Creativity InAd

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A

REPORT ONCONTEMPORARY

ISSUE

CREATIVITY IN ADVERTISING

Submitted in partial fulfillment for the

Award of degree of

Master of Business Administration

Submitted By: Submitted To:

ANKIT SHARMA SHILPIKHANDELWAL

MBA 2th SEM H.O.D. {MBA DEPTT.}

APEX INSTITUTE OF ENGINEERING & TECHNOLOGY

SITAPURA, JAIPUR

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2009-2011

ACKNOWLEDGEMENT

It gives me immense pleasure to present the REPORT on CONTEMPORARY

ISSUE ON CREATIVITY IN ADVERTISING . I would like to

thank Mrs. Shilpi Khandelwal. their efforts and providing the

necessary guiding steps in completing the project in a standard form.

I sincerely thank the efforts without whose efforts this report would not have

been completed in the desired manner and within the time duration.

SIGNATURE

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ANKIT SHARMA

Contents:-

1. EExecutive SSummary 3

2. What Is Creativity 6

3. Objective of Creativity 11

4. Structure of the Methodology 12

5. Expected Result / Benefits 13

6. Characteristic of Providers 14

7. Application 15

8. What is Creativity means in Advertising 17

9. How Creativity is different from Innovation 18

10. Basics of Creativity 21

11. Creativity and leadership 25

12. Creative Technique 30

13. Dream TeamDream Team -- A Frame work for Great Creative performanceA Frame work for Great Creative performance 3737

14. Kick Start Catalogue14. Kick Start Catalogue 4646

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15. Lets Take a Break15. Lets Take a Break 4949

16. Conclusion16. Conclusion 5656

17. Articles17. Articles 5757

18. Bibliography18. Bibliography 6161

EXECUTIVE SUMMARYEXECUTIVE SUMMARY

THE CAT IS ON THE MAT, is not the story.

THE CAT IS ON THE DOGS MAT, now thats the story.

Advetising is both art and science. The science of advertising is the analyititcal

part that we have been looking at up yo this point: setting goals, deciding

strategy, choosing among different creativity styles. Some people call this step

convergent thinkingbecause the process is to distill lots of information into the

core advertising strategy.

What is it that adds sparkle and life to a well-planned and implemented

advertising campaign? Its th ah factor: that brilliantly simple,but inspired

creative edge.

In Advertising the world is flat. Agencies are structured on a linear basis.

Campaigns are created in linear formats. There are all kinds of rails and fences

and obstacles to keep creative thinking linear. Advertising is a big business and

ranks among the top industries in the world. The growth of the top advertising

industry in any country is in direct relation, its creative senses and talents if the

advertising professionals.

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The word advertising is derived from the Latin word adverto, that means To

turn towards. Advertising leads to attention towards something i.e. the

advertising message, which is the purpose of advertising and the objective

of the advertising Creative Advertising starts with proper creative planning.

This includes the conceptualizing of basic ideas to

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their final implementation. The ideas are visualized considering basic

human motives.

Advertising is nothing but selling ideas. Creative thinking is the sound

ground where one can reap a rich harvest of ideas.

The creative part of advertising is what comes before the potential

customers and it is here that the fate of the campaign and consequently of

the product being sold could be decided.

Objective of the Project:

Creativity is something you cannot think of as Lets stop and be

creative. You need to think of Creativity as a discipline, just likeOrganization, commitments to results, or responsibility. This project

tells us the importance of Creativity in Advertising as creativity demands

abundance. The foundation of creativity is in individual, and so the

techniques and methods discussed in this project are just mere tools to

enhance and liberate ones creative skills.

So dont confuse the menu with meal

It is observed that Far too many people are leading their lives lie theyre

driving their cars with brakes on this projects will enable you to know how

your foot is taken off that brake pedal.

Research Methodology:

The information is gathered from various sources like books, periodicals

and journals and sites.

Limitations:

Creativity is a gift most of us desire, but only a few seem to have. Project

report debunks some of the myths surrounding creativity and then

carefully takes through the five Is of the creative process. It also gives the

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insight of future creativity and the tools that can be helped to help

advertising professionals to enhance and enliven their work.The subject of

creativity in advertising is something of an enigma. Project shows how

creative director in an ad agency goes under the skin of creative to use it

to greater effect in their work and in wider aspects of their lives.

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WHAT IS CREATIVITYWHAT IS CREATIVITY

There are many definitions of creativity. A number of them suggest that

creativity is the generation of imaginative new ideas (Newell and Shaw

1972), involving a radical newness innovation or solution to a problem,

and a radical reformulation of problems. Other definitions propose that a

creative solution can simply integrate existing knowledge in a different

way.

Definitions of Creativity

There are many definitions of creativity; dictionaries give the following

meanings:

Heritage Illustrated Dictionary:

create: To cause to exist, Bring into being, Originate, To give rise to, Bring

about, Produce, To be first to portray and give character to a role or part

(appropriate to creating fictional characters and writing stories) creation:

An original product of human invention or imagination.

Creative: characterized by originality and expressiveness, imaginative

Macquarie Dictionary (an Australian dictionary)

Create: to evolve from one's one thought or imagination to make by

investing with new character or functions.

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Create: author, bring into being, compose, conceive, parent, form, give

rise to, and throw together

Creative: generative, ground-breaking, innovative, originate, handmade

According to Boden (1998), there are three main types of creativity,

involving different ways of generating the novel ideas:

The combinational creativity that involves new combinations of

familiar ideas.

The exploratory creativity that involves the generation of new

ideas by the

Exploration of structured concepts.

The transformational creativity that involves the transformation of

some dimension of the structure, so that new structures can be

generated

Other related words re: creativity:

Creativity creativeness, formativeness, innovation, inventiveness,

originality, productivity, craftsmanship, authorship, creatorship

"Being creative is seeing the same thing as everybody else but thinking of

something different"

There are many aspects to creativity, but one definition would include the

ability to take existing objects and combine them in different ways for new

purposes. For example, Gutenberg took the wine press and the die/punch

and produced a printing press. Thus, a simple definition of creativity is the

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action of combining previously uncombined elements. From art, music and

invention to household chores, this is part of the nature of being creative.

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Another way of looking at creativity is as playing with the way things are

interrelated. Creativity is the ability to generate novel and useful ideas andsolutions to everyday problems and challenges.

Creativity involves the translation of our unique gifts, talents and vision

into an external reality that is new and useful. We must keep in mind that

creativity takes place unavoidably inside our own personal, social, and

cultural boundaries.

The more we define our creativity by identifying with specific sets ofvalues, meanings, beliefs and symbols, the more our creativity will be

focused and limited; the more we define our creativity by focusing on how

values, meanings, beliefs and symbols are formed, the greater the chance

that our creativity will become less restricted.

In the creative process there are always two different (but interrelated)

dimensions or levels of dynamics with which one can create:

The system which may be a particular

medium (e.g. oil painting or a particular musical

form), or a particular process (like a problem

solving agenda, or an approach to creativity

like Synectics). The creative person

manipulates that means to a creative end. The

second dimension is described by theconceptual "content" which the medium

describes. Again, the creative person depicts

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changes, manipulates, and expresses

somehow the idea of that content.

There is no one definition of creativity that everyone can agree with.

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Creativity researchers, mostly from the field of psychology, usually claim

at being creative means being novel and appropriate. Subsumed underthe appropriateness criterion are qualities of fit, utility, and value.

At least three aspects of creativity have drawn much attention.

The creative process, receiving the most attention, focuses on the

mechanisms and phases involved as one partakes in a creative act.

A second aspect of creativity is the creative

person. Here, personality traits of creative

people are central. The environmental

atmosphere and influence are concerns of a

third aspect, the creative situation.

Lastly, the criteria or characteristics of

creative products have been sought. This area

is of particular importance because it is thebasis of any performance assessment of real

world creativity and may provide a window on

the other aspects of creativity.

Briefly stated, creativity is often thought to exist on at least five levels:

1. A higher level versus a lower level

2. Grand versus modest

3. Big "C" versus little c

4. Paradigm-shifting versus garden-variety

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5. Eminent versus everyday

Some researchers claim other categories of creativity as well:

1. Expressive versus Productive

2. Expressive versus Inventive

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3. Expressive versus Innovative

4. Invention versus Discovery

5. Theory versus Invention versus Discovery

6. Accommodative versus Assimilative

7. Personal versus Public.

There are three general ways of achieving a creative solution:

Serendipity

Similarity

and meditation

Also, the mode of activity one is in when being creative differs. For

example, there is a distinction between real-time creativity and multistage

creativity. Real-time creativity is spur-of-the-moment, improvisational, and

demands output in a short interval of time; whereas in multistage

creativity, sufficient time is allowed for the generation and selection of

ideas. Creative thought can be divided into divergent and convergent

reasoning.

Divergent thinkingis the intellectual ability to think of many original,

diverse, and elaborate ideas.

Convergent thinking: the intellectual ability to logically evaluate

critique and choose the best idea from a selection of ideas.

Both abilities are required for creative output. Divergent thinking is

essential to the novelty of creative products whereas convergent thinking

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is fundamental to the appropriateness. To combine this variety of

definitions, we can say that creativity involves the generation of new ideas

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or the recombination of known elements into something new, providing

valuable solutions to a problem. It also involves motivation and emotion.

Creativity is a fundamental feature of human intelligence in

general. It is grounded in everyday capacities such as the association of

ideas, reminding, perception, analogical thinking, searching a structured

problem-space, and reflecting self-criticism. It involves not only a cognitive

dimension (the generation of new ideas) but also motivation and emotion,

and is closely linked to cultural context and personality factors. (Boden

1998). Thus, any general definition of creativity must account for the

process of recognition or discovery of novel ideas and solutions and

hence most of the definition fall into one or more of these categories like

as an individual talent, as a process, as a product and last but not the

least as a recognition by others.

OBJECTIVES OF CREATIVITY

Main objectives of a creative thinking process is to think beyond existing

boundaries, to awake curiosity, to break away from rational, conventional

ideas and formalized procedures, to rely on the imagination, the divergent,

the random and to consider multiple solutions and alternatives (Candy

1997, Schlange and Juttner 1997).

The result of the creative thinking process is especially important for

businesses. Managers and managerial decisions and actions, confronted

with fast-changing and ambiguous environments in business, need todevelop creative solutions and creative action-based strategies to solve

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problems, as they allow to increase understanding of problematic

situations, to find multiple problems, to produce new combinations, to

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generate multiple solutions that are different from the past, to consider

possible alternatives in various situations that could occur in the future and

to expand the opportunity horizon and competence base of firms (dt

ogilvie 1998).

DESCRIPTION / STRUCTURE OF THE METHODOLOGY /

ALTERNATIVE SOLUTIONS

Creativity is not an innate quality of only a few selected people. Creativity

is present in everyone. It can be learned, practiced and developed by the

use of proven techniques which, enhancing and stimulating the creativeabilities, ideas and creative results, help people to move out of their

normal problem-

solving mode, to enable them to consider a wide range of alternatives and

to improve productivity and quality of work. Creativity is thus constructed

as a learned ability that enables us to define new relationships between

concepts or events, which seemed apparently unconnected before, and

which results in a new entity of knowledge (European Commission 1998).

Knowledge and information are the basis for creativity. There are

numerous creative techniques, which are also classified in many ways

(Higgins 1994). In general, a certain type of question or a certain area of

application (such as marketing, product or service development, strategic

and decision planning, design, quality management, etc.) often calls for a

certain type or a certain group of creativity techniques.

Fundamental concepts for all creative techniques are:

The suspension of premature judgement and

the lack of filtering of ideas.

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Use the intermediate impossible. Create

analogies and metaphors, through symbols,

etc., by finding similarities between the

situation, which we wish to understand and

another situation, which we already

understand.

Build imaginative and ideal situations (invent

the ideal vision).

Find ways to make the ideal vision happen.

Relate things or ideas which were previously

unrelated.

Generate multiple solutions to a problem.

Main points to increase or encourage creativity in a company are:

To be happy, to have fun

Keep channels of communication open

Trust, failure accepted

Contacts with external sources of information

Independence, initiatives taken

Support participatory decision-making and employees contribution

Experiment with new ideas.

EXPECTED RESULTS / BENEFITS

Creativity, through the generation of ideas with value, is needed in order to

solve concrete problems, ease the adaptation to change, optimize the

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performance of the organization and best practice manufacturing, and

changes the attitude of the staff of the organization. Creative thought

processes are also important at all stages in the R&D process.

Some expected results of the creativity process are:

Innovation through new product and process

ideas

Continuous improvement of products or service

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Productivity increase

Efficiency

Rapidity

Flexibility

Quality of products or services

High performance

CHARACTERISTICS OF PROVIDERS

The implementation of creative techniques within work groups, requires

the assistance and advise of external consultants. One or two consultants,

experts in creative techniques, is normally enough to undertake the

implementation process in a company. His/hers job normally consists of

presenting the different techniques and their application method, defining

the problem to be studied for the participants, initiating and clarifying the

rules of the technique, gathering the necessary data and information to

approach the problem, stimulating the generation of ideas of participants,

and evaluating the ideas before proceeding to put them in practice.

Training of management staff by experts may also be very useful.

Management staff must be trained to stimulate creativity in employees, to

provide motivation, to facilitate a creative climate and to encourage the

use of creative techniques. Managers can also be trained to implement

creative techniques by themselves.

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APPLICATIONAPPLICATIONCreativity processes are used regularly by many private and public sector

organisations of all sorts in manufacturing, services, banking, or

construction companies. Big firms such as Xerox, AT&T, Frito-Lay, as well

as car manufacturing firms, software development firms, railroad

pharmaceutical firms etc., use creativity techniques to increase efficiency

and quality, especially in their research, strategic planning and marketing

departments.

Creativity techniques may be applied in almost any functional area of the

company: strategic planning, corporate business strategy, product

development, improvement of services, functional strategy, finance,

human resources, marketing, management of collection of information,

product design, software design, quality management, etc.

TYPES OF FIRMS / ORGANISATIONS CONCERNEDCreativity techniques can be implemented by all firms and public

organizations that confront with problem solving and focus on innovation

in processes, products or services.

In case where the implementation of creative techniques is focused on the

support of personal creativity, such as to support individual designers work

for new product development, or to support individual scientists work in

the laboratory, very small firms or a person can implement creativetechniques for individuals.

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In case where the company focus is to increase group creativity and to

create environments where a collaborating team works creatively together,

the firm must have at least 20 employees, including 3 members as

management staff.

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WHAT CREATIVITY MEANS IN ADVERTISINGWHAT CREATIVITY MEANS IN ADVERTISING

I once read a quote somewhere that said, "We do not separate

advertising from life."

Creativity is a very subjective term. Who can really say what is creative,

for we all have different opinions on what we individually think is creative.

Some people believe creativity is an engrained concept that you are born

with it. Other people believe it is a talent that can be learned and taught.

I personally believe it is a little of both. The essential elements of creativity

are really imagination and inventiveness disciplined by routine skills. Your

imagination is something you are born with, it can be large and wild or it

can be small and constrained. Inventiveness is something that can be

disciplined, it can be taught and learned with practice and skill.

Put those two concepts together and anything is possible. In advertising,

agencies live and die by creative communications. Creativity is one of the

reasons clients justify advertising and their choice of agencies

So what exactly is creative in advertising? Some creative commercials are

effective, some effective ads are creative, and other ads are neither

creative nor effective. Creativity and effectiveness ultimately join in the

consumers minds rather than remain separate.

We must then ask, what is efficiency? Well, efficiency of an ad is

determined by the correct combination of its impact and retention. Impact

being the ability of an ad to attract attention and retention being the ability

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of an ad to stay on viewers minds. We can thus say with certainty that an

advertisement needs to be creative to succeed. Its creativity needs to be

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effective in both its impact and retention. I found the quote at the

beginning of the page and thought it was just great. Although creativity in

advertising is an important factor, one must remember to not be creative

just for creative sake. The creativity must also be effective.

Successful creative strategies result from pinpointing an idea, a nuance,

an insight, or a nugget of information gleaned from research or sometime

from an intuitive understanding or quickness of human nature. The true

role of the strategy is to make that intuitive leap which defines the

relationship between the brand and its user.

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HOW CREATIVITY IS DIFFERENT FROMHOW CREATIVITY IS DIFFERENT FROM

INNOVATIONINNOVATION

Creativity versus Innovation

As this is an advertising study on the subject of Creativity it is only right

there should be some advertising efforts to create greater understanding

on behalf of the subject Creativity itself. For many the word creativity

has what may be called a touchy feely nature to it, not really suitable for

the hard world of business. Yet, mention the word innovation and

suddenly the act of creating new ideas takes on a more credible

resonance in certain quarters, such as the business media and various

government-backed development agencies.

Professor Simon Majaro of Cranfield School of Management defines

innovation in this manner in his book Managing Ideas for Profit (Majaro,

1992): Creativity is the thinking process that helps us generate ideas.

Innovation is the practical application of such ideas towards meeting the

organizations objectives in a more effective way. But this means all ideas

are creative. In reality, many ideas will be rejected. Using the working

definition of creativity, it would recognize that, to be creative, the idea

must offer some form of added value.

Innovation can instead be defined as the adoption, adaptation, or

implementation by a third party of someones creativity (ie an added value

product). When appraising a painting, one does not say: artist is being

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innovative. Should another artist adopt some element of this work , such

as its style, subject matter, materials or techniques used, then the original

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work can be said to be innovative; it has inspired the application of some

creative element of the original work by a third party.

Thus, creative thinking in a disciplined manner can play a real role in

innovation. Creativity and innovation are normally complementary

activities, since creativity generates the basis of innovation, which, in its

development, raises difficulties that must be solved once again; with

creativityIt is not possible to conceive innovation without creative ideas,

as these are the starting point. (European Commission 1998).Innovation

results when creativity occurs within the right organizational culture. The

right organizational culture is one that provides through creativityprocesses (creative techniques) the possibilities for the development of

personal and group creativity skills. We can define creativity IMT as the

establishment of skills by implementing creativity generation techniques.

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BASICS OF CREATIVITYBASICS OF CREATIVITY

Creative Thinking Skills Can Be Learned!!

What can I do to Increase my creativity??

The first task in becoming more creative is giving you permission to do

things creatively. The second is overcoming your personal blocks to

creativity. For some people, being creative involves trying not to be

embarrassed by their own ideas; for others, it is a matter of being aware

that things can be done in many different ways. Some people are self-

aware or confident enough to have fewer inhibitions and can just let their

creative natures work.

Surround yourself with people who love and support you and you will be

even more creative. Spend time meditating on your own worthiness,

reading about other creative people and creative solutions, concentrating

on the positive power of your own creative forces - these activities,

combined with a belief in your own intuition and creative abilities, will help

improve your confidence.

Action Steps

Here are a few additional things you can do to improve your creativity:

Study books on creative thinking techniques and put them into

practice

Attend courses on creative thinking and put the ideas into practice.

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Keep a daily journaland record your thoughts, ideas, sketches, etc.

as soon as you get them. Review your journal regularly and see

what ideas can be developed.

Indulge in relaxation activities and sports to give the mind a rest

and time for the subconscious to digest information.

Develop an interest in a variety of different things, preferably well

away from your normal sphere of work. For example, read comic

books or magazines you wouldn't normally get. This keeps the

brain busy with new things. It is a common trait of creative people

that they are interested in a wide variety of subjects.

Don't work too hard -you need time away from a problem to be

creative after periods of intense focus. It really helps to think of

creativity as a skill or set of skills. By practicing, one can get better

at using them. So whenever you have a chance try and do

mundane things in novel ways - it will make them more entertaining

and you will get more used to expressing your abilities.

Practicing at overcoming irrational inhibitions will also help to improve your

creativity. When you're at a standstill, and you witness somebody with a

vital and flowing creative force, it can be intimidating. The thing that's easy

to miss when you're caught up in the magic of somebody doing something

effortlessly that seems impossible is that it doesn't happen all at once.

Anything can be achieved by breaking it down into its component parts.

Creativity requires patience and a willingness to work for a creative

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outcome rather than simply wait for enlightenment. Still, it is important to

creativity to happen. This can be encouraged by setting up an

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environment that encourages creative output, a comfortable space within

which you feel non-threatened and able to create.

A program to improve your personal creativity might include the following

steps.

1. First set a measurable goal. Some goals might be:

to generate 10% more solutions within 6 months to come

up with

an original solution for problem "X" within 2 weeks to practice generating

ideas bybrainstorming (for example, "find at least 100 ideas for a new

pen")

to find a new and effective way to relate to my children

that results in them wanting to spend more time with me.

2. Second, set up criteria to indicate whether or not you have or are

reaching your goal. Typical criteria are:

a) the ideas are novel (in that particular context)

b) the ideas are useful, they solve the problem or meet the

challenge

c) the ideas can be implemented within an appropriate time and

budget

3. Third, read and learn about creativity techniques which are one of

the sections of the Creativity Web. This information can be

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gathered from books, conferences, other people, software products

and the Internet. Spend time with people who you believe are

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creative and ask them how they did it. There are many paths to

creativity.

4. Fourth, surround yourself with people who love and respect

you; people who encourage you to take risks.

5. Fifth, celebrate your progress in reaching your creativity goals.

6. Finally, begin thinking of yourself as a creative person.

Surround that identity with beliefs about your creative abilities.

Learn the skills of creativity, act creatively every opportunity you get

and find environments that support creative behavior.

Creativity is increased by acknowledging that it exists and by nurturing it.

Create a sensory stimulating environment, increase awareness of that

environment and provide sufficient quiet time to allow that ensory

stimulation to be translated into external reality ... a poem, a bridge, a

meal, a song, a quilt, a business report, a game, a dance, a garden.

Flood yourself with information in your chosen area of creativity then

deliberately expose yourself to information outside your area. Respect and

care for your creativity as you would a child. Attend to your needs, listen to

your creative inner voice, and spend time with yourself. Manage stress in

your life as much as possible.

Practice meditation or some kind of peaceful, relaxing activity such as

handwork or quiet exercise. Avoid becoming too entrenched in your

routines. Don't allow your beliefs to distort your perceptions. A useful

technique is to deliberately and consciously attempt to integrate opposites

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at every opportunity within your own mind. Develop the attitude that your

creative work is important even if others do not share your belief; allow

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such judgmental attitudes to be their problem, not yours. Practice using

affirmations and reframing (seeing things from another angle or in anothercontext) to de-program your self critical habits.

Creativity is not a gift of some sort, it is a state of being ("un etat d'ame",

as they say in French). Learning a creativity- increasing technique of some

sort will give you some tools and help you, but will not automatically

change your point of view about yourself and your creativity; your belief

and value systems about creativity and creativity myths must change as

well.

Creativity and Leadership

"Everyone has creative potential, but creative people think they are

creative."

Self-esteem is one of the most important elements of creativity. People

must believe in their ability to develop original ideas and they mustcontinue to believe in themselves after repeated failures.

Creativity flourishes in an environment that rewards attempts, as well as

successes, and is conducive to failure. People must feel comfortable

failing before they will repeatedly take risks or attempt creative

approaches. Roger von Oech labels four stages of the creative process:

Explorer. Finding new ideas and resources

from which an idea may be built.

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Artist. Transforming ideas (gathered by the

explorer) into something new.

Judge. Ideas developed by the artist are

evaluated and their merits are weighed; suggestions are

offered on how they can be improved or further

developed.

Warrior. Implementation of the ideas approved

by the judge requiring persistence and determination.

Secrets to Creative Problem Solving

Be an optimist

Take your time

Get enough information

Brainstorm by yourself

Redefine the problem

Plan for results

Break the routine

Make a minus a plus

Don't give up.

Allow yourself to daydream

Ask questions

Have a sense of humor

Tolerate ambiguity

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CREATIVE FORCES

Force-Field Analysis

Force-field analysis characterizes the conflicting forces in a situation. Therecommended approach to this method is to outline the points involved in

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problematic situations at the problem exploration stage, followed by

recognizing factors likely to help or hinder at the action planning andimplementation stages.

1. Members of the group identify and list the driving and restraining

forces (perhaps using a suitable brainstorming or brain writing

technique) openly discussing their understanding of them.

2. The group leader is representative of the current position as a

horizontal line across the middle of the page. The leader will draw

all the driving forces as arrows that either pull or push the line

upwards, and all the restraining forces as arrows that pull or push

the line downwards (see below). Where driving and restraining are

paired use arrow thickness to signify strength of impact of a force

and arrow length to show how complicated it would be to adapt. It is

normally best for the team to reach agreement on these details.

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3. The diagram should then be used to find as many possible

combinations of moving the centre line in the desired direction. Tryto:

Find ways to strengthen or add positive forces

a. Find ways to weaken or remove negative forces

b. Recognize that the negative forces are too strong and

abandon the idea.

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CREATIVETECHNIQUE

How do you come with a creative idea when faced with a

blank sheet of paper? Easy. Dont have a blank sheet of

paper.

Every working day, creative directors are faced with emands to come up

with creative solutions to the problems. Some outstanding creative heads

may display what is called unconscious competence in appearing to be

able to come up with ideas inuitively. There is no magic wand for coming

up with ideas, but there are some echniques and process to help being

creative. These tecniques, coupled with a knowledge and understanding

of the creative process -- with its five stages

Information

Incubation

Illumination

Integration,

Illustration -- will help considerably to improve ones creative

abilities.

CREATIVE RANGE:CREATIVE RANGE:

Whenever faced with a well-defined task, such as coming up eith an idea

for a launch product or phottocall, establish a Creative Range. Pose what

is called the Safe Bet questin: What is the very least, the safest, most

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conservative idea that can be used? Then check what is the most

outrageous idea that could solve the problem? so as to create the

Extreme Option. By these two question , intial limiting parameters are

created.

The above can be visualised as below,

After creating the Creative Range of the situation see, What further ideas

can you come up and then jot downall the ideas that come to mind. Thus,

by establishing the Creative Range, you have already taken the pressure

off yourself and at the very least you have a safe option to fall back on,

and more importantly you ar harnessing the incremental nature of the

creative process. This also helps to suspend judgements because you are

not automatically screening every idea but merely filing in the Creative

Range.

Safe Bet ExtremeOption Option

THE CREATIVE RANGE

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SNAKES AND LADDERS:SNAKES AND LADDERS:

Snakes and Ladders is good technique that helps use of the incremental

nature of creativity to quickly establish an overview of a

situation,identifying strengths and weakness, and to establish tactics to

improve the positives and reduce the negatives of a task at hand.

Draw a grid on a sheet of paper to represent the squares of a snakes and

ladders board. Imagine the objective of the task is at the top left-hand

corner on the winning square. You are the start, at the bottom left-hand

corner. Draw five short ladders and five long snakes. The objective can beanything from: How can I improve my creativity and so on

This is an excellent way of getting a handle on everything you need to

consider. It also facilitates incremental to\hought as you come up with

deas.

.

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Competitor

Activity

Interesting

Photograp

hy

Lack of Brand

Awareness

Lack of

Brand

Credibility

Personality

of MD

Media

Apath

y

Forthcoming

Events-Exhibition

Limited

BudgetNews value

of StoryTiming

of lanch

Below is give one example of how to launch a product creatively

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Group Techniques to Generate Creativity

Brainstorming -Groups generate as many ideas as possible, listing ideas

on a chart so that group members may modify them or combine them to

create additional ideas. Criticism is not allowed during brainstorming, nor

is evaluation of ideas.

Storyboarding - An adaptation of brainstorming, but it is primarily

nonverbal so articulate group members are not able to dominate the

process. Storyboarding uses a process similar to parliamentary procedure

to gain support of an idea before it can remain part of the discussion.

Storyboarding allows group members to produce data and solutions to

problems generating ideas off of previous suggestions.

Nominal Group Technique - Focuses attention on individual members'

ideas by having members write down their ideas/solutions on their own

Finish

Start

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Following the rules - You often have to break out of pattern to discover

another.

Being practical - Practical people know how to get into an open frame of

mind, listen to their imagination and build on the ideas they find there.

Avoiding ambiguity - Too much specificity can stifle your imagination!

Being afraid of making a mistake - Errors are a sign that you are

diverging from the norm. If you are not failing every now and then it is a

sign you are not being very innovative.

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Always Separate The Ideas Phase From The Evaluation

Phase:

Ideas need imagination more than knowledge, so its important to keep the

stage when ideas are being generated strictly separate from the stage

when theyre being evaluated. In this stage people should set their

imaginations to roam free, and no limits to be set on creative game-

playing.

Avoid Idea Killers

How would you like your ideas to be received Sabotaged, Sniggered at

or simply Ignored? Idea killers have one thing in common: they always

work!! Everything from verbal stun-gun to the wry twitch at the corner of

somebodys mouth is capable of trampling down the first little shoot of an

idea.

Idea Killers in Your Own Head

Often the killer phases of others do less damage than the little voice inside

our own heads, whispering, Forget it, it doesnt work! Our own ideaskillers are particularly are deadly because we often are not conscious of

them. They are the product exaggerated expectations we have of

ourselves, or of the belief that we have to

come up with ideas that are brilliant from the word they goa strategy

almost certainly doomed to failure.

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The 10 Best Responses to Idea-Killer Phrases

Nothing will come out of that.

Not if you just dismiss the idea

Lets just wait and see what happens

What, until everyone else has overtaken us?

That doesnt work!!

But its great idea

We do things differently!!

So, no change there This mail shot idea doesnt work!!

But what if?

Thats ridiculous!!

So what it is

Well come back to your idea.

All right. When?

The client will never accept that!!

Give it a chance

Whats so original about that?

The fact that no one else has thought of it

Anyone could come up with that.

Exactly

Use Doodles To Visualize Your Ideas

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Your ideas must be visual if its really going to take root in others

peoples heads. Often it only takes a quick scribble, a few lines to bring

the idea to life. Think about it: your ideas are mostly internal

images that only you can see. A doodle releases the idea from your head

and so raises your chances of enthusing others.

Three Arguments In Favor Of Doodles

Doodles are an essential means of communication, enabling the

others in the team to see, and therefore understand, the images in

your head.

Doodles reinforce the associations of internal images and so triggernew ideas new playful way.

Doodles enables teams to develop raw ideas in gradual stages and

so prevent good ideas from being killed off prematurely.

Look For The Positive In Other Peoples Ideas

If you want to promote the flow of ideas, look for the positive aspects

of other peoples ideas. Even if you dont get anywhere with an idea

first, put forth the question, Whats in it that we can use?There

will always be some aspect that can be build on; replace your inner

CRITIC with an inner CREATIVE and exploit all possibilities from

this new perspective. Take the ideas good point and improve it by

developing and cultivating the seed of the idea. This strategy makes

flexible and opens new perspective.

One can learn to think What if?And this will develop in time into

an inner attitude, which will open doors to new ideas instead of

closing them.

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Thinking What If?

What would be the advantage of losing your job tomorrow?

Anything that looks like a catastrophe at first may reveal a whole,

surprising series of positive aspects on a second look. Develop the play of

ideas a little more and losing your job opens the door to new freedom,

new opportunities, and a new future.

Thinking What if? Is a conceptual switch, a change of perspective?

You look at the very same thing from a different perspective. And you canbe sure that there are hundreds of other standpoints that youve never

envisaged

Make Mistakes And Have Fun Doing It

To swear off making mistakes is very easy; all you have to do is

swear off having ideas

Mistakes are basic learning principle, accompanying all great

discoveries and often lending to brilliant ideas. Get rid of the

compulsion to come up with nothing but good ideas that are ready to

use! Say everything that occurs to you, no matter how silly it sounds

it could be the raw material for the brilliant idea. So Make Mistakes &

Enjoy it!!

A Fools Freedom

The greatest fear of many people is making mistakes and looking silly I

front of other people. Learn to live with this fear, by making a fool of

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you deliberately but staying in control. Put yourself in a ridiculous

position by making an abstruse suggestion, and exaggerate it to the

point where you have to laugh at yourself. By doing so you can

achieve a degree of inner freedom that allows you to leave familiar

paths behind and let your imagination run free.

Develop Your Sense Of Humour

Humour is the healthy way of creating a distance between ones self and

the problem, a way of standing back and looking at a problem with

perspective!!

Humour reveals new aspects. Humour disarms, relaxes, and releases

happiness hormones, its also infectious, and so its one of the most

important creative tools for teams looking for great ways to communicate

ideas. Dont just make jokes at other peoples expense, however. Instead,

look out for a really funny topic in meetings yourself. Learn to laugh at

yourself. Anyone who can see whats absurd and laughable about him

gains a new freedom and gives the team a creative boost.

Select Ideas Creatively

Sometimes the really interesting ideas are simply eliminated or talked out

during the evaluation phase. Anything unusual, wild, uncomfortable, or

harder to translate into action, gets dropped. At this stage, you need to

make new ideas from old, in order to save potentially great initiatives.

Three Ways to Evaluate and Select Ideas:

In the final analysis, there are three ways to reach a decision

about which of the basic ideas should be worked up:

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Add new elements

Change a copy

Develop new headlines

What could be done to make idea so appealing

that people will want to see it more than once?

What results Can You Expect From The Dream Team Rules?

They produce a bigger catch of valuable ideas.

They give the team a creative boost.

They build structured freedom and prevent sessions of

destructive chaos.

They foster faith in the team and enhance motivation.

They allow a brilliant group brain to develop.

They promote all sorts of fun and increase individual

creative potential.

They save time, money and nervous energy in the hunt for ideas.

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KICKSTARTCATALOGUE

What is Kickstart Catalogue?

Kickstart Catalogue offers strategies likely to promote great ideas for

campaigns. There are no discussions within the catalogue itself about

what is good or bad advertising, nor are the tips on how to improve layout

or copy.

A Toolkit for the Brain

Systematic analysis of the work produced by creative reveals certain

patterns and strategies in their thinking. Some creative strength lies in

analogy, while others always try to induce a change of perspective and

others develop ideas by turning every days situating on their heads. One

thing is clearing every case even the best creative use only the part the

spectrum of possible ways of thinking. If your strengths lie, for example in

the filed of metaphor or comparative juxtaposition, then you probably dont

combine or reframe things very often. This catalogue is a tool box

containing an inexhaustible supply of new brain tools which one can use

to expand their own strategies.

This is incredibly useful when you are looking for new unusual campaign

ideas for the press, TV and cinemas, events, promotions, packaging, webbanners, brochures or direct mailing.

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Without Words

A picture is worth a thousand wordsThe object of this little exercise is to display the central advertising

statement about the product at a glance and without using the words. Its

the best to start by working out a goal with single-minded proposition. For

Example: How can you show without words that the new sports car

accelerates faster than any other car? Here, first look for pictorial way to

represent Acceleration. The key question is: What are the key features

of acceleration and how can it be represented pictorially, without words?

Think of the era of silent movies and how ingenious the actors had to be to

convey complex situation and feelings without words. Jokes which dont

need words are another fruitful source of non-verbal stories to tell.

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Mixing & Matching

The goal of Kickstart questions is to represent the central advertising

statement clearly and convincing by combining or associating different

things. This method of developing visual advertising messages is one of

the most frequently used today and offers infinite possibilities. Try it for

yourself- there are no limits in your imagination.

Combination as Creative Strategy

One of the most important creative strategies is to combine two concepts

or objects that were previously unconnected, so as to produce

something completely new. The result should be a simple,

unambiguous advertising message. Combine elements in such a

way so as to make the benefit immediately apparent: the product, parts of

the product, people from the target group, the products raw material, the

original problem, the benefit, the context, plants, packaging, or people who

have nothing to do with. The less things you combine have to do with each

other originally, the more exciting and surprisingly the result will be.

Comparative Juxtaposition

Comparative Juxtaposition such as before and after are undoubtedly

some of the classics of advertising. To tap into new sources of inspiration

for comparisons, one can use the method to compose typical pairs of

opposites, like before and after, which can then be used to stimulate

advertising ideas. List of Pairs of Opposites:

Old-Fashioned- Fashionable

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Blindness- Vision

Ugly- Attractive

Mass produced- Exclusive

Past- Future, etc.

Exaggeration

Exaggeration in the depiction of features of the product, problem situations

or solutions can grab the viewers attention and emphasizes the benefit.

Use distortion and overstatement to develop great ideas; with stating clearmessage and simple, to avoid any misunderstanding that would lead the

target group to make any negative associations. Dont have any qualms

about exaggerating things, but do it with a wink so that the credibility of

your message doesnt suffer.

Provocation & Shock Tactics

Attention is in short supply nowadays, so if you want people to notice your

campaign, be provocative! Provoking means challenging, inciting,

stimuling. But be careful: being seen is not the same as being looked at.

Provocation takes you across a frontier, but it requires skill and will only

lend you to your goal if you think about what youre doing: for example,

drawing attention to social issues, or warning people of dangers.

A Change of Perspective

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A change of perspective is first of all an excellent way to generate a

creative impulse during the process of looking for ideas,and secondly it

can be used in advertising to show the target group new or interesting

perspectives on the product.

There are two ways to use the Change of Perspective as a creative tool.

First, they can be used spatially, by showing objects or situations from

unusual viewpoints: birds eye view, extreme close-up, extreme distance,

detached from space and time. From outer space, or simply from possible

angle. The second way is to imagine yourself leaving your body and

slipping inside other people, objects or animals. Many creativesymbolically take on other identities to get a creative boost from the new

view point of view. For example: Walt Disney, used to become the figure

he was currently drawing, going so far as to speak, gesture and stand like

the character in his imagination.

Symbols & Signs

A symbol is a visual image that stands for an object, a concept or a

situation. The drawing of a stylized car next to a spanner represents a car

workshop, a cigarettes with a line across it means No Smoking.

The meaning of Some Signs derives from a casual connection-

Smoke is a sign of fire. Another function of many symbols is to

convey information that cant be expressed in words.

Absurd, Surreal, Bizarre

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Plunging into the world of the absurd, the surreal and the bizarre is

fascinating in itself, and it also opens up a rich source of ideas.

Contradiction, exaggeration, distortion, fantasizing and zany ideas are the

tools one need to create something absurd or surreal.

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Change the Product

Altering the product means changing its shape, cutting it into pieces,

adding things, subtracting things, bending it, squeezing it, bringing it to life,

blowing it up, making it transparent, transplanting it to another body or

letting it rot. There are endless possibilities of changing it physically or

giving it a new meaning. Talk non-sense and really take off. You cant

judge whether what you have is good or bad

Alternative Uses

Playful approaches to the idea of finding new uses for the product. Where

the product could be used, outside of its original context? What new

situations could it be put to emphasize the benefit, highlight a feature

through exaggeration, or reveal a new perspective or an unexpected

function

Double Meanings

This refers to visual and as well as non verbal double meanings. Most

visual ambiguity is based on optical illusions which are a playful way to

attract the viewers attention. Most verbal ambiguity, on the other hand,

makes its point by wordplay or suggestions, leading the reader along a

path that usually ends in an alternative meaning. Both types involve

people playfully by inviting them to see both meanings in a context thatmakes sense.

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Play With Words

Playing with words means making pictures with them. Its an invitation to

experiment with type, so that the copy turns into pictures and the

typography becomes the message. Try to break down the bounds of

normal copy to make the content leap out. Then style your words like a

clue in a crossword puzzle. This will help you to scrutinize your Ad copy as

a source of ideas about design (preferably fun ones) and present the

message even more clearly and effectively.

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LETS TAKE A BREAKLETS TAKE A BREAK

A group of carpenters are at work.However, their attention is dividedbetween their work...

...and a TV set, where a man hangingover a chasm is clinging on to a womanfor dear life.

"Pakde rehna," the woman screams."Chodna nahin," the man pleads.The workers watch...

...as the couple on screen keep upthe "Pakde rehna-chodna nahin"strain for an incredibly long period.

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Headline:Fevicol Ka Jodd Hai Tootega NahinAgency:O&M (National Winning Award)

Fed up with the melodrama, oneof the carpenters gets up in

disgust. "Arre, yeh bhi koi film hai!"he exclaims.

Wanting to continue with hiswork, he walks over to the TV

and picks up a can of Fevicolplaced on top of it.

Instantly, the man on screenplummets. Surprised, thecarpenter peers at the can ofFevicol he has picked up.Slowly, he turns...

...and eyes another TV, atopwhich a tub of Fevicol is

perched. The man on screen isstill dangling over the chasm."Chodna nahi..."

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Client:Pidilite Industries

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Anti- Smoking Campaign

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Best Social Message Award

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Conclusion: The foundation for creativity is in individual, and so these

methods and techniques are to be taken as tools and stimuli, to give you

more freedom of choice and so enhance and liberate your creative skills.

There is no one right way to be creative. Creativity is a living

process with many possible strategies, and the creative outcomes to

which they lead will depend on the context and the individual.

If one person has learnt how to develop really creative ideas,

it stands to reason that everyone else can.

Creativity demands abundance, which is why the objective is

to increase the possible choices, and so improve flexibility.

Dont confuse the menu with the meal: theoretical knowledge

will do nothing to increase your creativity. Try the methods out, experience

will nourish you and become a part of your strategies in future.

If something doesnt work for you, stop using it and try

something else.

Have fun!

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ARTICLESARTICLES

Whats The Future Of Advertising

After Hours Correspondent DNA

Tuesday, November 08, 2005

It cannot be denied that as one of the most rapidly growing professions in

India - advertising - is undergoing a lot of change. To tap these changes,

to incorporate consumer and media perspectives, and to celebrate their

60-year existence in the industry, the Advertising Agencies Association of

India (AAAI) is organising a three-day symposium discussing the future of

advertising in India.

Primarily focusing on traditional and contemporary methods in advertising,

the symposium will include consumer reactions and influences with

respect to the profession. Predominantly, we are trying to identify the

current challenges in advertising and the different ways to meet them. The

industry per say is witnessing a lot more ways to reach out to their

consumers like MMS, blogs, the internet, and ad guys need to catch up on

these new techniques, says Colvyn Harris, CEO, JWT India, who is also

one of the keynote speakers during the event.

Targeted towards the burgeoning and existing advertising, media and

marketing professionals, the symposium will examine the future

consumers, communication challenges and new media. The industry

today needs a thrust and much greater recognition in the international

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scenario. Though it has been advancing rapidly, there needs to be a lot

more effort to speed up the growth, says ad man Piyush Pandey, who will

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be addressing the event with respect to positioning of advertising beyond

boundaries. The symposium will attract a galaxy of eminent speakers

(including the minister of state for tourism Renuka Chowdhury and ad guru

Prahlad Kakkar) who will share their unique perspectives on the future

world in the areas of connecting with audiences.

Agencies Need To Think Creatively

PTI [FRIDAY, NOVEMBER 11, 2005

MUMBAI: Advertising agencies in India should come out of their traditional

styles and start thinking "out of the box" in order to push the creative

frontiers to new heights, Piyush Pandey, a well-known advertising expert

said on Friday.

"We have to struggle to see that the good ideas are accepted by the

clients, and see the day of the light and eventually converted into a real

creative Ad," Pandey, Executive Chairman and National Creative Director

Ogilvy said at a symposium, organised by Advertising Agencies

Association of India (AAAI) here.

"Instead of convincing the clients, we always make excuses that the client

does not accept the new idea or say why tinkle around with the idea that is

working, as sales figures are doing well," he said. "This very attitude has

to be changed and the creative people should come out with ideas that

touch the psyche of a common man and see to it that they convince their

clients about the non-conventional ideas and give their gut feeling a

chance", Pandey said.

He was of the opinion that the advertising community should develop a

habit of not seeing beyond the obvious, and starts seeing beyond the 30

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yard circle in cricket field, "so that we could clear that and see the

boundary lines".

"We, as creative people, should always do constant soul

searching to do things better and in a different manner and

not think of any framework and boundaries to restrict our

creativity", he said and gave a recent example of the Hutch ad's with the

`Chhota Recharge' offer.

Piyush Pandey Adds Another Feather To His Cap

The Indiantelevision.com Team

(13 December 2002 12:30 pm) MUMBAI: There's no stopping Ogilvy &

Mather group president and national creative director

Piyush Pandey who is moving from strength to strength.

Pandey has bagged yet another international award. This

time he has been judged the 'Creative Person of The

Year Asia Pacific for 2002,' by Hong Kong based Media

Magazine. The award comes in recognition of hiscontribution to the advertising industry and efforts to raise the creative

standards across the industry. Its an achievement for us as well as (for)

India. We are happy that India has made its

mark at yet another global forum.

And we're sure many more Indians will walk this

floor," Pandey was quoted as saying in The

Times of India.

Ogilvy & Mather has bagged quite a few awards

this year: the most memorable one being the

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Gold Lion in the press and poster category for its `Second-hand smoke

kills' anti-smoking campaign for the Cancer Patients Aid Association

(CPAA); and silver for the `overloaded bus' spot for Fevicol, at the Cannes

Lions, International Advertising Festival held in June this year. The anti-

smoking ad also won a silver Pencil at the One Show 2002 and a bronze

at the Clio Awards 2002.Similarly, Pidilite Industries Limited --- the makers

of Fevicol ---- has won several international advertising awards.

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BIBLIOGRAPHY

Reference Books

Creative Advertising Mario

Pricken

Ogilvy in Advertising David

Ogilvy

Search Engines

www.google.com

www.angencyfaqs.com

Creativity InAd

Documents

Transcript of Creativity InAd