Презентация "Как стать гением креатива" @ Red Apple 2015

КАК СТАТЬ ГЕНИЕМ КРЕАТИВА
ПОПЫТКА НЕ ПЫТКА
©Viatcheslav Chernyackhovskiy. All rights protected. 2015..

©Viatcheslav Chernyackhovskiy. All rights protected. 2015.
РЕКЛАМА ADVERTISING
Advertising is the greatest art form of the twentieth century.
Herbert Marshall McLUHAN.
ADVERTISING is a racket, like the movies and the brokerage business.
Frances Scott Fitzerald.

© Viatcheslav Chernyackhovskiy. All rights protected. 2015.
CREATIVITY
CFREATIVITY is a mystique process. It will never be fully comprehended. The
creative procedure is unlikely to be ever strictly formulated. Alex F. OSBORN
CREATIVITY is defined as the ability to formulate new combinations from two or
more concepts already in the mind. John W. HAEFELE
CREATIVITY does not just “happen”. It requires hard work and a keen mind.
Although all people undoubtedly are endowed with some degree of creative
ability, SOME PERSONS ARE SUPERIOR in this respect. Maurice I. MANDELL
CREATIVITY is the thinking process that helps us generate ideas. Simon MAJARO
The are no CREATIVE or NON-CREATIVE copywriters; only good ad-makers and bad.
Ed COX

ADVERTISING CREATIVITY
ADVERTISING CREATIVITY is about how to create ideas and to
visualize them as advertisements.
Advertisements – no matter how creative - are not an end in
themselves, but rather a means to the end of SELLING THE
CLIENTS’ PRODUCTS.
The advertising agency is not selling merchandise. It’s stock in
trade is IDEAS.
The idea must be translated into words and pictures – the
right words and pictures. Only then is the CREATIVE idea of
any value to the advertiser.

ТАЛАНТ
ТАЛАНТ – врожденная способность к творчеству, высшая
степень одаренности, умение создавать творческие
произведения лучше других. ТАЛАНТ - выдающиеся
дарования, способности, умения, которые открываются с
приобретением опыта, формируют постоянные навыки.
Практически каждый нормальный человек обладает
задатками определенных талантов от рождения.
Раскры-ваются эти задатки благодаря воспитанию
человека, его характеру, желанию стать лучшим.

ГЕНИЙ
ГЕНИЙ – высшая форма одаренности. Творения гения
характеризуются исключительной новизной и
самобытностью.
ГЕНИЕМ нужно родиться, сохранять и развивать этот дар.
ГЕНИЙ создает творческие решения оригинальные, не
имеющие аналогов, никогда ранее никем не создавав-
шиеся. ГЕНИЙ создает новые тенденции, направления,
благодаря способности к наивысшей степени
проявления творческих сил.

John E. POWERS; John E. KENNEDY; Albert D. LASKER; Claude HOPKINS;
Theodore F. MacMANUS; Raymond RUBICAM.

Rosser REEVES; Leo BURNETT; William (Bill) BERNBACH; Fairfax M. CONE;
David OGILVY.

John E. Powers (1837-1919), advertising most influential
copywriter. “Father of modern creative advertising”.
Ranked #1 at the turn of the 19th
c. in fees and ability.
Created ads for department stores Lord&Taylor, Wanamaker’s in
Philadelphia. Freelance since 1886. Fee - >$ 100/day.
Cтиль: (“Power’s style”, “reason-why” style) - «сдержанная честность», искренность,
добропорядочность, ясность мысли. «Витиеватость стиля оскорбительна и
недопустима». Считал гиперболу проклятием рекламного бизнеса. В тексте – только
о полезных свойствах рекламируемого товара, факты и только факты, без
преувеличений, прикрас. Объявление должно быть интересным для потребителя и
правдивым чтобы привлечь его внимание. Первым пообещал в рекламе возврат
денег неудовлетворенным покупателям.

• John E. Kennedy (1864-1928) , главный копирайтер Lord &
Thomas, Chicago. Since 1906 – a free-lance writer. Was the
first to develop philosophy of creative advertising. His
formula of advertising – SALESMANSHIP IN PRINT. Advertising
must stay the reason why one should buy . The first copy-
writer to learn everything about his clients’ business.
Developed selling points. Introduced copy testing.
• Текст – первичен, основная часть объявления. Заголовок
– подводка к тексту. Копирайтинг – основная функция
рекламного агентства.

• Albert D. Lasker (1880-1952), Lord & Thomas, Chicago.
Started as a floor-sweeper and became the reachest man in
advertising, trend-setter in life and business. Acknowledged
as “The Father of Modern Advertising”
• Created the first in-agency copy-writing department. Hired
Kennedy and Hopkins, and introduced the first ever creative
couple – copywriter + artist. Helped to build up businesses by
developing and making famous brands: Sunkist (Drink an Orange for Sunkist),
Kotex, Kleenex, LUCKY STRIKE (To Keep a Slender Figure Reach for a Lucky
Instead of a Sweet, Lucky Strike Means Fine Tobacco). In 1926 utilizing radio
(RCA) as an advertising medium authored the first ever radio broadcast
commercials. Introduced celebrities to advertising (Mary Pickford, Lilian Gish,
etc.).

• Claude Hopkins (1866-1932), Lord & Thomas, Chicago. One of
the greatest and highest paid ($185,000/year, 1907) copy-
writers in history. Believed: advertising existed to sell something.
Copywriters should acquire detailed knowledge of client products and produce
brief, dry, reason-why copy. Promoted: couponing, premiums, free samples,
mail order , return of money, and copy testing. “Discovered” : plaque for
PEPSODENT tooth-paste, and popularized tooth-brushing; “lived steam” for
beer SCHLITZ. The first to use in the copy logical arguments stressing usefulness
of the advertising goods purchase. Tested headlines, offers and propositions
against each other. Introduced analysis of his clients’ ad spend cost effectiveness
by carrying research before and after ad campaign. Introduced to copywriting
“the priority confirmation” (утверждение о преимуществе рекламируемого
товара). Wrote “a bible of modern advertising” - SCIENTIFIC ADVERTISING
(1923), describing how to write advertising that sells.

• Theodore F. MacManus (1872-1940), Theodore F. MacManus
Inc., Detroit. Pioneer of the “image ads” (for GM luxury cars ). Created the
ad “ The Penalty of Leadership “ for Cadillac (1915) . It ran only once and
explained - without specifically mentioning Cadillac , omitting illustration and
technical characteristics - why companies that honor “standards of excellence”
become “targets of the envious”. Sales surged, Cadillac became a sought after
car and popular brand. The ad was voted THE GREATEST AD OF ALL TIME in
1945. Elvis Presley hanged it on the wall of his apartment as a symbol of style
and luxury.
• Founded MacManus agency in 1927, later becoming MacManus, John & Adams,
and finally – D’Arcy MacManus Benton & Bowels (DMB&B), and MacManus
Group.

• Raymond Rubicam (1892 – 1978), N.W Ayers & Son,
Philadelphia; Young & Rubicam (1923, NY). ADVERTISING
WIZARD. ADVERTIZING STATESMAN. The first agency director
from the creative side. Fantastic copywriter. Started “Creative
Revolution” focusing on creative excellence. Famous ads for the farma company
SQUIB (“The priceless ingredient of every product is the honour and integrity of
its maker”), Rolls-Royce, and Steinway (The Instrument of the Immortals).
Instituted research, hired G. Gallup as a Head of the Research Department.
Introduced for his staff the trust fund, profit-sharing and bonuses. Build up sales
of BRISTOL-MYERS medicines, GULF OIL products, PACKARD cars with creative
ads. Invented “ gang ups “ – creative groups of copywriters, photographers,
artists, copy chiefs. Pioneered production of shows (soap operas) with ads on
radio.
• Mottos: ADVERTISING CAN SELL WITHOUT BEING DISHONEST. IDEAS BASED ON
FACTS.

• J. Stirling Getchell (1899-1940). Lord & Thomas; Batten; JWT; J. Stirling
Getchell Inc. THE ABLEST OF COPYWRITERS. ADVERTISING
WIZARD. TACTICAL GENIUS. Copywriter, layout maker and designer.
Pioneered innovative bold style: loud headlines, attention – getting layouts,
realistic photos, tabloid –type format produced attention-grabbing successful
ads. One of the best ads of all time: famous ad for PLYMOUTH – “ Look at all
three!” using argument of a salesman in a showroom put into automobile
advertising. Introduced personal touch to the ad – depicting Walter Chrysler in
the ad explaining why the Plymouth was superior than Ford’s and GM’s cars.
Introduced “creative group systems” – artists and copywriters working together
producing ads and ad campaigns.

• Rosser Reeves (1910-1984). Cecil, Warwick & Cecil; Ruthrauff
& Ryan; Blackett-Sample-Hummert; Ted Bates Inc., Developed
the idea of the UNIQUE SELLING PROPOSITION (USP). Stated
that only effective (based on logic and argument) adverti-
sement mattered. Three rules of the USP: 1. Each advertisement
must make a proposition to the consumer. Not just words, not just product
puffery, not just show window advertising. Each advertisement must say to each
reader: Buy this product, and you will get this specific benefit. 2. The proposition
must be one that the competition either cannot, or does not offer. It must be
unique – either a uniqueness of the brand or a claim not otherwise made in that
particular field of advertising. 3. The proposition must be so strong that it can
move the mass millions, i.e., pull over new customers to your product.
• Example: heading for the Colgate ad: “… cleans your breath while it cleans your
teeth.”

• Leo Burnett (1892-1971). Erwin, Wasey; Leo Burnett Co,
Chicago (1935). Great copywriter. Founder of the “Chicago
school”. Imbued copy with the product’s “inherent drama’ through warmth,
shared emotions and experiences. Adhered to sentimental ads drawn from
heartland-rooted values. Combined in ads information, practical useful facts on
the product’s use, design, humour. Created such evocative icons of advertising
for press and TV as: JOLLY GREEN GIANT; PILLSBURY DOUGHBOY; CHARLIE THE
TUNA; MORRIS THE CAT; TONY THE TIGER. Authored the famous MARLBORO
campaign (1955) that helped the brand to become the world’s most sold out by
1972 and a legendary global business. Slogans: COME TO MARLBORO
COUNTRY(Philip Morris); FLY THE FRIENDLY SKIES (United Airlines); YOU ARE IN
GOOD HANDS WITH ALLSTATE (Allstate Insurance); BEEF. IT’S WHAT’S FOR
DINNER (The American Meat Institute). Motto: GOOD ADVERTISING IS A HAPPY
WEDDING OF WORDS AND PICTURES, NOT A CONTEST BETWEEN THEM.

• William (Bill) Bernbach (1911-1982). Weintraub;Grey; DDB,
N.Y. (1949). # 1 0F ADVERTISING MOST INFLUENTIAL
PEOPLE. THE SINGLE MOST INFLUENTIAL CREATIVE FORCE IN
ADVERTISING HISTORY (AD.AGE) THE MAN WHO CHANGED
AMERICA’S CULTURAL LANDSCAPE. HAD A GENIUS FOR INTEGRATING
COPY WITH ILLUSTRATIONS. USED UNPRETENTIOUS IDEAS. His craftsmanship was always
beautiful, as close to perfect as humanly possible. Great teacher at the UBA: the
UNIVERSITY OF BERNBACH CREATIVITY. Perfected copy/art “team” concept. Acclaimed to
be the KING of the ADS in print and TV. Approach: FIRST LEARN HOW YOUR CLIENT’S
PRODUCTS ARE RELATED TO THEIR USERS, DETERMINE WHAT HUMAN QUALITIES AND
EMOTIONS SHOULD COME INTO PLAY. THEN DECIDE HOW BEST TO COMMUNIUCATE
THOSE ELEMENTS IN THE AD, AND CAPTURE THE CONSUMER’S UNDERSTANDING AND
SUPPORT.
• MOTTO: ADVERTISING DOESN’T CREATE A PRODUCT ADVANTAGE. IT CAN ONLY CONVEY
IT. NOT BE DIFFERENT IS VIRTUALLY SUICIDAL.

Viatcheslav Chernyackhovskiy. All rights protected. 2015.
• Faifax M. Cone (1903-1977). Lord & Thomas;FCB, N.Y.
• Advocated honest and ethical advertising. Supported straightfor-
ward campaigns that placed clients firmly in first place in their sales categories.
Applied motivation research while developing ad campaigns. Most famous
campaigns: Does she or doesn’t she?...Only her haidresser knows for sure
(Clairol hair colour); RAID kills bugs dead (SC Johnson); Up, up and away with
TWA (TWA); The quality goes in before the name goes on (ZENITH colour TV set).
Rules: Advertising must clearly state the proposition; What is clear in the ad
should be important; The ad will be beamed directly at the prospects for the
proposition; The ad should express the personality of the advertiser; The ad will
demand action; Good ad will command attention but never be offensive; will be
reasonable but never dull; will be original but never self-conscious; will be
imaginative but never misleading.
• Motto: ADVERTISING MUST ACHIEVE SALES.

• David Ogilvy (1911-1999). Mather & Crowder, London;
G.Gallup’s Audience Research Institute, New Jersey; Ogilvy,
Benson, and Mather, NY. “The most sought-after wizard in
today’s advertising industry” (“Time”, 1962). ONE OF THE
MOST FAMOUS NAMES AND THINKERS IN ADVERTISING.
Motto: A CUSTOMER IS NOT A MORRON, SHE’S YOUR WIFE.
• PRINCIPLES: CREATIVE BRILLIANCE (BIG IDEA); RESEARCH; ACTUAL RESULTS FOR CLIENTS
(IN THE MODERN WORLD OF BUSINESS, IT IS USELESS TO BE A CREATIVE, ORIGINAL
THINKER UNLESS YOU CAN ALSO SELL WHAT YOU CREATE); PROFESSIONAL DISCIPLINE (I
PREFER THE DISCIPLINE OF KNOWLEDGE TO THE ANARCHY OF IGNORANCE).
• ICONIC CAMPAIGNS: The man in a Hathaway shirt; The man from Schweppes is here; Pablo
Casals is coming home – to Puerto Rico; At 60 miles an hour the loudest noise in this new
Rolls-Royce comes from the electric clock; Only Dove is one-quarter moisturizing cream.

• AREN’T YOU A GENIUS OF
CREATIVITY YET?
• Just be one. Try harder.
• Good luck.
• Thank you for attention!

Презентация "Как стать гением креатива" @ Red Apple 2015

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Презентация "Как стать гением креатива" @ Red Apple 2015