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Transcript of Chapter 10
Part 3: Preparing the Message Another major transition in our study of advertising We have considered The Process and the Planning now we will venture into the creative effortPreparing the Message
Chapter 10Managing Creativity in Advertising and IBP
2 2009 South-Western, a part of Cengage Learning
Why Advertising Needs Creativity Advertising is plagued by ad clutter. Brands, especially mature brands like Burger King become boring and irrelevant. Great creativity breaks through the boredom and makes brands relevant. Great advertising can help create great brands which make an emotional connection with consumers.3
Ad in Context ExampleDo you think this ad would break through ad clutter?
Creativity across domains Creativity is a gift, a way of seeing the world and crosses domains from music to art to poetry to advertising. Creativity is the ability to bring together inconsistent elements and make connections. Mozart, DaVinci, Keats, Ogilvy? Creatives are self confident, unconventional, showing total commitment to their craft.5
Creativity across domains Creative genius in the ad businessnot as prominent as in other domains Creativity in the business worldhard to recognize sometimes
Can One Become Creative? A very big question . . . Is creativity an end result? Or a way of thinking? Public acceptance of a persons work is not always a good measure of creativity. The main point is that in advertising we cannot do without creativity.7
Ad in Context ExampleHow would you rate this ad from a creative standpoint?
Ad in Context ExampleHow would you rate the creativity of this ad?
Creativity: Against Stereotypes Because someone is in a creative position does not mean they are creative. Conversely the suits are not necessarily uninspired. Tension and conflict are common in advertisingthe suits versus the creatives.
Agencies, Clients, and the Creative ProcessOil and water . . .Conflict and tension in the creative/management interface Advertising is a social process of struggle for control Also conflict within agency process Clients often do not recognize they are killing the ideas they claim they wanted Account Executives are the liaison between agency and client Proper structure needs to be in place to overcome conflict and let the talent come through 11
Assuring Poor Creative1. Treat your audience like a statistic 2. Make your strategy a hodgepodge 3. Have no philosophy 4. Analyze your creative effort as you do a research report
Assuring Poor Creative5. Make the creative process professional 6. Say one thing and do another 7. Give your client a candy store 8. Mix and match your campaigns13
Assuring Poor Creative9. Fix it in production 10. Blame the creatives for bad creativity 11. Let your people imitate 12. Believe post-testing when you get a good score14
Making Beautiful Music Together: Coordination, Collaboration, and Creativity
Executing IBP is like a Symphony . . . Many individuals make unique contributions to the whole. A maestro brings it all together. The warm-up of a symphony sounds disjointed and random. Musicians focus on sheet music much like an ad plan. The situation is just like a symphony with many players having distinct jobs. Collaboration and coordination is required through teams.15
What We Know About Teams Most challenges are beyond the scope of any one individual. Research shows teams are effective when leaders are clear that the team is accountable for performance results. Synergy through Teams -- Blending talent through teams creates synergies. Effective teams find ways to let individuals excel within the team structure. Teams Promote Personal Growth --Team members learn from each other.16
What We Know About Teams(cont)
Leadership in Teams Leaders first job is to build consensus The leader ensures the work of the team is consistent with the plan Leaders must also do real work with the team and contribute
Direct Applications to the Account Team The account team can be envisioned as a bicycle wheel with the leader as the hub Spokes come from direct marketing, pr, creative, graphics, interactive etc.17
What We Know About Teams(cont)
Fostering Collaboration through the Creative Brief The creative brief is a document that sets up the goal for the advertising IBP effort and gets everyone moving in the same direction. The creative brief does not mandate a solution though. It can prevent conflicts
Teams Liberate Decision Making The right combination of talent, with a leader and a creative brief can result in breakthrough decisions Teams with members that trust one another are liberated to be more creative18
Igniting Creativity Through Teams Teams come up with better ideas than individuals. Just the right amount of tension can have a positive effect. Cognitive Styles: The right brain/left brain metaphor reminds us that people approach problems differently Cognitive style is the unique preferences of individuals to approaching problems.
Creative AbrasionThe clash of ideas from which new ideas and breakthrough solutions can evolve. Interpersonal AbrasionThe clash of people which shuts down communication and kills new ideas. Leadership is needed to promote creative abrasion and limit interpersonal abrasion.19
Eight Rules for Brilliant Brainstorming1. 2. 3. 4. 5. 6. 7. 8. Build off each other Fear drives out creativity Prime individuals before and after group sessions Make it happen Its a skill Embrace creative abrasion Listen and learn Follow the rules or you are not brainstorming20
Final Thoughts on Teams and Creativity Creativity is fostered through trust and open communication in teams Both personal and team creativity are critical The position of the creative director is critical as a creative and a manager21
Have YOU Decided to Become More Creative? Redefine problems to see them differently from other people. Be the first to analyze and critique your own ideas. Be prepared for opposition. It is impossible to be creative without knowledge. Too much knowledge can stifle creativity. Find the standard, safe solution--then decide when you want to take a risk by defying it. Keep growing and experiencing: challenge your comfort zone. Believe in yourself, especially when surrounded by doubters. Learn to cherish ambiguity--from it comes the new ideas. People are most likely to be creative when doing something they love.22