Creative Planning @ Miami Ad School

Miami Ad School Planning Bootcamp September 1 2009 Leon Phang

Planning is like rolling a joint. ... there are many ways to do it.

I had a look at your curriculum and thought: ”what’s missing?” And although it looks good, I think it’s highly focused on classical account planning - basically the stuff that happens before the [change] brief.

Creative brief Cause I really believe there are many challenges even after the briefing and that’s really what I’m going to talk about...

It’s kind of like this... From a nice and linear path you’re suddenly in a big cloud... Or is it?

Creative planning So for the next hour or so we’re gonna talk about this. Creative planning. So, why is Creative planning important?

The thing is: there’s no real shortage of ”smart MBA people” in the world. And there’s no shortage of creatives either.

”My attitude is that creativity might be a commodity.” http://www.huffingtonpost.com/jeremy-abelson/embrace-for-impact-alex-b_b_229160.html Creativity might be a commodity says Alex Bogusky... So, the trick isn’t really to be really creative or really strategic, but it’s really to combine the two.

Creatively Relevant + inspiring Differentiating I really believe that this is what advertising is all about, and that’s why Creative Planning is important.

The creative domain Wrong Right The rest of this presentation I’m going to talk about this: the creative domain, the area or arena which the advertising will take place and some tools for filling it.

Get the basics right (strategic planning) Get the basics right OR strategic planning. It’s really important to get the basics right, because countless times I’ve seen creative teams lost in the process when there’s no basic planning.

Industry/category insights If the consumer is trading down - is coffee/ tea protected by brand loyalty? The Recession Effect: Sweden Hypothesis New views on consumption may lead to an increase in sales of the retail chains own brands; Share of sales 40 30 36 28 20 20 10 14 6 0 Household products Deep-frozen Staples Sweets Beverages Retail chain’s own brand/ category Source: AC Nielsen June 2009 Among all Nordic consumers, Swedes show the lowest intention to switch to cheaper grocery brands, even though overall intention has Source: BCG Consumer Sentiment Barometer, March 2009 increased - from 21 % in October 2008, to 35 % in May 2009. Downturn pick-me-up: A Good Cup of Coffee or Tea Consumption development: Sweden Konsumtion av fil/yoghurt (liter/pers) 39 Coffee and tea may benefit by a downturn, from consumers who consider them to be a less 38 37 expensive alternative to other non-alcoholic beverages, such as soft drinks and juices. Coffee and 36 35 tea are viewed by most consumers as necessary staples. 34 33 A similiar trend can 32 be seen in Sweden; 31 30 ”Coffee and sweets 29 seems to be the only 2000 2001 2002 2003 2004 2005 2006 2007 2008 thing people do not cut their spendings Source: svensk mjölk, Swedish Dairy Association on” NOTE REGIONAL DIFFERENCES Source: Bengt Hedlund, CEO Svensk Servicehandel och Fast - Filmjölk has its strongest position in northern Sweden, while yoghurt is mostly Food. DN Ekonomi 2009-06-13 - Declining sales of ”light” dairies, with less fat consumed by people in the western and eastern parts respectively. - Yoghurt/ fil with more fat increases '!"# Source: AC Nielsen 2008 &$"# ”Svenskarna väljer smak och naturlighet framför lightprodukter” &!"# %$"# 89-# :);<=*2# %!"# $"# !"# ()**# +,--./# 012# 3412# 567)12# 567# Source: Hemköp’s statistical survey ”Så vill svensken ha sin frukost” in July 2004. Industry or category insights are of course important...

Consumer behavior Consumer behavior too...

Human insight

Models And when it comes to models, use them even if you risk being ”theoretical”.

MSU Don’t be afraid to Make Stuff Up. A colleague of mine once said: We’re not in business of science but in the art of business.

Repackage current offerings Cluster products and services into new offerings New segmentation of target group New sales channels and offerings for these Identify new usage areas Develop new features and accessories Communicative features integrated in the product Adding knowledge services For example:

Repackage current offerings: RSO subscription + key

New sales channels and offerings for these: Länsförsäkringar shop

Communicative features integrated in the product: Jämtkraft river option

Develop new features and accessories: Absolut Icebar themes DIAMONDS ARE NOT FOREVER. WELCOME TO A DIFFERENT JEWELLERY EXPERIENCE. PREMIERE NOVEMBER 5TH. NORDIC SEA HOTEL, VASAPLAN 4. +46 (0)8 505 631 24.

Tools: the workflow

Order Chaos The workflow is seldom linear. But it’s not totally chaotic either. So as a planner you can really achieve creativity by remodelling the workflow by setting ”rules” etc.

Wieden & Kennedy has an interesting concept which is about ”embracing failure”, based on the insight that the risk of failure hinders creativity.

Behaviors Characteristic Expressing No negative Actio-orientation many ideas remarks Creative Building on Discussing ideas Special ideas of others with others projects At Jung von Matt we’ve done our own little exercise to find out how we can be more creative. With the help of a psychologist we’ve tried to map what makes creative behavior.

As an example: we came to the insight that generating a lot of ideas without dissing them is key and therefore developed a simple idea template which is a piece of paper where you scribble down your ideas. In that way you will not get discouraged through negative comments in the process.

We also created an idea wall that encourages discussion around creative work - only with positive feedback.

End-user focus Another tool I’ve used in some projects as a planner is to focus on the end-user emotions or experience rather than message or concept.

Flavor

Form and shape

Interaction

Challenging

Surprise

Inside

Display

Motion activated animations

Inside outside

Light space

Can sound and light make you warm?

Freezing your ass off? Keep warm. Go mental. Or leave.

Do It Yourself

surprise So those were some tools for expanding the creative mind... Next topic is [change slide]

Build an inspiration portfolio Another tool which is outside the workflow is to build an inspiration portfolio. The key word is portfolio, because it’s like having a constant stock of assets which you can draw your inspiration from. I’d like to present you mine:

Pop culture

Psychology Cognitive psychology Evolutionary psychology

Economics Economics.

Philosophy

Technology

People

… connect the dots ... and with your inspiration portfolio you can simply connect the dots with all the strategy, concepts, insights, etc. into one idea.

Kind of like Pixar which is ONE BIG IDEA made up from thousands of small ideas.

Psychological Media placement Budget Engagement

Creative strategies Creative strategy is the soft side to the formal brand or communications strategy.

An uncompromising direction The goal is to find an UNCOMPROMISING & SINGLE-MINDED direction. By uncompromising I mean that there are always gaps between strategy and executions, so the creative strategy is really about filling this gap and turning it into a positive force.

Rule #1: you can position anything. And there’s really only one rule to a creative strategy. So forget those 2 by 2 grids.

Provoke Entertain Inspire Back to basics Flip + Some themes.

That was a bit on Creative planning. To summarise you could say that the creative planning role is to be the midfielder: it’s all about deadly passes.

Bonus materials

1. Tinyurl.com/planneradvice

2. Work with the best creatives (and avoid those that suck)

3. Choose an agency that understands.

4. Do it with models.

5. Don’t boil the ocean. Three. Have a clue.

6. Be creative in research.

7. Confront anxieties.

8. Power-summarise.

9. Outsource boring stuff.

10. Listen & don’t listen.

11. Handle trends.

12. Be unconventional.

13. Get a free lunch.

14. Wear your bullshit glasses.

Thanks.

leon@jvm.se

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Creative Planning @ Miami Ad School

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