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Creative Strategy and the Creative Process

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					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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posted:10/16/2011
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