1. Creativity and Advertising Chapter 10

2. Chapter 10: Creativity 2 Overview of Creativity The poets versus the killers –The tension between creativity and “selling” Creating brands –Advertising is about “brand-meaning creation” Creativity in general –The soul of advertising and branding

3. If you had to guess who came up with this ad would you guess the killers or the poets?

4. Chapter 10: Creativity 4 Creativity across domains Creativity is a gift, a way of seeing the world Mozart, DaVinci, Keats, Ogilvy? Creatives are unconventional, showing total commitment to their craft

5. Chapter 10: Creativity 5 Creativity across domains Howard Gardner studied seven creatives: –Freud, Einstein, Picasso, Stravinsky, Eliot, Graham, Gandhi. Found these common characteristics: –Self-confident, alert, unconventional, hardworking, obsessive.

6. Chapter 10: Creativity 6 Adaptation/Innovation Theory People facing creative tasks can be placed on a continuum between being an adaptor and an innovator. Adaptors: –Work within existing paradigms Innovators –View the paradigm as part of the problem

7. Chapter 10: Creativity 7 Ad Agencies, the Creative Process, and the Product Oil and water Art and Science Why creativity?

8. How would you rate this ad from a creative standpoint?

9. How would you rate the creativity of this ad?

10. Chapter 10: Creativity 10 How to Effectively Hurt Creativity 1.Treat your audience like a statistic 2.Make your strategy a hodgepodge 3.Have no philosophy 4.Analyze your creative effort as you do a research report

11. Chapter 10: Creativity 11 Hurting Creativity 5.Make the creative process professional 6.Say one thing and do another 7.Give your client a candy store 8.Mix and match your campaigns

12. Chapter 10: Creativity 12 Hurting Creativity 9.Fix it in production 10.Blame the creatives for bad creative 11.Let your people imitate 12.Believe post-testing when you get a good score