“creativity is seeing what everyone else has seen, and ... christie.pdf · neil christie...

Neil Christie

Wieden+Kennedy

neil.christie@wk.com

www.wk.com

www.w2optimism.com

@w2optimism

“CREATIVITY IS SEEING WHAT

EVERYONE ELSE HAS SEEN,

AND THINKING WHAT NO-ONE ELSE

HAS THOUGHT.”Albert Einstein

CREATIVITY WORKS

We don’t think it’s a coincidence that the most

creative agency in the world was also named the

most effective agency in the world.

WHAT I’M GOING TO TALK ABOUT

- Why is creativity in marketing necessary?

- How important is it?

- How do we do it at W+K?

- An example of this in practice

“As people screen out so much advertising, the

challenge is to get past the brain’s screening

mechanisms and generate that little emotional

reaction: ‘I will pay attention to this’… Therefore

the primary task of ad agencies is to generate

ideas that viewers will notice and and will be

willing to process over and over.”

Prof. Byron Sharp: How Brands Grow

CREATIVE ADS ARE MORE

EFFECTIVE

“Two decades of international research measurably

demonstrates that:

• More creative advertising is more effective advertising

• People think better of companies and the products they

make when those companies use more creative

advertising”

Source: ‘Creativity is an advertiser’s best bet’, McKinsey & Co, 2006

HOW MUCH MORE EFFECTIVE?

• Creative ads are 11x more effective at increasing market

share

• Creative ads are more likely (10-27%) to achieve ‘very

large business effects’

Donald Gunn: Do Award-Winning Commercials Sell? Study 2002

Peter Field: The Link Between Creativity and Effectiveness 2010

WHY MORE EFFECTIVE?

• “Creativity works by making advertising

– more likely to stand out

– more likely to be recalled

– more likely to be talked about

– more likely to persuade people.”

Source: ‘Creativity is an advertiser’s best bet’, McKinsey & Co, 2006

HOW DO WE DO

‘CREATIVITY’ AT

WIEDEN+KENNEDY?

Dan Wieden

“MOVE ME,

DUDE.”

CULTURAL INSIGHT

Three

People use the mobile internet to

share silly videos. That silly stuff is

what brings people together.

CATEGORY INSIGHT

Lurpak

People don’t care much about butter.

But they love food.

HUMAN INSIGHT

Nike

Athletes aren’t born. They’re

made, through commitment

and hard work.

CORPORATE INSIGHT

Honda

“We only have one future and it

will be made of our dreams, if

we have the courage to

challenge convention.”

“I hate diesels.”

IDEA:

hate can be good.

Insert ad here

Sales up by 28%.

Revenues up by £388 million.

Incremental £84 million in profit.

IPA Effectiveness gold award.

Named ‘Best Campaign of the Decade’

And ‘Best ad of all time’.

RESULTS

SUMMARY

• Why is creativity necessary?

– It makes ads more likely to stand out, be recalled, be

talked about and be persuasive

How important is it?

– Creative ads are 11x more effective at increasing

market share

• How do we do it at Wieden+Kennedy?

– By ‘walking in stupid’

Neil Christie

Wieden+Kennedy

THANKS FOR LISTENING

neil.christie@wk.com

www.wk.com

www.w2optimism.com

@w2optimism