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TMRC Creative Workshop Brief Intro


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TMRC Creative Workshop Brief Intro

  1. 1. Translating Deep Consumer Insights and the Brand’s Big Idea into Creative Development & Media Innovation Strategies Transfermagination™ TMRC Creative Development Workshop
  2. 2. People will happily spend a minute to compose their own version of a brand story – a version that relevantly reflects their own lives! – but they won’t give 5 seconds of their time to listen to a brand trying to tell them how they should think.
  3. 3. get lost in translation Making sure powerful Insights & Brand Messages do NOT during creative development Insights to Application Dilemma
  4. 4. Ask yourself… Does your communication engage consumer to think and feel , or just let her see and listen via heavy media investment?
  5. 5. Then ask yourself: if the message itself is engaging, is it delivered in a way that makes it relevant to the brand experience in her mind?
  6. 6. … and is your framing of the message relevant to herself?
  7. 7. I have something to say…how do I put it up here?
  8. 8. BY USING THE RIGHT TOOLS: We use “Space Constraints” to focus creative thinking onto our KEY objective: Motivate the Consumer! We channel all creative energy channels on Key Conceptual Spaces . On those that matter.
  9. 9. We define Space Constraints: Key Motivating Insight Spaces – Brand Message – the Big Idea We provide Stimulants – The Creative Toolkit: Proven creative techniques to stimulate development of engaging content and psychological framing We provide critical Guidance: Aligning workshop’s creative output with key psychological space elements from our consumer insights Transfermagination™: Focus and Free up creative development!
  10. 10. Transfermagination™ Creative Stimulants – the Toolkit <ul><ul><li>Metaphor & Conceptual Blending </li></ul></ul>Co-Activation <ul><ul><li>Star Removal </li></ul></ul><ul><ul><li>Intelligent Exaggeration </li></ul></ul>
  11. 11. <ul><ul><li>KEY Creative Development Technique: </li></ul></ul><ul><ul><li>Metaphor Synergy and Conceptual Blending Technique </li></ul></ul>A message is deciphered and experienced by thinking and feeling, consciously and subconsciously. Indented brand values become activated and blend into her mental world, her heart and mind – instead of just feeding the eyes <ul><ul><li>Metaphor & Conceptual Blending </li></ul></ul>
  12. 12. Conceptual Blending in Advertising Still limiting your child to just one way of learning?
  13. 13. <ul><ul><li>Supportive Creative Technique: </li></ul></ul><ul><ul><li> Shock & Awe – Stunning the Mind by intelligent Exaggeration </li></ul></ul>Intelligent Exaggeration is not about making it big and shocking in order to entertain: the smartness of delivery emerges after the “shock wave” recedes, the message left behind is deeply imprinted… <ul><ul><li>Intelligent Exaggeration </li></ul></ul>
  14. 14. Extreme Consequence Extreme Benefit
  15. 15. Extreme Effort Extreme Alternative
  16. 16. Transfermagination™ Workshop Creative Stimulants – the Toolkit <ul><ul><li>Media Maximization & Innovation – </li></ul></ul><ul><ul><li>Medium Message Blend </li></ul></ul><ul><ul><li>to identify effective media element use (to </li></ul></ul><ul><ul><li>serve the message / experience), even </li></ul></ul><ul><ul><li>develop innovative media form possibilities </li></ul></ul><ul><ul><li>around the key message and its ”experience”! </li></ul></ul>Media Maximization & Innovation
  19. 19. TMRC Creative Development Workshop usually takes one full day. TMRC Insight team, the client’s marketing / brand team, insight team, and their ad agency’s strategic planners and creative team attend. At the end of that day there will be an array of engaging creative ideas, and in various media forms. These are then taken forward, fine-tuned, built upon.
  20. 20. Most importantly, our Transfermagination™ workshop serves as valuable inspiration and guidance for your ad agency’s further – insight focused(!) – creative development!
  21. 21. To make sure that powerful insights do not get lost in translation.
  22. 22. TMRC Thailand: 2 Ploenchit Center, G Floor, Sukhumvit Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand Tel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674 TMRC China: Floors 2-3, Bldg. B, 1000 Chang Ping Rd, Shanghai 200042, China 上海市昌平路 1000 号 B 座 2-3 楼 / 邮编 : 200042 Tel: +86-21-6218-3377 Fax: +86-21-6271-1217 TMRC India: 123, 1 st Floor, Vipul Agora, M.G. Road Gurgoan, 122001, Delhi, India Tel: +91 124 4609906 Fax: +91 124 4609900