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Creativity in Marketing               Overview
What is Creativity? • the act of turning new and imaginative ideas into reality.   Creativity involves two processes: thin...
Einstein on Imagination and Creativity Quote 1: Imagination is more important than knowledge Quote 2: Reading, after a cer...
Creativity in Marketing • What We Create • Creating Added Value • Creativity in…   – Advertising   Evian We are all babies...
Creativity in Marketing • What We Create • Creating Added Value • Creativity in…   – Advertising   – Public Relations     ...
Creativity in Marketing • What We Create • Creating Added Value • Creativity in…   – Advertising   – Public Relations   – ...
Creating Added Value  • Creating Attention    – Example: The Need for       Interesting Advertising         Yeah Baby - Go...
Creativity in Advertising  • Interest in an ad is influenced by…  • Surprise (Good)
Creativity in Advertising• Interest in an ad is influenced by…• Surprise (Good)• Information (Better)            Newspaper...
Creativity in Advertising  • Interest in an ad is influenced by…  • Surprise (Good)  • Information (Better)  • Benefits (B...
Creativity in Advertising  • Interest in an ad is influenced by…  • Surprise (Good)  • Information (Better)  • Benefits (B...
Creativity in Public Relations • Example: PR Like a Virgin   • Richard Branson understands      that the media doesn’t get...
Creativity in Public Relations  • Example: PR Like a Virgin       • Richard Branson understands          that the media do...
Creativity in Public Relations •           Example: Harley-Davidson - Happy 95th     •       Every year, a company        ...
Creativity in Sales Promotion • A Creative Approach can provide an   added reason to buy - on top of the   Incentive!  Fre...
Creativity in Sales Promotion• A Creative Approach can provide an  added reason to buy - on top of the  Incentive!   Apple...
Creativity in Sales Promotion • A Creative Approach can provide an   added reason to buy - on top of the   Incentive!   Sc...
Creativity in Sales Promotion • A Creative Approach can provide an   added reason to buy - on top of the   Incentive! Kell...
Building Brand Value  • Creativity Can Build Brand Values    • It can Reinforce Existing Feelings
Building Brand Value   • Creativity Can Build Brand Values          – It can Reinforce Existing Feelings          •      I...
Building Brand Value • Creativity Can Build Brand Values   – It can Reinforce Existing Feelings   – It can Create New Feel...
How Creative Works  • Effective Creativity persuades  • Three Cornerstones of Persuasion      – It connects to the Target ...
Effective Surprise!     • It could be a              Big       Surprise!       – The “AHA” •   I never thought of it that ...
Effective Surprise!  •   It could be a Small Surprise      •   The “Oh yeah!”      •   That’s just the way I feel         ...
Effective Surprise!  •   It could be a Small Surprise      •   The “Oh yeah!”      •   That’s just the way I feel         ...
The Creative Department                                               Strategy    The Players -                           ...
The Process • Creative Collaboration • The Assignment   – Informal (or formal) group meeting    Concept from   – “Here’s w...
Creative Support Systems:  • Almost every agency has a set of    intellectual tools to help them solve    advertising prob...
Target Sketch  • Helps Target “Come Alive  • Helps in “one-to-one communication”      •   “Don’t think of people in the ma...
Consumer Insight  • This often means    a breakthrough!  • Lisa Fortini-Campbell    notes the breakthrough is    when the ...
Consumer Insight       Example: Baby Clothes •    Need to add “reason-why” to emotion to     justify higher price point • ...
Consumer Insight        Example: Tires    •    Why should I buy         Michelins?
Consumer Insight       Example: Crackers   •    Why do I need        Uneeda?
Brand Character Capsule• “describes what the brand stands for in  terms of consumer perception”• Usually the result of ext...
Creative Action Plan • Different Names at Different Agencies • Common Characteristics   – Target Description   – Communica...
Creative Action Plan  1.   Client  2.   Target  3.   Competitive Snapshot  4.   Old/New Thought  5.   Main Claim  6.   Sup...
Now…       It’s time to think        of that Big        Idea…
Lesson • Big Ideas are great but they must be tied   back to your market objectives and budget. • Don’t let an Advertising...
Creating Ideas That Sell     1. Connect with your target market •    Example: Federal      Express understand      the imp...
Creating Ideas That Sell  1. Connect with your target  2. Understand the brand  •   Example: VW knew      that small could...
Creating Ideas That Sell 1. Connect with your target market 2. Understand the brand 3. Beat the competition •    Example: ...
Creating Ideas That Sell  1. Connect with Your Target  2. Understand The Brand  3. Beat The Competition  4. Solve The     ...
Creating Ideas That Sell  1. Connect with Your Target  2. Understand The Brand  3. Beat The Competition  4. Solve The     ...
However…       After you think of       it, then you have       to sell it…
“Selling” Creative Ideas    Presentations Need Planning    A Good Presentation Format:      Present Problem/Assignment    ...
However…       After you sell it,       then you have to       produce it…
Producing Creative Ideas    Now other specialized professionals and   suppliers join the creative team.    Print Team Memb...
Producing Creative Ideas    Now other specialized professionals and   suppliers join the creative team.    Radio Team Memb...
Producing Creative Ideas    Now other specialized professionals and   suppliers join the creative team.   Television Team ...
Producing Creative Ideas    Now other specialized professionals and   suppliers join the creative team.    Television Team...
Producer Responsibilities:    Budget      Bidding      Approval      Staying on Budget    Schedule    Production Quality  ...
Creative Career Opportunities    Every day, the marketplace creates new    jobs, and new companies - here are two    more ...
New Interactive Media  •   Evolving towards greater interaction      and customisation of media.  •   Era of co-creation a...
Creative Career Opportunities   The Great Space Race   Public Relations & Event Marketing  Supply media newsworthy info   ...
PR - The Great Space Race    MPR (Marketing Public Relations) is critical   for new business start-ups.     Free press mor...
In Conclusion        Remember every        Marketer has that            one ... Great Creative Idea!
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Creativity in Marketing

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Every marketer and adverting agency have one great creative idea. This presentation highlights the creativity and execution of great Integrated Marketing Communications campaigns. The execution of great ideas is a collaboration between client and adverting agency.

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Transcript of "Creativity in Marketing"

  1. 1. Creativity in Marketing Overview
  2. 2. What is Creativity? • the act of turning new and imaginative ideas into reality. Creativity involves two processes: thinking, then producing. Innovation is the production or implementation of an idea. If you have ideas, but dont act on them, you are imaginative but not creative. - Linda Naiman, www.creativityatwork.com • "Creativity is the process of bringing something new into being...creativity requires passion and commitment. Out of the creative act is born symbols and myths. It brings to our awareness what was previously hidden and points to new life. The experience is one of heightened consciousness- ecstasy.“ - Rollo May, The Courage to Create
  3. 3. Einstein on Imagination and Creativity Quote 1: Imagination is more important than knowledge Quote 2: Reading, after a certain age, diverts the mind too much from its creative pursuits. Any man who reads too much and uses his own brain too little falls into lazy habits of thinking. Albert Einstein - US (German-born) physicist (1879 - 1955)
  4. 4. Creativity in Marketing • What We Create • Creating Added Value • Creativity in… – Advertising Evian We are all babies inside
  5. 5. Creativity in Marketing • What We Create • Creating Added Value • Creativity in… – Advertising – Public Relations “Colgate 360
  6. 6. Creativity in Marketing • What We Create • Creating Added Value • Creativity in… – Advertising – Public Relations – Sales Promotion McDonalds Coca Cola / Free Coca Glass Offer
  7. 7. Creating Added Value • Creating Attention – Example: The Need for Interesting Advertising Yeah Baby - Got Milk? Austin Powers Milk Advisory Board
  8. 8. Creativity in Advertising • Interest in an ad is influenced by… • Surprise (Good)
  9. 9. Creativity in Advertising• Interest in an ad is influenced by…• Surprise (Good)• Information (Better) Newspaper ad for Drain Power
  10. 10. Creativity in Advertising • Interest in an ad is influenced by… • Surprise (Good) • Information (Better) • Benefits (Best) Print ad for Eclipse Gum
  11. 11. Creativity in Advertising • Interest in an ad is influenced by… • Surprise (Good) • Information (Better) • Benefits (Best) • How about All 3? Example: Surprising information tied into VW benefits.
  12. 12. Creativity in Public Relations • Example: PR Like a Virgin • Richard Branson understands that the media doesn’t get many interesting photos o Here he is in his balloon.
  13. 13. Creativity in Public Relations • Example: PR Like a Virgin • Richard Branson understands that the media doesn’t get many interesting photos o Here, he promotes a book which promotes his brand
  14. 14. Creativity in Public Relations • Example: Harley-Davidson - Happy 95th • Every year, a company has has an anniversary. • Creative PR can make it something special • All brands have ads • Good PR about those ads adds extra value • But it has to be “newsworthy!”
  15. 15. Creativity in Sales Promotion • A Creative Approach can provide an added reason to buy - on top of the Incentive! Free Gift Nokia
  16. 16. Creativity in Sales Promotion• A Creative Approach can provide an added reason to buy - on top of the Incentive! Apple Macintosh Test Drive
  17. 17. Creativity in Sales Promotion • A Creative Approach can provide an added reason to buy - on top of the Incentive! Schilling Pepper Free Sample Offer
  18. 18. Creativity in Sales Promotion • A Creative Approach can provide an added reason to buy - on top of the Incentive! Kellogg’s Eggo Win $75000 (Coupon) = Brand Equity
  19. 19. Building Brand Value • Creativity Can Build Brand Values • It can Reinforce Existing Feelings
  20. 20. Building Brand Value • Creativity Can Build Brand Values – It can Reinforce Existing Feelings • It can Create New Feelings and Attitudes BelCuore Café By Ogilvy Brasil.
  21. 21. Building Brand Value • Creativity Can Build Brand Values – It can Reinforce Existing Feelings – It can Create New Feelings and Attitudes • It can Add Image and Imagery Polo mint By JWT
  22. 22. How Creative Works • Effective Creativity persuades • Three Cornerstones of Persuasion – It connects to the Target – It communicates the Benefit – Effective Creativity gets to “Yes” • “The Closer” • It gets you to “Just Do It” • When it works, “Creative” is…
  23. 23. Effective Surprise! • It could be a Big Surprise! – The “AHA” • I never thought of it that way before Example: Nike (Wieden + Kennedy)
  24. 24. Effective Surprise! • It could be a Small Surprise • The “Oh yeah!” • That’s just the way I feel Example: Volvo Station Wagon
  25. 25. Effective Surprise! • It could be a Small Surprise • The “Oh yeah!” • That’s just the way I feel Example: McDonald’s
  26. 26. The Creative Department Strategy The Players - Review Board The Creative Team Executive Creative Director (ECD) Creative • The Process Director (CD) Associate – Creative Collaboration Creative Director (ACD) • The Product Creative Group: – The Creative Concept... Copy Spvr. & Art Supervisor Copywriters & Art Directors – Turned into an Ad Broadcast Print Production Production – The Result - Traffic Creative Communication
  27. 27. The Process • Creative Collaboration • The Assignment – Informal (or formal) group meeting Concept from – “Here’s what we’ve got to do.” “Brainstorming” – Tools may or may not be ready • Collaborative Thinking – Brainstorming – Thinking Together – Until… THE CONCEPT.
  28. 28. Creative Support Systems: • Almost every agency has a set of intellectual tools to help them solve advertising problems. Like: • Target Sketch • Consumer Insight • Brand Character Capsule • Creative Action Plan
  29. 29. Target Sketch • Helps Target “Come Alive • Helps in “one-to-one communication” • “Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell” Claude Hopkins • Helps in a critical task - talking to people who are not like you.
  30. 30. Consumer Insight • This often means a breakthrough! • Lisa Fortini-Campbell notes the breakthrough is when the consumer “breaks in” to your message and says “This is about me.” Example: Pretty Feet
  31. 31. Consumer Insight Example: Baby Clothes • Need to add “reason-why” to emotion to justify higher price point • Style plus functionality for babies and mums • To Mum, it says “we understand”
  32. 32. Consumer Insight Example: Tires • Why should I buy Michelins?
  33. 33. Consumer Insight Example: Crackers • Why do I need Uneeda?
  34. 34. Brand Character Capsule• “describes what the brand stands for in terms of consumer perception”• Usually the result of extensive research• Describes values that the advertising (marketing communication) will reinforce.• Useful decision-making tool – This is us/This isn’t us
  35. 35. Creative Action Plan • Different Names at Different Agencies • Common Characteristics – Target Description – Communication Objective • Product • Benefit • vs. Competition – May have other Sections • Example: Key Fact and “Problem the Advertising Must Solve” (Y&R Creative Work Plan)
  36. 36. Creative Action Plan 1. Client 2. Target 3. Competitive Snapshot 4. Old/New Thought 5. Main Claim 6. Support 7. Tone 8. Added Tools
  37. 37. Now… It’s time to think of that Big Idea…
  38. 38. Lesson • Big Ideas are great but they must be tied back to your market objectives and budget. • Don’t let an Advertising agencies big idea over ride you marketing objectives. • Golden rule: If I was paying for the campaign would I pay for it out of my own pocket?
  39. 39. Creating Ideas That Sell 1. Connect with your target market • Example: Federal Express understand the importance of care and on time package delivery.
  40. 40. Creating Ideas That Sell 1. Connect with your target 2. Understand the brand • Example: VW knew that small could still be powerful.
  41. 41. Creating Ideas That Sell 1. Connect with your target market 2. Understand the brand 3. Beat the competition • Example: Japan Airlines Premium Economy instead of Business Class…
  42. 42. Creating Ideas That Sell 1. Connect with Your Target 2. Understand The Brand 3. Beat The Competition 4. Solve The Problem… • Example: They couldn’t create Milk ads that were interesting!
  43. 43. Creating Ideas That Sell 1. Connect with Your Target 2. Understand The Brand 3. Beat The Competition 4. Solve The Problem… 5. Make it Memorable! • Alka-Seltzer!
  44. 44. However… After you think of it, then you have to sell it…
  45. 45. “Selling” Creative Ideas Presentations Need Planning A Good Presentation Format: Present Problem/Assignment Unique Interpretation of Problem The Insight is introduced “The Reveal” Be ready for questions, comments and criticisms
  46. 46. However… After you sell it, then you have to produce it…
  47. 47. Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. Print Team Members: Electronic pre-production Art buyers Photographers Illustrators Printers
  48. 48. Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. Radio Team Members: Voice Talent Announcers Actors Singers Composers & musicians Recording Studios & Engineers
  49. 49. Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. Television Team Members: Agency Producers Production Houses Video Production Facility
  50. 50. Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. Television Team Members: Agency Producers Production Houses Directors Actors Editors and “Post Houses.”
  51. 51. Producer Responsibilities: Budget Bidding Approval Staying on Budget Schedule Production Quality Cost Items Talent/Director payments, Props (may need client approval) Wardrobe, make-up, styling, etc.
  52. 52. Creative Career Opportunities Every day, the marketplace creates new jobs, and new companies - here are two more places a creative person might look. The New Targeting Social Media, Direct Mail & Direct Marketing The Great Space Race Public Relations Event Marketing & More
  53. 53. New Interactive Media • Evolving towards greater interaction and customisation of media. • Era of co-creation and one on one communication using social media to communicate with customers. • Greater emphasis on brand building • Importance of metrics to measure advertising and campaign effectiveness.
  54. 54. Creative Career Opportunities The Great Space Race Public Relations & Event Marketing Supply media newsworthy info Press Releases Press Conferences Supply info directly Newsletters, brochures Annual Reports Issue Advertising Events & Experiential Marketing
  55. 55. PR - The Great Space Race MPR (Marketing Public Relations) is critical for new business start-ups. Free press more affordable than paid ads Good press often needed for investors PR is a Creative Profession Account execs have to be creative - deal with “leads” to stories and react quickly to changing circumstance. New Event Marketing opportunities are Local, National, and Global
  56. 56. In Conclusion Remember every Marketer has that one ... Great Creative Idea!
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