& & creativitycreativity communicationcommunication

& & CreativityCreativityCreativityCreativity

CommunicationCommunicationCommunicationCommunication

Creativity & Creativity & CommunicationCommunication

Creativity & Creativity & CommunicationCommunication

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 Creativity in MarketingMarketing


What We Create Creating Added Value Creativity in…

Advertising

Claussen PicklesNewspaper AdvertisingDuring “Picnic Season”




Advertising Public Relations

“McScam”Crisis Management

McDonald’s Sweepstakes Scandal




Advertising Public Relations Sales Promotion

PepsiCD Promotion

What We CreateWhat We CreateWhat We CreateWhat 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

We Create Ideas “A new combination of previously existing elements”

We Create Brand Equity Something that sticks to the “Velcro” of the brand

We Create Increased Effectiveness 1+1=3 We create communication

that works better

We Create Increased Effectiveness 1+1=3 We create communication

that works better

Example: “Whassup?” Example: “Whassup?”

Creating Added ValueCreating Added ValueCreating Added ValueCreating Added Value Creating Attention

Example: The Need for Interesting Advertising

Got Milk?Austin Powers

Milk Advisory Board



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 New Perspectives Example: Sales Promotion -

The Need to Create a Sales Increase



Pepsi“TombRaider” Promotion

Creating Deeper Connections Example: PR - The Need for

Creativity that’s Newsworthy

Creativity in Creativity in AdvertisingAdvertisingCreativity in Creativity in AdvertisingAdvertising

Interest in an ad is influenced by… Surprise (Good)


Interest in an ad is influenced by… Surprise (Good) Information (Better)

Newspaper ad for Drain Power


Interest in an ad is influenced by… Surprise (Good) Information (Better) Benefits (Best)

Print ad for Eclipse Gum


Interest in an ad is influenced by… Surprise (Good) Information (Better) Benefits (Best) How about All 3?

Example: Surprising information tied intoVW benefits.

Creativity in Public Creativity in Public RelationsRelations


Example: PR Like a Virgin Richard Branson understands that

the media doesn’t get many interesting photos

Here he is in his balloon.



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



Example: Harley-Davidson - Happy 95th

All brands have ads Good PR about those ads

adds extra value But it has to be

“newsworthy!”

Every year, every company has an anniversary.

Creative PR can make it something special

Creativity in Sales Creativity in Sales PromotionPromotion


A Creative Approach can provide an added

reason to buy - on top ofthe Incentive!

WinFreeSave





Win

Chunky Soup &The Super BowlDesirable prize+ Brand equity





Apple MacintoshFree Trial Offer

Win/Free





Schilling PepperFree Sample Offer

Win/Free





Kellogg’s Frosted FlakesSavings (Coupon) +

Brand Equity

Win/Free/Save

Building Brand ValueBuilding Brand ValueBuilding Brand ValueBuilding Brand Value Creativity Can Build Brand Values

It can Reinforce Existing Feelings


It can Reinforce Existing Feelings It can Create New Feelings and Attitudes


It can Reinforce Existing Feelings It can Create New Feelings and Attitudes It can Add

Image and Imagery

How Creative WorksHow Creative WorksHow Creative WorksHow 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!Effective Surprise!Effective Surprise!Effective Surprise! It could be a Big Surprise!

The “AHA”

I never thought of it that way before

Example: Levy’s Rye Bread (DDB)

Effective Surprise!Effective Surprise!Effective Surprise!Effective Surprise!

Effective Surprise!Effective Surprise!Effective Surprise!Effective Surprise! It could be a Big Surprise!

The “AHA”

I never thought of it that way before

Example: Nike (Wieden + Kennedy)

It could be a Small Surprise


The “Oh yeah!” That’s just the way I feel

Example: Volvo

Station Wagon

It could be a Small Surprise


The “Oh yeah!” That’s just the way I feel

Example:

McDonald’s

The Process Creative Collaboration

The Product The Creative Concept... Turned into an Ad The Result -

The Creative DepartmentThe Creative DepartmentThe Creative DepartmentThe Creative Department

Print

Traffic

ProductionBroadcast

Production

Copy Spvr. &Copywriters

Art Supervisor& Art Directors

CreativeGroup:

AssociateCreative

Director (ACD)

CreativeDirector (CD)

ExecutiveCreative

Director (ECD)

StrategyReviewBoard The Players

The Creative Team

Creative Communication

The PlayersThe Players The PlayersThe Players The Creative Team

Print

Traffic

ProductionBroadcast

Production

Copy Spvr. &Copywriters

Art Supervisor& Art Directors

CreativeGroup:

AssociateCreative

Director (ACD)

CreativeDirector (CD)

ExecutiveCreative

Director (ECD)

StrategyReviewBoard

Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners

Writer/Art Director Create Selling Concepts

The PlayersThe Players The PlayersThe Players The Creative Team

Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners

Writer/Art Director Create Selling Concepts

California MilkAdvisory Board

The ProcessThe ProcessThe ProcessThe 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.

Concept from“Brainstorming”

Creative Support Creative Support Systems:Systems:

Creative Support Creative Support Systems: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 SketchTarget SketchTarget SketchTarget 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 InsightConsumer InsightConsumer InsightConsumer 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.”

Example: Pretty Feet

Example: Baby Clothes

Consumer InsightConsumer InsightConsumer InsightConsumer Insight

Style plus functionality for babies

and moms To Mom, it says “we

understand”

Need to add “reason-why” to emotion to justify higher price point

Consumer InsightConsumer InsightConsumer InsightConsumer Insight Example: Tires

Example: Crackers Why do I need Uneeda?

Why should I buy Michelins?

Consumer InsightConsumer InsightConsumer InsightConsumer Insight Example: Tires

Why should I buy Michelins?

Example: Crackers Why do I need Uneeda?

Brand Character Brand Character CapsuleCapsule

Brand Character Brand Character CapsuleCapsule

“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 PlanCreative Action PlanCreative Action PlanCreative 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)

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

Creative Action PlanCreative Action PlanCreative Action PlanCreative Action Plan

Now…Now…Now…Now…

It’s time to think of that Big Idea…

Creating Ideas That Creating Ideas That SellSell


1. Connect with Your Target Example: Federal Express understood the

intense pressures faced by today’s business people.



1. Connect with Your Target 2. Understand The Brand

Example: VW knew that small could still be powerful.



1. Connect with Your Target 2. Understand The Brand 3. Beat The Competition



1. Connect with Your Target 2. Understand The Brand 3. Beat The Competition 4. Solve The Problem…

Example: Milk!



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…However…However…

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

““Selling” Creative Selling” Creative IdeasIdeas

““Selling” Creative Selling” Creative IdeasIdeas

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

However…However…However…However…

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

Producing Creative IdeasProducing Creative IdeasProducing Creative IdeasProducing Creative Ideas Now other specialized professionals

and suppliers join the creative team. Print Team Members:

Electronic pre-production Art buyers Photographers Illustrators Printers


and suppliers join the creative team.

Voice Talent Announcers Actors Singers

Composers & musicians Recording Studios & Engineers

Radio Team Members:


and suppliers join the creative team. Television Team Members:

Agency Producers Production Houses

Video Production

Facility


and suppliers join the creative team. Television Team Members:

Agency Producers Production Houses Directors

Editors and “Post Houses.”

Director Joe Pytka

Actors

Producer Producer Responsibilities:Responsibilities:

Producer Producer Responsibilities: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 Creative Career OpportunitiesOpportunities


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



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 to

handle data and message delivery Evolving toward more interaction and

more personalization



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 PR - The Great Space RaceRace

PR - The Great Space PR - The Great Space RaceRace

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 ConclusionIn ConclusionIn ConclusionIn Conclusion

Whatever you do, you’ll do better

with a little...

Effective Surprise!Effective Surprise!

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