Creative Advertising

Rationalists vs Artists

Strategic Creativity

Strategy

• driven by specific objectives

• target audience • message offers a

relevant benefit (selling proposition)

Creativity

the big idea (unifying)

original link to

strategy!!!

Execution

craftsmanship the right

execution effective media

Creative Strategy Development

• Central theme that will become the major selling idea– USP: Product attributes, unique, strong– Creating a brand image– Finding inherent drama

“Every ad must contribute to the complex symbol that is the brand image.”

“Every ad must contribute to the complex symbol that is the brand image.”

Brand image or personality is particularly important when brands are similar

Brand image or personality is particularly important when brands are similar

STRATEGY:David OgilvySTRATEGY:

David Ogilvy

Find the inherent drama or characteristic of the product that makes consumers buy it

Find the inherent drama or characteristic of the product that makes consumers buy it

“(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”

“(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”

CREATIVITY:Leo BurnettCREATIVITY:Leo Burnett

Positioning the Brand

Positioning the Brand

Use a UniqueSelling PositionUse a Unique

Selling Position

Create the Brand Image

Create the Brand ImagePositioningPositioning Find the Inherent Drama

Find the Inherent Drama

Create a Brand Image

Create a Brand Image

Use a UniqueSelling PositionUse a Unique

Selling Position

Twin Masters Strategy & Creativity

Seeking the Major Idea

Seeking the Major Idea

Buy this product and you'll benefit this way or enjoy this reward

Buy this product and you'll benefit this way or enjoy this reward

Must be unique to this brand or claim; something rivals can't or don't offer

Must be unique to this brand or claim; something rivals can't or don't offer

UniqueUniqueBenefitBenefit

Unique Selling Proposition

Unique Selling Proposition

The promise must be strong enough or attractive enough to move people

The promise must be strong enough or attractive enough to move people

PotentPotent

A Big Idea Resulting From The Creative Leap

Establish a particular place in the customer’s mind for the product or service

Establish a particular place in the customer’s mind for the product or service

Establish a particular place in the customer’s mind for the product or service

Establish a particular place in the customer’s mind for the product or service

PositioningPositioning

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved

This Ad Positions 3M as Highly Innovative

Creating a brand image

Often used for products such as soft drinks, perfume, liquor, clothing, airlinesOften used for products such as soft drinks, perfume, liquor, clothing, airlines

The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising

The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising

The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising

The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising

Used when competing brands are so similar it is difficult to find or create a unique attribute

Used when competing brands are so similar it is difficult to find or create a unique attribute

BMW’s Slogan Has Helped Build Its Brand Image

LB Inherent Drama• “Creativity call for an intuitive ability to identify the inherent

drama that resided within a product. Characteristic of the product that makes consumers buy it.

Inherent Drama

Inherent Drama

Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog

Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellog

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Messages generally presented in a warm, emotional way, for example, Hallmark

Messages generally presented in a warm, emotional way, for example, Hallmark

A Big Idea Resulting From The Creative Leap

Unique Selling Proposition vs. Inherent drama

USPUSP Strategic perspectiveStrategic perspective The promise must The promise must

be strong to move be strong to move peoplepeople

IDID Creative Creative

perspectiveperspective Characteristic of Characteristic of

the product that the product that makes consumers makes consumers buy itbuy it

WHY?• Creative ads can breakthrough competitive clutter, grab the consumers’

attention and have some impact• To make an impression, an ad needs to be unique and entertaining• Creativity is an aid to memorability; it can plant associations so deeply

that people simply can’t forget them

The Challenge

• Imposing too many sales and marketing oriented communications objectives on the creative team can results in mediocre advertising, which is ineffective in today’s competitive, cluttered media environment

• But ads that are creative only for the sake of being creative often fail to communicate relevant or meaningful message

• Importance of balancing the “it’s not creative unless it sells”

• Creativity is an aid to memorability; it can plant associations so deeply that people simply can’t forget them

• Ads that are well designed, executed and generate emotional responses can create positive feelings that are transferred to the product/service being advertised

“The greater the similarity between brands, the less part reason plays in brand selection. There isn’t any significant difference between the various brands of whiskey, or cigarettes, or beer. They are all about the same. And so are the cake mixes and the detergents and the margarines. The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit. By the same token, the manufacturers who will find themselves up the creek are those shortsighted opportunists who siphon off their advertising funds for promotions”. David Ogilvy

Creative Copy Writing

Creative Visuals

Creative Execution

Creative Medium

Creative Campaign: Live Young

The new Evian advert - Baby & Me 2013.mp4

“Rules lead to dull stereotyped advertising, and they stifle creativity, inspiration, initiative, and progress. The only hard and fast rule that I know of in advertising is that there are No rules. No formulas. No right way. Given the same problem, a dozen creative talents would solve in a dozen different ways. If there were a sure-fire formula for successful advertising, everyone would use it. Then there’d be no need for creative people. We would simply program robots to create our ads and commercials and they’d sell loads of product – to other robots”. Hank Sneiden