New York Times 10 25 2012 Campaign Tries to Help Defuse Bullying Non profit public service advocacy Do not just be the bystander Agency Advertising Council with their media partners Target young teens and their parents Trend increase in suicide rates from bullying extends from school to online bullying anonymity Parents are not aware or focus on bullying but instead on sex drugs and alcohol Industries roots with lessons on branding Retired CEO of famous ad agency teaches branding Collision between branding and marketing and technology focus software programming and coding vision to tangible idea o People coming from the technical doorway must need to learn the creative fundamentals Deep in the Heart of the Ballgame Baseball ad campaign new league slogan teams uniforms logo management Intertwined with music o Excite and make emotional connection with audience o Does not overpromise Root Root Root Not just baseball but it s pride and fate Wants to have fun no egotistic Consumer insight Texan nationalism pride History of being bad they want to rebranding repositioning o Copy it s a whole new ballgame Acknowledge their bad run Pun and recycle old slogan Coke Revamps Website From corporate website to online magazine Insider magazine called Journey internal communication to keep people inspired o Changing their identity from corporate to becoming a publisher story teller trend we don t advertise we tell Branded entertainment a company in the name of the brand is stories offering services o Content promoting the brand o Subjective columns and open to counter arguments trend transparency Oprah Winfrey at a Crossroads Oprah is a brand o Mother of all mothers o Wise and older woman inspiring story to broader audience Got lower readership from magazine after TV show ended 2 years ago supplement o Top of mind on a regular basis on TV magazine was a o Average reader age 49 o Primary research on younger audiences who brought their mothers Other media vehicles o Facebook Twitter OWN Network Huffington Post Lincoln Ford Automobiles Creative Science or Art 10 25 2012 Objectives goals and measure of effectiveness Targeting strategies and consumer insights Positioning differentiating and gaining advantage over competitors o Creative Brief strategy bridge between research and analysis narrows down accumulated document into a relevant and effective idea o Role of Creativity taking the creative leap o Key Players creative team art director and copywriter account manager and media planners are still involved as assistants The Creative Leap Divergent right brain thinking intuitive and conceptual Thinking outside the box innovative take conventions and Taking creative risks edgy and modern yet risky difficult to minds visualize ideas make it different to stand out appeal to clients Characteristics of creative people Assertive self sufficient persistent self disciplined persuading agency and clients to approve their work concepting spend enough time thinking to make a deadline have to be able to Tolerance of ambiguity given a vague criteria that you have to lose graciously and try again feel your way into Internally driven no one will monitor or push you the whole way Don t care much about group standards and opinions dress most casually less structured Inborn skepticism and strong curiosity inquisitive learning always asking questions adventurous o Problem solving applying creativity in a business problem learns from business consumer insight and applies it to the creative uses language to persuade clients o Ability to visualize visualize imagine before actually putting it down on paper o Openness to new experiences uses vacations to understand people and trends enriching culture o Conceptual thinking right brained able to think broadly Message Planning Message Strategy What the ad says o Right for the product and target consumer insights o Meets the objectives positioning or repositioning Execution How it is said o Original different novel unexpected Strategic Formats Lectures Dramas spokesperson celebrity endorsement showing people in the experience or the need that exists Psychological Appeals Maslow s hierarchy of needs emotional benefits social status sexual desirability Selling Messages hard hitting selling facts showing awards Others social media humor and fun interacting with consumers rational promotions and sales Matching Messages to Objectives The facets model is helpful in identifying messages that o Get attention perception o Create interest emotional o Resonate understanding consumers o Create believability persuasion o Are remembers association Touch emotions Inform Teach Persuade Create brand association Drive action Creative Brief Creative strategy and the key execution detail Prepared by the account planner to summarize the basic marketing and advertising strategy o Key points in a creative brief Problem objectives solution is their product more corporate Target Audience media planner and account planner heavily involved consumer insights used Brand Position consistency between different products offered by the same company Communication objectives how do you want the consumer to react to your message effectiveness Proposition and selling idea features and attributes of brand support points Media considerations channels and vehicles considered to deliver the message Creative direction tips for the creative process guidance and direction o Process for developing a great creative brief Account management brand planning creative start the authoring process Media and client provide input to the process Takes more cooperative effort up front but saves a long of time in the long run CASE STUDY Garelick Farms Case Study Primary product milk and creamers Problem Garelick was looking to compete with the major brands Hood branded product o Needed to position themselves in a commodity category Milk had low growth Private labels were popular Low interest low involvement product consumer inertia loyalty do not change a lot because it s habitual Finding the solution o First look at the category o Three major players Hood seen as the higher end brand Private labels less perceived quality but the low price was attractive Garelick in the middle o Next the agency collected all the competitors advertising A lot from Hood very preachy and educational Product focused No GREAT advertising o Primary research Talked to loyal users what they like about it Talked to non users what they don t know about it and