“creativity is seeing what everyone else has seen, and ... christie.pdf · neil christie...
TRANSCRIPT
Neil Christie
Wieden+Kennedy
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
www.wk.com
www.w2optimism.com
@w2optimism