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Creativity in Marketing

               Overview
What is Creativity?
 • the act of turning new and imaginative ideas into reality.
   Creativity involves two processes: thinking, then producing.
   Innovation is the production or implementation of an idea. If
   you have ideas, but don't act on them, you are imaginative
   but not creative.
   - Linda Naiman, www.creativityatwork.com
 • "Creativity is the process of bringing something new into
   being...creativity requires passion and commitment. Out of
   the creative act is born symbols and myths. It brings to our
   awareness what was previously hidden and points to new
   life. The experience is one of heightened consciousness-
   ecstasy.“
   - Rollo May, The Courage to Create
Einstein on Imagination and Creativity
 Quote 1: Imagination is more important than
 knowledge
 Quote 2: Reading, after a certain age, diverts
 the mind too much from its creative pursuits.
 Any man who reads too much and uses his
 own brain too little falls into lazy habits of
 thinking.

 Albert Einstein - US (German-born) physicist (1879 - 1955)
Creativity in Marketing
 • What We Create
 • Creating Added Value
 • Creativity in…
   – Advertising

   Evian We are all babies inside
Creativity in Marketing
 • What We Create
 • Creating Added Value
 • Creativity in…
   – Advertising
   – Public Relations


                “Colgate 360
Creativity in Marketing
 • What We Create
 • Creating Added Value
 • Creativity in…
   – Advertising
   – Public Relations
   – Sales Promotion
                McDonalds Coca Cola / Free Coca Glass Offer
Creating Added Value

  • Creating Attention
    – Example: The Need for
       Interesting Advertising




         Yeah Baby - Got Milk?
                 Austin Powers
           Milk Advisory Board
Creativity in Advertising

  • Interest in an ad is influenced by…
  • Surprise (Good)
Creativity in Advertising
• Interest in an ad is influenced by…
• Surprise (Good)
• Information (Better)




            Newspaper ad for
                Drain Power
Creativity in Advertising

  • Interest in an ad is influenced by…
  • Surprise (Good)
  • Information (Better)
  • Benefits (Best)

                  Print ad for
                 Eclipse Gum
Creativity in Advertising

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

 • Example: PR Like a Virgin
   • Richard Branson understands
      that the media doesn’t get
     many interesting photos

   o   Here he is in his balloon.
Creativity in Public Relations

  • Example: PR Like a Virgin
       • Richard Branson understands
          that the media doesn’t get
         many interesting photos
   o    Here, he promotes a book
             which promotes his brand
Creativity in Public Relations
 •           Example: Harley-Davidson - Happy 95th
     •       Every year, a company                   has
             has an anniversary.
     •       Creative PR can make
                  it something special

         •        All brands have ads
              •    Good PR about those      ads
                   adds extra value
              •    But it has to be
                         “newsworthy!”
Creativity in Sales Promotion
 • A Creative Approach can provide an
   added reason to buy - on top of the
   Incentive!




  Free Gift
  Nokia
Creativity in Sales Promotion
• A Creative Approach can provide an
  added reason to buy - on top of the
  Incentive!




   Apple Macintosh
         Test Drive
Creativity in Sales Promotion
 • A Creative Approach can provide an
   added reason to buy - on top of the
   Incentive!




   Schilling Pepper
 Free Sample Offer
Creativity in Sales Promotion

 • A Creative Approach can provide an
   added reason to buy - on top of the
   Incentive!




 Kellogg’s Eggo Win $75000 (Coupon) =
 Brand Equity
Building Brand Value
  • Creativity Can Build Brand Values
    • It can Reinforce Existing Feelings
Building Brand Value
   • Creativity Can Build Brand Values
          – It can Reinforce Existing Feelings
          •      It can Create New Feelings and Attitudes




 BelCuore Café
 By Ogilvy Brasil.
Building Brand Value
 • Creativity Can Build Brand Values
   – It can Reinforce Existing Feelings
   – It can Create New Feelings and Attitudes
    •   It can Add Image and Imagery




  Polo mint
  By JWT
How Creative Works
  • Effective Creativity persuades
  • Three Cornerstones of Persuasion
      – It connects to the Target
      – It communicates the Benefit
      – Effective Creativity gets to “Yes”
         • “The Closer”
         • It gets you to “Just Do It”


  •   When it works, “Creative” is…
Effective Surprise!

     • It could be a              Big
       Surprise!
       – The “AHA”
 •   I never thought of it that
     way before



                  Example: Nike
             (Wieden + Kennedy)
Effective Surprise!
  •   It could be a Small Surprise
      •   The “Oh yeah!”
      •   That’s just the way I feel



                                       Example: Volvo
                                       Station Wagon
Effective Surprise!

  •   It could be a Small Surprise
      •   The “Oh yeah!”
      •   That’s just the way I feel


                                       Example:
                                       McDonald’s
The Creative Department
                                               Strategy
    The Players -                              Review
                                                Board


    The Creative Team                      Executive
                                            Creative
                                        Director (ECD)


                                            Creative

  • The Process                          Director (CD)


                                           Associate
    – Creative Collaboration                Creative
                                        Director (ACD)


  • The Product                                Creative
                                               Group:

    – The Creative Concept...   Copy Spvr. &        Art Supervisor
                                Copywriters         & Art Directors
    – Turned into an Ad              Broadcast              Print
                                    Production            Production
    – The Result -
                                               Traffic
     Creative Communication
The Process
 • Creative Collaboration
 • The Assignment
   – Informal (or formal) group meeting    Concept from
   – “Here’s what we’ve got to do.”       “Brainstorming”

   – Tools may or may not be ready
 • Collaborative Thinking
   – Brainstorming
   – Thinking Together
   – Until… THE CONCEPT.
Creative Support Systems:

  • Almost every agency has a set of
    intellectual tools to help them solve
    advertising problems. Like:
    •   Target Sketch
    •   Consumer Insight
    •   Brand Character Capsule
    •   Creative Action Plan
Target Sketch
  • Helps Target “Come Alive
  • Helps in “one-to-one communication”
      •   “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
  • This often means
    a breakthrough!
  • 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
       Example: Baby Clothes

 •    Need to add “reason-why” to emotion to
     justify higher price point

 •    Style plus functionality
     for babies and mums
 •   To Mum, it says “we
           understand”
Consumer Insight

        Example: Tires
    •    Why should I buy
         Michelins?
Consumer Insight

       Example: Crackers
   •    Why do I need
        Uneeda?
Brand Character Capsule

• “describes what the brand stands for in
  terms of consumer perception”
• Usually the result of extensive research
• Describes values that the advertising
  (marketing communication) will reinforce.
• Useful decision-making tool
  – This is us/This isn’t us
Creative Action Plan
 • Different Names at Different Agencies
 • Common Characteristics
   – Target Description
   – Communication Objective
     • Product
     • Benefit
     • vs. Competition
   – May have other Sections
     • Example: Key Fact and “Problem the Advertising
       Must Solve” (Y&R Creative Work Plan)
Creative Action Plan

  1.   Client
  2.   Target
  3.   Competitive Snapshot
  4.   Old/New Thought
  5.   Main Claim
  6.   Support
  7.   Tone
  8.   Added Tools
Now…


       It’s time to think
        of that Big
        Idea…
Lesson
 • Big Ideas are great but they must be tied
   back to your market objectives and budget.
 • Don’t let an Advertising agencies big idea
   over ride you marketing objectives.
 • Golden rule: If I was paying for the
   campaign would I pay for it out of my own
   pocket?
Creating Ideas That Sell
     1. Connect with your target market
 •    Example: Federal
      Express understand
      the importance of
      care and on time
      package delivery.
Creating Ideas That Sell
  1. Connect with your target
  2. Understand the brand



  •   Example: VW knew
      that small could still
      be powerful.
Creating Ideas That Sell
 1. Connect with your target market
 2. Understand the brand
 3. Beat the competition

 •    Example: Japan
     Airlines Premium
     Economy instead
     of Business
     Class…
Creating Ideas That Sell
  1. Connect with Your Target
  2. Understand The Brand
  3. Beat The Competition
  4. Solve The
      Problem…

   •    Example: They
       couldn’t create
       Milk ads that
       were interesting!
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!
   •   Alka-Seltzer!
However…


       After you think of
       it, then you have
       to sell it…
“Selling” Creative Ideas

    Presentations Need Planning
    A Good Presentation Format:
      Present Problem/Assignment
      Unique Interpretation of Problem
      The Insight is introduced
      “The Reveal”
       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.
    Print Team Members:
      Electronic pre-production
      Art buyers
      Photographers
      Illustrators
      Printers
Producing Creative Ideas
    Now other specialized professionals and
   suppliers join the creative team.
    Radio Team Members:
      Voice Talent
        Announcers
        Actors
        Singers
      Composers & musicians
      Recording Studios & Engineers
Producing Creative Ideas
    Now other specialized professionals and
   suppliers join the creative team.
   Television Team Members:
      Agency Producers
      Production Houses


     Video Production Facility
Producing Creative Ideas
    Now other specialized professionals and
   suppliers join the creative team.
    Television Team Members:
      Agency Producers
      Production Houses
      Directors
      Actors
      Editors and “Post
      Houses.”
Producer Responsibilities:
    Budget
      Bidding
      Approval
      Staying on Budget
    Schedule
    Production Quality
     Cost Items
       Talent/Director payments,
       Props (may need client approval)
       Wardrobe, make-up, styling, etc.
Creative Career Opportunities
    Every day, the marketplace creates new
    jobs, and new companies - here are two
    more places a creative person might look.
     The New Targeting
       Social Media, Direct Mail & Direct
       Marketing
     The Great Space Race
       Public Relations
       Event Marketing & More
New Interactive Media
  •   Evolving towards greater interaction
      and customisation of media.
  •   Era of co-creation and one on one
      communication using social media to
      communicate with customers.
  •   Greater emphasis on brand building
  •   Importance of metrics to measure
      advertising and campaign
      effectiveness.
Creative Career Opportunities
   The Great Space Race
   Public Relations & Event Marketing
  Supply media newsworthy info
    Press Releases
    Press Conferences
  Supply info directly
    Newsletters, brochures
     Annual Reports
    Issue Advertising
  Events & Experiential Marketing
PR - The Great Space Race

    MPR (Marketing Public Relations) is critical
   for new business start-ups.
     Free press more affordable than paid ads
     Good press often needed for investors
   PR is a Creative Profession
      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

        Remember every
        Marketer has that
            one ...

 Great Creative Idea!

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Creativity in Marketing

  • 2. What is Creativity? • the act of turning new and imaginative ideas into reality. Creativity involves two processes: thinking, then producing. Innovation is the production or implementation of an idea. If you have ideas, but don't act on them, you are imaginative but not creative. - Linda Naiman, www.creativityatwork.com • "Creativity is the process of bringing something new into being...creativity requires passion and commitment. Out of the creative act is born symbols and myths. It brings to our awareness what was previously hidden and points to new life. The experience is one of heightened consciousness- ecstasy.“ - Rollo May, The Courage to Create
  • 3. Einstein on Imagination and Creativity Quote 1: Imagination is more important than knowledge Quote 2: Reading, after a certain age, diverts the mind too much from its creative pursuits. Any man who reads too much and uses his own brain too little falls into lazy habits of thinking. Albert Einstein - US (German-born) physicist (1879 - 1955)
  • 4. Creativity in Marketing • What We Create • Creating Added Value • Creativity in… – Advertising Evian We are all babies inside
  • 5. Creativity in Marketing • What We Create • Creating Added Value • Creativity in… – Advertising – Public Relations “Colgate 360
  • 6. Creativity in Marketing • What We Create • Creating Added Value • Creativity in… – Advertising – Public Relations – Sales Promotion McDonalds Coca Cola / Free Coca Glass Offer
  • 7. Creating Added Value • Creating Attention – Example: The Need for Interesting Advertising Yeah Baby - Got Milk? Austin Powers Milk Advisory Board
  • 8. Creativity in Advertising • Interest in an ad is influenced by… • Surprise (Good)
  • 9. Creativity in Advertising • Interest in an ad is influenced by… • Surprise (Good) • Information (Better) Newspaper ad for Drain Power
  • 10. Creativity in Advertising • Interest in an ad is influenced by… • Surprise (Good) • Information (Better) • Benefits (Best) Print ad for Eclipse Gum
  • 11. Creativity in Advertising • Interest in an ad is influenced by… • Surprise (Good) • Information (Better) • Benefits (Best) • How about All 3? Example: Surprising information tied into VW benefits.
  • 12. Creativity in Public Relations • Example: PR Like a Virgin • Richard Branson understands that the media doesn’t get many interesting photos o Here he is in his balloon.
  • 13. Creativity in Public Relations • Example: PR Like a Virgin • Richard Branson understands that the media doesn’t get many interesting photos o Here, he promotes a book which promotes his brand
  • 14. Creativity in Public Relations • Example: Harley-Davidson - Happy 95th • Every year, a company has has an anniversary. • Creative PR can make it something special • All brands have ads • Good PR about those ads adds extra value • But it has to be “newsworthy!”
  • 15. Creativity in Sales Promotion • A Creative Approach can provide an added reason to buy - on top of the Incentive! Free Gift Nokia
  • 16. Creativity in Sales Promotion • A Creative Approach can provide an added reason to buy - on top of the Incentive! Apple Macintosh Test Drive
  • 17. Creativity in Sales Promotion • A Creative Approach can provide an added reason to buy - on top of the Incentive! Schilling Pepper Free Sample Offer
  • 18. Creativity in Sales Promotion • A Creative Approach can provide an added reason to buy - on top of the Incentive! Kellogg’s Eggo Win $75000 (Coupon) = Brand Equity
  • 19. Building Brand Value • Creativity Can Build Brand Values • It can Reinforce Existing Feelings
  • 20. Building Brand Value • Creativity Can Build Brand Values – It can Reinforce Existing Feelings • It can Create New Feelings and Attitudes BelCuore Café By Ogilvy Brasil.
  • 21. Building Brand Value • Creativity Can Build Brand Values – It can Reinforce Existing Feelings – It can Create New Feelings and Attitudes • It can Add Image and Imagery Polo mint By JWT
  • 22. How Creative Works • Effective Creativity persuades • Three Cornerstones of Persuasion – It connects to the Target – It communicates the Benefit – Effective Creativity gets to “Yes” • “The Closer” • It gets you to “Just Do It” • When it works, “Creative” is…
  • 23. Effective Surprise! • It could be a Big Surprise! – The “AHA” • I never thought of it that way before Example: Nike (Wieden + Kennedy)
  • 24. Effective Surprise! • It could be a Small Surprise • The “Oh yeah!” • That’s just the way I feel Example: Volvo Station Wagon
  • 25. Effective Surprise! • It could be a Small Surprise • The “Oh yeah!” • That’s just the way I feel Example: McDonald’s
  • 26. The Creative Department Strategy The Players - Review Board The Creative Team Executive Creative Director (ECD) Creative • The Process Director (CD) Associate – Creative Collaboration Creative Director (ACD) • The Product Creative Group: – The Creative Concept... Copy Spvr. & Art Supervisor Copywriters & Art Directors – Turned into an Ad Broadcast Print Production Production – The Result - Traffic Creative Communication
  • 27. The Process • Creative Collaboration • The Assignment – Informal (or formal) group meeting Concept from – “Here’s what we’ve got to do.” “Brainstorming” – Tools may or may not be ready • Collaborative Thinking – Brainstorming – Thinking Together – Until… THE CONCEPT.
  • 28. Creative Support Systems: • Almost every agency has a set of intellectual tools to help them solve advertising problems. Like: • Target Sketch • Consumer Insight • Brand Character Capsule • Creative Action Plan
  • 29. Target Sketch • Helps Target “Come Alive • Helps in “one-to-one communication” • “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.
  • 30. Consumer Insight • This often means a breakthrough! • Lisa Fortini-Campbell notes the breakthrough is when the consumer “breaks in” to your message and says “This is about me.” Example: Pretty Feet
  • 31. Consumer Insight Example: Baby Clothes • Need to add “reason-why” to emotion to justify higher price point • Style plus functionality for babies and mums • To Mum, it says “we understand”
  • 32. Consumer Insight Example: Tires • Why should I buy Michelins?
  • 33. Consumer Insight Example: Crackers • Why do I need Uneeda?
  • 34. Brand Character Capsule • “describes what the brand stands for in terms of consumer perception” • Usually the result of extensive research • Describes values that the advertising (marketing communication) will reinforce. • Useful decision-making tool – This is us/This isn’t us
  • 35. Creative Action Plan • Different Names at Different Agencies • Common Characteristics – Target Description – Communication Objective • Product • Benefit • vs. Competition – May have other Sections • Example: Key Fact and “Problem the Advertising Must Solve” (Y&R Creative Work Plan)
  • 36. Creative Action Plan 1. Client 2. Target 3. Competitive Snapshot 4. Old/New Thought 5. Main Claim 6. Support 7. Tone 8. Added Tools
  • 37. Now… It’s time to think of that Big Idea…
  • 38. Lesson • Big Ideas are great but they must be tied back to your market objectives and budget. • Don’t let an Advertising agencies big idea over ride you marketing objectives. • Golden rule: If I was paying for the campaign would I pay for it out of my own pocket?
  • 39. Creating Ideas That Sell 1. Connect with your target market • Example: Federal Express understand the importance of care and on time package delivery.
  • 40. Creating Ideas That Sell 1. Connect with your target 2. Understand the brand • Example: VW knew that small could still be powerful.
  • 41. Creating Ideas That Sell 1. Connect with your target market 2. Understand the brand 3. Beat the competition • Example: Japan Airlines Premium Economy instead of Business Class…
  • 42. Creating Ideas That Sell 1. Connect with Your Target 2. Understand The Brand 3. Beat The Competition 4. Solve The Problem… • Example: They couldn’t create Milk ads that were interesting!
  • 43. 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! • Alka-Seltzer!
  • 44. However… After you think of it, then you have to sell it…
  • 45. “Selling” Creative Ideas Presentations Need Planning A Good Presentation Format: Present Problem/Assignment Unique Interpretation of Problem The Insight is introduced “The Reveal” Be ready for questions, comments and criticisms
  • 46. However… After you sell it, then you have to produce it…
  • 47. Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. Print Team Members: Electronic pre-production Art buyers Photographers Illustrators Printers
  • 48. Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. Radio Team Members: Voice Talent Announcers Actors Singers Composers & musicians Recording Studios & Engineers
  • 49. Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. Television Team Members: Agency Producers Production Houses Video Production Facility
  • 50. Producing Creative Ideas Now other specialized professionals and suppliers join the creative team. Television Team Members: Agency Producers Production Houses Directors Actors Editors and “Post Houses.”
  • 51. Producer Responsibilities: Budget Bidding Approval Staying on Budget Schedule Production Quality Cost Items Talent/Director payments, Props (may need client approval) Wardrobe, make-up, styling, etc.
  • 52. Creative Career Opportunities Every day, the marketplace creates new jobs, and new companies - here are two more places a creative person might look. The New Targeting Social Media, Direct Mail & Direct Marketing The Great Space Race Public Relations Event Marketing & More
  • 53. New Interactive Media • Evolving towards greater interaction and customisation of media. • Era of co-creation and one on one communication using social media to communicate with customers. • Greater emphasis on brand building • Importance of metrics to measure advertising and campaign effectiveness.
  • 54. Creative Career Opportunities The Great Space Race Public Relations & Event Marketing Supply media newsworthy info Press Releases Press Conferences Supply info directly Newsletters, brochures Annual Reports Issue Advertising Events & Experiential Marketing
  • 55. PR - The Great Space Race MPR (Marketing Public Relations) is critical for new business start-ups. Free press more affordable than paid ads Good press often needed for investors PR is a Creative Profession 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
  • 56. In Conclusion Remember every Marketer has that one ... Great Creative Idea!