& & CreativityCreativity CommunicationCommunication

Creativity & Communication l Working in a Creative Department l “Selling” Creative Ideas l Producing Creative Ideas l Creative Career Opportunities

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

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

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

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

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

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

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

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

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

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

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

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

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

Creative Career Opportunities The New Targeting Direct Mail & Direct Marketing l Growing strong - including the Internet l Technology generating new opportunities l More ways to connect with targets l Newer, better, and less expensive ways to handle data and message delivery 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 Press Releases l Press Conferences l Supply 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. l Free press more affordable than paid ads l Good press often needed for investors l PR is a Creative Profession l Account execs have to be creative - deal with “leads” to stories and react quickly to changing circumstance. l New Event Marketing opportunities are Local, National, and Global