere
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CREATIVE WORKSHOP OVERVIEW
Five Creative Freedoms
1. Freedom to fail
2. Freedom to be foolish
3. Freedom to feed back
4. Freedom to flex
AGENCY OXYGEN
5. Freedom to be flaky
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CREATIVE WORKSHOP OVERVIEW
SPARK
--Birth of an idea
--A spark
--A germ
--A seed
--A thought
--A visual
--A word
--That will develop into a fully
developed idea
--Quantity important here: lotsa
sparks!
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CREATIVE WORKSHOP OVERVIEW
SPARK
“Logic will get you from
A to B. Imagination will
take you everywhere.”
--Albert Einstein
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CREATIVE WORKSHOP OVERVIEW
SPARK
Goal: Generate and capture large number of ideas.
Approach: Whether 1, 2 or in a group, you must be 100% tolerant of all ideas. No
ideas are rejected. (You never know which idea will be a winner.) The sky’s the limit.
Crazy, foolish ideas all welcome. No judgement, criteria, no negativity. Supportive
attitude. Build on one another’s ideas.
Principle: Initial ideas will be routine, superficial, obvious. It’s only after working
hard at this that the deep, insightful, fresh ideas come.
Principle: We don’t start with “I’m going to create an ad.” We start away from the
idea of advertising to avoid routine solutions. We start with ideas.
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CREATIVE WORKSHOP OVERVIEW
SPARK
General/Always Techniques
• Forced relationships (juxtapose two seemingly unrelated ideas)
• Ask “What if?”
• Rephrase the problem in a variety of ways: broader, more specific, with “who”,
“what” where”, “when”, “why”, “how” questions.
• Search for ideas in your/customers’ dissatisfaction
• Challenge the underlying rules
• Projection: Imagine yourself as the problem, (GE inventor T.A. Rich imagined
himself as an electron) as a part of the problem; as the product or service;
as the idea; as a child.
• Domain association: associate the idea with multiple other domains to generate
ideas: cooking, architecture, medicine, parenting, etc.
• Unknown: Ask “What is the unknown here?”
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CREATIVE WORKSHOP OVERVIEW
FIRE
--Idea development
--Fanning the flames
--Fleshing out promising ideas
--Exploring expansion of ideas
--Exploring variations on ideas
--Synthesizing ideas
--Building on one another’s ideas
--Developing concepts
--Defining problems
--Analyzing problems
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CREATIVE WORKSHOP OVERVIEW
--Highly largeted use of fire
--Idea selection
--Idea evaluation
--Idea prioritization
--Idea taming
--Idea focusing
--Idea de-abstraction
--Idea usefulness
--Application of advertising principles
--Idea optimization
--Full, final expression of the spark
TORCH
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CREATIVE WORKSHOP OVERVIEW
FACILITATOR CREDENTIALS
Randy Hobler was trained in SATE (Systems Approach to Education) at IBM and
trained under the father of adult education, Malcolm Knowles. He also received
teacher training in the Peace Corps and Teacher Corps. He has been conducting
successful business training for 18 years for such companies as IBM,
GlaxoSmithKline, Chase Bank, AXA Equitable, Walmart.com, Intel China, Marcus
Evans China, IBM Brazil, Metaxa (Greece), IBM Belgium, Johnson & Johnson and
many more. He is an official marketing instructor for the ANA (Association of
National Advertisers) in the U.S., representing the largest advertisers in the U.S. He
worked on General Foods children’s cereals and P&G’s Charmin accounts at Benton
& Bowles and was Executive VP, Group Supervisor at Grey Direct on D&B, Lexmark
and other accounts. He participated in a number of major pitches, including Dell,
Travelers Insurance and Microsoft.
He consistently gets 90% + ratings on his training for expertise, knowledge,
enthusiasm, energy and interactivity. He is a graduate of Princeton University, is
fluent in French and conversational in Arabic and Spanish. He has traveled to 38
countries, including Morocco, Japan, France, Germany, Algeria, Tunisia, Egypt,
Lebanon, Bahrain, Syria and the UAE. He worked for two years in Libya and two
years in Saudi Arabia.
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