How To Kill A Creative Process
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This document discusses different approaches to creative processes in advertising. It describes the individualist perspective of focusing on sole initiative and self-discovery which can breed narcissism, versus the collaborative perspective of fostering cross-fertilization of ideas and requiring adherence to rules. It also discusses the differences between client ideas that are market-oriented, award ideas that juries look for in terms of artistry and engagement, and hybrid ideas that balance entertainment and reality appeals. The document advocates having a vision, outlining objectives, and following a planned yet social creative process that involves people and incorporates evaluation and improvements.
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How To Kill A Creative Process
- 1. How to Kill the Creative Process @mauricechike MauRs ADictive
- 2. Sir John Hegarty: Film Lions Jury President Joe Pytka: Film Craft Lions Jury President Cannes Statistics • Hegarty's Film Lions jury watched 3,125 commercials. * Pytka's Film Craft Lions jury watched 2,029. • 3 Grand Prix • 21 Gold Lions • 38 Silver Lions • 70 Bronze Lions • 0 .4 % of all Film submissions this year—best of the best. • Dumb Ways" won or shared the top prize in Film • Integrated, Direct, PR and Radio • 18 golds, three silvers and two bronzes, across those 5categories like Cyber, Promo & Activation, and Media.
- 3. How we birth creativity.
- 4. Creativity is divergent thinking- namely, the ability to find unusual and non-obvious solutions to a problem. Creativity in Advertising Harvard Business Review, (2013) How we birth creativity.
- 5. A chat with Patrick Oniel, Creative Diretcor TBWA on creative process
- 6. Re-Briefing Strategic Preparation Strategic Decision Creative Brief- Copy Strategy Search for Ideas Describing the Main Idea Client Briefing Internal Presentation Rehearsal Internal Presentation Market Research Adaptation of Market Research Production Briefing Shooting Production Adaptation Publication The Process of Supply Chain Management for Ideas Do we still practice the creative process standard today?
- 7. Creative Process Individualism. Vs. Collaboration How we birth creativity.
- 8. Individualist Perspective • Sole Initiative towards decision making • it encourages peer competition/ Boosts creativity • Promotes self discovery • Breeds Narcissim • Personal goal over all • Destructive to social creativity in the long run
- 9. Mind Mapping : An Individualist approach to creativity
- 10. Creative Process • Team work toward achieving group goals • Fosters cross fertilization of ideas • Enable’s group to benefit from all participants • Narcissist opinion could kill a stronger idea • Requires strict adherence to rules • Could easily become another social gathering Collaborative Perspective
- 11. • Fosters creativity among peers • Expands ideas • Encourages the process and level of thinking • Increases personal and agency productivity • Empowers you to think on your own Brainstorming: A collaborative approach to Creativity
- 12. BIG IDEA Theory Client Ideas Award Ideas
- 13. The Theory of Client Ideas
- 14. “ Whatever Agency “ video. The Client Service Agency
- 15. Why do clients reject really good Big ideas?
- 16. Do you speak my Language? • Market Oriented • • Consumer Focused • Sales Driven • USP empowered • Realistic • Market Share
- 17. Classic client Idea turn award Idea.
- 18. From product centric to Social enablement
- 19. “ Coke Can “ video. Weiden+Kennedy Portland
- 20. Creative Process
- 21. The Theory of Award Ideas
- 22. Why some Big ideas always win Big! Jury look for… • The artistic • Revolutionary • Solid human truth • Engagement • Fantasy • Social share
- 23. A chat with David Nobay, Creative Chairman Droga 5, Austrailia
- 24. Classic award idea turn world’s longest client fling.
- 25. From award winning to consumer involving.
- 26. “ Nike- Greatness “ video. Weiden+Kennedy Portland
- 27. Creative Process
- 29. Consumers want … • Entertainment • I see myself in it appeal • True to reality • Not a product sale. • Audience Cheer Once in a while… Some agencies import genius thinking standard v
- 30. “ MTN I don Port“ video. DDB Lagos
- 31. Hybrid Ideas? Award Ideas? Client Ideas? Do the creative process for each differ or are they same?
- 32. Take out • Have a vision • Better still, have an idea • Outline your objectives • Plan & follow your creative process • Always involve the PEOPLE, make it social • Evaluate, measure, and reapply with improvements Shekinah.
- 33. I’m sorry sir, I just KILLED IT! @mauricechike