ZEDTalk 1: Creativity and ideas
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ZEDTalk 1: Creativity and ideas

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ZEDTalk 1: Creativity and ideas ZEDTalk 1: Creativity and ideas Presentation Transcript

  • A Creston Communications company Little Moovies
  • A Creston Communications company
  • A Creston Communications company
  • A Creston Communications company Little Moovies
  • Mike Cavers Executive Creative Director
  • Where does creativity come from?
  • time
  • timing
  • different
  • “To double your success rate, you have to double your failure rate” Tom Watson Founder IBM
  • “I want to be as famous as Persil Automatic” vision
  • “I want to be as famous as Persil Automatic” Victoria Beckham Aged 14 vision
  • a celebration of possibilities
  • creativity comes from • Taking time • Right place, right time • Being different • Failing better • Having a vision
  • Creative Reading Eat the Big Fish Adam Morgan Baked In Alex Bogusky and John Winsor Did You Spot the Gorilla Richard Wiseman Freakonomics and SuperFreakonomics Steven D Levitt & Stephen J Dubner A Technique for Producing Ideas James Webb Young Whatever you Think. Think the Opposite Paul Arden God Explained in a Taxi Ride Paul Arden It’s Not How Good You Are, It’s How Good You Want To Be Paul Arden
  • and finally... www.blendtec.com Blend an iPad… Blend a Trainer...
  • A Creston Communications company Little Moovies
  • ZedTalks – Creativity & Ideas JE| Page 21 ZedTalks Creativity can be simple! Jeremy Ellis TUI UK & Ireland
  • ZedTalks – Creativity & Ideas JE| Page 22 | Page 22 1. Your Brand Story is where creativity begins
  • ZedTalks – Creativity & Ideas JE| Page 23 | Page 23 1. Your Brand Story is where creativity begins
  • ZedTalks – Creativity & Ideas JE| Page 24 | Page 24 A Brand Story is made of three strands WHAT? HOW? WHAT…  What you do that customers value and makes you different. HOW…  The way you deliver the WHAT that is better/different to any other brand. WHY…  The customer benefit (typically emotional) i.e. the role your brand serves in customers’ lives. 2 WHY?
  • ZedTalks – Creativity & Ideas JE| Page 25 | Page 25 2. Dramatise the human truth that your brand can provide a solution to. This is the WHY…
  • ZedTalks – Creativity & Ideas JE| Page 26 | Page 26 3. Focus all your story telling on the WHY because this is what customers value most…
  • ZedTalks – Creativity & Ideas JE| Page 27 | Page 27 3. Focus all your story telling on the WHY because this is what customers value most…
  • ZedTalks – Creativity & Ideas JE| Page 28 | Page 28 4. Be brave with your story telling – make your Brand Story the “Talk of the Town”
  • ZedTalks – Creativity & Ideas JE| Page 29 | Page 29 4. Be brave with your story telling – make your Brand Story the “Talk of the Town”
  • ZedTalks – Creativity & Ideas JE| Page 30 | Page 30 5. Align every element of what you do to support your Brand Story… Brand Story Radio TV/Cinema Print/OOH Digital Social Media CRM Content
  • ZedTalks – Creativity & Ideas JE| Page 31 | Page 31 And the Brand Story needs to live well beyond just Marcomms Brand Story Customer Service Product experience MarComms Internal Culture Social Media Data Strategy
  • ZedTalks – Creativity & Ideas JE| Page 32 | Page 32 In summary 1. Be clear on your Brand Story – WHAT, HOW, WHY 2. Dramatise the human truth 3. Focus your story telling on the WHY 4. Be brave 5. Align everything you do with your Brand Story
  • One TUI Hotel Branding July 2014 | Group Marketing | Page 33 Thank you.
  • A Creston Communications company Little Moovies
  • TOO MUCH INFORMATION ZEDTalk by Daren Kay
  • Where do creative ideas comes from? How do you spot a good idea? How can agencies best nurture them?
  • THE CREATIVE BRIEF ISN’T IT?
  • TARGET AUDIENCE + CUSTOMER INSIGHT + HOW THE FEATURES & BENEFITS OF THE PRODUCT OR SERVICE MEET THAT NEED
  • Thinking about buying something – do you most often choose: a) The cheapest b) The most expensive c) Your favourite design d) The most functional
  • @crisbalanzo DOUGLAS VAN PRAET“The conscious mind is simply not running the show, but we’ve created an entire industry pretending that it does.” DOUGLAS VAN PRAET, Author of Unconscious Branding
  • COPY WRITING FOR THE AGEING POPULATION
  • BEHAVIOURAL ECONOMICS & HEURISTICS
  • INFORMATION OVERLOAD
  • COGNITIVE SHORTCUTS
  • 1. CONSENSUS 4. SCARCITY 2. LIKING 5. AUTHORITY 3. RECIPROCITY 6. COMMITMENT
  • QUESTION No.1 During your stay in a hotel you notice that there is a card in the bathroom asking you to re-use the hotel towels. Which one of the following messages is most likely to get you to comply? a) 75% of guests in this room re-use their towels b) 75% of our guests re-use their towels c) Re-using your towel is good for the environment d) Re-using your towel helps us save energy and reduce detergent usage
  • 8.1% 13.5% 64.9% 13.5% During your stay in a hotel you chose you notice that there is a card in the bathroom asking you to re-use the hotel towels. Which one of the following messages is most likely to get you to comply? 11.8% 35.3% 23.5% 29.4% 75% of guests in this room re-use their towels 75% of our guests re-use their towels Re-using your towel is good for the environment Re-using your towel helps us save energy and reduces our detergent usage
  • . Environmental benefits of re- use.35% compliance
  • . 75% of our guests re-use their towels. An extra 26% compliance.
  • . 75% of guests in this room re-use their towels. Increased compliance by 33%
  • .CONSENSUS
  • SIZE MATTERS. BUT IT ISN’T EVERYTHING.
  • SIZE MATTERS. BUT IT ISN’T EVERYTHING.
  • SIZE MATTERS. BUT IT ISN’T EVERYTHING.
  • 2 OUT OF 3 PITCHES WON.
  • QUESTION No.2 Thinking about the last time you bought a pair of jeans, which of the following things about the assistant most influenced your purchase decision? a) They were really attractive? b) They were similar in age and style to you? c) They told you how great you looked? d) They offered relevant advice about the item?
  • 2.7% 16.2% 8.1% 73.0% Thinking about the last time you bought an item of clothing in a store, which of the following about the assistant most influenced your purchase decision? They were really attractive The were similar in age and style to you They told you how great you looked They offered relevant advice about the item 5.9% 17.6% 11.8% 64.7% They were really attractive The were similar in age and style to you They told you how great you looked They offered relevant advice about the item
  • .LIKING
  • YOU HAVE BEEN NOMINATED
  • 2 OUT OF 3 PITCHES WON. DOES THE IDEA MAKE CONSUMERS FEEL GOOD ABOUT THEMSELVES?
  • .SCARCITY
  • QUESTION No.3 You enter a shop to enquire about the price of a lamp in the window. Given that the price is acceptable, which of these extra bits of information is most likely to influence you to buy the lamp? a) They’re selling like hot cakes b) The company is discontinuing the line c) That one is a limited edition d) It’s the last one we have in stock
  • 2.7% 10.8% 37.8% 48.6% You enter a shop to enquire about the price of a lamp in the window. Given the price is acceptable, which of these extra bits of information is most likely to influence you to buy the lamp? 5.9% 5.9% 23.5% 64.7% They're selling like hot cakes The company is discontinuing the line That one is a limited edition It's the last one we have in stock
  • VASELINE
  • GORDON’S GIN
  • INFINITI B/W
  • . DOES THE IDEA IMPLY SCARCITY, EXCLUSIVITY OR SPECIALNESS?
  • .RECIPROCITY
  • QUESTION No.4 Thinking about the last time you tipped in a restaurant, what would you say was the greatest influence on you tipping? a) Friendly and personal service? b) Quality of the food? c) A complimentary mint or liquor? d) Perceived obligation to pay 12.5%?
  • 81.1% 18.9% Think about the last time you tipped in a restaurant, what would you say was the greatest influence on you tipping? Friendly and personal service Quality of the food A complimentary mint or liquor Perceived obligation to pay 12.5% 94.1% 00 5.9% Friendly and personal service Quality of the food A complimentary mint or liquor Perceived obligation to pay 12.5%
  • TIPS INCREASED BY 3%
  • TIPS INCREASED BY 14%
  • TIPS INCREASED BY 23%
  • NO SHIT, SHERLOCK!
  • . DOES THE IDEA GIVE CONSUMERS SOMETHING THEY GENUINELY WANT?
  • .AUTHORITY
  • QUESTION No.5 You’re in a restaurant choosing the wine. The following people are sat around the table. Who do you ask to choose the wine? a) Your partner, who’s been here before b) Your partner’s dad, a doctor, who has a penchant for vintage c) Your partner’s mum, a bit of culinary expert d) The waiter’s recommendation from the restaurant’s cellar
  • 32.4% 37.8% 8.1% 21.6% You're in a restaurant choosing the wine. The following people are sat around the table. Who do you ask to choose the wine? Your partner, who's been here before His/her dad, a doctor, who has a penchant for vintage His/her mum, a bit of a culinary expert The waiter's recommendation from the restaurant cellar 17.6% 47.1% 11.8% 23.5% Your partner, who's been here before His/her dad, a doctor, who has a penchant for vintage His/her mum, a bit of a culinary expert The waiter's recommendation from the restaurant cellar
  • DOES THE IDEA HAVE AUTHORITY? DOES IT GIVE THE BRAND CREDIBILITY?
  • . CONSISTENCY & COMMITMENT
  • QUESTION No.6 At a deli counter offering free samples of cheese. Which, if any of the following, would make you likely to buy? a) A pre-cut slice offered by an assistant? b) A pre-cut slice for you to take at will? c) A slice cut by an assistant at your request? d) A slice cut by you?
  • 32.4% 21.6% 40.5% 5.4% Try and imagine yourself at the deli counter in a supermarket offering free samples of three unfamiliar cheeses. Which of the following would make you most likely to buy? A pre-cut slice offered by an assistant A pre-cut slice for you to take at will A slice cut for you by an assistant at your request A slice cut by you 11.8% 17.6% 58.8% 11.8% A pre-cut slice offered by an assistant A pre-cut slice for you to take at will A slice cut for you by an assistant at your request A slice cut by you
  • SAINSBURY’S GOAL SETTING
  • DOES THE IDEA MENTALLY COMMIT CONSUMERS? DOES IT ACITVELY INVOLVE THEM?
  • A Creston Communications company Little Moovies
  • But Richard, you were crap at Maths...
  • Let’s get those brains in check 12 x 4 +3 - 46 =
  • Let’s get those brains in check 144 ÷ 9 - 16 + 4 =
  • Let’s get those brains in check 9
  • Let’s get those brains in check 16 x 0 ÷ 2 + 2 =
  • Let’s get those brains in check 75 ÷ 15 x 2 - 9 =
  • Worlds first brand
  • The Rise of the Mad Man
  • The changing channel landscape
  • The Rise of the Math Man
  • The Rise of the Math Man
  • The Rise of the Math Man
  • The Rise of the Math Man
  • When Mad Man and Math Man combine
  • When Mad Man and Math Man combine
  • When Mad Man and Math Man combine
  • and i hope you do to. Thank you
  • Left Right
  • Left Right MYTH
  • Left Right THANK YOU
  • A Creston Communications company Little Moovies
  • “Learn the rules like a pro, so you can break them like an artist.” Skip Fidura Client Services Director Chairman Email Marketing Council
  • Slide 142 @SkipFidura @dotmailer
  • Slide 143 @SkipFidura @dotmailer “Creativity is just connecting things … I think the artistry is in having an insight into what one sees around them. Generally putting things together in a way that no else has before …” Steve Jobs
  • Slide 144 @SkipFidura @dotmailer
  • Slide 145 @SkipFidura @dotmailer Did LEGO Kill Creativity?
  • Slide 146 @SkipFidura @dotmailer Engagement Loop Acquisition Purchase Churn Lead Nurturing Customer Life Cycle Re- engagement External Activities Automation
  • Slide 147@SkipFidura @dotmailer People Buy From People
  • Slide 148 @SkipFidura @dotmailer “In order to be irreplaceable one must always be different.” Coco Chanel
  • Thank You Skip Fidura Client Services Director Chairman Email Marketing Council
  • A Creston Communications company