CreativityCreativity & CommunicationCreativity in MarketingSlide 4Slide 5What We CreateCreating Added ValueSlide 8Slide 9Creativity in AdvertisingSlide 11Slide 12Slide 13Creativity in Public RelationsSlide 15Slide 16Creativity in Sales PromotionSlide 18Slide 19Slide 20Slide 21Building Brand ValueSlide 23Slide 24How Creative WorksEffective Surprise!Slide 27Slide 28Slide 29The Creative DepartmentThe PlayersSlide 32Slide 33The ProcessCreative Support Systems:Target SketchConsumer InsightSlide 38Slide 39Slide 40Brand Character CapsuleCreative Action PlanSlide 43Now…Creating Ideas That SellSlide 46Slide 47Slide 48Slide 49However…“Selling” Creative IdeasSlide 52Producing Creative IdeasSlide 54Slide 55Slide 56Producer Responsibilities:Creative Career OpportunitiesSlide 59Slide 60PR - The Great Space RaceIn Conclusion& & CreativityCreativityCreativityCreativityCommunicationCommunicationCommunicationCommunicationCreativity & Creativity & CommunicationCommunicationCreativity & Creativity & CommunicationCommunication Creativity in Marketing How Creative Works Working in a Creative Department Creative Support Systems “Selling” Creative Ideas Producing Creative Ideas Creative Career OpportunitiesCreativity in Creativity in MarketingMarketingCreativity in Creativity in MarketingMarketing What We Create Creating Added Value Creativity in… Advertising Claussen PicklesNewspaper AdvertisingDuring “Picnic Season”Creativity in Creativity in MarketingMarketingCreativity in Creativity in MarketingMarketing What We Create Creating Added Value Creativity in… Advertising Public Relations “McScam”Crisis ManagementMcDonald’s Sweepstakes ScandalCreativity in Creativity in MarketingMarketingCreativity in Creativity in MarketingMarketing What We Create Creating Added Value Creativity in… Advertising Public Relations Sales PromotionPepsiCD PromotionWhat We CreateWhat We CreateWhat We CreateWhat We Create We Create Ideas “A new combination of previously existing elements” We Create Brand Equity Something that sticks to the “Velcro” of the brand We Create Ideas “A new combination of previously existing elements” We Create Brand Equity Something that sticks to the “Velcro” of the brand We Create Increased Effectiveness1+1=3We create communication that works better We Create Increased Effectiveness1+1=3We create communication that works better Example: “Whassup?” Example: “Whassup?”Creating Added ValueCreating Added ValueCreating Added ValueCreating Added ValueCreating AttentionExample: The Need for Interesting AdvertisingGot Milk?Austin PowersMilk Advisory BoardCreating Added ValueCreating Added ValueCreating Added ValueCreating Added ValueCreating AttentionExample: The Need for Interesting AdvertisingCreating Deeper ConnectionsExample: PR - The Need for Creativity that’s NewsworthyExample: Article in Gourmet Magazine “The Fabulous Food Processor” Jump-started sales for CuisinartCreating New PerspectivesExample: Sales Promotion -The Need to Create a Sales IncreaseCreating Added ValueCreating Added ValueCreating Added ValueCreating Added ValueCreating AttentionExample: The Need for Interesting AdvertisingPepsi“TombRaider” PromotionCreating Deeper ConnectionsExample: PR - The Need for Creativity that’s NewsworthyCreativity in Creativity in AdvertisingAdvertisingCreativity in Creativity in AdvertisingAdvertising Interest in an ad is influenced by… Surprise (Good)Creativity in Creativity in AdvertisingAdvertisingCreativity in Creativity in AdvertisingAdvertising Interest in an ad is influenced by… Surprise (Good) Information (Better)Newspaper ad for Drain PowerCreativity in Creativity in AdvertisingAdvertisingCreativity in Creativity in AdvertisingAdvertising Interest in an ad is influenced by… Surprise (Good) Information (Better) Benefits (Best)Print ad for Eclipse GumCreativity in Creativity in AdvertisingAdvertisingCreativity in Creativity in AdvertisingAdvertising Interest in an ad is influenced by… Surprise (Good) Information (Better) Benefits (Best) How about All 3? Example: Surprising information tied intoVW benefits.Creativity in Public Creativity in Public RelationsRelationsCreativity in Public Creativity in Public RelationsRelations Example: PR Like a VirginRichard Branson understands that the media doesn’t get many interesting photos Here he is in his balloon.Creativity in Public Creativity in Public RelationsRelationsCreativity in Public Creativity in Public RelationsRelations Example: PR Like a VirginRichard Branson understands that the media doesn’t get many interesting photos Here, he promotes a book which promotes his brandCreativity in Public Creativity in Public RelationsRelationsCreativity in Public Creativity in Public RelationsRelations Example: Harley-Davidson - Happy 95th All brands have ads Good PR about those ads adds extra value But it has to be “newsworthy!” Every year, every company has an anniversary. Creative PR can make it something specialCreativity in Sales Creativity in Sales PromotionPromotionCreativity in Sales Creativity in Sales PromotionPromotionA Creative Approach can provide an added reason to buy - on topof the Incentive! WinFreeSaveCreativity in Sales Creativity in Sales PromotionPromotionCreativity in Sales Creativity in Sales PromotionPromotionA Creative Approach can provide an added reason to buy - on topof the Incentive! Win Chunky Soup &The Super BowlDesirable prize+ Brand equityCreativity in Sales Creativity in Sales PromotionPromotionCreativity in Sales Creativity in Sales PromotionPromotionA Creative Approach can provide an added reason to buy - on topof the Incentive! Apple MacintoshFree Trial Offer  Win/FreeCreativity in Sales Creativity in Sales PromotionPromotionCreativity in Sales Creativity in Sales PromotionPromotionA Creative Approach can provide an added reason to buy - on topof the Incentive!Schilling PepperFree Sample Offer  Win/FreeCreativity in Sales Creativity in Sales PromotionPromotionCreativity in Sales Creativity in Sales PromotionPromotionA Creative Approach can provide an added reason to buy - on topof the Incentive! Kellogg’s Frosted FlakesSavings (Coupon) +Brand Equity 