Download Creative Strategy Development

Creative Strategy
PLANNING AND DEVELOPMENT
27TH OCTOBER 2015
ACCOUNT PLANNING CONTEXT
Creative Brief
STRATEGY DEVELOPMENT PROCESS
CREATIVE DEVELOPMENT
PROCESS
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
u  WHO OUR TARGET AUDIENCE IS
Three-Component of
Role of Advertising
ü  The Account Planner’s ability to distill
complex issue down to its essence
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
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
The Creative Side
of Advertising
Good creative strategy and execution
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
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.
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
Source: Cooper (2011) How to Plan Advertising
RELEVANCE
Determinants of Creativity
Unexpected
details
ADVERTISING CREATIVITY
Rare
Elaboration
The extent to which an ad contains
elements that are novel, different,
or unusual.
Originality
Synthesis
DISTINCTIVENESS
Different
ideas
Connect
unrelated
ideas
Artistic
verbal
impression
Artistic
value
Flexibility
Determinants of Creativity
ADVERTISING CREATIVITY
DISTINCTIVENESS
Determinants of Creativity
ADVERTISING CREATIVITY
DISTINCTIVENESS
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.
Grandma
If London were Syria
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
Determinants of Creativity
The degree to which an
advertisement provides
information or an image that is
pertinent to the brand.
RELEVANCE
Beetle
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
What is more important?
versus
Rules for Creating Creative
Effective Advertising
THERE IS NO RULE
TAKING SOME RISKS FOR BREAKTHROUGH
ADVERTISING
THE QUESTION: DOES IT SELL?
D’Arcy Masius Benton &
Bowles Agency
Guidelines
for
Developing Creative Advertising
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.
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
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.
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.
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.
The Creative Challenge
Planning
Creative Strategy
The Creative side of Advertising
ACCOUNT PLANNER
CREATIVES
Advertising Message
¡  Insight research
¡  Write copy
¡  Creative briefs
¡  Design layouts &
illustrations
¡  Strategy statement
¡  Communication
objectives
¡  Ads that communicate
central theme of the
campaign
“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
Young’ s Model of the Creative Process
1
Immersion
Gather information
5
2
Reality
Digestion
The idea works?
Work the
information
4
Illumination
3
Incubation
Eureka moment
Use subconscious
ADVERTISING
CAMPAIGN
Creative Strategy Development
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.,)
AD Campaign
Advertising Slogans
The Search for the Major
Selling Idea
UNIQUE SELLING PROPOSITION
BRAND IDENTITY
INHERENT DRAMA
POSITIONING
Creative Thinking:
Creative Content
Creative Thinking:
Creative Content
IF YOU ARE A BLOGGER
• 
FIND THE CATCHY HEADLINES
FOR YOUR PHOTOS
EXAMPLE:
PHOTO: BATHING ELEPHANT
HEADLINE:
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