1. THREE BIG ISSUES IN
CREATIVE DEVELOPMENT TODAY
Daren Poole | 17∙09∙2014
1
2. AREAS TO EXPLORE
Winning ideas
Winning creative in
the short and long
term
Winning with micro
and longer form video
2
3. AREAS TO EXPLORE
Winning ideas
Winning creative in
the short and long
term
Winning with micro
and longer form video …get it right and the
3
brand grows, but get it
wrong and the money is
wasted.
Advertising is one of the
biggest discretionary
investments a brand
makes….
4. TOP 10 WAYS TO GROW ADVERTISING
PROFITABILITY
4
1.7
1.6
1.4
1.15
1.1
3
2.5
5
12
18
Market/brand size and share
Creative - tagging, ad length
Budget setting across geographies
Budget setting across portfolios
Multimedia campaigns
Budget setting across variants
Costs and product seasonality
Product vs equity vs season
Laydown
Target audience
Source: Top 10 drivers of advertising profitability, Paul Dyson, Admap, September 2014
Profit multiplier
12. A BIG INSIGHT PROVIDES COHERENCE TO THE
BRAND OVER TIME, HELPING THE BRAND GROW
12
Sales for brand
with consistent
idea over time
Sales for brand
if new idea
each time
13. WINNING IDEAS
13
“”
• Can be summed up in a single sentence…
• Are distinctive and disruptive
• Are provocative and generate discussion...
• Stretch the brand without breaking it
• Work across borders, time and channels
• Are personally resonant/meaningful
32. THREE QUESTIONS FOR YOU
Are your communications
based on a big idea?
Will your ads pay for
themselves?
Are you ready to win in
micro and long form
video?
32
33. Questions?
in touch with Daren Poole
daren.poole@millwardbrown.com
darenatmb
33
Editor's Notes
It actually costs the same to run an effective campaign as it does to run an ineffective one. And we know that spending more time upstream in the creative development process- focusing on the idea, and not yet the execution- increases your creative effectiveness and ultimately the success of your brand.
A strong communication idea will allow multiple executions to be developed within it, and allow executions to be developed across many channels making it easier for a brand to establish a coherent and distinct positioning and successfully cascade this across geographies. A strong idea also makes it more likely that everyone in the organisation, including marketing, has a common understanding of the brand’s intended positioning.
The marketplace is increasingly fragmented and it takes an incredible idea just to break through the clutter and capture the consumer’s heart and mind. Strong communications ideas lead to deeper and more meaningful engagement with brands and are more likely to generate earned media.
There are an abundance of products that perform well but fewer and fewer compelling reasons to choose between them.
Strong communications ideas help brands to differentiate themselves from other brands and are key to helping brands achieve their marketing imperatives of building brand choice
So let’s start with a quick explanation of what I mean when I talk about a winning idea.
A winning idea is the overarching, unifying theme for the brand’s marketing efforts. It provides the base for content to be used across channels and countries and over time. A winning idea brings the brand’s message to life via a powerful connection to consumer insights.
Think about Guinness advertising which creatively expresses that “good things come to those who wait” or the Axe idea that plays on the simple, yet potent notion that women will not be able to control their passion around guys who use the product, or even Persil/Omo’s “let your kids play and get dirty, it’s good for their development; Omo will look after the cleaning – or Dirt is Good,” which powerfully marries an insight with a solution role for the brand.
It all starts with an insight.
Insight = a profound understanding of consumers that leads to business ideas and drives profitable growth’
It is “a fresh or unexpected perspective”, not available or seen in that way inside the company before.
It is an “outside-in” view (in contrast to the company ”inside-out” perspective) that finally should lead the consumer to say: “an epiphany”, “they understand me better than I understand myself”.
And insights fuel winning ideas.
Insights are most effective when they are/do one of the following:
Unexpected
Is disruptive
Change momentum
Insights allow us to think about the world in a new way
Insight gets to the heart of people’s thoughts and behaviors, providing inspiration to create effective communications and as a consequence, grow your business”
I believe one of the most wonderful examples of this is certainly Dove who has transformed the way woman look and think about themselves
The campaign for real beauty has been running since 2000 and the strength of its insight into women is refreshed year after year through new creative expressions based off of the same winning idea.
Two new executions were developed this year and were awarded at the Cannes Lion Creative Effectivness Awards earlier this year.
Sketches plays on the insight that women don’t realise just how beautiful they really are.
Camera Shy plays on a similar insight asking women when they stopped believing they were beautiful
Snickers is yet another terrific example of how a resonant and provocative insight can fuel a winning idea and subsequent executions that are repeateded time and time again and across different cultures.
The winning big idea begins with a basic human truth that when we haven’t eaten and have a low blood sugar level our temperament changes.
However, the brillance in this idea is that it goes one step further- We aren’t ourselves when we are hungry
The campaign idea is a new refreshing expression of the brand idea that can be extended synergistically across brand encounters- When we are hungry, we can get into a bad mood and snap at others and act like a diva
And each execution is developed on a local basis using local drama queens like Joan Collins and Joe Peschi in the US to name a few.
What man doesn’t secretly dream of jumping to Earth from Space? And Red Bull literally gave one man ‘wings’!
On October 14, 2012 we witnessed a research mission to the edge of space that was breathtaking for its scope and shocking for the fact that it was orchestrated by a private corporation. The Red Bull Stratos experiment broke scientific barriers, rekindled an era in human history when daredevils ruled the earth, and was inescapably cool. But there is another story here beyond the record books and beautiful aerial photography.
1,000,000 distinct user accounts contributed to the social conversation surrounding Red Bull Stratos.
2,000,000 new accounts subscribed for Red Bull updates across all brand presences in the space of 15 days.
In that sense, Red Bull Stratos was a priceless brand experience that will almost certainly impact Red Bull’s business performance in a significant way.
No company has ever triggered brand advocacy at this scale and short of a similar flawlessly executed spectacle on the scale of Stratos, it’s unclear that it will ever happen again.
That said, the idea inspired consumers around the world to even begin creating their own stuff (Even if events are sponsored by Red Bull, consumers are engaged enough to create their own flying machines, again “giving them wings” in the world of extreme sports.
Millward Brown analysis proves the point that once a meaningful, different and salient insight is uncovered, consistency in creative strategy mixed with creative inspiration can work across time, borders and channels.
As mentioned previously, insight that demonstrates a profound understanding of your consumer can lead to winning ideas that will drive more profitable growth for your Brands than starting afresh with new ideas everytime.
So whereas there is no silver bullet, there are many commonalities between the ideas that we shared just now.
Can be summed up in a single sentence ...
Think Persil’s dirt is good or Guinesses good things come to those who wait…
Is distinctive and disruptive
Brings a new way of thinking, feeling or acting
Is provocative and generates discussion....
Big ideas create loads of buzz and this
Stretches the brand without breaking it
Big ideas bring the brand message to life often by pushing boundaries while still being credible and believable
Can work across borders, time and channels
Big ideas speak to everyone by operating at a fundamental, human level – and have the ability to work powerfully in every medium
Big ideas need to be simple and speak for themselves! Is personally resonant/meaningful
Based on an authentic insight and strikes an emotional chord
Some brands see Vine as opportunity to deliver rational product news – eg Samsung Waterproof – and this is one of the most strongly delivered messages in our study – seen as clear and simple and reinforcing attributes seen in other channels and longer form video
Other brands use Vine for reinforcement of
Existing experiential territory – Oreo good with milk (both Vines we tested) and for sharing (Oreo Snack Pack Hack)
More emotional territory – Dove on established ground delivering confidence and/or beauty
People told us that Ford Mustang's San Francisco Vine suggested creativity and innovation – and as you can see it in the Wordle, it is helping associations of fast, fun, powerful, cool.
What' also interesting about the Mustang Vines is that people don't see them as advertising: to date, the brand has just revined user generated content. This is perceived as 'not a hard sell' and therefore more acceptable when appearing in people's social feeds.