Creativity
Download
1 / 62

Creativity - PowerPoint PPT Presentation


  • 107 Views
  • Uploaded on

Creativity. &. Communication. Creativity & Communication. Creativity in Marketing How Creative Works Working in a Creative Department Creative Support Systems “Selling” Creative Ideas Producing Creative Ideas Creative Career Opportunities. Claussen Pickles Newspaper Advertising

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Creativity' - lorenzo


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Creativity l.jpg
Creativity

&

Communication


Creativity communication l.jpg
Creativity & Communication

  • 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 l.jpg

Claussen Pickles

Newspaper Advertising

During “Picnic Season”

Creativity in Marketing

  • What We Create

  • Creating Added Value

  • Creativity in…

    • Advertising


Creativity in marketing4 l.jpg

“McScam”

Crisis Management

McDonald’s Sweepstakes Scandal

Creativity in Marketing

  • What We Create

  • Creating Added Value

  • Creativity in…

    • Advertising

    • Public Relations


Creativity in marketing5 l.jpg

Pepsi

CD Promotion

Creativity in Marketing

  • What We Create

  • Creating Added Value

  • Creativity in…

    • Advertising

    • Public Relations

    • Sales Promotion


What we create l.jpg
What We Create

  • We Create Ideas

    • “A new combination of previously existing elements”

  • We Create Brand Equity

    • Something that sticks to the “Velcro” of the brand

  • Example: “Whassup?”

  • We Create Increased Effectiveness

    • 1+1=3

    • We create communication that works better


Creating added value l.jpg

Got Milk?

Austin Powers

Milk Advisory Board

Creating Added Value

  • Creating Attention

    • Example: The Need for Interesting Advertising


Creating added value8 l.jpg

  • Example: Article in Gourmet Magazine

    • “The Fabulous Food Processor”

    • Jump-started sales for Cuisinart

Creating Added Value

  • Creating Attention

    • Example: The Need for Interesting Advertising

  • Creating Deeper Connections

    • Example: PR - The Need for Creativity that’s Newsworthy


Creating added value9 l.jpg

Pepsi

“TombRaider” Promotion

Creating Added Value

  • Creating Attention

    • Example: The Need for Interesting Advertising

  • Creating Deeper Connections

    • Example: PR - The Need for Creativity that’s Newsworthy

  • Creating New Perspectives

    • Example: Sales Promotion - The Need to Create a Sales Increase


Creativity in advertising l.jpg
Creativity in Advertising

  • Interest in an ad is influenced by…

  • Surprise (Good)


Creativity in advertising11 l.jpg

Newspaper ad for Drain Power

Creativity in Advertising

  • Interest in an ad is influenced by…

  • Surprise (Good)

  • Information (Better)


Creativity in advertising12 l.jpg

Print ad for Eclipse Gum

Creativity in Advertising

  • Interest in an ad is influenced by…

  • Surprise (Good)

  • Information (Better)

  • Benefits (Best)


Creativity in advertising13 l.jpg
Creativity in Advertising

  • Interest in an ad is influenced by…

  • Surprise (Good)

  • Information (Better)

  • Benefits (Best)

  • How about All 3?

  • Example: Surprising information tied into VW benefits.


Creativity in public relations l.jpg

Creativity in Public Relations

  • Example: PR Like a Virgin

    • Richard Branson understands that the media doesn’t get many interesting photos


Creativity in public relations15 l.jpg
Creativity in Public Relations

  • 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 relations16 l.jpg
Creativity in Public Relations

  • Example: Harley-Davidson - Happy 95th

  • Every year, every company has an anniversary.

  • Creative PR can make it something special

  • All brands have ads

    • Good PR about those ads adds extra value

    • But it has to be “newsworthy!”


Creativity in sales promotion l.jpg
Creativity in Sales Promotion

  • A Creative Approach can provide an added reason to buy - on top of the Incentive!

Free

Save

Win


Creativity in sales promotion18 l.jpg

Chunky Soup &

The Super Bowl

Desirable prize

+ Brand equity

Creativity in Sales Promotion

  • A Creative Approach can provide an added reason to buy - on top of the Incentive!

  • Win


Creativity in sales promotion19 l.jpg
Creativity in Sales Promotion

  • 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 promotion20 l.jpg
Creativity in Sales Promotion

  • 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 promotion21 l.jpg

Kellogg’s Frosted Flakes

Savings (Coupon) +

Brand Equity

Creativity in Sales Promotion

  • A Creative Approach can provide an added reason to buy - on top of the Incentive!

  • Win/Free/Save


Building brand value l.jpg
Building Brand Value

  • Creativity Can Build Brand Values

    • It can Reinforce Existing Feelings


Building brand value23 l.jpg
Building Brand Value

  • Creativity Can Build Brand Values

    • It can Reinforce Existing Feelings

  • It can Create New Feelings and Attitudes


Building brand value24 l.jpg
Building Brand Value

  • Creativity Can Build Brand Values

    • It can Reinforce Existing Feelings

    • It can Create New Feelings and Attitudes

  • It can Add Image and Imagery


How creative works l.jpg
How Creative Works

  • Effective Creativity persuades

  • Three Cornerstones of Persuasion

    • It connects to the Target

    • It communicates the Benefit

    • Effective Creativity gets to “Yes”

      • “The Closer”

      • It gets you to “Just Do It”

  • When it works, “Creative” is…


Effective surprise l.jpg

Example: Levy’s Rye Bread (DDB)

Effective Surprise!

Effective Surprise!

  • It could be a Big Surprise!

    • The “AHA”

  • I never thought of it that way before


Effective surprise27 l.jpg

Example: Nike (Wieden + Kennedy)

Effective Surprise!

  • It could be a Big Surprise!

    • The “AHA”

  • I never thought of it that way before


Effective surprise28 l.jpg

Example: Volvo

Station Wagon

Effective Surprise!

  • It could be a Small Surprise

  • The “Oh yeah!”

  • That’s just the way I feel


Effective surprise29 l.jpg
Effective Surprise!

  • It could be a Small Surprise

  • The “Oh yeah!”

  • That’s just the way I feel

Example:

McDonald’s


The creative department l.jpg
The Creative Department

  • The Process

    • Creative Collaboration

  • The Product

    • The Creative Concept...

    • Turned into an Ad

    • The Result -

  • The Players

    • The Creative Team

Creative Communication


The players l.jpg

Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners

The Players

  • The Creative Team

  • Writer/Art Director

  • Create Selling Concepts


The players32 l.jpg

Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners

The Players

  • The Creative Team

  • Writer/Art Director

  • Create Selling Concepts

California Milk

Advisory Board


The players33 l.jpg

Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners

The Players

  • The Creative Team

  • Writer/Art Director

  • Create Selling Concepts

California Milk

Advisory Board


The process l.jpg

Concept from & Partners

“Brainstorming”

The Process

  • Creative Collaboration

  • The Assignment

    • Informal (or formal) group meeting

    • “Here’s what we’ve got to do.”

    • Tools may or may not be ready

  • Collaborative Thinking

    • BrainStorming

    • Thinking Together

    • Until… THE CONCEPT.


Creative support systems l.jpg
Creative Support Systems: & Partners

  • Almost every agency has a set of intellectual tools to help them solve advertising problems. Like:

  • Target Sketch

  • Consumer Insight

  • Brand Character Capsule

  • Creative Action Plan


Target sketch l.jpg
Target Sketch & Partners

  • Helps Target “Come Alive

  • Helps in “one-to-one communication”

  • “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 l.jpg

Example: Pretty Feet & Partners

Consumer Insight

  • 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.”


Consumer insight38 l.jpg
Consumer Insight & Partners

  • 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”


Consumer insight39 l.jpg
Consumer Insight & Partners

  • Example: Tires

  • Why should I buy Michelins?

  • Example: Crackers

    • Why do I need Uneeda?


Consumer insight40 l.jpg
Consumer Insight & Partners

  • Example: Tires

    • Why should I buy Michelins?

  • Example: Crackers

    • Why do I need Uneeda?


Brand character capsule l.jpg
Brand Character Capsule & Partners

  • “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

    • This is us/This isn’t us


Creative action plan l.jpg
Creative Action Plan & Partners

  • Different Names at Different Agencies

  • Common Characteristics

    • Target Description

    • Communication Objective

      • Product

      • Benefit

      • vs. Competition

    • May have other Sections

      • Example: Key Fact and “Problem the Advertising Must Solve” (Y&R Creative Work Plan)


Creative action plan43 l.jpg
Creative Action Plan & Partners

  • Client

  • Target

  • Competitive Snapshot

  • Old/New Thought

  • Main Claim

  • Support

  • Tone

  • Added Tools

Creative Action Plan

Client

Target

Competitive Snapshot

Old/New Thought

Main Claim

Support

Tone

Added Tools


Slide44 l.jpg
Now… & Partners

It’s time to think of that Big Idea…


Creating ideas that sell l.jpg
Creating Ideas That Sell & Partners

1. Connect with Your Target

  • Example: Federal Express understood the intense pressures faced by today’s business people.


Creating ideas that sell46 l.jpg
Creating Ideas That Sell & Partners

1. Connect with Your Target

2. Understand The Brand

  • Example: VW knew that small could still be powerful.


Creating ideas that sell47 l.jpg
Creating Ideas That Sell & Partners

1. Connect with Your Target

2. Understand The Brand

3. Beat The Competition


Creating ideas that sell48 l.jpg
Creating Ideas That Sell & Partners

1. Connect with Your Target

2. Understand The Brand

3. Beat The Competition

4. Solve The Problem…

  • Example: Milk!


Creating ideas that sell49 l.jpg
Creating Ideas That Sell & Partners

1. Connect with Your Target

2. Understand The Brand

3. Beat The Competition

4. Solve The Problem…

5. Make it Memorable!

  • Alka-Seltzer!


However l.jpg
However… & Partners

After you think of it, then you have to sell it…


Selling creative ideas l.jpg
“Selling” Creative Ideas & Partners

  • Presentations Need Planning

  • A Good Presentation Format:

    • Present Problem/Assignment

    • Unique Interpretation of Problem

    • The Insight is introduced

  • “The Reveal”

  • Be ready for questions, comments and criticisms


However52 l.jpg
However… & Partners

After you sell it, then you have to produce it…


Producing creative ideas l.jpg
Producing Creative Ideas & Partners

  • Now other specialized professionals and suppliers join the creative team.

  • Print Team Members:

    • Electronic pre-production

    • Art buyers

    • Photographers

    • Illustrators

    • Printers


Producing creative ideas54 l.jpg
Producing Creative Ideas & Partners

  • Now other specialized professionals and suppliers join the creative team.

  • Radio Team Members:

  • Voice Talent

    • Announcers

    • Actors

    • Singers

  • Composers & musicians

  • Recording Studios & Engineers


Producing creative ideas55 l.jpg

Video Production Facility & Partners

Producing Creative Ideas

  • Now other specialized professionals and suppliers join the creative team.

  • Television Team Members:

    • Agency Producers

    • Production Houses


Producing creative ideas56 l.jpg

Director Joe Pytka & Partners

Producing Creative Ideas

  • Now other specialized professionals and suppliers join the creative team.

  • Television Team Members:

    • Agency Producers

    • Production Houses

  • Directors

  • Actors

  • Editors and “Post Houses.”


Producer responsibilities l.jpg
Producer Responsibilities: & Partners

  • Budget

    • Bidding

    • Approval

    • Staying on Budget

  • Schedule

  • Production Quality

  • Cost Items

    • Talent/Director payments,

    • Props (may need client approval)

    • Wardrobe, make-up, styling, etc.


Creative career opportunities l.jpg
Creative Career Opportunities & Partners

  • Every day, the marketplace creates new jobs, and new companies - here are two more places a creative person might look.

  • The New Targeting

    • Direct Mail & Direct Marketing

  • The Great Space Race

    • Public Relations

    • Event Marketing & More


Creative career opportunities59 l.jpg
Creative Career Opportunities & Partners

  • The New Targeting

    Direct Mail & Direct Marketing

  • Growing strong - including the Internet

  • Technology generating new opportunities

    • More ways to connect with targets

    • Newer, better, and less expensive ways tohandle data and message delivery

  • Evolving toward more interaction and more personalization


  • Creative career opportunities60 l.jpg
    Creative Career Opportunities & Partners

    • The Great Space Race

      Public Relations & Event Marketing

    • Supply media newsworthy info

      • Press Releases

      • Press Conferences

    • Supply info directly

      • Newsletters, brochures

      • Annual Reports

      • Issue Advertising

    • Events & Experiential Marketing


    Pr the great space race l.jpg
    PR - The Great Space Race & Partners

    • MPR (Marketing Public Relations) is critical for new business start-ups.

      • Free press more affordable than paid ads

      • Good press often needed for investors

    • PR is a Creative Profession

      • 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 l.jpg
    In Conclusion & Partners

    Whatever you do, you’ll do better with a little...

    Effective Surprise!


    ad