The document discusses fundamentals of creative development for advertising ideas. It provides examples of participatory ads that involve consumers, such as allowing users to play a role in developing ad spots. The value is in making the idea part of daily life, providing utility, or getting consumers to take action. Good ideas are participatory, interactive, user-generated, shareable, useful and enduring. They come from understanding media, technology, behavior and having a relevant creative idea, such as enabling customers to extend happy hour or crowdsourcing clean restrooms. The shortcoming of some efforts is lack of scale or reach. Success requires a combination of advertising, social media, experiential marketing, mobile and shareable ideas on platforms.
Creative Brief for Fundamentals of Creative Development. Longer and more thorough then some briefs should be, but intended to get students to think about purpose, objectives and desired outcome of advertising or digital initiatives.
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
Talk given to Magnet, a community of the world's most successful, independent advertising and marketing agencies on how Mullen grew from a small, regional boutique to an integrated, global, progressive advertising agency. A story about vision, culture and reinvention.
SxSW observations. Privacy comes out of the closet. Digital manufacturing gets accessible. Social responsibility emerges as a cool thing to do. Actions beat advertising when it comes to marketing. And more.
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
Fundmentals of Creative Development Lecture 4edward boches
Lecture on Ideas that Do and the creative criteria that help define these approaches vs message based ads. Used in teaching at BU, College of Communication.
Lecture I am giving to an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.
Creative Brief for Fundamentals of Creative Development. Longer and more thorough then some briefs should be, but intended to get students to think about purpose, objectives and desired outcome of advertising or digital initiatives.
How to Grow an Ad Agency: A Story of Vision, Culture, Reinventionedward boches
Talk given to Magnet, a community of the world's most successful, independent advertising and marketing agencies on how Mullen grew from a small, regional boutique to an integrated, global, progressive advertising agency. A story about vision, culture and reinvention.
SxSW observations. Privacy comes out of the closet. Digital manufacturing gets accessible. Social responsibility emerges as a cool thing to do. Actions beat advertising when it comes to marketing. And more.
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
Fundmentals of Creative Development Lecture 4edward boches
Lecture on Ideas that Do and the creative criteria that help define these approaches vs message based ads. Used in teaching at BU, College of Communication.
Lecture I am giving to an introductory creative class. I think it's a good thing to learn some history and have a frame of reference about how we got where we are today. This frames up the Big Idea from the days of Ogilvy and Lois to how creative ideas have and need to evolve.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
A unique or creative idea for an advertisement or campaign that attracts consumers’ attention, gets a reaction, and sets the advertisers product or service apart form the competition.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
Welcome to the second annual “We Wrote a Book in Three
Hours” exercise. To test their creativity, content generating
prowess, collaborative skills and ability to think fast, I asked
students in Strategic Creative Development (a course at Boston
University’s College of Communication) to conceive, write,
sketch and produce this little ebook in three hours. Give or
take a couple of minutes. They had no idea where it would
take them or how they would get there. But here it is. Some
thoughts about who they are as a generation, how they’ve
embraced the age of digital disruption and what it means as
they exit their college years and enter
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
Fast Company's “Innovation Uncensored” brought together the most creative minds in business for two days of idea exchange. Here’s what they talked about.
http://bit.ly/7BigIdeas
by Abigail Marks (@nycabby), Director, Strategy & Operations, OgilvyEntertainment
The Future of Marketing, Advertising, and Branded EntertainmentDeep Focus
Ian Schafer's presentation on the future of marketing, advertising, and branded entertainment at The Next Big Idea Conference in Los Angeles on 10/30/07.
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
Digitz: Digital Trends Report - May 2016Azam J. Khan
This report is designed to give the readers an overview of the digital industry around the globe. The report shows how social media is evolving and how brands locally and globally are effectively using the medium to reach out to an ever growing social audience. The report also includes research on trends, topics and innovations that are being talked about worldwide.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
A unique or creative idea for an advertisement or campaign that attracts consumers’ attention, gets a reaction, and sets the advertisers product or service apart form the competition.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
Welcome to the second annual “We Wrote a Book in Three
Hours” exercise. To test their creativity, content generating
prowess, collaborative skills and ability to think fast, I asked
students in Strategic Creative Development (a course at Boston
University’s College of Communication) to conceive, write,
sketch and produce this little ebook in three hours. Give or
take a couple of minutes. They had no idea where it would
take them or how they would get there. But here it is. Some
thoughts about who they are as a generation, how they’ve
embraced the age of digital disruption and what it means as
they exit their college years and enter
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
Fast Company's “Innovation Uncensored” brought together the most creative minds in business for two days of idea exchange. Here’s what they talked about.
http://bit.ly/7BigIdeas
by Abigail Marks (@nycabby), Director, Strategy & Operations, OgilvyEntertainment
The Future of Marketing, Advertising, and Branded EntertainmentDeep Focus
Ian Schafer's presentation on the future of marketing, advertising, and branded entertainment at The Next Big Idea Conference in Los Angeles on 10/30/07.
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
Digitz: Digital Trends Report - May 2016Azam J. Khan
This report is designed to give the readers an overview of the digital industry around the globe. The report shows how social media is evolving and how brands locally and globally are effectively using the medium to reach out to an ever growing social audience. The report also includes research on trends, topics and innovations that are being talked about worldwide.
Social Media as a Force Multiplier for the Travel IndustryMarc Lefton
This is a modified version of the keynote presentation I gave at the ATCA travel conference in Aruba, 4/2011. Includes more bullet points on visual slides and I removed case studies which need explanation.
As part of the YellowCats innovation leader program Willem Sodderland and Robbert Cornelissen organised a presentation and workshop around Open Source Marketing, Word of Mouth and Storytelling
Y&R once again sent some of its brightest minds to the interactive portion of the annual event and here’s what they had to say about the trends at the intersection of technology and advertising, and what they mean for brands today.
The difference between PR and advertising. Helping students decide.edward boches
A simplistic overview of the difference between PR and advertising and the ways in which the two are actually bleeding into each other's territory. Presentation for freshman and sophomores at BU's College of Communication.
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digita...edward boches
Thoughts on being creative and finding inspiration. Four chapters: creativity matters more than ever; there's no such thing as an original idea; learn to steal and remix; dissect the formulas in ideas that work. I should note that while the statement in this title has been attributed to Picasso, Oscar Wilde and others, I stole it from Faris Yakob, who has used it for years. Thank you, Faris.
Courage, Creativity, Collaboration: How to Succeed in the new PR and Media La...edward boches
Talk I gave to Council of PR Firms Boston event on October 3, 2013. Full text can be found on my blog.
Cover image downloaded from: http://www.hdwallpapersbank.com/red-bull-stratos-hd-wallpapers/
5. What are the ways in which an ad can be participatory,
meaning there is a role for the consumer besides watching?
Dodge Dart: user plays role, shares, and others join.
Old Spice Twitter: users engage with ideas for spots and then pass them around.
Coke Chase: you play, vote, come back to see the results and socialize.
6. The real value is if the idea does one or all of the following:
a. becomes a part of your every day life: Nike Plus, AMEX on Foursquare
b. gives you some form of utility that you use at least occasionally (Sit or Squat and dozens
of others)
c. gets you to take some kind of action -- Jet Blue Election Protection, where you are
involved not just watching.
d. makes you WANT to share it because it is either cool and you want to turn your friends on
to it. Or there is some incentive to do so. Or because you are inviting more participation that
benefits you, i.e. the Kickstarter inspired Dodge Dart idea or Art of the Trench.
7. Quick Recap
Why we advertise
Role of creativity
What makes an ad creative when it’s a message
8. Ads that earn your attention, but rely on
paid media.
9. ‘
fag.got (fag t) 1. there was
e
a time when the word “faggot”
meant a bundle of sticks. but
then people started using it
in an insulting, offensive way
and things changed. so when
you say things like “homo,”
“dyke” and “that’s so gay” try-
ing to be funny, remember,
you may actually be hurting
someone. 2. so please, knock
it off. 3. get more information
at ThinkB4YouSpeak.com
15. They are not going away. But they derive
from an era when we (brands and
marketers) owned the media and could
“broadcast” our sales pitches.
16. Today we live in an age of social media
and participation.
17. Consumers no longer want to play a passive role. Nor do they have to.
At a minimum, they want to choose what they engage with and when
they engage.
More likely they want a chance to comment and share. Ideally, if an
idea is good enough, they’ll actually participate -- sometimes before the
fact, sometimes after -- in the process creating more content that
spreads across the web, attracting attention to the original idea, liking
the brand or the product for allowing them to be part of the experience.
What does a brand have to do or create to achieve such a level of
participation?
19. Think about your own use of technology, media, content.
Consider how you find out about brands and products. Identify the
problems, frustrations, needs you have that brands could solve with
marketing as utility?
Factor in context. Where are you? What are you doing? What
makes sense at that moment?
Ask what a brand has to do to get you to pay attention, engage,
and more importantly, stay involved.
28. How can you demo Ford’s new
Park-Assist feature?
29.
30. Pinball Park Assist
Who: Ford
What: To promote the Active Park Assist feature on the new Ford Focus, Ogilvy of Paris “turned the
quest to find a parking spot in Paris into a giant life-size game of pinball.”
Drivers come across one tiny parallel parking space. “Above the cars stands a giant pinball billboard
that displays each driver’s score as they play the full-size parking game. Sensors in the surrounding
cars’ bumpers register a ‘hit’ anytime they are touched at all. The driver’s score is tallied on the giant
board for everyone to see.”
The “winner” – or worse parker – received a free Ford Focus with the Active Park Assist feature to park
in the space without a single ding.
Why: Leveraged the notoriously difficult parking situations in Paris to highlight the Active Park Assist
feature’s relevance to anyone who drives in the city.
Link: http://www.youtube.com/watch?feature=player_embedded&v=DAM_HLj1QOo#!
31. How can you encourage trial in a way
that involves users to create content?
32.
33. National Honesty Index
Who: Honest Tea
What: Honest Tea set up its own social experiment this summer with unmanned pop-up stores around
30 cities that asked people to pay $1 when they took a bottle of tea. Unknown to all passersby, Honest
Tea also set up hidden cameras to find out who actually followed the honor system. They then compiled
the data from their videos to create the National Honesty Index, a website that features interactive
infographics about who is honest ... and who is not.
Why: Spreads and builds the brand’s core values in a way is fun, interactive, and shareable for anyone
involved – from those who took tea at the pop-ups to those who check out the infographics
Link: http://thenationalhonestyindex.com/
40. Election Protection
Who: Jet Blue
What: We’ve all heard someone say, “If my candidate doesn’t win, then I’m leaving the country.” That’s
why we created something called Election Protection for JetBlue. Here, we tapped into the largest
discussion in America, the current presidential election, and said if your candidate doesn’t win, don’t
worry, JetBlue will give a free one-way ticket out of here.
The site experience, the mobile and social extensions and the on-the-ground campaigning all came
together seamlessly. The story was picked up by almost every major news provider. And the results were
through the roof.
Why: Taps into cultural relevance, aligns product offerings with current events, leverages news coverage
for the election, fun and participatory.
Results: 346,114 unique visits; 51 million impressions (most of which were earned); 103,559 votes. All on
a limited budget and a regional presence only.
Link: http://thenationalhonestyindex.com/
41. How do you get people to drink more of
your beer?
42.
43. Bud Clock
Who: Budweiser
What: Budweiser created a “Bud Clock” that counts down to the end of the Happy Hour. Every
Budweiser you buy at the bar gets you a QR-coded coaster that, when scanned by the Bud Clock, adds 1
minute to the Happy Hour countdown.
Why: Provides a direct incentive for partygoers to purchase more Budweisers at the exact point of
purchase
Link: http://adsoftheworld.com/media/ambient/budweiser_budclock
46. Charmin’ Sit or Squat
Who: Charmin
What: An app to help people identify clean, nearby public restrooms from their phone.
Using basic mobile technology and location based services, users can simply open the app and find a
restroom.
More importantly, they can contribute by uploading locations that they identify with a few simply entries.
And, if they are so inclined, they can join, which, of course, gives the brand data about who they are and
where they go.
Why: Provide utility, marketing as service, capture data, hope that doing something for customers
translates into loyalty or trial.
Link: https://www.sitorsquat.com/
49. Tide’s “Stain Brain”
Who: Tide
What: A free app that gives consumers step-by-step instructions from
both experts at Tide and other users who can submit their own tips
on how to remove/treat specific stains.
Why: To further cement Tide as an “authority” in stain removal, and to
increase sales on certain Tide products, such as the “Tide To Go”
stain remover pen.
50. How do you turn your physical machines
into a medium to generate viral content?
54. What is the shortcoming of efforts
like these?
55. Hard to scale, can’t guarantee size of
audience or reach, slower build.
56. Need a combination of everything.
Driving brand idea.
Advertising for awareness.
Social for engagement.
Experiential to connect in context.
Mobile to be ever-present.
Shareable ideas to be viral.
Platforms to be lasting vs temporary.
57. So now what are the fundamentals of
creative development?
62. Hey, what if we....
--write on the roads of the Tour de France with a robot
--fly people out of the country if their candidate loses
--test people’s honesty with a public display
--crowdsource clean restrooms
--enable customers to extend Happy Hour