Creativity Communication Creativity Communication l

& Creativity Communication

Creativity & Communication l l l l Creativity in Marketing How Creative Works Working in a Creative Department Creative Support Systems “Selling” Creative Ideas Producing Creative Ideas Creative Career Opportunities

Creativity in Marketing What We Create l Creating Added Value l Creativity in… l l Advertising Claussen Pickles Newspaper Advertising During “Picnic Season”

Creativity in Marketing What We Create l Creating Added Value l Creativity in… l Advertising l Public Relations l “Mc. Scam” Crisis Management Mc. Donald’s Sweepstakes Scandal

Creativity in Marketing What We Create l Creating Added Value l Creativity in… l Advertising l Public Relations l Sales Promotion l Pepsi CD Promotion

What We Create l We Create Ideas l l “A new combination of previously existing elements” We Create Brand Equity l l l Something that sticks to the “Velcro” of the brand Example: “Whassup? ” We Create Increased Effectiveness 1+1=3 l We create communication that works better l

Creating Added Value l Creating Attention l Example: The Need for Interesting Advertising Got Milk? Austin Powers Milk Advisory Board

Creating Added Value l Creating Attention l Example: The Need for Interesting Advertising l Creating Deeper Connections l Example: PR - The Need for Creativity that’s Newsworthy l Example: Article in Gourmet Magazine s “The Fabulous Food Processor” s Jump-started sales for Cuisinart

Creating Added Value l Creating Attention l Example: The Need for Interesting Advertising l Creating Deeper Connections l Example: PR - The Need for Creativity that’s Newsworthy l Creating New Perspectives l Example: Sales Promotion The Need to Create a Sales Increase Pepsi “Tomb. Raider” Promotion

Creativity in Advertising Interest in an ad is influenced by… l Surprise (Good) l

Creativity in Advertising Interest in an ad is influenced by… l Surprise (Good) l l Information (Better) Newspaper ad for Drain Power

Creativity in Advertising Interest in an ad is influenced by… l Surprise (Good) l l Information (Better) l Benefits (Best) Print ad for Eclipse Gum

Creativity in Advertising Interest in an ad is influenced by… l Surprise (Good) l l Information (Better) l Benefits (Best) l How about All 3? l Example: Surprising information tied into VW benefits.

Creativity in Public Relations l Example: PR Like a Virgin l Richard Branson understands that the media doesn’t get many interesting photos l Here he is in his balloon.

Creativity in Public Relations l Example: PR Like a Virgin l Richard Branson understands that the media doesn’t get many interesting photos l Here, he promotes a book which promotes his brand

Creativity in Public Relations l Example: Harley-Davidson - Happy 95 th Every year, every company has an anniversary. l Creative PR can make it something special l l All brands have ads Good PR about those ads adds extra value l But it has to be “newsworthy!” l

Creativity in Sales Promotion l. A Creative Approach can provide an added reason to buy - on top of the Incentive! Save Free Win

Creativity in Sales Promotion l. A l Creative Approach can provide an added reason to buy - on top of the Incentive! Win Chunky Soup & The Super Bowl Desirable prize + Brand equity

Creativity in Sales Promotion l. A l Creative Approach can provide an added reason to buy - on top of the Incentive! Win/Free Apple Macintosh Free Trial Offer

Creativity in Sales Promotion l. A l Creative Approach can provide an added reason to buy - on top of the Incentive! Win/Free Schilling Pepper Free Sample Offer

Creativity in Sales Promotion l. A l Creative Approach can provide an added reason to buy - on top of the Incentive! Win/Free/Save Kellogg’s Frosted Flakes Savings (Coupon) + Brand Equity

Building Brand Value l Creativity l Can Build Brand Values It can Reinforce Existing Feelings

Building Brand Value l Creativity Can Build Brand Values It can Reinforce Existing Feelings l It can Create New Feelings and Attitudes l

Building Brand Value l Creativity Can Build Brand Values It can Reinforce Existing Feelings l It can Create New Feelings and Attitudes l It can Add Image and Imagery l

How Creative Works Effective Creativity persuades l Three Cornerstones of Persuasion l It connects to the Target l It communicates the Benefit l Effective Creativity gets to “Yes” l “The Closer” s It gets you to “Just Do It” s l When it works, “Creative” is…

Effective Surprise! l It could be a Big Surprise! l The l “AHA” I never thought of it that way before Example: Levy’s Rye Bread (DDB)

Effective Surprise! l It could be a Big Surprise! l The l “AHA” I never thought of it that way before Example: Nike (Wieden + Kennedy)

Effective Surprise! l It could be a Small Surprise The “Oh yeah!” l That’s just the way I feel l Example: Volvo Station Wagon

Effective Surprise! l It could be a Small Surprise The “Oh yeah!” l That’s just the way I feel l Example: Mc. Donald’s

The Creative Department l The Players l l The Creative Team The Process l Creative Collaboration l The Product The Creative Concept. . . l Turned into an Ad l The Result Creative Communication l

The Players l The Creative Team s s Writer/Art Director Create Selling Concepts Jeff Goodby & Rich Silverstein of Goodby Silverstein & Partners

The Players l The Creative Team s s Writer/Art Director Create Selling Concepts Jeff Goodby & Rich Silverstein California Milk of Goodby Advisory Board Silverstein & Partners

The Players l The Creative Team s s Writer/Art Director Create Selling Concepts Jeff Goodby & Rich Silverstein California Milk of Goodby Advisory Board Silverstein & Partners

The Process Creative Collaboration l The Assignment l Informal (or formal) group meeting Concept from l “Here’s what we’ve got to do. ” “Brainstorming” l Tools may or may not be ready l l Collaborative Thinking Brain. Storming l Thinking Together l Until… THE CONCEPT. l

Creative Support Systems: l Almost every agency has a set of intellectual tools to help them solve advertising problems. Like: l Target Sketch l Consumer Insight l Brand Character Capsule l Creative Action Plan

Target Sketch Helps Target “Come Alive l Helps in “one-to-one communication” l l l “Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell” Claude Hopkins Helps in a critical task - talking to people who are not like you.

Consumer Insight l This often means a breakthrough! l Lisa Fortini-Campbell notes the breakthrough is when the consumer “breaks in” to your message and says “This is about me. ” Example: Pretty Feet

Consumer Insight l Example: Baby Clothes Need to add “reason-why” to emotion to justify higher price point l Style plus functionality for babies and moms l To Mom, it says “we understand” l

Consumer Insight l Example: Tires l l Why should I buy Michelins? Example: Crackers l Why do I need Uneeda?

Consumer Insight l Example: Tires l l Why should I buy Michelins? Example: Crackers l Why do I need Uneeda?

Brand Character Capsule l “describes what the brand stands for in terms of consumer perception” l Usually the result of extensive research l Describes values that the advertising (marketing communication) will reinforce. l Useful decision-making tool l This is us/This isn’t us

Creative Action Plan Different Names at Different Agencies l Common Characteristics l Target Description l Communication Objective l Product s Benefit s vs. Competition s l May have other Sections s Example: Key Fact and “Problem the Advertising Must Solve” (Y&R Creative Work Plan)

Creative Action Plan l Client l Target l Competitive Snapshot Old/New Thought Main Claim Support Tone Added Tools Snapshot l Old/New Thought l Main Claim l Support l Tone l Added Tools

Now… It’s time to think of that Big Idea…

Creating Ideas That Sell 1. Connect with Your Target l Example: Federal Express understood the intense pressures faced by today’s business people.

Creating Ideas That Sell 1. Connect with Your Target 2. Understand The Brand l Example: VW knew that small could still be powerful.

Creating Ideas That Sell 1. Connect with Your Target 2. Understand The Brand 3. Beat The Competition

Creating Ideas That Sell 1. Connect with Your Target 2. Understand The Brand 3. Beat The Competition 4. Solve The Problem… l Example: Milk!

Creating Ideas That Sell 1. Connect with Your Target 2. Understand The Brand 3. Beat The Competition 4. Solve The Problem… 5. Make it Memorable! l Alka-Seltzer!

However… After you think of it, then you have to sell it…

“Selling” Creative Ideas Presentations Need Planning l A Good Presentation Format: l Present Problem/Assignment l Unique Interpretation of Problem l The Insight is introduced l l “The Reveal” l Be ready for questions, comments and criticisms

However… After you sell it, then you have to produce it…

Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. l Print Team Members: l l l Electronic pre-production Art buyers Photographers Illustrators Printers

Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. l Radio Team Members: l l Voice Talent Announcers s Actors s Singers s Composers & musicians l Recording Studios & Engineers l

Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. l Television Team Members: l Agency Producers l Production Houses l Video Production Facility

Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. l Television Team Members: l Agency Producers l Production Houses l Directors l Actors Director l Editors and Joe “Post Houses. ” Pytka l

Producer Responsibilities: l Budget l l l Bidding Approval Staying on Budget Schedule Production Quality Cost Items l l l Talent/Director payments, Props (may need client approval) Wardrobe, make-up, styling, etc.

Creative Career Opportunities l Every day, the marketplace creates new jobs, and new companies - here are two more places a creative person might look. l The New Targeting l l Direct Mail & Direct Marketing The Great Space Race Public Relations l Event Marketing & More l

Creative Career Opportunities l The New Targeting Direct Mail & Direct Marketing l Growing l strong - including the Internet Technology generating new opportunities More ways to connect with targets l Newer, better, and less expensive ways to handle data and message delivery l l Evolving toward more interaction and more personalization

Creative Career Opportunities The Great Space Race Public Relations & Event Marketing l Supply media newsworthy info l l Press l Supply Releases Conferences info directly l Newsletters, brochures l Annual Reports l Issue Advertising l Events & Experiential Marketing

PR - The Great Space Race l MPR (Marketing Public Relations) is critical for new business start-ups. Free press more affordable than paid ads l Good press often needed for investors l l PR is a Creative Profession l l Account execs have to be creative - deal with “leads” to stories and react quickly to changing circumstance. New Event Marketing opportunities are Local, National, and Global

In Conclusion Whatever you do, you’ll do better with a little. . . Effective Surprise!