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Creative Planning @ Miami Ad School
1.
2. Miami Ad School
Planning Bootcamp
September 1 2009
Leon Phang
3. Planning is like rolling a joint.
... there are many ways to do it.
4.
5. I had a look at your curriculum and thought: โwhatโs missing?โ
And although it looks good, I think itโs highly focused on classical account planning - basically the
stuff that happens before the [change] brief.
6. Creative brief
Cause I really believe there are many challenges even after the briefing and thatโs really what Iโm
going to talk about...
7. Itโs kind of like this... From a nice and linear path youโre suddenly in a big cloud... Or is it?
8. Creative planning
So for the next hour or so weโre gonna talk about this. Creative planning.
So, why is Creative planning important?
9. The thing is: thereโs no real shortage of โsmart MBA peopleโ in the world. And thereโs no shortage of
creatives either.
10. โMy attitude is that creativity might be a commodity.โ
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 isnโt really to be really creative or
really strategic, but itโs really to combine the two.
11. Creatively Relevant +
inspiring Differentiating
I really believe that this is what advertising is all about, and thatโs why Creative Planning is important.
12. The creative domain
Wrong Right
The rest of this presentation Iโm going to talk about this: the creative domain, the area or arena which
the advertising will take place and some tools for filling it.
14. Get the basics right
(strategic planning)
Get the basics right OR strategic planning. Itโs really important to get the basics right, because countless times Iโve seen
creative teams lost in the process when thereโs no basic planning.
15. 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 chainโs 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
โCoffee 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 mjรถlk, Swedish Dairy Association
onโ
NOTE REGIONAL DIFFERENCES
Source: Bengt Hedlund, CEO
Svensk Servicehandel och Fast - Filmjรถlk has its strongest position in northern Sweden, while yoghurt is mostly
Food. DN Ekonomi 2009-06-13 - Declining sales of โlightโ dairies, with less fat consumed by people in the western and eastern parts respectively.
- Yoghurt/ fil with more fat increases
'!"#
Source: AC Nielsen 2008
&$"#
โSvenskarna vรคljer smak och naturlighet framfรถr lightprodukterโ
&!"#
%$"# 89-#
:);<=*2#
%!"#
$"#
!"#
()**# +,--./# 012# 3412# 567)12# 567#
Source: Hemkรถpโs statistical survey โSรฅ vill svensken ha sin frukostโ in July 2004.
Industry or category insights are of course important...
18. Models
And when it comes to models, use them even if you risk being โtheoreticalโ.
19. MSU
Donโt be afraid to Make Stuff Up. A colleague of mine once said:
Weโre not in business of science but in the art of business.
20. 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:
24. Develop new features and accessories: Absolut Icebar themes
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27. Order Chaos
The workflow is seldom linear. But itโs not totally chaotic either. So as a planner you can really achieve creativity by
remodelling the workflow by setting โrulesโ etc.
28. Wieden & Kennedy has an interesting concept which is about โembracing failureโ, based on the
insight that the risk of failure hinders creativity.
29. 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 weโve done our own little exercise to find out how we can be more creative. With the
help of a psychologist weโve tried to map what makes creative behavior.
30. 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.
31. We also created an idea wall that encourages discussion around creative work - only with positive
feedback.
32. End-user focus
Another tool Iโve used in some projects as a planner is to focus on the end-user emotions or experience rather than message
or concept.
49. Build an inspiration portfolio
Another tool which is outside the workflow is to build an inspiration portfolio. The key word is portfolio, because itโs like
having a constant stock of assets which you can draw your inspiration from. Iโd like to present you mine:
57. โฆ connect the dots
... and with your inspiration portfolio you can simply connect the dots with all the strategy, concepts, insights, etc. into one
idea.
58. Kind of like Pixar which is ONE BIG IDEA made up from thousands of small ideas.
66. 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.
67. Rule #1: you can position anything.
And thereโs really only one rule to a creative strategy.
So forget those 2 by 2 grids.
68. Provoke
Entertain
Inspire
Back to basics
Flip
+
Some themes.
69. That was a bit on Creative planning. To summarise you could say that the creative planning role is to
be the midfielder: itโs all about deadly passes.
