1 / 62

Creativity

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

lorenzo
Download Presentation

Creativity

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. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Creativity & Communication

  2. 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

  3. Claussen Pickles Newspaper Advertising During “Picnic Season” Creativity in Marketing • What We Create • Creating Added Value • Creativity in… • Advertising

  4. “McScam” Crisis Management McDonald’s Sweepstakes Scandal Creativity in Marketing • What We Create • Creating Added Value • Creativity in… • Advertising • Public Relations

  5. Pepsi CD Promotion Creativity in Marketing • What We Create • Creating Added Value • Creativity in… • Advertising • Public Relations • Sales Promotion

  6. 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

  7. Got Milk? Austin Powers Milk Advisory Board Creating Added Value • Creating Attention • Example: The Need for Interesting Advertising

  8. 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

  9. 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

  10. Creativity in Advertising • Interest in an ad is influenced by… • Surprise (Good)

  11. Newspaper ad for Drain Power Creativity in Advertising • Interest in an ad is influenced by… • Surprise (Good) • Information (Better)

  12. Print ad for Eclipse Gum Creativity in Advertising • Interest in an ad is influenced by… • Surprise (Good) • Information (Better) • Benefits (Best)

  13. 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.

  14. 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

  15. 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

  16. 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!”

  17. Creativity in Sales Promotion • A Creative Approach can provide an added reason to buy - on top of the Incentive! Free Save Win

  18. 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

  19. 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

  20. 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

  21. 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

  22. Building Brand Value • Creativity Can Build Brand Values • It can Reinforce Existing Feelings

  23. Building Brand Value • Creativity Can Build Brand Values • It can Reinforce Existing Feelings • It can Create New Feelings and Attitudes

  24. 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

  25. 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…

  26. 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

  27. Example: Nike (Wieden + Kennedy) Effective Surprise! • It could be a Big Surprise! • The “AHA” • I never thought of it that way before

  28. Example: Volvo Station Wagon Effective Surprise! • It could be a Small Surprise • The “Oh yeah!” • That’s just the way I feel

  29. Effective Surprise! • It could be a Small Surprise • The “Oh yeah!” • That’s just the way I feel Example: McDonald’s

  30. 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

  31. Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners The Players • The Creative Team • Writer/Art Director • Create Selling Concepts

  32. Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners The Players • The Creative Team • Writer/Art Director • Create Selling Concepts California Milk Advisory Board

  33. Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners The Players • The Creative Team • Writer/Art Director • Create Selling Concepts California Milk Advisory Board

  34. 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.

  35. 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

  36. 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.

  37. 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.”

  38. 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”

  39. Consumer Insight • Example: Tires • Why should I buy Michelins? • Example: Crackers • Why do I need Uneeda?

  40. Consumer Insight • Example: Tires • Why should I buy Michelins? • Example: Crackers • Why do I need Uneeda?

  41. 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

  42. 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)

  43. 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

  44. Now… It’s time to think of that Big Idea…

  45. Creating Ideas That Sell 1. Connect with Your Target • Example: Federal Express understood the intense pressures faced by today’s business people.

  46. Creating Ideas That Sell 1. Connect with Your Target 2. Understand The Brand • Example: VW knew that small could still be powerful.

  47. Creating Ideas That Sell 1. Connect with Your Target 2. Understand The Brand 3. Beat The Competition

  48. Creating Ideas That Sell 1. Connect with Your Target 2. Understand The Brand 3. Beat The Competition 4. Solve The Problem… • Example: Milk!

  49. 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!

  50. However… After you think of it, then you have to sell it…

More Related