Integrated Marketing Communication (IMC) - Creative strategy - planning and development, part of Masters in Management Studies (MMS), University of Mumbai

1. Creative Strategy
Planning and Development
• 46 – Nikhil Hirani
• 49 – Tushar Mirchandani
• 61 – Pawan Golani
1

2. Advertising Creativity
• The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems.
2
Creative Strategy
• Determining what the advertising message will
say or communicate
Creative Tactics
• Determining how the message strategy will be
executed

3. Creative strategy cycle
Planning
Development
Execution
Evaluation
3
Decision making regarding
the target audience,
product positioning,
advertising appeals, ad
message, type of media
etc.
Involves development of
a financial as well as
creative strategy for
the advertising campaign
Includes pre-testing of
advertisements before the
actual execution to estimate
the likely impact of the ads
and the effectiveness of the
advertising campaign.
Post-testing is conducted to
estimate the net return on
investment and determine the
effectiveness of the
advertising campaign.

4. The issues
4
Suits
• It isn’t creative if it
doesn’t sell
• Stick with what works
Artists
• Only artistic value and originality count
• Try something new

5. The creative process
5

6. The creative process
6

7. Getting creative input
7

8. Memorable ads
• Title – Stay ahead of the Times
• Client – The Hindu
• Year – 2012
• Link -
https://www.slideshare.net/my_mithwa/times-of-
india-vs-the-hindu-advertisement-war
8

9. Memorable ads
• Title - Get a Mac
• Client – Apple Inc
• Advertising Agency - TBWAMedia Arts Lab
• Key persons – John Hodgman (as PC) and Justin Long
(as Mac)
• Year – 2006 - 2009
• Link -
https://www.youtube.com/watch?v=0eEG5LVXdKo
9

10. Memorable ads
• Client – Kayam Tablet
• Year – 2007
• Link -
https://www.youtube.com/watch?v=iDVYxu6jEzg
10

11. Memorable ads
• Client – Mumbai Police
• Advertising Agency – Lowe Lintas
• Key persons – Sagar Kapoor (Chief Creative officer)
• Year – 2020
• Link -
https://brandequity.economictimes.indiatimes.com/new
s/marketing/mumbai-police-promotes-self-policing-
in-a-film-conceived-by-lowe-lintas/75045671
11

12. Memorable ads
• Client - Cadbury Schweppes, product – Cadbury dairy milk
chocolate
• Advertising Agency - Fallon London
• Key persons – Juan Cabral (creative director, art director,
copywriter and director), Garon Michael (Gorilla)
• Year – 2007
• Link - https://www.youtube.com/watch?v=TnzFRV1LwIo
12

13. Memorable ads
• Title – Happydent Palace TVC
• Client – Pefetti Van Melle, product– Happydent chewing gum
• Advertising agency - McCann World group India
• Key person – Prasoon Joshi
• Year – 2008
• Link - https://www.youtube.com/watch?v=6zH6N4LxF1w
13

14. Memorable ads
• Title - The Man Your Man Could Smell Like
• Client –Old Spice, product - Old Spice Body Wash
• Advertising agency - Wieden+Kennedy
• Key person - Tom Kuntz (Director), Isaiah Mustafa (actor)
• Year – 2010
• Link - https://www.youtube.com/watch?v=owGykVbfgUE
14

15. Memorable ads
• Title - MP Tourism - Memories of Destination
• Client – MP Tourism
• Advertising agency - Ogilvy & Mather
• Key persons - Azazul Haque (Chief Creative Officer, Ogilvy
South), Vijay Sawant (Director of the TVC)
• Year – 2018
• Link - https://www.youtube.com/watch?v=y_PpnUWZYJY
15

16. Memorable ads
• Title - More Together
• Client - Facebook
• Advertising Agency -Taproot Dentsu
• Key Person - Neeraj Kanitkar (Senior Creative Director)
• Year – 2020
• Link -
https://www.youtube.com/watch?v=GXaeeqfHNHQ
16

17. THANK YOU
17