Creative AdvertisingAleksey NarkoWarsaw School of EconomicsESBIC Conference 2013
What is Creativity?“Creativity isinventing, experimenting, growing, takingrisks, breaking rules, makingmistakes, and havin...
Advertising• 500 billion dollars=GDP ofSwitzerland• 2 million ads by the age of65• Average child-100 ads/dayAleksey Narko ...
Aleksey Narko 2013©
Creative AdvertisingAleksey Narko 2013©“Dear Madams and Gentlemen, I knowthat you are provided people, but still Iam willi...
Guerilla Marketing• Speed• Invisibility• No “arms race”• Quality, not quantity• Measuring effectiveness• PartnershipAlekse...
Creative adsamples• The Crazy Ones(1997)• Narcotics - Piss onthem!• Smart EballAleksey Narko 2013©
United Colors of Benetton• “Everybody in advertising is blonde, beautiful, familiesare happy, care, are never in traffic, ...
Source:Bachelor Thesis by AlekseyNarko, supervised by professor of WSB-NLU Frederic Widlak “CreativeAdvertising. Case of B...
THANKYOU!
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Creative advertising

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ESBIC 2013 conference presentation about creative adrvertising based on Bachelor Thesis http://www.slideshare.net/bialorusin/creative-advertising-case-of-benetton-company-by-aleksey-narko

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Creative advertising

  1. 1. Creative AdvertisingAleksey NarkoWarsaw School of EconomicsESBIC Conference 2013
  2. 2. What is Creativity?“Creativity isinventing, experimenting, growing, takingrisks, breaking rules, makingmistakes, and having fun.”Mary Lou CookAleksey Narko 2013 ©
  3. 3. Advertising• 500 billion dollars=GDP ofSwitzerland• 2 million ads by the age of65• Average child-100 ads/dayAleksey Narko 2013©
  4. 4. Aleksey Narko 2013©
  5. 5. Creative AdvertisingAleksey Narko 2013©“Dear Madams and Gentlemen, I knowthat you are provided people, but still Iam willing to pay you for the time spenton reading this letter the averageincome of the people of your position.Take just two minutes to read aboutsome original scenes from our newcomedy. Its premiere will be held nextMonday for the first time.”
  6. 6. Guerilla Marketing• Speed• Invisibility• No “arms race”• Quality, not quantity• Measuring effectiveness• PartnershipAleksey Narko 2013©
  7. 7. Creative adsamples• The Crazy Ones(1997)• Narcotics - Piss onthem!• Smart EballAleksey Narko 2013©
  8. 8. United Colors of Benetton• “Everybody in advertising is blonde, beautiful, familiesare happy, care, are never in traffic, everything isshiny, food looks like it’s incredibly tasteful. I askmyself, “How stupid are we?” Oliveiro ToscaniAleksey Narko 2013©
  9. 9. Source:Bachelor Thesis by AlekseyNarko, supervised by professor of WSB-NLU Frederic Widlak “CreativeAdvertising. Case of Benettoncompany.”Aleksey Narko 2013©www.slideshare.net/bialorusin/creative-advertising-case-of-benetton-company-by-aleksey-narko
  10. 10. THANKYOU!

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