The role of Creativity in advertising. Integrated Brand Promotions use creativity to craft an ad which has maximum probability for being succes. the examples of Heineken beer demonstrates the creativity of ad design team. An example Creative brief is also included in this presentation

1. Creativity in IBP
GAGANDEEP SINGH, ISOLDE MURDOCH, KEANNA HARRY

2. Creativity
● “the use of the imagination or original ideas, especially
in the production of an artistic work”. -Google.com
● Creativity in advertising fulfils psychological, marketing
and corporate requirement of the consumers.
● Creative advertising adds new perceptions and
enjoyment of the product.

5. Assuring Poor Creativity
● Treat your audience like a statistic
● Make your strategy a hodge podge
● Have no philosophy
● Analyze your creative as you do a research report
● Make the creative process professional
● Say one thing and do another
● Give your client a candy store
● Mix your campaigns to show it to client
● Blame your team for bad creative
● Let your people imitate

6. Question 1
“This chapter emphasizes the importance of coordination and
collaboration in the creative process for IBP campaigns. Conduct the
following creative brainstorming exercises. Present your ideas to the
class and explain how the ‘Eight Rules for Brilliant Brainstorming’ listed
in Exhibit 9.15 helped your team’s collaborative effort.”
Build off each other.
Fear drives out creativity.
Prime individual before and after.
Make it happen.
It’s a skill.
Embrace creative abrasion.
Listen and learn.
Follow the Rules.

7. Baking Soda
● mix it in water to soften skin.
● take a tablespoon of baking soda with water to relieve
heartburn.
● use it relieve any skin burns and stings from bees.
● can be used to scrub washrooms and sinks.
● use it to clean stainless steel, shoes, windshield.
● use it to unclog gas stoves
● sprinkle on pet litter to absorb odor.

8. Ball Point Pen
● use it as paper clip
● drum sticks
● decoration, such as on a desk
● color coding
● bookmarker
● highlighter
● hair pin

9. Baseball Cap
● as a container for putting loose change or receipts
● ear warmer
● kitten or other small pet bed
● carry small items and water
● prop : dance and/or acting
● symbolism
● toy accessory

10. Belts
● convert an old belt into camera strap
● use it to tie up curtains
● use it to hang small shelves
● dog leash or collar if small..
● scarf or tie hanger
● keeping things closed

11. Words Association
➔ Taco Bell - spicy, crunchy, delicious, fast food
➔ Pampers - soft, caring, loving, cute, easy to use,
disposable
➔ John Deere - macho, strength, pride, safety, tools

12. Question 2
Develop a creative brief for one of the three brands listed
above (i.e. Taco Bell, Pampers, and John Deere).
The brief should establish the goal of any future advertising
efforts and offer some basic guidance to the creative
division.
Your team should use the template at Exhibit 9.14 to
develop the creative brief, but you may make adjustments
as necessary to that model.

13. Creative Brief
A small document that plays a large role to encourage teamwork and promote
the creative process.
Establishes the objective of an advertising effort by putting everyone on the
same page, to push them in a similar direction towards a common goal.
Gives guidelines, while providing “room for the creatives to be creative.”
(O’Guinn et al., 2015, p.190).
A properly created creative brief can prevent conflicts from occurring.

14. Taco Bell – TV Commercials
Ronald McDonald
Doritos Locos Tacos

15. Creative Brief
– Taco Bell

16. THANK YOU!