Creativity in advertising project 3Document Transcript
B.K. SHROFF COLLEGE OF
M.H. SHROFF COLLEGE OF
This is to certify that RAHUL PARMAR of
TY.BMS has successfully completed a project on CREATIVITY
IN ADVERTISINS for the semester under the guidance of the
PROF. UMADEVI KOKKU during the Academic year
Internal Examiner External Examiner
Bhulabhai Desai Road, Kandivali (West), Mumbai –
KANDIVALI EDUCATION SOCIETY’S
B.K. SHROFF COLLEGE OF ARTS
M.H. SHROFF COLLEGE OF
I RAHUL.J.PARMAR from KES Shroff
College Of Arts & Commerce and a student of T.Y. BMS here
submit my project on CREATIVITY IN
I also declare that the project which has been in
the partial fulfillment of the requirement of the Mumbai
University is the result of my efforts.
Bhulabhai Desai Road, Kandivali (West), Mumbai – 400067
KANDIVALI EDUCATION SOCIETY’S
B.K. SHROFF COLLEGE OF ARTS
M.H. SHROFF COLLEGE OF
Bhulabhai Desai Road, Kandivali (West), Mumbai –
PROJECT REPORT ON
CREATIVITY IN ADVERTISING
UNIVERSITY OF MUMBAI
PROF. UMADEVI KOKKU
2011 – 2012
TABLE OF CONTENTS
1 EXECUTIVE SUMMARY
• What is Creativity?
• Objectives of Creativity
• Description /structure of the methodology/
• Expected results /benefits
• Characteristics of providers
• Where Creativity development has been
• Types of firms /organizations concerned
4 What is Creativity In Advertising Means?
5 How Creativity is Different From Innovation?
6 Basics Of Creativity
• Creative Thinking Skills Can Be Learned!
• Creativity and Leadership
• Creative Forces
7 Enchanted Mind - Creativity TechniqueS
• Creative Range
• Snakes & Ladders
• Group Techniques To Generate Creativity
• Dream Team Rules
• KickStart Catlouge
8 .Enchanted Mind - Creativity Techniques
• Creative Range
• Snakes & Ladders
• Group Techniques To Generate Creativity
• Dream Team Rules
• KickStart Catlouge
9 .Enchanted Mind - Creativity Techniques
• Creative Range
• Snakes & Ladders
• Group Techniques To Generate Creativity
• Dream Team Rules
• KickStart Catlouge
10 Lets Take A Break
11 CREATIVITY IN ADVERTISIMENT
EXECUTIVE SUMMARYEXECUTIVE SUMMARY
“THE CAT IS ON THE MAT,” is not the story.
“THE CAT IS ON THE DOG’S MAT,” now that’s the story.
Advetising is both art and science. The science of advertising is the
analyititcal part that we have been looking at up yo this point: setting
goals, deciding strategy, choosing among different creativity styles.
Some people call this step convergent thinking because the process is
to distill lots of information into the core advertising strategy.
What is it that adds sparkle and life to a well-planned and
implemented advertising campaign? It’s th ‘ah’ factor: that brilliantly
simple,but inspired creative edge.
In Advertising the world is flat. Agencies are structured on a
linear basis. Campaigns are created in linear formats. There are all
kinds of rails and fences and obstacles to keep creative thinking
Advertising is a big business and ranks among the top industries in
the world. The growth of the top advertising industry in any country
is in direct relation, its creative senses and talents if the advertising
The word advertising is derived from the Latin word ‘adverto’, that
means “To turn towards”. Advertising leads to attention towards
something i.e. the advertising message, which is the purpose of
advertising and the objective of the advertising
Creative Advertising starts with proper creative planning. This
includes the conceptualizing of basic ideas to their final
implementation. The ideas are visualized considering basic human
Advertising is nothing but selling ideas. Creative thinking is
the sound ground where one can reap a rich harvest of ideas.
The creative part of advertising is what comes before the
potential customers and it is here that the fate of the campaign and
consequently of the product being sold could be decided.
Objective of the Project:
Creativity is something you cannot think of as ‘Let’s stop and
be creative’. You need to think of “Creativity” as a discipline, just
like ‘organization’, ‘commitments to results’, or ‘responsibility’.
This project tells us the importance of Creativity in Advertising as
creativity demands abundance. The foundation of creativity is in
individual, and so the techniques and methods discussed in this
project are just mere tools to enhance and liberate one’s creative
So don’t confuse the menu with meal
It is observed that “Far too many people are leading their lives lie
they’re driving their cars with brakes on” this projects will enable
you to know how your foot is taken off that brake pedal.
The information is gathered from various sources like books,
periodicals and journals and sites.
Creativity is a gift most of us desire, but only a few seem to have.
Project report debunks some of the myths surrounding creativity and
then carefully takes through the five I’s of the creative process. It
also gives the insight of future creativity and the tools that can be
helped to help advertising professionals to enhance and enliven their
The subject of creativity in advertising is something of an enigma.
Project shows how creative director in an ad agency goes ‘under the
skin of creative’ to use it to greater effect in their work and in wider
aspects of their lives.
WHAT IS CREATIVITYWHAT IS CREATIVITY
There are many definitions of creativity. A number of them suggest
that creativity is the generation of imaginative new ideas (Newell and
Shaw 1972), involving a radical newness innovation or solution to a
problem, and a radical reformulation of problems. Other definitions
propose that a creative solution can simply integrate existing
knowledge in a different way.
Definitions of Creativity
There are many definitions of creativity; dictionaries give the
Heritage Illustrated Dictionary:
create: To cause to exist, Bring into being, Originate, To give rise to,
Bring about, Produce, To be first to portray and give character to a
role or part (appropriate to creating fictional characters and writing
stories) creation: An original product of human invention or
Creative: characterized by originality and expressiveness,
Macquarie Dictionary (an Australian dictionary)
Create: to evolve from one's one thought or imagination to make by
investing with new character or functions.
Create: author, bring into being, compose, conceive, parent, form,
give rise to, and throw together
Creative: generative, ground-breaking, innovative, originate,
According to Boden (1998), there are three main types of creativity,
involving different ways of generating the novel ideas:
• The “combinational” creativity that involves new
combinations of familiar ideas.
• The “exploratory” creativity that involves the generation of
new ideas by the
• Exploration of structured concepts.
• The “transformational” creativity that involves the
transformation of some dimension of the structure, so that new
structures can be generated
Other related words re: creativity:
Creativity creativeness, formativeness, innovation, inventiveness,
originality, productivity, craftsmanship, authorship, creatorship
"Being creative is seeing the same thing as everybody else but
thinking of something different"
There are many aspects to creativity, but one definition would
include the ability to take existing objects and combine them in
different ways for new purposes. For example, Gutenberg took the
wine press and the die/punch and produced a printing press. Thus, a
simple definition of creativity is the action of combining previously
uncombined elements. From art, music and invention to household
chores, this is part of the nature of being creative. Another way of
looking at creativity is as playing with the way things are
interrelated. Creativity is the ability to generate novel and useful
ideas and solutions to everyday problems and challenges.
Creativity involves the translation of our unique gifts, talents and
vision into an external reality that is new and useful. We must keep
in mind that creativity takes place unavoidably inside our own
personal, social, and cultural boundaries.
The more we define our creativity by identifying with specific sets of
values, meanings, beliefs and symbols, the more our creativity will
be focused and limited; the more we define our creativity by
focusing on how values, meanings, beliefs and symbols are formed,
the greater the chance that our creativity will become less restricted.
In the creative process there are always two different (but
interrelated) dimensions or levels of dynamics with which one can
• The system which may be a particular medium (e.g. oil
painting or a particular musical form), or a particular process (like a
problem solving agenda, or an approach to creativity like Synectics).
The creative person manipulates that means to a creative end. The
second dimension is described by the conceptual "content" which the
medium describes. Again, the creative person depicts changes,
manipulates, and expresses somehow the idea of that content.
There is no one definition of creativity that everyone can agree with.
creativity researchers, mostly from the field of psychology, usually
claim at being creative means being novel and appropriate.
Subsumed under the appropriateness criterion are qualities of fit,
utility, and value.
At least three aspects of creativity have drawn much
The creative process, receiving the most attention, focuses on the
mechanisms and phases involved as one partakes in a creative act.
• A second aspect of creativity is the creative person. Here,
personality traits of creative people are central. The environmental
atmosphere and influence are concerns of a third aspect, the creative
• Lastly, the criteria or characteristics of creative products have
been sought. This area is of particular importance because it is the
basis of any performance assessment of real world creativity and
may provide a window on the other aspects of creativity.
Briefly stated, creativity is often thought to exist on at least five
1. A higher level versus a lower level
2. Grand versus modest
3. Big "C" versus little c
4. Paradigm-shifting versus garden-variety
5. Eminent versus everyday
Some researchers claim other categories of creativity as well:
1. Expressive versus Productive
2. Expressive versus Inventive
3. Invention versus Discovery
4. Theory versus Invention versus Discovery
5. Accommodative versus Assimilative
6. Personal versus Public.
There are three general ways of achieving a creative solution:
• and meditation
Also, the mode of activity one is in when being creative differs. For
example, there is a distinction between real-time creativity and
multistage creativity. Real-time creativity is spur-of-the-moment,
improvisational, and demands output in a short interval of time;
whereas in multistage creativity, sufficient time is allowed for the
generation and selection of ideas. Creative thought can be divided
into divergent and convergent reasoning.
• Divergent thinking is the intellectual ability to think of many
original, diverse, and elaborate ideas.
• Convergent thinking: the intellectual ability to logically
evaluate critique and choose the best idea from a selection of
Both abilities are required for creative output. Divergent thinking is
essential to the novelty of creative products whereas convergent
thinking is fundamental to the appropriateness. To combine this
variety of definitions, we can say that creativity involves the
generation of new ideas or the recombination of known elements
into something new, providing valuable solutions to a problem. It
also involves motivation and emotion.
Creativity “is a fundamental feature of human intelligence in
general. It is grounded in everyday capacities such as the association
of ideas, reminding, perception, analogical thinking, searching a
structured problem-space, and reflecting self-criticism. It involves
not only a cognitive dimension (the generation of new ideas) but also
motivation and emotion, and is closely linked to cultural context and
personality factors.” (Boden 1998). Thus, any general definition of
creativity must account for the process of recognition or discovery of
novel ideas and solutions and hence most of the definition fall into
one or more of these categories like as an individual talent, as a
process, as a product and last but not the least as a recognition by
OBJECTIVES OF CREATIVITY
Main objectives of a creative thinking process is to think beyond
existing boundaries, to awake curiosity, to break away from rational,
conventional ideas and formalized procedures, to rely on the
imagination, the divergent, the random and to consider multiple
solutions and alternatives (Candy 1997, Schlange and Juttner 1997).
The result of the creative thinking process is especially important for
businesses. Managers and managerial decisions and actions,
confronted with fast-changing and ambiguous environments in
business, need to develop creative solutions and creative action-
based strategies to solve problems, as they allow to increase
understanding of problematic situations, to find multiple problems, to
produce new combinations,to generate multiple solutions that are
different from the past, to consider possible alternatives in various
situations that could occur in the future and “to expand the
opportunity horizon and competence base of firms” (dt ogilvie 1998).
DESCRIPTION / STRUCTURE OF THE
METHODOLOGY / ALTERNATIVE SOLUTIONS
Creativity is not an innate quality of only a few selected people.
Creativity is present in everyone. It can be learned, practiced and
developed by the use of proven techniques which, enhancing and
stimulating the creative abilities, ideas and creative results, help
people to move out of their normal problem-
solving mode, to enable them to consider a wide range of alternatives
and to improve productivity and quality of work. “Creativity is thus
constructed as a learned ability that enables us to define new
relationships between concepts or events, which seemed apparently
unconnected before, and which results in a new entity of knowledge”
(European Commission 1998). Knowledge and information are the
basis for creativity. There are numerous creative techniques, which
are also classified in many ways (Higgins 1994). In general, a certain
type of question or a certain area of application (such as marketing,
product or service development, strategic and decision planning,
design, quality management, etc.) often calls for a certain type or a
certain group of creativity techniques.
Fundamental concepts for all creative techniques are:
• The suspension of premature judgement and the lack of
filtering of ideas. Use the intermediate impossible. Create
analogies and metaphors, through symbols, etc., by finding
similarities between the situation, which we wish to understand and
another situation, which we already understand.
• Build imaginative and ideal situations (invent the ideal
• Find ways to make the ideal vision happen.
• Relate things or ideas which were previously unrelated.
• Generate multiple solutions to a problem.
Main points to increase or encourage creativity in a company are:
· To be happy, to have fun
· Keep channels of communication open
· Trust, failure accepted
· Contacts with external sources of information
· Independence, initiatives taken
· Support participatory decision-making and employees’ contribution
· Experiment with new ideas.
EXPECTED RESULTS / BENEFITS
Creativity, through the generation of ideas with value, is needed in
order to solve concrete problems, ease the adaptation to change,
optimize the performance of the organization and best practice
manufacturing, and changes the attitude of the staff of the
organization. Creative thought processes are also important at all
stages in the R&D process.
Some expected results of the creativity process are:
Innovation through new product and process ideas
Continuous improvement of products or service
• Quality of products or services
• High performance
CHARACTERISTICS OF PROVIDERS
The implementation of creative techniques within work groups,
requires the assistance and advise of external consultants. One or two
consultants, experts in creative techniques, is normally enough to
undertake the implementation process in a company. His/hers job
normally consists of presenting the different techniques and their
application method, defining the problem to be studied for the
participants, initiating and clarifying the rules of the technique,
gathering the necessary data and information to approach the
problem, stimulating the generation of ideas of participants, and
evaluating the ideas before proceeding to put them in practice.
Training of management staff by experts may also be very useful.
Management staff must be trained to stimulate creativity in
employees, to provide motivation, to facilitate a creative climate and
to encourage the use of creative techniques. Managers can also be
trained to implement creative techniques by themselves.
Creativity processes are used regularly by many private and public
sector organisations of all sorts in manufacturing, services, banking,
or construction companies. Big firms such as Xerox, AT&T, Frito-
Lay, as well as car manufacturing firms, software development firms,
railroad pharmaceutical firms etc., use creativity techniques to
increase efficiency and quality, especially in their research, strategic
planning and marketing departments.
Creativity techniques may be applied in almost any functional area of
the company: strategic planning, corporate business strategy, product
development, improvement of services, functional strategy, finance,
human resources, marketing, management of collection of
information, product design, software design, quality management,
TYPES OF FIRMS / ORGANISATIONS CONCERNED
Creativity techniques can be implemented by all firms and public
organizations that confront with problem solving and focus on
innovation in processes, products or services.
In case where the implementation of creative techniques is focused
on the support of personal creativity, such as to support individual
designers work for new product development, or to support
individual scientists work in the laboratory, very small firms or a
person can implement creative techniques for individuals.
In case where the company focus is to increase group creativity and
to create environments where a collaborating team works creatively
together, the firm must have at least 20 employees, including 3
members as management staff.
WHAT CREATIVITY MEANS IN ADVERTISINGWHAT CREATIVITY MEANS IN ADVERTISING
I once read a quote somewhere that said, "We do not separate
advertising from life."
Creativity is a very subjective term. Who can really say what is
creative, for we all have different opinions on what we individually
think is creative. Some people believe creativity is an engrained
concept that you are born with it. Other people believe it is a talent
that can be learned and taught.
I personally believe it is a little of both. The essential elements of
creativity are really imagination and inventiveness disciplined by
routine skills. Your imagination is something you are born with, it
can be large and wild or it can be small and constrained.
Inventiveness is something that can be disciplined, it can be taught
and learned with practice and skill.
Put those two concepts together and anything is possible. In
advertising, agencies live and die by creative communications.
Creativity is one of the reasons clients justify advertising and their
choice of agencies
So what exactly is creative in advertising? Some creative
commercials are effective, some effective ads are creative, and other
ads are neither creative nor effective. Creativity and effectiveness
ultimately join in the consumer’s minds rather than remain separate.
We must then ask, what is efficiency? Well, efficiency of an ad is
determined by the correct combination of its impact and retention.
Impact being the ability of an ad to attract attention and retention
being the ability of an ad to stay on viewers’ minds. We can thus say
with certainty that an advertisement needs to be creative to succeed.
Its creativity needs to be effective in both its impact and retention. I
found the quote at the beginning of the page and thought it was just
great. Although creativity in advertising is an important factor, one
must remember to not be creative just for creative sake. The
creativity must also be effective.
Successful creative strategies result from pinpointing an idea, a
nuance, an insight, or a nugget of information gleaned from research
or sometime from an intuitive understanding or quickness of human
nature. The true role of the strategy is to make that intuitive leap
which defines the relationship between the brand and its user.
HOW CREATIVITY IS DIFFERENT FROMHOW CREATIVITY IS DIFFERENT FROM
Creativity versus Innovation
As this is an advertising study on the subject of “Creativity” it is only
right there should be some advertising efforts to create greater
understanding on behalf of the subject “Creativity” itself. For many
the word ‘creativity’ has what may be called a touchy –feely nature
to it, not really suitable for the hard world of business. Yet, mention
the word ‘innovation’ and suddenly the act of creating new ideas
takes on a more credible resonance in certain quarters, such as the
business media and various government-backed development
Professor Simon Majaro of Cranfield School of Management defines
innovation in this manner in his book Managing Ideas for Profit
(Majaro, 1992): ‘Creativity is the thinking process that helps us
generate ideas. Innovation is the practical application of such ideas
towards meeting the organization’s objectives in a more effective
way.’ But this means all ideas are creative. In reality, many ideas
will be rejected. Using the working definition of creativity, it would
recognize that, to be ‘creative’, the idea must offer some form of
Innovation can instead be defined as the ‘adoption, adaptation, or
implementation by a third party of someone’s creativity (ie an added
value product)’. When appraising a painting, one does not say: ‘artist
is being innovative.’ Should another artist adopt some element of this
work , such as its style, subject matter, materials or techniques used,
then the original work can be said to be innovative; it has inspired
the application of some creative element of the original work by a
Thus, creative thinking in a disciplined manner can play a real role in
innovation. “Creativity and innovation are normally complementary
activities, since creativity generates the basis of innovation, which, in
its development, raises difficulties that must be solved once again;
with creativity…It is not possible to conceive innovation without
creative ideas, as these are the starting point.” (European
Commission 1998).Innovation results when creativity occurs within
the right organizational culture. The right organizational culture is
one that provides through creativity processes (creative techniques)
the possibilities for the development of personal and group creativity
skills. We can define creativity IMT as the establishment of skills by
implementing creativity generation techniques.
BASICS OF CREATIVITYBASICS OF CREATIVITY
Creative Thinking Skills Can Be Learned!!
What can I do to Increase my creativity??
The first task in becoming more creative is giving you permission to
do things creatively. The second is overcoming your personal
blocks to creativity. For some people, being creative involves trying
not to be embarrassed by their own ideas; for others, it is a matter of
being aware that things can be done in many different ways. Some
people are self-aware or confident enough to have fewer inhibitions
and can just let their creative natures work.
Surround yourself with people who love and support you and you
will be even more creative. Spend time meditating on your own
worthiness, reading about other creative people and creative
solutions, concentrating on the positive power of your own creative
forces - these activities, combined with a belief in your own intuition
and creative abilities, will help improve your confidence.
Here are a few additional things you can do to improve your
• Study books on creative thinking techniques and put them into
• Attend courses on creative thinking and put the ideas into
practice. Keep a daily journal and record your thoughts, ideas,
sketches, etc. as soon as you get them. Review your journal
regularly and see what ideas can be developed.
• Indulge in relaxation activities and sports to give the mind a
rest and time for the subconscious to digest information.
• Develop an interest in a variety of different things, preferably
well away from your normal sphere of work. For example,
read comic books or magazines you wouldn't normally get.
This keeps the brain busy with new things. It is a common trait
of creative people that they are interested in a wide variety of
• Don't work too hard -you need time away from a problem to
be creative after periods of intense focus. It really helps to
think of creativity as a skill or set of skills. By practicing, one
can get better at using them. So whenever you have a chance
try and do mundane things in novel ways - it will make them
more entertaining and you will get more used to expressing
Practicing at overcoming irrational inhibitions will also help to
improve your creativity. When you're at a standstill, and you witness
somebody with a vital and flowing creative force, it can be
intimidating. The thing that's easy to miss when you're caught up in
the magic of somebody doing something effortlessly that seems
impossible is that it doesn't happen all at once.
Anything can be achieved by breaking it down into its component
parts. Creativity requires patience and a willingness to work for a
creative outcome rather than simply wait for enlightenment. Still, it
is important to creativity to happen. This can be encouraged by
setting up an environment that encourages creative output, a
comfortable space within which you feel non-threatened and able to
A program to improve your personal creativity might include the
1. First set a measurable goal. Some goals might be:
to generate 10% more solutions within 6 months to
come up with
an original solution for problem "X" within 2 weeks to practice
generating ideas bybrainstorming (for example, "find at least 100
ideas for a new pen")
to find a new and effective way to relate to my
children that results in them wanting to spend more
time with me.
2. Second, set up criteria to indicate whether or not you have or
are reaching your goal. Typical criteria are:
a) the ideas are novel (in that particular context)
b) the ideas are useful, they solve the problem or meet the
c) the ideas can be implemented within an appropriate time
3. Third, read and learn about creativity techniques which are
one of the sections of the Creativity Web. This information can be
gathered from books, conferences, other people, software
products and the Internet. Spend time with people who you
believe are creative and ask them how they did it. There are
many paths to creativity.
4. Fourth, surround yourself with people who love and respect
you; people who encourage you to take risks.
5. Fifth, celebrate your progress in reaching your creativity
6. Finally, begin thinking of yourself as a creative person.
Surround that identity with beliefs about your creative
abilities. Learn the skills of creativity, act creatively every
opportunity you get and find environments that support
Creativity is increased by acknowledging that it exists and by
nurturing it. Create a sensory stimulating environment, increase
awareness of that environment and provide sufficient quiet time to
allow that ensory stimulation to be translated into external reality ... a
poem, a bridge, a meal, a song, a quilt, a business report, a game, a
dance, a garden.
Flood yourself with information in your chosen area of creativity
then deliberately expose yourself to information outside your area.
Respect and care for your creativity as you would a child. Attend to
your needs, listen to your creative inner voice, and spend time with
yourself. Manage stress in your life as much as possible.
Practice meditation or some kind of peaceful, relaxing activity such
as handwork or quiet exercise. Avoid becoming too entrenched in
your routines. Don't allow your beliefs to distort your perceptions. A
useful technique is to deliberately and consciously attempt to
integrate opposites at every opportunity within your own mind.
Develop the attitude that your creative work is important even if
others do not share your belief; allow such judgmental attitudes to
be their problem, not yours. Practice using affirmations and
reframing (seeing things from another angle or in another context) to
de-program your self critical habits.
Creativity is not a gift of some sort, it is a state of being ("un etat
d'ame", as they say in French). Learning a creativity- increasing
technique of some sort will give you some tools and help you, but
will not automatically change your point of view about yourself and
your creativity; your belief and value systems about creativity and
creativity myths must change as well.
Creativity and Leadership
"Everyone has creative potential, but creative people think they
Self-esteem is one of the most important elements of creativity.
People must believe in their ability to develop original ideas and they
must continue to believe in themselves after repeated failures.
Creativity flourishes in an environment that rewards attempts, as well
as successes, and is conducive to failure. People must feel
comfortable failing before they will repeatedly take risks or attempt
creative approaches. Roger von Oech labels four stages of the
• Explorer. Finding new ideas and resources
from which an idea may be built.
• Artist. Transforming ideas (gathered by the
explorer) into something new.
• Judge. Ideas developed by the artist are
evaluated and their merits are weighed; suggestions
are offered on how they can be improved or further
• Warrior. Implementation of the ideas
approved by the judge requiring persistence and
Secrets to Creative Problem Solving
• Be an optimist
• Take your time
• Get enough information
• Brainstorm by yourself
• Redefine the problem
• Plan for results
• Break the routine
• Make a minus a plus
• Don't give up.
• Allow yourself to daydream
• Ask questions
• Have a sense of humor
• Tolerate ambiguity
Force-field analysis characterizes the conflicting forces in a situation.
The recommended approach to this method is to outline the points
involved in problematic situations at the problem exploration stage,
followed by recognizing factors likely to help or hinder at the action
planning and implementation stages.
1. Members of the group identify and list the driving and
restraining forces (perhaps using a suitable brainstorming or
brain writing technique) openly discussing their understanding
2. The group leader is representative of the current position as a
horizontal line across the middle of the page. The leader will
draw all the driving forces as arrows that either pull or push
the line upwards, and all the restraining forces as arrows that
pull or push the line downwards (see below). Where driving
and restraining are paired use arrow thickness to signify
strength of impact of a force and arrow length to show how
complicated it would be to adapt. It is normally best for the
team to reach agreement on these details.
3. The diagram should then be used to find as many possible
combinations of moving the centre line in the desired
direction. Try to:
Find ways to strengthen or add positive forces
a. Find ways to weaken or remove negative forces
b. Recognize that the negative forces are too strong and
abandon the idea.
“How do you come with a creative idea when faced with a blank
sheet of paper?” ‘Easy. Don’t have a blank sheet of paper.’
Every working day, creative directors are faced with emands to come
up with creative solutions to the problems. Some outstanding
creative heads may display what is called unconscious competence in
appearing to be able to come up with ideas inuitively. There is no
magic wand for coming up with ideas, but there are some echniques
and process to help being creative. These tecniques, coupled with a
knowledge and understanding of the creative process -- with its five
Illustration -- will help considerably to improve one’s creative
CREATIVE RANGE:CREATIVE RANGE:
Whenever faced with a well-defined task, such as coming up eith an
idea for a launch product or phottocall, establish a ‘Creative Range’.
Pose what is called ‘the Safe Bet’ questin: ‘What is the very least, the
safest, most conservative idea that can be used?’ Then check ‘ what
is the most outrageous idea that could solve the problem?’ so as to
create the Extreme Option. By these two question , intial limiting
parameters are created.
The above can be visualised as below,
After creating the Creative Range of the situation see, ‘What further
ideas can you come up and then jot downall the ideas that come to
mind. Thus, by establishing the ‘Creative Range, you have already
taken the pressure off yourself and at the very least you have a safe
Safe Bet Extreme
THE CREATIVE RANGE
option to fall back on, and more importantly you ar harnessing the
incremental nature of the creative process. This also helps to suspend
judgements because you are not automatically screening every idea
but merely filing in the ‘Creative Range’.
Group Techniques to Generate Creativity
Brainstorming - Groups generate as many ideas as possible, listing
ideas on a chart so that group members may modify them or combine
them to create additional ideas. Criticism is not allowed during
brainstorming, nor is evaluation of ideas.
Storyboarding - An adaptation of brainstorming, but it is primarily
nonverbal so articulate group members are not able to dominate the
process. Storyboarding uses a process similar to parliamentary
procedure to gain support of an idea before it can remain part of the
discussion. Storyboarding allows group members to produce data
and solutions to problems generating ideas off of previous
Nominal Group Technique - Focuses attention on individual
members' ideas by having members write down their ideas/solutions
on their own before sharing them with the group. Ideas are all
recorded, everyone votes to prioritize ideas, and then discussion is
held on only the top ones before another vote is taken. This
technique allows everyone to participate and contribute ideas before
the group reaches its decision.
Roadblocks to Creativity
Thinking there is one right answer - Many of us have the tendency
to stop looking for alternative right answers after the first answer has
been found. Often it is the third, fifth or tenth right answer that is
what we need to solve a problem in an innovative way. "That's not
logical" - Logic is an important creative thinking tool when you are
searching for ideas, however, excessive logical thinking can short
circuit your creative process. Following the rules - You often have
to break out of pattern to discover another.
Being practical - Practical people know how to get into an open
frame of mind, listen to their imagination and build on the ideas they
Avoiding ambiguity - Too much specificity can stifle your
Being afraid of making a mistake - Errors are a sign that you are
diverging from the norm. If you are not failing every now and then it
is a sign you are not being very innovative.
DREAM TEAM: A FRAME WORK FOR GREAT
Dream Team is a list of rules of creative teamwork that form the
foundation of all the methods. Whichever technique you’re using,
Dream Team rules is like a framework whenever you’re working as a
team. They provide creative space to let imagination fly and launch
all the team members on their way to original ideas.
Dream team Tools in the company would keep the playful
atmosphere, in order to refine their tem-working skills and build up
creativity. They are both rules for the top-quality creative
performance and strategies that can be used as highly effective
methods of communication in meetings.
DREAM TEAM RULES:DREAM TEAM RULES:
• Switch On All Five Senses
The best ideas take time. The more one thinks about the product,
analyses it, examines it from every angle - plays with it, in other
words the more freely great ideas will flow. Get the information you
can get hold of which can be used as triggers. Feel the product to
activate all your senses. The key factor is that physically coming face
to face with the product itself will stimulate all five senses and have
positive and inspiring effect on the process of generating ideas.
‘Creative without strategy is called Art. Creative with strategy is
• Set Clear Goals
The goal and solution are like question and answer. Only a good
question can give a satisfactory answer.
What Does A Goal Achieve?
The goal is in clear view and acts a focal point, leading to a clearly
defined objective. It helps to prevent chaos and time-wasting
Fine - Tuning the Goal Saves Time and Nervous Energy
Of course it isn’t possible to achieve a clear goal and straightforward
definition of the goal at the first attempt. Often it is only while you
are formulating the goal that you realize that brief does not describe
the product fully, that the target group is not defined precisely
enough or that there is no clear strategic positioning.
• Always Separate The Ideas Phase From The
Ideas need imagination more than knowledge, so it’s important to
keep the stage when ideas are being generated strictly separate from
the stage when they’re being evaluated. In this stage people should
set their imaginations to roam free, and no limits to be set on creative
• Avoid Idea Killers
How would you like your ideas to be received – Sabotaged,
Sniggered at or simply Ignored? Idea killers have one thing in
common: they always work!! Everything from verbal stun-gun to the
wry twitch at the corner of somebody’s mouth is capable of
trampling down the first little shoot of an idea.
Idea Killers in Your Own Head
Often the killer phases of others do less damage than the little voice
inside our own heads, whispering, “Forget it, it doesn’t work”! Our
own ideas killers are particularly are deadly because we often are not
conscious of them. They are the product exaggerated expectations we
have of ourselves, or of the belief that we have to
come up with ideas that are brilliant from the word they go—a
strategy almost certainly doomed to failure.
The 10 Best Responses to Idea-Killer Phrases
Nothing will come out of that.
Not if you just dismiss the idea
Let’s just wait and see what happens
What, until everyone else has overtaken us?
That doesn’t work!!
But it’s great idea
We do things differently!!
So, no change there
This mail shot idea doesn’t work!!
But what if…?
So what it is
We’ll come back to your idea.
All right. When?
The client will never accept that!!
Give it a chance
What’s so original about that?
The fact that no one else has thought of it
Anyone could come up with that.
• Use Doodles To Visualize Your Ideas
Your ideas must be visual if it’s really going to take root in
others people’s heads. Often it only takes a quick scribble, a few
lines to bring the idea to life. Think about it: your ideas are mostly
images that only you can see. A doodle releases the idea from your
head and so raises your chances of enthusing others.
Three Arguments In Favor Of Doodles
Doodles are an essential means of communication, enabling
the others in the team to see, and therefore understand, the
images in your head.
Doodles reinforce the associations of internal images and so
trigger new ideas new playful way.
Doodles enables teams to develop raw ideas in gradual stages
and so prevent good ideas from being killed off prematurely.
• Look For The Positive In Other People’s Ideas
If you want to promote the flow of ideas, look for the positive
aspects of other people’s ideas. Even if you don’t get anywhere
with an idea first, put forth the question, ‘What’s in it that we
can use?’ There will always be some aspect that can be build
on; replace your inner CRITIC with an inner CREATIVE and
exploit all possibilities from this new perspective. Take the
idea’s good point and improve it by developing and cultivating
the seed of the idea. This strategy makes flexible and opens
One can learn to think What if…? And this will develop in
time into an inner attitude, which will open doors to new ideas
instead of closing them.
Thinking What If…?
What would be the advantage of losing your job
Anything that looks like a catastrophe at first may reveal a whole,
surprising series of positive aspects on a second look. Develop the
play of ideas a little more and losing your job opens the door to new
freedom, new opportunities, and a new future.
Thinking “What if…? Is a conceptual switch, a change of
perspective? You look at the very same thing from a different
perspective. And you can be sure that there are hundreds of other
standpoints that you’ve never envisaged
• Make Mistakes And Have Fun Doing It
“To swear off making mistakes is very easy; all you have to do
is swear off having ideas”
Mistakes are basic learning principle, accompanying all great
discoveries and often lending to brilliant ideas. Get rid of the
compulsion to come up with nothing but good ideas that are ready
to use! Say everything that occurs to you, no matter how silly it
sounds – it could be the raw material for the brilliant idea. So
Make Mistakes & Enjoy it!!
A Fool’s Freedom
The greatest fear of many people is making mistakes and looking
silly I front of other people. Learn to live with this fear, by
making a fool of you deliberately but staying in control. Put
yourself in a ridiculous position by making an abstruse
suggestion, and exaggerate it to the point where you have to laugh
at yourself. By doing so you can achieve a degree of inner
freedom that allows you to leave familiar paths behind and let
your imagination run free.
• Develop Your Sense Of Humour
Humour is the healthy way of creating a ‘distance’ between one’s
self and the problem, a way of standing back and looking at a
problem with perspective!!
Humour reveals new aspects. Humour disarms, relaxes, and releases
happiness hormones, it’s also infectious, and so it’s one of the
most important creative tools for teams looking for great ways
to communicate ideas. Don’t just make jokes at other people’s
expense, however. Instead, look out for a really funny topic in
meetings – yourself. Learn to laugh at yourself. Anyone who
can see what’s absurd and laughable about him gains a new
freedom and gives the team a creative boost.
• Select Ideas Creatively
Sometimes the really interesting ideas are simply eliminated or
talked out during the evaluation phase. Anything unusual, wild,
uncomfortable, or harder to translate into action, gets dropped. At
this stage, you need to make new ideas from old, in order to save
potentially great initiatives.
Three Ways to Evaluate and Select Ideas:
In the final analysis, there are three ways to reach a
decision about which of the basic ideas should be worked up:
Democratically: - The team leader invites every member of
the meeting to give a score to the ideas they think are best and
deserve to be worked up for the presentation. The idea with
most points wins.
Use the Brief as a Yardstick: - The main criteria from the
client’s brief are used as the yardstick for assessing which
ideas have reached the objectives.
Creative Director or Art Director: - Depending on the
agency culture, it is of course possible that the creative
director or the art director will be the one to decree which of
the starter ideas will developed for the presentation
• Turning Ideas Into Action
Art Direction brings an idea to life, determining whether it gives
the campaign the boost that it needs or weakens it by going off on
the wrong course.
To Decide the Best Course of Action
What does the basic idea need, for the solution to hit the
What change could give the idea an emotional kick?
What weak points does the idea have, what seems
implausible? How could it be improved?
Is the idea to the point? What works better?
What substitute or alternate can be used to improve the
Add new elements
Change a copy
Develop new headlines
What could be done to make idea so
appealing that people will want to see it more than
What results Can You Expect From The Dream Team
They produce a bigger catch of valuable ideas.
They give the team a creative boost.
They build structured freedom and prevent sessions of
They foster faith in the team and enhance motivation.
They allow a brilliant ‘group brain’ to develop.
They promote all sorts of fun and increase individual
They save time, money and nervous energy in the hunt for
What is Kickstart Catalogue?
Kickstart Catalogue offers strategies likely to promote great ideas for
campaigns. There are no discussions within the catalogue itself about
what is good or bad advertising, nor are the tips on how to improve
layout or copy.
A Toolkit for the Brain
Systematic analysis of the work produced by creative reveals certain
patterns and strategies in their thinking. Some creative strength lies
in analogy, while others always try to induce a change of perspective
and others develop ideas by turning every day’s situating on their
heads. One thing is clearing every case even the best creative use
only the part the spectrum of possible ways of thinking. If your
strengths lie, for example in the filed of metaphor or comparative
juxtaposition, then you probably don’t combine or reframe things
very often. This catalogue is a tool box containing an inexhaustible
supply of new brain tools which one can use to expand their own
This is incredibly useful when you are looking for new unusual
campaign ideas for the press, TV and cinemas, events, promotions,
packaging, web banners, brochures or direct mailing.
“A picture is worth a thousand words”
The object of this little exercise is to display the central advertising
statement about the product at a glance and without using the words.
It’s the best to start by working out a goal with single-minded
proposition. For Example: ‘How can you show without words that
the new sports car accelerates faster than any other car?’ Here, first
look for pictorial way to represent “Acceleration”. The key question
is: ‘What are the key features of “acceleration” and how can it be
represented pictorially, without words?’ Think of the era of silent
movies and how ingenious the actors had to be to convey complex
situation and feelings without words. Jokes which don’t need words
are another fruitful source of non-verbal stories to tell.
Mixing & Matching
The goal of Kickstart questions is to represent the central advertising
statement clearly and convincing by combining or associating
different things. This method of developing visual advertising
messages is one of the most frequently used today and offers infinite
possibilities. Try it for yourself- there are no limits in your
Combination as Creative Strategy
One of the most important creative strategies is to combine
two concepts or objects that were previously unconnected, so
as to produce something completely new. The result should be
a simple, unambiguous advertising message. Combine
elements in such a way so as to make the benefit immediately
apparent: the product, parts of the product, people from the target
group, the product’s raw material, the original problem, the benefit,
the context, plants, packaging, or people who have nothing to do
with. The less things you combine have to do with each other
originally, the more exciting and surprisingly the result will be.
Comparative Juxtaposition such as ‘before and after’ are
undoubtedly some of the classics of advertising. To tap into new
sources of inspiration for comparisons, one can use the method to
compose typical pairs of opposites, like ‘before and after’, which can
then be used to stimulate advertising ideas. List of Pairs of
•• Old-Fashioned- Fashionable
•• Blindness- Vision
•• Ugly- Attractive
•• Mass produced- Exclusive
•• Past- Future, etc.
Exaggeration in the depiction of features of the product, problem
situations or solutions can grab the viewer’s attention and
emphasizes the benefit. Use distortion and overstatement to develop
great ideas; with stating clear message and simple, to avoid any
misunderstanding that would lead the target group to make any
negative associations. Don’t have any qualms about exaggerating
things, but do it with a wink so that the credibility of your message
Provocation & Shock Tactics
Attention is in short supply nowadays, so if you want people to
notice your campaign, be provocative! Provoking means challenging,
inciting, stimuling. But be careful: being seen is not the same as
being looked at. Provocation takes you across a frontier, but it
requires skill and will only lend you to your goal if you think about
what you’re doing: for example, drawing attention to social issues, or
warning people of dangers.
A Change of Perspective
A change of perspective is first of all an excellent way to generate a
creative impulse during the process of looking for ideas,and secondly
it can be used in advertising to show the target group new or
interesting perspectives on the product.
There are two ways to use the Change of Perspective as a creative
tool. First, they can be used spatially, by showing objects or
situations from unusual viewpoints: bird’s eye view, extreme close-
up, extreme distance, detached from space and time. From outer
space, or simply from possible angle. The second way is to imagine
yourself leaving your body and slipping inside other people, objects
or animals. Many creative symbolically take on other identities to get
a creative boost from the new view point of view. For example: Walt
Disney, used to “become” the figure he was currently drawing, going
so far as to speak, gesture and stand like the character in his
Symbols & Signs
A symbol is a visual image that stands for an object, a concept or a
situation. The drawing of a stylized car next to a spanner
represents a car workshop, a cigarettes with a line across it
means “No Smoking”. The meaning of Some Signs derives from
a casual connection- Smoke is a sign of fire. Another function of
many symbols is to convey information that can’t be expressed in
Absurd, Surreal, Bizarre
Plunging into the world of the absurd, the surreal and the bizarre is
fascinating in itself, and it also opens up a rich source of ideas.
Contradiction, exaggeration, distortion, fantasizing and zany ideas
are the tools one need to create something absurd or surreal.
Change the Product
Altering the product means changing its shape, cutting it into pieces,
adding things, subtracting things, bending it, squeezing it, bringing it
to life, blowing it up, making it transparent, transplanting it to
another body or letting it rot. There are endless possibilities of
changing it physically or giving it a new meaning. Talk non-sense
and really take off. You can’t judge whether what you have is good
Playful approaches to the idea of finding new uses for the product.
Where the product could be used, outside of its original context?
What new situations could it be put to emphasize the benefit,
highlight a feature through exaggeration, or reveal a new perspective
or an unexpected function
This refers to visual and as well as non verbal double meanings.
Most visual ambiguity is based on optical illusions which are a
playful way to attract the viewer’s attention. Most verbal ambiguity,
on the other hand, makes its point by wordplay or suggestions,
leading the reader along a path that usually ends in an alternative
meaning. Both types involve people playfully by inviting them to see
both meanings in a context that makes sense.
Play With Words
Playing with words means making pictures with them. Its an
invitation to experiment with type, so that the copy turns into
pictures and the typography becomes the message. Try to break
down the bounds of normal copy to make the content leap out. Then
style your words like a clue in a crossword puzzle. This will help you
to scrutinize your Ad copy as a source of ideas about design
(preferably fun ones) and present the message even more clearly and
LET’S TAKE A BREAK…LET’S TAKE A BREAK…
A group of carpenters are at work.
However, their attention is divided
between their work...
...and a TV set, where a man hanging
over a chasm is clinging on to a woman
for dear life.
"Pakde rehna," the woman screams.
"Chodna nahin," the man pleads.
The workers watch...
...as the couple on screen keep up
the "Pakde rehna-chodna nahin"
strain for an incredibly long period.
Fed up with the melodrama, one
of the carpenters gets up in
disgust. "Arre, yeh bhi koi film hai!"
Wanting to continue with his
work, he walks over to the TV
and picks up a can of Fevicol
placed on top of it.
Instantly, the man on screen
plummets. Surprised, the
carpenter peers at the can of
Fevicol he has picked up.
Slowly, he turns...
...and eyes another TV, atop
which a tub of Fevicol is
perched. The man on screen is
still dangling over the chasm.
Headline: Fevicol Ka Jodd Hai Tootega Nahin…
Agency: O&M (National Winning Award)
Client: Pidilite Industries
Anti- Smoking Campaign
Best Social Message Award
Look at the creativity in advertising.
First Round : Nikon v / s Lumix
Nikon - Face focus "no matter ghost face, human face,
Skeleton, peeper, I can find them all."
Lumix - I can find the face you even cannot see it.
Second Round: Coca Cola v / s Pepsi
Coca Cola takes the 2nd floor of this building for their
sales marketing office and puts up a boarding. A couple
days later Pepsi puts up the other board just for fun.
Even the snow storm can't stop people go and buy
Woo, seem like the straw doesn't want to be put into
Third Round: BMW v / s Audi v / s Subaru
This one is a really classic ads war, they are really awesome.
BMW started it
Subaru wanted to say something.
The foundation for creativity is in individual, and so
these methods and techniques are to be taken as tools and stimuli, to
give you more freedom of choice and so enhance and liberate your
There is no one right way to be creative. Creativity is a
living process with many possible strategies, and the creative
outcomes to which they lead will depend on the context and the
If one person has learnt how to develop really creative
ideas, it stands to reason that everyone else can.
Creativity demands abundance, which is why the
objective is to increase the possible choices, and so improve
Don’t confuse the menu with the meal: theoretical
knowledge will do nothing to increase your creativity. Try the
methods out, experience will nourish you and become a part of your
strategies in future.
If something doesn’t work for you, stop using it and try
“ What’s The Future Of Advertising”
After Hours Correspondent DNA
Tuesday, November 08, 2005
It cannot be denied that as one of the most rapidly growing
professions in India - advertising - is undergoing a lot of change. To
tap these changes, to incorporate consumer and media perspectives,
and to celebrate their 60-year existence in the industry, the
Advertising Agencies Association of India (AAAI) is organising a
three-day symposium discussing the future of advertising in India.
Primarily focusing on traditional and contemporary methods in
advertising, the symposium will include consumer reactions and
influences with respect to the profession. “Predominantly, we are
trying to identify the current challenges in advertising and the
different ways to meet them. The industry per say is witnessing a lot
more ways to reach out to their consumers like MMS, blogs, the
internet, and ad guys need to catch up on these new techniques,” says
Colvyn Harris, CEO, JWT India, who is also one of the keynote
speakers during the event.
Targeted towards the burgeoning and existing advertising, media and
marketing professionals, the symposium will examine the future
consumers, communication challenges and new media. “The industry
today needs a thrust and much greater recognition in the international
scenario. Though it has been advancing rapidly, there needs to be a
lot more effort to speed up the growth,” says ad man Piyush Pandey,
who will be addressing the event with respect to positioning of
advertising beyond boundaries. The symposium will attract a galaxy
of eminent speakers (including the minister of state for tourism
Renuka Chowdhury and ad guru Prahlad Kakkar) who will share
their unique perspectives on the future world in the areas of
connecting with audiences.
“Agencies Need To Think Creatively”
PTI [FRIDAY, NOVEMBER 11, 2005
MUMBAI: Advertising agencies in India should come out of their
traditional styles and start thinking "out of the box" in order to push
the creative frontiers to new heights, Piyush Pandey, a well-known
advertising expert said on Friday.
"We have to struggle to see that the good ideas are accepted by the
clients, and see the day of the light and eventually converted into a
real creative Ad," Pandey, Executive Chairman and National
Creative Director Ogilvy said at a symposium, organised by
Advertising Agencies Association of India (AAAI) here.
"Instead of convincing the clients, we always make excuses that the
client does not accept the new idea or say why tinkle around with the
idea that is working, as sales figures are doing well," he said. "This
very attitude has to be changed and the creative people should come
out with ideas that touch the psyche of a common man and see to it
that they convince their clients about the non-conventional ideas and
give their gut feeling a chance", Pandey said.
He was of the opinion that the advertising community should
develop a habit of not seeing beyond the obvious, and starts seeing
beyond the 30 yard circle in cricket field, "so that we could clear
that and see the boundary lines".
"We, as creative people, should always do constant soul
searching to do things better and in a different manner
and not think of any framework and boundaries to restrict
our creativity", he said and gave a recent example of the Hutch ad's
with the `Chhota Recharge' offer.
“Piyush Pandey Adds Another Feather To His Cap”
The Indiantelevision.com Team
(13 December 2002 12:30 pm) MUMBAI: There's no stopping
Ogilvy & Mather group president and national creative
director Piyush Pandey who is moving from strength to
strength. Pandey has bagged yet another international
award. This time he has been judged the 'Creative
Person of The Year Asia Pacific for 2002,' by Hong
Kong based Media Magazine. The award comes in recognition of his
contribution to the advertising industry and efforts to raise the
creative standards across the industry. “It’s an
achievement for us as well as (for) India. We
are happy that India has made its mark at yet
another global forum.
And we're sure many more Indians will walk
this floor," Pandey was quoted as saying in
The Times of India.
Ogilvy & Mather has bagged quite a few awards this year: the most
memorable one being the Gold Lion in the press and poster category
for its `Second-hand smoke kills' anti-smoking campaign for the
Cancer Patients Aid Association (CPAA); and silver for the
`overloaded bus' spot for Fevicol, at the Cannes Lions, International
Advertising Festival held in June this year. The anti-smoking ad also
won a silver Pencil at the One Show 2002 and a bronze at the Clio
Awards 2002.Similarly, Pidilite Industries Limited --- the makers of
Fevicol ---- has won several international advertising awards.
• Creative Advertising Mario Pricken
• Ogilvy in Advertising David Ogilvy