BUSCD Session 1 Welcome to Strategic Creative Development

Welcome

Friday, January 20, 12

Strategic Creative Development
Com 527


Advertising strategy is no longer only about inspiring the
creation of an ad.

Today it has to inform how brands generate content, engage
in the social stream, invite participation, and create
cohesion across all media.


Likewise, creative concepts are no longer limited to the art
and copy-based executions that deﬁned creativity in the
traditional media of TV, print and outdoor.

They now include digital experiences, gaming dynamics,
mobile utility, Facebook apps, crowdsourcing and
experiences that connect the digital world and the real
world.


Consumers
Technology
Media
New platforms
Conversation strategy
Transmedia
Hyper-connectivity
Freemium
Interest graph

The consumer has changed. She no longer reads and listens but instead
creates, shares, connects and filters. Technology has altered the way we
interact with brands and content. Media has evolved -- it is less about
connecting brands and content to consumers and more about connecting
consumers to each other. New platforms and means of engagement are
creating opportunities and challenges that transcend traditional advertising.
Conversation strategy allows brands to connect directly with consumers,
without an intermediary channel. Transmedia story telling adds a level of
complexity that reflects consumers’ own media behaviors. Hyper-connectivity,
the only real trend that matters, elevates the influence of peers, informs
decision making, and places new kinds of pressures on brands. Freemium, a
model now used by everyone from iPhone games to music platforms
(Spotify) to media properties (NY Times) is replacing advertising and even
direct response due to its cost efficiencies. The interest graph is offering new
insights to interests, preferences and actions.


All of the above calls for new kinds of strategies and new kinds of creative
solutions.

It demands that “creatives” expand their repertoire and requires strategists
and media planners to think of themselves as idea generators.

The next generation of strategists and creatives will require far broader set of
skills and the ability to think like a T-Shaped person if they’re to conceive
ideas that are both relevant and remarkable.


Success


problem solving
creativity
self expression
collaboration
curiosity
fearlessness


Everyone is strategic and creative


You
attend class
actively participate
write
present
develop campaigns
think all the time
have fun


Strategy


Creative


Twenty Years Later


What makes them strategic?
What makes them creative?
(audience, insight, medium)

Qualities, characteristics,
techniques, execution, anything else you can
think of.


Art and Copy
(and bought attention)


Sixteen Years Later


What has changed?
What makes this strategic?
What makes this creative?
What is the role of the consumer?
How has consumer behavior inﬂuenced
the idea?
What does it tell you about the product?


Storytelling that is sought out.
(earned attention)


One Year Later


insert mini cooper


What’s new and different?
What is the strategy?
What makes it creative?
What’s changed about executional tactics?
Where is the consumer in this campaign?
What’s prescient about this work?


Creating an iconic brand:
Discovery, community,
launch of a movement
enabled by a car.


What distinguishes this from the previous work?
(at least ﬁve things)

What is the core idea?
What is the execution?
How predictable are the results?


A new role for the consumer.


What are the beneﬁts of this approach?
Is it advertising?
What can the brand get from it?
What are the shortcomings?
Will it sell cars?


brands > consumers


brands > consumers
consumers > brands


brands > consumers
consumers > brands
consumers > consumers


The readers have become the writers.


We are living through the
disorientation that comes
from including 2 billion new
participants in a media
landscape previously
operated by a small group
of professionals.


What does it mean for us?
What has to change?


mindset, ideas, strategy, teams,
execution, process


The new advertising:

A new strain of marketing in which the brand, agency and
consumer work together to reach a tangible, meaningful goal.
As a decade of digital interaction gives way to social and
collaborative initiatives, brands and marketers no longer need
to rely exclusively on traditional, short-term campaigns as their
default strategy in the battle for consumers’ hearts and minds.


Campaigns:

Having evolved to suit the tightly deﬁned media options of the past,
a campaign is the end product of the creative process, done and
ﬁnished when it goes out the door.


Digital Assets: (platforms, apps, programs, utility):

Platforms and projects, on the other hand, live on. They rely on
consumer participation. They are collaborative and communal,
and evolve over time. They demand more time, attention and
monitoring, as they are never ﬁnished, but they can leave a
deeper, long-term impression.


Burberry


--art of trench


“We are now as much a media-content company
as we are a design company, because it’s all part
of the overall experience.”
Christopher Bailey, CCO, Burberry


Tesco-Home Plus


Heineken


Assignment One: Due Monday, Jan 30th, 8:00 am

Blog Post

@ 500 words (fewer is OK)
Find a campaign in any category
(fashion, beer, cars, entertainment)
Talk about how it reﬂects all the changes happening:
--consumer --tech --media --behavior

1. Discuss strategy (what were they trying to do)
2. Identify the target or community
3. Explain tactics or media used
4. Evaluate the creative


Team project: Due February 13

Relaunch the VW micro bus

--write the press release (what will happen after
the campaign runs)
----who would you engage as target
--what would strategy be
--what insight could you tap into
--ﬁve things you could do that aren’t
traditional advertising


BUSCD Session 1 Welcome to Strategic Creative Development

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