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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

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creativity
Creativity

&

Communication

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
creativity in marketing

Claussen Pickles

Newspaper Advertising

During “Picnic Season”

Creativity in Marketing
  • What We Create
  • Creating Added Value
  • Creativity in…
    • Advertising
creativity in marketing4

“McScam”

Crisis Management

McDonald’s Sweepstakes Scandal

Creativity in Marketing
  • What We Create
  • Creating Added Value
  • Creativity in…
    • Advertising
    • Public Relations
creativity in marketing5

Pepsi

CD Promotion

Creativity in Marketing
  • What We Create
  • Creating Added Value
  • Creativity in…
    • Advertising
    • Public Relations
    • Sales Promotion
what we create
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

Got Milk?

Austin Powers

Milk Advisory Board

Creating Added Value
  • Creating Attention
    • Example: The Need for Interesting Advertising
creating added value8

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

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
Creativity in Advertising
  • Interest in an ad is influenced by…
  • Surprise (Good)
creativity in advertising11

Newspaper ad for Drain Power

Creativity in Advertising
  • Interest in an ad is influenced by…
  • Surprise (Good)
  • Information (Better)
creativity in advertising12

Print ad for Eclipse Gum

Creativity in Advertising
  • Interest in an ad is influenced by…
  • Surprise (Good)
  • Information (Better)
  • Benefits (Best)
creativity in advertising13
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

Here he is in his balloon.

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
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
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
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

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
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
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

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
Building Brand Value
  • Creativity Can Build Brand Values
    • It can Reinforce Existing Feelings
building brand value23
Building Brand Value
  • Creativity Can Build Brand Values
    • It can Reinforce Existing Feelings
  • It can Create New Feelings and Attitudes
building brand value24
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
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

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

Example: Nike (Wieden + Kennedy)

Effective Surprise!
  • It could be a Big Surprise!
    • The “AHA”
  • I never thought of it that way before
effective surprise28

Example: Volvo

Station Wagon

Effective Surprise!
  • It could be a Small Surprise
  • The “Oh yeah!”
  • That’s just the way I feel
effective surprise29
Effective Surprise!
  • It could be a Small Surprise
  • The “Oh yeah!”
  • That’s just the way I feel

Example:

McDonald’s

the creative department
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

Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners

The Players
  • The Creative Team
  • Writer/Art Director
  • Create Selling Concepts
the players32

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

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

Concept from

“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
Creative Support Systems:
  • 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
Target Sketch
  • 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

Example: Pretty Feet

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
Consumer Insight
  • 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
Consumer Insight
  • Example: Tires
  • Why should I buy Michelins?
  • Example: Crackers
    • Why do I need Uneeda?
consumer insight40
Consumer Insight
  • Example: Tires
    • Why should I buy Michelins?
  • Example: Crackers
    • Why do I need Uneeda?
brand character capsule
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
    • This is us/This isn’t us
creative action plan
Creative Action Plan
  • 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
Creative Action Plan
  • 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
Now…

It’s time to think of that Big Idea…

creating ideas that sell
Creating Ideas That Sell

1. Connect with Your Target

  • Example: Federal Express understood the intense pressures faced by today’s business people.
creating ideas that sell46
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 sell47
Creating Ideas That Sell

1. Connect with Your Target

2. Understand The Brand

3. Beat The Competition

creating ideas that sell48
Creating Ideas That Sell

1. Connect with Your Target

2. Understand The Brand

3. Beat The Competition

4. Solve The Problem…

  • Example: Milk!
creating ideas that sell49
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
However…

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

selling creative ideas
“Selling” Creative Ideas
  • 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
However…

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

producing creative ideas
Producing Creative Ideas
  • Now other specialized professionals and suppliers join the creative team.
  • Print Team Members:
    • Electronic pre-production
    • Art buyers
    • Photographers
    • Illustrators
    • Printers
producing creative ideas54
Producing Creative Ideas
  • 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

Video Production Facility

Producing Creative Ideas
  • Now other specialized professionals and suppliers join the creative team.
  • Television Team Members:
    • Agency Producers
    • Production Houses
producing creative ideas56

Director Joe Pytka

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
Producer Responsibilities:
  • 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
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
    • Direct Mail & Direct Marketing
  • The Great Space Race
    • Public Relations
    • Event Marketing & More
creative career opportunities59
Creative Career Opportunities
  • 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
Creative Career Opportunities
  • 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
PR - The Great Space Race
  • 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
In Conclusion

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

Effective Surprise!

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