Chapter 9
Creativity
Communication
Creativity & Communication
Today we’ll cover…
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 Marketing
What We Create
Creating Added Value
Creativity in…
Advertising
Claussen Pickles
Newspaper Advertising
During “Picnic Season”
Creativity in Marketing
What We Create
Creating Added Value
Creativity in…
Advertising
Public Relations
“McScam”
Crisis Management
McDonald’s Sweepstakes Scandal
Creativity in Marketing
What We Create
Creating Added Value
Creativity in…
Advertising
Public Relations
Sales Promotion
Pepsi
CD Promotion
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
“Fresh Mex”
Example: “Whassup?”
We Create Increased
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We create communication
that works better
Creating Added Value
Creating Attention
Example: The Need for
Interesting Advertising
Got Milk?
Austin Powers
Milk Advisory Board
Creating Added Value
Creating Attention
Example: The Need for
Interesting Advertising
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 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 Pepsi
“TombRaider” Promotion
Creativity in Advertising
Interest in an ad is influenced by…
Surprise (Good)
Creativity in Advertising
Interest in an ad is influenced by…
Surprise (Good)
Information (Better)
Newspaper ad
for Drain Power
Creativity in Advertising
Interest in an ad is influenced by…
Surprise (Good)
Information (Better)
Benefits (Best)
Print ad for
Eclipse Gum
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.
Creativity in Public Relations
Example: PR Like a Virgin
Richard Branson understands
that the media doesn’t get
many interesting photos
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
Here, he promotes a book
which promotes his brand
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!”
Creativity in Sales Promotion
A Creative Approach
can provide an added
reason to buy - on top
of the Incentive!
Free
Save
Win
Creativity in Sales Promotion
A Creative Approach
can provide an added
reason to buy - on top
of the Incentive!
Win
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/Free
Apple Macintosh
Free Trial Offer
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
Creativity in Sales Promotion
A Creative Approach
can provide an added
reason to buy - on top
of the Incentive!
Win/Free/Save
Kellogg’s Frosted Flakes
Savings (Coupon) +
Brand Equity
Building Brand Value
Creativity Can Build Brand Values
It can Reinforce Existing Feelings
Building Brand Value
Creativity Can Build Brand Values
It can Reinforce Existing Feelings
It can Create New Feelings and Attitudes
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
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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…
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!
It could be a
Big Surprise!
The “AHA”
I never thought of it
that way before
Example: Nike
(Wieden + Kennedy)
Effective Surprise!
It could be a Small Surprise
The “Oh yeah!”
That’s just the way I feel
Example: Volvo
Station Wagon
Effective Surprise!
It could be a Small Surprise
The “Oh yeah!”
That’s just the way I feel
Example:
McDonald’s
The Creative Department
Strategy
Review
The Players Board
The Creative Team Executive
Creative
Director (ECD)
The Process Creative
Director (CD)
Creative Collaboration
Associate
The Product Creative
Director (ACD)
The Creative Concept... Creative
Group:
Turned into an Ad Copy Spvr. & Art Supervisor
Copywriters & Art Directors
The Result -
Broadcast Print
Creative Communication Production Production
Traffic
The Players
Strategy
The Creative Team Review
Board
Writer/Art Director Executive
Creative
Director (ECD)
Create Selling Concepts
Creative
Director (CD)
Associate
Creative
Director (ACD)
Jeff Goodby Creative
Group:
& Rich Copy Spvr. & Art Supervisor
Silverstein Copywriters & Art Directors
of Goodby Broadcast
Production
Print
Production
Silverstein Traffic
& Partners
The Players
The Creative Team
Writer/Art Director
Create Selling Concepts
Jeff Goodby
& Rich
Silverstein California Milk
of Goodby Advisory Board
Silverstein
& Partners
The Players
The Creative Team
Writer/Art Director
Create Selling Concepts
Jeff Goodby
& Rich
Silverstein California Milk
of Goodby Advisory Board
Silverstein
& Partners
The Process
Creative Collaboration
The Assignment
Informal (or formal) group meeting
“Here’s what we’ve got to do.” Concept from
“Brainstorming”
Tools may or may not be ready
Collaborative Thinking
BrainStorming
Thinking Together
Until… THE CONCEPT.
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
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.
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.”
Example:
Pretty Feet
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”
Consumer Insight
Example: Tires
Why should I buy
Michelins?
Example: Crackers
Why do I need
Uneeda?
Consumer Insight
Example: Tires
Why should I buy
Michelins?
Example: Crackers
Why do I need
Uneeda?
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
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)
Creative Action Plan
Creative Action Plan Client
Client Target
Target
Competitive Snapshot
Competitive Snapshot
Old/New Thought
Old/New Thought
Main Claim
Main Claim
Support Support
Tone Tone
Added Tools Added Tools
Now…
It’s time to
think of that
Big Idea…
Creating Ideas That Sell
1. Connect with Your Target
Example:
Federal Express
understood the
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business people.
Creating Ideas That Sell
1. Connect with Your Target
2. Understand The Brand
Example: VW
knew that small
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Creating Ideas That Sell
1. Connect with Your Target
2. Understand The Brand
3. Beat The Competition
Example:
Southern Air
didn’t have
First Class… QuickTime™ an d a
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Creating Ideas That Sell
1. Connect with Your Target
2. Understand The Brand
3. Beat The Competition
4. Solve The
Problem…
Example: QuickTime™ an d a
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create Milk
ads that were
interesting!
Creating Ideas That Sell
1. Connect with Your Target
2. Understand The Brand
3. Beat The Competition
4. Solve The
Problem…
5. Make it QuickTime™ an d a
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Alka-Seltzer!
However…
After you think
of it, then you
have to sell it…
“Selling” Creative Ideas
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…
After you sell it,
then you have
to produce it…
Producing Creative Ideas
Now other specialized professionals
and suppliers join the creative team.
Print Team Members:
Electronic pre-production
Art buyers
Photographers
Illustrators
Printers
Producing Creative Ideas
Now other specialized professionals
and suppliers join the creative team.
Radio Team Members:
Voice Talent
Announcers
Actors
Singers
Composers & musicians
Recording Studios & Engineers
Producing Creative Ideas
Now other specialized professionals
and suppliers join the creative team.
Television Team Members:
Agency Producers
Production Houses
Video
Production
Facility
Producing Creative Ideas
Now other specialized professionals
and suppliers join the creative team.
Television Team Members:
Agency Producers
Production Houses
Directors QuickTime™ an d a
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Actors
Director
Editors and
Joe
“Post Houses.” Pytka
Producer 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
Opportunities
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
Creative Career
Opportunities
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
Creative Career
Opportunities
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 Race
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 Conclusion
Whatever you do,
you’ll do better
with a little...
Effective Surprise!
Questions & Discussion