0
How to Kill the

Creative Process

@mauricechike
MauRs ADictive
Sir John Hegarty: Film Lions Jury President

Joe Pytka: Film Craft Lions Jury President

Cannes Statistics
•  Hegarty's Fi...
How we birth creativity.
How we birth creativity.

Creativity is divergent thinking- namely, the ability to find
unusual and non-obvious solutions ...
A chat with Patrick Oniel, Creative Diretcor
TBWA on creative process
Client Briefing
Re-Briefing
Strategic Preparation
Strategic Decision

Do we still practice the creative
process standard t...
How we birth creativity.

Creative Process
Individualism.
Vs.
Collaboration
Individualist Perspective
•  Sole Initiative towards decision making
•  it encourages peer competition/ Boosts creativity
...
Mind Mapping :
An Individualist approach to creativity
Creative Process

Collaborative Perspective

•  Team work toward achieving group goals
•  Fosters cross fertilization of i...
•  Fosters creativity among peers
•  Expands ideas

Brainstorming:
A collaborative approach to Creativity

•  Encourages t...
BIG IDEA Theory

Client Ideas

Award Ideas
The Theory
of Client Ideas
“ Whatever Agency “ video.
The Client Service Agency
Why do clients reject
really good Big ideas?
Do you speak my Language?

•  Market Oriented
• 
•  Consumer Focused
•  Sales Driven
•  USP empowered
•  Realistic
•  Mark...
Classic client Idea
turn award Idea.
From product centric
to Social enablement
“ Coke Can “ video.
Weiden+Kennedy Portland
Creative Process
The Theory
of Award Ideas
Why some Big ideas
always win Big!
Jury look for…
•  The artistic
•  Revolutionary
•  Solid human truth
•  Engagement
•  F...
A chat with David Nobay, Creative Chairman
Droga 5, Austrailia
Classic award idea
turn world’s longest client fling.
From award winning to consumer involving.
“ Nike- Greatness “ video.
Weiden+Kennedy Portland
Creative Process
Finally,

Classic Hybrid Idea
standard v

Consumers want …
Once in a while…
Some agencies import
genius thinking

•  Entertainment
•  I see myself in it...
“ MTN I don Port“ video.
DDB Lagos
Client
Ideas?

Hybrid
Ideas?

Award
Ideas?
Do the creative process for each differ or are they same?
Take out
•  Have a vision
•  Better still, have an idea
•  Outline your objectives
•  Plan & follow your creative process
...
I’m sorry sir,
I just KILLED IT!

@mauricechike
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How to kill a creative process : An Advertising guide on managing creativity

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With the snap-like emergence of mobile technology and social media proliferation, advertising practitioners and marketers alike are experienceing a compression of the traditional approach to managing creativity.
This short guide reappraises the effective and effecient processes to creativity in the age of Mobile.

Published in: Marketing, Technology, Business
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Transcript of "How to kill a creative process : An Advertising guide on managing creativity "

  1. 1. How to Kill the Creative Process @mauricechike MauRs ADictive
  2. 2. Sir John Hegarty: Film Lions Jury President Joe Pytka: Film Craft Lions Jury President Cannes Statistics •  Hegarty's Film Lions jury watched 3,125 commercials. * Pytka's Film Craft Lions jury watched 2,029. • 3 Grand Prix • 21 Gold Lions • 38 Silver Lions • 70 Bronze Lions • 0 .4 % of all Film submissions this year—best of the best. •  Dumb Ways" won or shared the top prize in Film •  Integrated, Direct, PR and Radio • 18 golds, three silvers and two bronzes, across those 5categories like Cyber, Promo & Activation, and Media.
  3. 3. How we birth creativity.
  4. 4. How we birth creativity. Creativity is divergent thinking- namely, the ability to find unusual and non-obvious solutions to a problem. Creativity in Advertising Harvard Business Review, (2013)
  5. 5. A chat with Patrick Oniel, Creative Diretcor TBWA on creative process
  6. 6. Client Briefing Re-Briefing Strategic Preparation Strategic Decision Do we still practice the creative process standard today? Creative Brief- Copy Strategy Search for Ideas Describing the Main Idea Publication Internal Presentation Adaptation Rehearsal Shooting Production Internal Presentation Production Briefing Market Research Adaptation of Market Research The Process of Supply Chain Management for Ideas
  7. 7. How we birth creativity. Creative Process Individualism. Vs. Collaboration
  8. 8. Individualist Perspective •  Sole Initiative towards decision making •  it encourages peer competition/ Boosts creativity •  Promotes self discovery •  Breeds Narcissim •  Personal goal over all •  Destructive to social creativity in the long run
  9. 9. Mind Mapping : An Individualist approach to creativity
  10. 10. Creative Process Collaborative Perspective •  Team work toward achieving group goals •  Fosters cross fertilization of ideas •  Enable’s group to benefit from all participants •  Narcissist opinion could kill a stronger idea •  Requires strict adherence to rules •  Could easily become another social gathering
  11. 11. •  Fosters creativity among peers •  Expands ideas Brainstorming: A collaborative approach to Creativity •  Encourages the process and level of thinking •  Increases personal and agency productivity •  Empowers you to think on your own
  12. 12. BIG IDEA Theory Client Ideas Award Ideas
  13. 13. The Theory of Client Ideas
  14. 14. “ Whatever Agency “ video. The Client Service Agency
  15. 15. Why do clients reject really good Big ideas?
  16. 16. Do you speak my Language? •  Market Oriented •  •  Consumer Focused •  Sales Driven •  USP empowered •  Realistic •  Market Share
  17. 17. Classic client Idea turn award Idea.
  18. 18. From product centric to Social enablement
  19. 19. “ Coke Can “ video. Weiden+Kennedy Portland
  20. 20. Creative Process
  21. 21. The Theory of Award Ideas
  22. 22. Why some Big ideas always win Big! Jury look for… •  The artistic •  Revolutionary •  Solid human truth •  Engagement •  Fantasy •  Social share
  23. 23. A chat with David Nobay, Creative Chairman Droga 5, Austrailia
  24. 24. Classic award idea turn world’s longest client fling.
  25. 25. From award winning to consumer involving.
  26. 26. “ Nike- Greatness “ video. Weiden+Kennedy Portland
  27. 27. Creative Process
  28. 28. Finally, Classic Hybrid Idea
  29. 29. standard v Consumers want … Once in a while… Some agencies import genius thinking •  Entertainment •  I see myself in it appeal •  True to reality •  Not a product sale. •  Audience Cheer
  30. 30. “ MTN I don Port“ video. DDB Lagos
  31. 31. Client Ideas? Hybrid Ideas? Award Ideas? Do the creative process for each differ or are they same?
  32. 32. Take out •  Have a vision •  Better still, have an idea •  Outline your objectives •  Plan & follow your creative process •  Always involve the PEOPLE, make it social •  Evaluate, measure, and reapply with improvements Shekinah.
  33. 33. I’m sorry sir, I just KILLED IT! @mauricechike
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