Creative Strategy and the Creative Process The creative strategy blends the elements of the creative mix: ◦ Target audience ◦ Product concept ◦ Communications media ◦ Advertising message Great advertising always has a strategic message to fulfill Written by the account manager/planner A guide for writing and producing an ad The creative brief indentifies the benefit to be presented to consumers Also known as: ◦ A copy platform ◦ A work plan ◦ A copy (or creative) strategy document Who What When Where Why Procter & Gamble and Leo Burnett use a simple creative brief with three parts: ◦ An objective statement ◦ A support statement ◦ A tone or brand character statement A simple description or explanation of an ad campaign’s overall creative approach ◦ What an ad says, how it says it, and why Verbal ◦ What will it say, with what word choice, with what tone, and why? ◦ How might the medium affect the copy approach? Nonverbal ◦ What is the nature of the ad’s graphics? ◦ What visuals are necessary, if any? ◦ Are the graphics relative to the medium(s) chosen? Technical ◦ What approach was taken in the execution of the message strategy, and why? How is the market segmented? How will the product be positioned? Who are the best prospects for the product? What is the key consumer benefit? What is the company’s or product’s current image? What is the product’s unique advantage? The creative strategy develops what message to deliver in order to reach the given marketing objective The message strategy figures out how to deliver that message in the most effective way The message strategy has to match with the creative strategy in the end The delivery of the creative brief to the creative department concludes the creative strategy and marks the beginning of the message strategy Responsible for developing creative ideas for ads, commercials, campaigns and for executing them Develops the message strategy and searches for the big idea Elements of the Elements of the Creative Strategy: Message Strategy: • 1) Target audience • 1) Verbal • 2) Product concept • 2) Nonverbal • 3) Communications • 3) Technical media • 4) Advertising message A message has to have an appeal- an idea that motivates an audience to respond. This advertisement displays the Marlboro man as a cowboy who seems very casual and average “Come to where the flavor is. Come to Marlboro Country.” implies that the audience smokes and enjoys smoking The ad itself is saying that the Marlboro cigarettes have the “flavor” or the best cigarettes The ad is trying to say that smoking Marlboro or the Marlboro 100′s will make smoking more pleasurable Pepsi Max Advertisement Verbal: Choice of words ◦ “I am up to my knees in zero calories” ◦ Zero-calories with same Pepsi taste Nonverbal: Graphics/visual communication ◦ Making Pepsi Max appear more appealing than Coca-Cola ◦ Brighter color, logo very visible throughout commercial ◦ Celebrity endorsement: If Snoop Dog drinks it, I should Technical: Execution approach ◦ The ad is delivered at certain times and during specific television shows to reach target audience The Explorer Role The Artist Role The Judge Role The Warrior Role Examine the information they have Search for new ideas and identify unusual patterns Brainstorm ◦ A source of sudden inspirations Toughest and longest role in the creative process Also called visualization or conceptualization Task 1: Search for the “big idea” Task 2: Implement the “big idea” The most crucial step in creating an advertisement ◦ Brings the strategy statement to life ◦ Connects the benefits of the product to the audience Almost always expressed in both art and copy Describes the general direction that the advertising message should take Well thought-out and researched to achieve the goals of the campaign “While strategy requires deduction, a big idea requires inspiration.” – John O’Toole Making the finest quality guitars for decades, but sales slow VitroRobertson was hired to bring attention to the brand and increase customer awareness ◦ Emphasize the quality craftsmanship and exceptional materials that went in to creating the instruments Strategy Statement ◦ Handcrafted from the finest materials to give the sweetest sound. Big Idea ◦ In one pair of hands, a piece of wood can become a living room coffee table. In another pair of hands, that piece of wood can become the sweetest-sounding guitar. This is for everyone who has no desire to play the coffee table. Task 1: Develop the big idea ◦ Transform a concept: do something to it ◦ Blocks to creativity ◦ Incubate a concept: do nothing to it Task 2: Implement the big idea ◦ The Creative Pyramid Action Desire Credibility Interest Attention Evaluate the practicality of their big ideas ◦ Implement ◦ Modify ◦ Discard Carry the concept into action ◦ Get the big idea approved, produced, and placed in the media Help account managers present the campaign to clients Fact-Based ◦ Tend to fragment concepts into components and analyze situation to discover one best solution ◦ Prefer facts and figures (hard data) ◦ Not comfortable with ambiguous situations ◦ Like logic, structure, and efficiency Value-Based ◦ Make decisions based on intuition, values, and ethics ◦ Better able to embrace change, conflict, and paradox ◦ Relies on melding concepts together ◦ Good at using imagination to produce a flow of new ideas and blending existing concepts into something new We prefer value-based thinking as those ads tend to be soft, subtle, intuitive, and metaphorical BUT we realize both styles should be used in successfully accomplishing a task ◦ Use imagination (value-based) to develop a variety of concepts, while properly using the fact-based style to get the job done Thank you!
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