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

1. Creative Advertising
Aleksey Narko
Warsaw School of Economics
ESBIC Conference 2013

2. What is Creativity?
“Creativity is
inventing, experimenting, g
rowing, taking
risks, breaking rules, making
mistakes, and having fun.”
Mary Lou Cook
Aleksey Narko 2013 ©

3. Advertising
• 500 billion dollars=GDP of
Switzerland
• 2 million ads by the age of
65
• Average child-100 ads/day
Aleksey Narko 2013©

4. Aleksey Narko 2013©

5. Creative Advertising
Aleksey Narko 2013©
“Dear Madams and Gentlemen, I know
that you are provided people, but still I
am willing to pay you for the time spent
on reading this letter the average
income of the people of your position.
Take just two minutes to read about
some original scenes from our new
comedy. Its premiere will be held next
Monday for the first time.”

6. Guerilla Marketing
• Speed
• Invisibility
• No “arms race”
• Quality, not quantity
• Measuring effectiveness
• Partnership
Aleksey Narko 2013©

7. Creative adsamples
• The Crazy Ones
(1997)
• Narcotics - Piss on
them!
• Smart Eball
Aleksey Narko 2013©

8. United Colors of Benetton
• “Everybody in advertising is blonde, beautiful, families
are happy, care, are never in traffic, everything is
shiny, food looks like it’s incredibly tasteful. I ask
myself, “How stupid are we?” Oliveiro Toscani
Aleksey Narko 2013©

9. Source:
Bachelor Thesis by Aleksey
Narko, supervised by professor of WSB-
NLU Frederic Widlak “Creative
Advertising. Case of Benetton
company.”
Aleksey Narko 2013©
www.slideshare.net/bialorusin
/creative-advertising-case-of-
benetton-company-by-
aleksey-narko

10. THANKYOU!