The document discusses creativity and ideas. It begins by explaining left-brain vs. right-brain thinking and how they relate to creativity. It then discusses the hierarchy of ideas from creative ideas to communications ideas to business ideas. The document provides examples of big ideas and how they can transform brands and inspire people. It also discusses how to extend ideas through different creative executions.

1. The
business
of
Buenos
Aires
14th
November
2012

2. Let’s
get
going
• What
we’re
going
to
do
is:
• Talk
about
creaBvity
• Why
it’s
important
• Talk
about
ideas
• Look
at
the
7
Ideas.
• Have
lots
of
ideas

3. Who
is
this
person?

4. And
who
are
you?

5. LeJ-­‐brain/right-­‐brain
• CreaBve
people
are
right-­‐
brained
• LeJ-­‐brain
sees
the
details.
It’s
logic,
language,
lists,
wriBng.
It
arrives
at
conclusions.
• Right
brain
gets
the
whole
picture.
It’s
intuiBve,
images,
colour;
it
leaps
to
conclusions.
• LeJ
brained
people
deconstruct
ideas
to
validate
them.
Then
find
it
hard
puRng
the
idea
back
together
again.

6. 1st
point
of
conflict
• We
WRITE
briefs
but
SEE
the
work
• Using
different
parts
of
the
brain
for
each
task

7. 2nd
point
of
conflict:
Abstract
and
Concrete
ideas

8. 3rd
point
of
conflict

9. What
do
you
see?

10. LeJ-­‐brain/right-­‐brain
• .

11. • .

12. 4th
point
of
conflict

13. Right
brain/leJ
brain
• You
need
a
brief
for
a
concrete
idea
• You
need
to
explain
the
idea
in
both
the
whole
and
the
detail
• And
that’s
what
today
is
all
about!

14. So,
what
is
creaBvity?

15. It
is
compeBBveness

16. Markets
are
life
and
death
affairs
• Apricot
• Atari
• Amiga
• Amstrad
• Lotus
• Sinclair
• Compaq
• Commodore

17. Pampers
v
Huggies

18. You!

19. How
we
apply
creaBvity
has
changed

20. What
is
an
idea?

21. The
5
stages
of
an
idea
1.
Gather
the
facts
2.
Look
for
a
connecBon
3.
Walk
away
from
it
4.
Start
wriBng
5.
Test
it

22. Ideas
are
new
combinaBons
• A
new
combinaBon
of
old
elements
• Business
ideas
are
new
combinaBons:
Henry
Ford
watched
meat-­‐packers.
• Advertorial,
infomercials,
B-­‐VD
• AdverBsing
ideas:
The
apparently
irrelevant
made
relevant

23. What
is
a
BIG
IDEA?
• .

24. Is
this
a
BIG
IDEA?

25. What
is
a
BIG
IDEA?
• A
big
idea
is
an
idea
that
liberates
rather
than
diminishes
the
meaning
of
a
brand
• There
are
2
differences
between
an
idea
and
a
BIG
idea.
The
first
is
transformaBon:
ideas
are
ephemeral,
BIG
ideas
transform
us,
the
way
we
see
ourselves,
others
and
the
world.
The
second
is
shared
emoBon.
Ideas
are
interesBng.
BIG
ideas
capBvate
the
hearts
and
minds
of
many
and
inspire
debate,
dissent,
enlightenment
and
comfort.
• BIG
ideas,
in
a
single
thought,
sum
up
what
a
brand
stands
for,
unifying
its
communicaBon
and
direcBng
all
its
future
acBon.
• A
BIG
idea
lives
and
breathes
in
all
comms.

26. The
hierarchy
of
ideas
CreaBve
idea
CommunicaBons
Idea
Business
Idea

27. The
hierarchy
of
ideas
-­‐
tool
.

28. There
is
usually
a
‘lead’
idea

29. The
hierarchy
of
ideas
-­‐
tool
.

30. A
big
idea
–
in
the
strategy

31. Here’s
a
strategy

32. A
big
idea
–
in
the
creaBve
execuBon

33. A
big
idea
–
in
the
creaBve
execuBon
.

34. Extending
the
idea

35. What’s
the
idea?

36. Oh
dear

37. Meaning
and
expression

38. Big
ideas
can
seem
moronic

39. Same
idea
–
but
contemporary

40. SeducBon
-­‐
Italy

41. SeducBon,
Colombia

42. SeducBon
on
the
roads

43.
SeducBon
at
Xmas

44.
In
the
toilet

45. Same
idea
–
but
ArgenBnian

46. Works
differently
online

47. What’s
the
creaBve
idea?

49. What’s
the
creaBve
idea?

50. What’s
the
creaBve
idea?

51. What’s
the
creaBve
idea?

52. What’s
the
creaBve
idea?

53. What’s
the
creaBve
idea?

54. The
hierarchy
helps
sell
Uncomfortable
real
life
We
know
real
life
can
be
messy
and
messy
moments
are
when
you
need
money
In
the
business
of
people
rather
than
money

55. Spar
Nord