Creative Strategy PLANNING AND DEVELOPMENT 27 TH OCTOBER 2015

Transcription

1 Creative Strategy PLANNING AND DEVELOPMENT 27 TH OCTOBER 2015

2 ACCOUNT PLANNING CONTEXT Creative Brief STRATEGY DEVELOPMENT PROCESS CREATIVE DEVELOPMENT PROCESS

3 ADVERTISING STRATEGY IN A NUTSHELL THE ROLE OF ADVERTISING has to both draw from the marketing plan and look ahead to creative brief u WHAT WE WANT TO ACHIEVE WITH ADVERTISING u HOW WE EXPECT TO ACHIEVE THAT AIM Three-Component of Role of Advertising u WHO OUR TARGET AUDIENCE IS ü The Account Planner s ability to distill complex issue down to its essence

4 The Role for Advertising Forms of advertising (e.g., TV, Radio, Printed ads in newspaper or magazine, banner, etc.): Sources of information, entertainment, motivation, fascination, fantasy, irritation, Ads can be used to create images or associations and position of a brand in the consumer's mind & transform the experience of buying and/or using a product or service. Fundamental role of advertising message: To communicate information Ads appeal to and create or shape consumers problems, desires, and goals. Marketer s perspective: the advertising message is a way to tell consumer how the product or service can solve a problem or help satisfy desires or achieve goals

5 How to Convey Advertising Message CREATIVE STRATEGY Determines what the advertising message will say or communicate CREATIVE TACTICS How the message strategy will be executed

6 The Creative Side of Advertising Good creative strategy and execution

7 Advertising Creativity WHAT is MEANT by CREATIVITY in ADVERTISING? IF IT SELLS THE PRODUCT WINS AWARDS ARTISTIC/AESTHETIC Perspectives on advertising creativity depends on person s role Management (Client orientation) - Brand manager - Account manager Ads as Promotional Tool Creatives - Art director - Copy writer - Producer Ads as Aesthetic viewpoint

8 Advertising Creativity What Father of Advertising had to say about what is meant by creativity in advertising? In the modern world of business, it is useless to be creative, original thinker unless you can also sell what you create.

9 Determinants of Creativity ADVERTISING CREATIVITY u The ability to generate fresh, unique, & appropriate or relevant ideas that can be used as solutions to communicate problems. ADVERTISING WORKS DISTINCTIVENESS RELEVANCE Source: Cooper (2011) How to Plan Advertising

10 Determinants of Creativity ADVERTISING CREATIVITY Rare Unexpected details Elaboration The extent to which an ad contains elements that are novel, different, or unusual. Originality Synthesis Connect unrelated ideas DISTINCTIVENESS Different ideas Artistic verbal impression Artistic value Flexibility

11 Determinants of Creativity ADVERTISING CREATIVITY DISTINCTIVENESS

12 Determinants of Creativity ADVERTISING CREATIVITY DISTINCTIVENESS

13 Determinants of Creativity In the future, even the smallest business will be multinational In the future, there will be no market left to merge In the future, age will be barrier to ambition.

14 Grandma

15 If London were Syria

16 Determinants of Creativity ADVERTISING CREATIVITY Meaningful execution elements that capture attention Ad-to-Consumer relevance The degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer. Match personal interest Brand-to-Consumer relevance RELEVANCE

17 Determinants of Creativity The degree to which an advertisement provides information or an image that is pertinent to the brand. RELEVANCE

18 Beetle

19 Consumer Response to Creative Advertising Novel à Processing time à longer exposure à longer attention to advertised brand Higher levels of recall Greater motivation to process the information Deeper levels of procession Emotional reactions: Desire and Intention The AIDA Funnel How Advertising Works

20 What is more important? versus

21 Rules for Creating Creative Effective Advertising THERE IS NO RULE TAKING SOME RISKS FOR BREAKTHROUGH ADVERTISING THE QUESTION: DOES IT SELL?

22 D Arcy Masius Benton & Bowles Agency Guidelines for Developing Creative Advertising

23 D Arcy Masius Benton & Bowles s Universal Advertising Standards 1. Does this Advertising position the product simply and with unmistakable clarity? The target audience for the advertised product or service must be able to see and sense in a flash what the product is for, whom it is for, and why they should be interested in it. Creating this clear vision of how the product or service fits into their lives is the first job of advertising. Without a simple, clear, focused positioning, no creative work can begin. 2. Does this advertising bolt the brand to a clinching benefit? Our advertising should be built on the most compelling and persuasive consumer benefit not some unique but insignificant peripheral feature. Before you worry about how to say it, you must be sure you are saying the right thing. If you don t know what the most compelling benefit is, you ve got to find out before you do anything else.

24 D Arcy Masius Benton & Bowles s Universal Advertising Standards 3. Does this advertising contain a Power Idea? The Power Idea is the vehicle that transforms the strategy into a dynamic, creative communications concept. It is the core creative idea that sets the stage for brilliant executions to come. The ideal Power Idea should: Be describable in a simple word, phrase, or sentence without reference to any final execution. Be likely to attract the prospect s attention. Revolve around the clinching benefit. Allow you to brand the advertising Make it easy for the prospect to vividly experience our client s product or service

25 D Arcy Masius Benton & Bowles s Universal Advertising Standards 4. Does this advertising design in Brand Personality? The great brands tend to have something in common: the extra edge of having a Brand Personality. This is something beyond merely identifying what the brand does for the consumer; all brands do something, but the great brands also are something. 5. Is this advertising unexpected? Why should our clients pay good money to wind up with advertising that looks and sounds like everybody in the category? It shouldn t. We must dare to be different, because sameness is suicide. We can t be outstanding unless we first standout. The thing is not to emulate the completion but to annihilate them.

26 D Arcy Masius Benton & Bowles s Universal Advertising Standards 6. Is this advertising single-minded? If you have determined the right thing to say and have created a way to say it uncommonly well, why waste time saying anything else? If we want people to remember one big thing from a given piece of advertising, let s not make it more difficult than it already is in an overwhelmed world. The advertising should be all about that one big thing. 7. Does this advertising reward the prospect? Let s give our audience something that makes it easy even pleasurable for our message to penetrate: a tear, a smile, a laugh. An emotional stimulus is that special something that makes them want to see the advertising again and again.

27 D Arcy Masius Benton & Bowles s Universal Advertising Standards 8. Is this advertising visually arresting? Great advertising you remember and can play back in your mind is unusual to look at: compelling, reveting, a nourishing feast for the eyes. If you need a reason to strive for arresting work, go on further than Webster: Catching or holding the attention, thought, or feelings. Gripping. Striking. Interesting. 9. Does this advertising exhibit painstaking craftsmanship? You want writing that is really written. Visuals that are designed. Music that is composed. Lighting, casting, wardrobe, direction all the components of the art of advertising are every bit as important as the science of it. It is a sin to nickel-and dime a great advertising idea to death. Why settle for good, when there great? We should go for the absolute best in concept, design and execution. This is our craft the work should sparkle.

28 The Creative Challenge Planning Creative Strategy

29 The Creative side of Advertising ACCOUNT PLANNER CREATIVES Insight research Advertising Message Write copy Creative briefs Strategy statement Communication objectives Design layouts & illustrations Ads that communicate central theme of the campaign

30 The production of ideas is just as definite a process as the production of Fords; the production of ideas, too, runs an assembly line; in the production of mind follows an operative technique which can be learned and controlled; and that its effective use is just as much a matter of practice in the technique as in the effective use of any tool -James Webb Young- The Creative Process By James Webb Young A former creative vice president at the J.Walter Thompson Agency

31 Young s Model of the Creative Process 1 Immersion Gather information 5 Reality 2 Digestion The idea works? Work the information 4 Illumination 3 Incubation Eureka moment Use subconscious

32 ADVERTISING CAMPAIGN Creative Strategy Development

33 ADVERTISING CAMPAIGNS Integrated Marketing Communication A set of interrelated and coordinated marketing communications activities that centre on a single theme or idea that appears in different media a specified time period. Campaign Theme A strong idea, as it is the central message that will be communicated in all the advertising and other promotional activities The theme for the advertising campaign is usually expressed through a slogan or tagline that reduces the key idea into a few words or a brief statement Slogan A summation line that succinctly express the company or brand s positioning, as well as the message it is trying to deliver to the target audience Served as a reminder of, and to reinforce, the marketers key message A key element of brand s identity as it can enhances a brand s image, aid in recognition and recall, and help differentiate it in the minds of consumers, thus contributing to brand equity (Kohli et al.,)

34 AD Campaign

35 Advertising Slogans

36 The Search for the Major Selling Idea UNIQUE SELLING PROPOSITION BRAND IDENTITY INHERENT DRAMA POSITIONING

37 Creative Thinking: Creative Content

38 Creative Thinking: Creative Content IF YOU ARE A BLOGGER FIND THE CATCHY HEADLINES FOR YOUR PHOTOS EXAMPLE: PHOTO: BATHING ELEPHANT HEADLINE:

39 Creative Thinking: Creative Content IF YOU ARE A BLOGGER FIND THE CATCHY HEADLINES FOR YOUR PHOTOS EXAMPLE: PHOTO: BATHING ELEPHANT HEADLINE: WHY I LOVE BATHING WITH ELEPHANT

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