zedtalk 1: creativity and ideas

A Creston Communications company

Little Moovies

A Creston Communications company

A Creston Communications company

A Creston Communications company

Little Moovies

Mike CaversExecutive Creative Director

Where does creativity come from?

time

timing

different

“To double your success rate, you have to double your failure rate”

Tom Watson Founder IBM

“I want to be as famous as Persil Automatic”

vision

“I want to be as famous as Persil Automatic”

Victoria Beckham

Aged 14

vision

a celebration of possibilities

creativity comes from

• Taking time

• Right place, right time

• Being different

• Failing better

• Having a vision

CreativeReading

Eat the Big FishAdam Morgan

Baked InAlex Bogusky and John Winsor

Did You Spot the GorillaRichard Wiseman

Freakonomics and SuperFreakonomicsSteven D Levitt & Stephen J Dubner

A Technique for Producing IdeasJames Webb Young

Whatever you Think. Think the OppositePaul Arden

God Explained in a Taxi RidePaul Arden

It’s Not How Good You Are, It’s How Good You Want To BePaul Arden

and finally...

www.blendtec.com

Blend an iPad…

Blend a Trainer...

A Creston Communications company

Little Moovies

ZedTalks – Creativity & Ideas JE| Page 21

ZedTalksCreativity can be simple!

Jeremy Ellis TUI UK & Ireland

ZedTalks – Creativity & Ideas JE | Page 22| Page 22

1. Your Brand Story is where creativity begins

ZedTalks – Creativity & Ideas JE | Page 23| Page 23

1. Your Brand Story is where creativity begins

ZedTalks – Creativity & Ideas JE | Page 24| Page 24

A Brand Story is made of three strands

WHAT?

HOW?

WHAT…

What you do that customers value and makes you different.

HOW…

The way you deliver the WHAT that is better/different to any other brand.

WHY…

The customer benefit (typically emotional) i.e. the role your brand serves in customers’ lives.

24

WHY?

ZedTalks – Creativity & Ideas JE | Page 25| Page 25

2. Dramatise the human truth that your brand can provide a solution to. This is the WHY…

ZedTalks – Creativity & Ideas JE | Page 26| Page 26

3. Focus all your story telling on the WHY because this is what customers value most…

ZedTalks – Creativity & Ideas JE | Page 27| Page 27

3. Focus all your story telling on the WHY because this is what customers value most…

ZedTalks – Creativity & Ideas JE | Page 28| Page 28

4. Be brave with your story telling –make your Brand Story the “Talk of the Town”

ZedTalks – Creativity & Ideas JE | Page 29| Page 29

4. Be brave with your story telling –make your Brand Story the “Talk of the Town”

ZedTalks – Creativity & Ideas JE | Page 30| Page 30

5. Align every element of what you do to support your Brand Story…

Brand Story

Radio

TV/Cinema

Print/OOH

Digital

Social Media

CRM

Content

ZedTalks – Creativity & Ideas JE | Page 31| Page 31

And the Brand Story needs to live well beyond just Marcomms

Brand Story

Customer ServiceProduct

experience

MarComms

Internal Culture

Social Media Data Strategy

ZedTalks – Creativity & Ideas JE | Page 32| Page 32

In summary

1. Be clear on your Brand Story – WHAT, HOW, WHY

2. Dramatise the human truth

3. Focus your story telling on the WHY

4. Be brave

5. Align everything you do with your Brand Story

One TUI Hotel Branding July 2014 | Group Marketing | Page 33

Thank you.

A Creston Communications company

Little Moovies

TOO MUCH INFORMATION

ZEDTalk by Daren Kay

Where do creative ideas comes from?How do you spot a good idea?

How can agencies best nurture them?

THE CREATIVE BRIEF ISN’T IT?

TARGET AUDIENCE + CUSTOMER INSIGHT + HOW THE FEATURES & BENEFITS OF THE PRODUCT OR SERVICE MEET THAT NEED

Thinking about buying something – do you most often choose:

a) The cheapestb) The most expensive

c) Your favourite designd) The most functional

@crisbalanzo

DOUGLAS VAN PRAET“The conscious mind is simply not running the show, but we’ve created an entire industry pretending that it does.”

DOUGLAS VAN PRAET, Author of Unconscious Branding

COPY WRITING FOR THE AGEING POPULATION

BEHAVIOURAL ECONOMICS & HEURISTICS

INFORMATION OVERLOAD

COGNITIVE SHORTCUTS

1. CONSENSUS 4. SCARCITY2. LIKING 5. AUTHORITY3. RECIPROCITY 6. COMMITMENT

QUESTION No.1During your stay in a hotel you notice that there is a card in the bathroom asking you to re-use the hotel towels. Which one of the following messages is most likely to get you to comply?

a) 75% of guests in this room re-use their towelsb) 75% of our guests re-use their towelsc) Re-using your towel is good for the environmentd) Re-using your towel helps us save energy and reduce detergent usage

8.1%13.5%

64.9%

13.5%

During your stay in a hotel you chose you notice that there is a card in the bathroom asking you to re-use the hotel towels. Which one of

the following messages is most likely to get you to comply?

11.8%

35.3%

23.5%

29.4%

75% of guests in this room re-use theirtowels

75% of our guests re-use their towels

Re-using your towel is good for theenvironment

Re-using your towel helps us saveenergy and reduces our detergent usage

.Environmental benefits of re-

use.35% compliance

.75% of our guests re-use their towels.

An extra 26% compliance.

.75% of guests in this room re-use theirtowels. Increased compliance by 33%

.CONSENSUS

SIZE MATTERS.

BUT IT ISN’T EVERYTHING.

SIZE MATTERS.

BUT IT ISN’T EVERYTHING.

SIZE MATTERS.

BUT IT ISN’T EVERYTHING.

2 OUT OF 3 PITCHES WON.

QUESTION No.2Thinking about the last time you bought a pair of jeans, which of the following things about the assistant mostinfluenced your purchase decision?

a) They were really attractive?b) They were similar in age and style to you?c) They told you how great you looked?d) They offered relevant advice about the item?

2.7% 16.2%

8.1%

73.0%

Thinking about the last time you bought an item of clothing in a store, which of the following about the assistant most influenced

your purchase decision?

They were really attractive

The were similar in age and style to you

They told you how great you looked

They offered relevant advice about theitem

5.9%

17.6%

11.8%

64.7%

They were really attractive

The were similar in age and style toyou

They told you how great you looked

They offered relevant advice about theitem

.LIKING

YOU HAVE BEEN NOMINATED

2 OUT OF 3 PITCHES WON.

DOES THE IDEA MAKE CONSUMERS FEEL GOOD ABOUT THEMSELVES?

.SCARCITY

QUESTION No.3You enter a shop to enquire about the price of a lamp in the window. Given that the price is acceptable, which of these extra bits of information is most likely to influence you to buy the lamp?

a) They’re selling like hot cakesb) The company is discontinuing the linec) That one is a limited editiond) It’s the last one we have in stock

2.7%

10.8%

37.8%

48.6%

You enter a shop to enquire about the price of a lamp in the window. Given the price is acceptable, which of these extra bits of

information is most likely to influence you to buy the lamp?

5.9%

5.9%

23.5%

64.7%

They're selling like hot cakes

The company is discontinuing the line

That one is a limited edition

It's the last one we have in stock

VASELINE

GORDON’S GIN

INFINITI B/W

.

DOES THE IDEA IMPLY SCARCITY, EXCLUSIVITY OR SPECIALNESS?

.RECIPROCITY

QUESTION No.4Thinking about the last time you tipped in a restaurant, what would you say was the greatest influence on you tipping?

a) Friendly and personal service?b) Quality of the food?c) A complimentary mint or liquor?d) Perceived obligation to pay 12.5%?

81.1%

18.9%

Think about the last time you tipped in a restaurant, what would you say was the greatest influence on you tipping?

Friendly and personal service

Quality of the food

A complimentary mint or liquor

Perceived obligation to pay 12.5%

94.1%

00

5.9%

Friendly and personal service

Quality of the food

A complimentary mint or liquor

Perceived obligation to pay 12.5%

TIPS INCREASED BY 3%

TIPS INCREASED BY 14%

TIPS INCREASED BY 23%

NO SHIT, SHERLOCK!

.

DOES THE IDEA GIVE CONSUMERS SOMETHING THEY GENUINELY WANT?

.AUTHORITY

QUESTION No.5You’re in a restaurant choosing the wine. The followingpeople are sat around the table. Who do you ask tochoose the wine?

a) Your partner, who’s been here beforeb) Your partner’s dad, a doctor, who has a penchant for vintage c) Your partner’s mum, a bit of culinary expert d) The waiter’s recommendation from the restaurant’s cellar

32.4%

37.8%

8.1%

21.6%

You're in a restaurant choosing the wine. The following people are sat around the table. Who do you ask to choose the wine?

Your partner, who's been here before

His/her dad, a doctor, who has apenchant for vintage

His/her mum, a bit of a culinary expert

The waiter's recommendation from therestaurant cellar

17.6%

47.1%

11.8%

23.5%

Your partner, who's been here before

His/her dad, a doctor, who has apenchant for vintage

His/her mum, a bit of a culinary expert

The waiter's recommendation from therestaurant cellar

DOES THE IDEA HAVE AUTHORITY? DOES IT GIVE THE BRAND CREDIBILITY?

.CONSISTENCY & COMMITMENT

QUESTION No.6At a deli counter offering free samples of cheese. Which, if any of the following, would make you likely to buy?

a) A pre-cut slice offered by an assistant?b) A pre-cut slice for you to take at will?c) A slice cut by an assistant at your request?d) A slice cut by you?

32.4%

21.6%

40.5%

5.4%

Try and imagine yourself at the deli counter in a supermarket offering free samples of three unfamiliar cheeses. Which of the

following would make you most likely to buy?

A pre-cut slice offered by an assistant

A pre-cut slice for you to take at will

A slice cut for you by an assistant at yourrequest

A slice cut by you

11.8%

17.6%

58.8%

11.8% A pre-cut slice offered by an assistant

A pre-cut slice for you to take at will

A slice cut for you by an assistant at yourrequest

A slice cut by you

SAINSBURY’S GOAL SETTING

DOES THE IDEA MENTALLY COMMIT CONSUMERS? DOES IT ACITVELY INVOLVE THEM?

A Creston Communications company

Little Moovies

But Richard, you were crap at Maths...

Let’s get those brains in check

12 x 4 +3

- 46 =

Let’s get those brains in check

144 ÷ 9 -

16 + 4 =

Let’s get those brains in check

9

Let’s get those brains in check

16 x 0

÷ 2 + 2 =

Let’s get those brains in check

75 ÷ 15

x 2 - 9 =

Worlds first brand

The Rise of the Mad Man

The changing channel landscape

The Rise of the Math Man

The Rise of the Math Man

The Rise of the Math Man

The Rise of the Math Man

When Mad Man and Math Man combine

When Mad Man and Math Man combine

When Mad Man and Math Man combine

and i hope you do to.

Thank you

Left Right

Left Right

MYTH

Left Right

THANK YOU

A Creston Communications company

Little Moovies

“Learn the rules

like a pro, so you

can break them

like an artist.”Skip Fidura

Client Services Director

Chairman Email Marketing Council

Slide 142 @SkipFidura @dotmailer

Slide 143 @SkipFidura @dotmailer

“Creativity is just

connecting things … I think

the artistry is in having an

insight into what one sees

around them. Generally

putting things together in a

way that no else has

before …”

Steve Jobs

Slide 144 @SkipFidura @dotmailer

Slide 145 @SkipFidura @dotmailer

Did LEGO Kill Creativity?

Slide 146 @SkipFidura @dotmailer

Engagement Loop

Acquisition Purchase

Churn

Lead Nurturing

Customer Life Cycle

Re-engagement

External Activities Automation

Slide 147@SkipFidura @dotmailer

People Buy From People

Slide 148 @SkipFidura @dotmailer

“In order to be irreplaceable one must always be different.”

Coco Chanel

Thank YouSkip Fidura

Client Services Director

Chairman Email Marketing Council

A Creston Communications company