Creativity Communication Creativity Communication Creativity in Marketing How Creative Works Working in a Creative Department Creative Support Systems Selling Creative Ideas Producing Creative Ideas Creativity in Marketing What We Create Creating Added Value Creativity in Advertising Claussen Pickles Newspaper Advertising During Picnic Season 1 Creativity in Marketing What We Create Creating Added Value Creativity in Advertising Public Relations McScam Crisis Management McDonald s Sweepstakes Scandal Creativity in Marketing What We Create Creating Added Value Creativity in Advertising Public Relations Sales Promotion Pepsi CD Promotion What We Create We Create Ideas We Create Brand Equity A new combination of previously existing elements Something that sticks to the Velcro of the brand Example Whassup We Create Increased Effectiveness 1 1 3 We create communication that works better 2 Creating Added Value Creating Attention Example The Need for Interesting Advertising Got Milk Austin Powers Milk Advisory Board Creating 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 Added Value Creating Attention Example The Need for Interesting Advertising Creating Deeper Connections Example PR The Need for Creativity that s Newsworthy Creating New Perspectives Example Sales Promotion The Need to Create a Sales Increase Pepsi TombRaider Promotion 3 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 4 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 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 Here he promotes a book which promotes his brand 5 Creativity in Public Relations Example Harley Davidson Happy 95th Every year every company 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 Save Free Win Creativity in Sales Promotion A Creative Approach can provide an added reason to buy on top of the Incentive Win Chunky Soup The Super Bowl Desirable prize Brand equity 6 Creativity in Sales Promotion A Creative Approach can provide an added reason to buy on top of the Incentive Win Free Apple Macintosh Free Trial Offer Creativity in Sales Promotion A Creative Approach can provide an added reason to buy on top of the Incentive Win Free Schilling Pepper Free Sample Offer Creativity in Sales Promotion A Creative Approach can provide an added reason to buy on top of the Incentive Win Free Save Kellogg s Frosted Flakes Savings Coupon Brand Equity 7 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 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 8 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 Levy s Rye Bread DDB Effective Surprise It could be a Big Surprise The AHA I never thought of it that way before Example Nike Wieden Kennedy 9 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 The Players The Process The Creative Team Creative Collaboration The Product The Creative Concept Turned into an Ad The Result Creative Communication Strategy Review Board Executive Creative Director ECD Creative Director CD Associate Creative Director ACD Creative Group Copy Spvr Copywriters Art Supervisor Art Directors Broadcast Production Print Production Traffic 10 The Players The Creative Team Strategy Review Board Writer Art Director Create Selling Concepts Executive Creative Director ECD Creative Director CD Associate Creative Director ACD Jeff Goodby Rich Silverstein of Goodby Silverstein Partners Creative Group Copy Spvr Copywriters Art Supervisor Art Directors Broadcast Production Print Production Traffic The Players The Creative Team Writer Art Director Create Selling Concepts Jeff Goodby Rich Silverstein California Milk of Goodby Advisory Board Silverstein Partners The Players The Creative Team Writer Art Director Create Selling Concepts California Milk Advisory Board 11 The Process Creative Collaboration Assignment The Informal or formal group meeting Concept from what we ve got to do Brainstorming Tools may or may not be ready Here s 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 12 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