Every marketer and adverting agency have one great creative idea. This presentation highlights the creativity and execution of great Integrated Marketing Communications campaigns. The execution of great ideas is a collaboration between client and adverting agency.

1. Creativity in Marketing
Overview

2. What is Creativity?
• the act of turning new and imaginative ideas into reality.
Creativity involves two processes: thinking, then producing.
Innovation is the production or implementation of an idea. If
you have ideas, but don't act on them, you are imaginative
but not creative.
- Linda Naiman, www.creativityatwork.com
• "Creativity is the process of bringing something new into
being...creativity requires passion and commitment. Out of
the creative act is born symbols and myths. It brings to our
awareness what was previously hidden and points to new
life. The experience is one of heightened consciousness-
ecstasy.“
- Rollo May, The Courage to Create

3. Einstein on Imagination and Creativity
Quote 1: Imagination is more important than
knowledge
Quote 2: Reading, after a certain age, diverts
the mind too much from its creative pursuits.
Any man who reads too much and uses his
own brain too little falls into lazy habits of
thinking.
Albert Einstein - US (German-born) physicist (1879 - 1955)

4. Creativity in Marketing
• What We Create
• Creating Added Value
• Creativity in…
– Advertising
Evian We are all babies inside

5. Creativity in Marketing
• What We Create
• Creating Added Value
• Creativity in…
– Advertising
– Public Relations
“Colgate 360

6. Creativity in Marketing
• What We Create
• Creating Added Value
• Creativity in…
– Advertising
– Public Relations
– Sales Promotion
McDonalds Coca Cola / Free Coca Glass Offer

7. Creating Added Value
• Creating Attention
– Example: The Need for
Interesting Advertising
Yeah Baby - Got Milk?
Austin Powers
Milk Advisory Board

8. Creativity in Advertising
• Interest in an ad is influenced by…
• Surprise (Good)

9. Creativity in Advertising
• Interest in an ad is influenced by…
• Surprise (Good)
• Information (Better)
Newspaper ad for
Drain Power

10. Creativity in Advertising
• Interest in an ad is influenced by…
• Surprise (Good)
• Information (Better)
• Benefits (Best)
Print ad for
Eclipse Gum

11. Creativity in Advertising
• Interest in an ad is influenced by…
• Surprise (Good)
• Information (Better)
• Benefits (Best)
• How about All 3?
Example: Surprising
information tied into
VW benefits.

12. Creativity in Public Relations
• Example: PR Like a Virgin
• Richard Branson understands
that the media doesn’t get
many interesting photos
o Here he is in his balloon.

13. Creativity in Public Relations
• Example: PR Like a Virgin
• Richard Branson understands
that the media doesn’t get
many interesting photos
o Here, he promotes a book
which promotes his brand

14. Creativity in Public Relations
• Example: Harley-Davidson - Happy 95th
• Every year, a company has
has an anniversary.
• Creative PR can make
it something special
• All brands have ads
• Good PR about those ads
adds extra value
• But it has to be
“newsworthy!”

15. Creativity in Sales Promotion
• A Creative Approach can provide an
added reason to buy - on top of the
Incentive!
Free Gift
Nokia

16. Creativity in Sales Promotion
• A Creative Approach can provide an
added reason to buy - on top of the
Incentive!
Apple Macintosh
Test Drive

17. Creativity in Sales Promotion
• A Creative Approach can provide an
added reason to buy - on top of the
Incentive!
Schilling Pepper
Free Sample Offer

18. Creativity in Sales Promotion
• A Creative Approach can provide an
added reason to buy - on top of the
Incentive!
Kellogg’s Eggo Win $75000 (Coupon) =
Brand Equity

19. Building Brand Value
• Creativity Can Build Brand Values
• It can Reinforce Existing Feelings

20. Building Brand Value
• Creativity Can Build Brand Values
– It can Reinforce Existing Feelings
• It can Create New Feelings and Attitudes
BelCuore Café
By Ogilvy Brasil.

21. Building Brand Value
• Creativity Can Build Brand Values
– It can Reinforce Existing Feelings
– It can Create New Feelings and Attitudes
• It can Add Image and Imagery
Polo mint
By JWT

22. How Creative Works
• Effective Creativity persuades
• Three Cornerstones of Persuasion
– It connects to the Target
– It communicates the Benefit
– Effective Creativity gets to “Yes”
• “The Closer”
• It gets you to “Just Do It”
• When it works, “Creative” is…

23. Effective Surprise!
• It could be a Big
Surprise!
– The “AHA”
• I never thought of it that
way before
Example: Nike
(Wieden + Kennedy)

24. Effective Surprise!
• It could be a Small Surprise
• The “Oh yeah!”
• That’s just the way I feel
Example: Volvo
Station Wagon

25. Effective Surprise!
• It could be a Small Surprise
• The “Oh yeah!”
• That’s just the way I feel
Example:
McDonald’s

26. The Creative Department
Strategy
The Players - Review
Board
The Creative Team Executive
Creative
Director (ECD)
Creative
• The Process Director (CD)
Associate
– Creative Collaboration Creative
Director (ACD)
• The Product Creative
Group:
– The Creative Concept... Copy Spvr. & Art Supervisor
Copywriters & Art Directors
– Turned into an Ad Broadcast Print
Production Production
– The Result -
Traffic
Creative Communication

27. The Process
• Creative Collaboration
• The Assignment
– Informal (or formal) group meeting Concept from
– “Here’s what we’ve got to do.” “Brainstorming”
– Tools may or may not be ready
• Collaborative Thinking
– Brainstorming
– Thinking Together
– Until… THE CONCEPT.

28. Creative Support Systems:
• Almost every agency has a set of
intellectual tools to help them solve
advertising problems. Like:
• Target Sketch
• Consumer Insight
• Brand Character Capsule
• Creative Action Plan

29. Target Sketch
• Helps Target “Come Alive
• Helps in “one-to-one communication”
• “Don’t think of people in the mass.
That gives you a blurred view.
Think of a typical individual, man or
woman, who is likely to want what you
sell”
Claude Hopkins
• Helps in a critical task - talking to people
who are not like you.

30. Consumer Insight
• This often means
a breakthrough!
• Lisa Fortini-Campbell
notes the breakthrough is
when the consumer
“breaks in” to your
message and says “This
is about me.”
Example:
Pretty Feet

31. Consumer Insight
Example: Baby Clothes
• Need to add “reason-why” to emotion to
justify higher price point
• Style plus functionality
for babies and mums
• To Mum, it says “we
understand”

32. Consumer Insight
Example: Tires
• Why should I buy
Michelins?

33. Consumer Insight
Example: Crackers
• Why do I need
Uneeda?

34. Brand Character Capsule
• “describes what the brand stands for in
terms of consumer perception”
• Usually the result of extensive research
• Describes values that the advertising
(marketing communication) will reinforce.
• Useful decision-making tool
– This is us/This isn’t us

35. Creative Action Plan
• Different Names at Different Agencies
• Common Characteristics
– Target Description
– Communication Objective
• Product
• Benefit
• vs. Competition
– May have other Sections
• Example: Key Fact and “Problem the Advertising
Must Solve” (Y&R Creative Work Plan)

36. Creative Action Plan
1. Client
2. Target
3. Competitive Snapshot
4. Old/New Thought
5. Main Claim
6. Support
7. Tone
8. Added Tools

37. Now…
It’s time to think
of that Big
Idea…

38. Lesson
• Big Ideas are great but they must be tied
back to your market objectives and budget.
• Don’t let an Advertising agencies big idea
over ride you marketing objectives.
• Golden rule: If I was paying for the
campaign would I pay for it out of my own
pocket?

39. Creating Ideas That Sell
1. Connect with your target market
• Example: Federal
Express understand
the importance of
care and on time
package delivery.

40. Creating Ideas That Sell
1. Connect with your target
2. Understand the brand
• Example: VW knew
that small could still
be powerful.

41. Creating Ideas That Sell
1. Connect with your target market
2. Understand the brand
3. Beat the competition
• Example: Japan
Airlines Premium
Economy instead
of Business
Class…

42. Creating Ideas That Sell
1. Connect with Your Target
2. Understand The Brand
3. Beat The Competition
4. Solve The
Problem…
• Example: They
couldn’t create
Milk ads that
were interesting!

43. Creating Ideas That Sell
1. Connect with Your Target
2. Understand The Brand
3. Beat The Competition
4. Solve The
Problem…
5. Make it
Memorable!
• Alka-Seltzer!

44. However…
After you think of
it, then you have
to sell it…

45. “Selling” Creative Ideas
Presentations Need Planning
A Good Presentation Format:
Present Problem/Assignment
Unique Interpretation of Problem
The Insight is introduced
“The Reveal”
Be ready for questions, comments
and criticisms

46. However…
After you sell it,
then you have to
produce it…

47. Producing Creative Ideas
Now other specialized professionals and
suppliers join the creative team.
Print Team Members:
Electronic pre-production
Art buyers
Photographers
Illustrators
Printers

48. Producing Creative Ideas
Now other specialized professionals and
suppliers join the creative team.
Radio Team Members:
Voice Talent
Announcers
Actors
Singers
Composers & musicians
Recording Studios & Engineers

49. Producing Creative Ideas
Now other specialized professionals and
suppliers join the creative team.
Television Team Members:
Agency Producers
Production Houses
Video Production Facility

50. Producing Creative Ideas
Now other specialized professionals and
suppliers join the creative team.
Television Team Members:
Agency Producers
Production Houses
Directors
Actors
Editors and “Post
Houses.”

51. Producer Responsibilities:
Budget
Bidding
Approval
Staying on Budget
Schedule
Production Quality
Cost Items
Talent/Director payments,
Props (may need client approval)
Wardrobe, make-up, styling, etc.

52. Creative Career Opportunities
Every day, the marketplace creates new
jobs, and new companies - here are two
more places a creative person might look.
The New Targeting
Social Media, Direct Mail & Direct
Marketing
The Great Space Race
Public Relations
Event Marketing & More

53. New Interactive Media
• Evolving towards greater interaction
and customisation of media.
• Era of co-creation and one on one
communication using social media to
communicate with customers.
• Greater emphasis on brand building
• Importance of metrics to measure
advertising and campaign
effectiveness.

54. Creative Career Opportunities
The Great Space Race
Public Relations & Event Marketing
Supply media newsworthy info
Press Releases
Press Conferences
Supply info directly
Newsletters, brochures
Annual Reports
Issue Advertising
Events & Experiential Marketing

55. PR - The Great Space Race
MPR (Marketing Public Relations) is critical
for new business start-ups.
Free press more affordable than paid ads
Good press often needed for investors
PR is a Creative Profession
Account execs have to be creative - deal with
“leads” to stories and react quickly to changing
circumstance.
New Event Marketing opportunities are
Local, National, and Global

56. In Conclusion
Remember every
Marketer has that
one ...
Great Creative Idea!