2. & & CreativityCreativity CommunicationCommunication

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

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

5. Creativity in Marketing l What We Create l Creating Added Value l Creativity in… l Advertising l Public Relations “McScam” Crisis Management McDonald’s Sweepstakes Scandal

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

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

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

9. 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

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

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

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

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

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

15. Creativity in Public Relations 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.

16. 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

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

18. Creativity in Sales Promotion Creativity in Sales Promotion l A Creative Approach can provide an added reason to buy - on top ofthe Incentive! Win FreeSave

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

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

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

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

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

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

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

26. How Creative Works How Creative Works l 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” s “The Closer” s It gets you to “Just Do It” l When it works, “Creative” is…

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

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

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

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

31. 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

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

33. 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

34. 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

35. 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”

36. Creative Support Systems: 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

37. Target Sketch Target Sketch l Helps Target “Come Alive l Helps in “one-to-one communication” 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 l Helps in a critical task - talking to people who are not like you.

38. Consumer Insight 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

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

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

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

42. Brand Character Capsule 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

43. 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)

44. 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

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

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

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

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

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

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

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

52. “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

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

54. 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

55. 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:

56. 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

57. 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 Editors and “Post Houses.” Director Joe Pytka l Actors

58. 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.

59. Creative Career Opportunities 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 Direct Mail & Direct Marketing l The Great Space Race l Public Relations l Event Marketing & More

60. 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

61. 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

62. 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

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