Download - 9 New Brand

8/6/2019 9 New Brand

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Chapter 9Chapter 9

CreativityCreativityCreativityCreativity

CommunicationCommunicationCommunicationCommunication


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Creativity & CommunicationCreativity & Communication

Creativity & CommunicationCreativity & Communication Today well cover

Creativity in Marketing

How Creative Works

Working in a Creative Department

Creative Support Systems Selling Creative Ideas

Producing Creative Ideas

Creative Career Opportunities


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Creativity in MarketingCreativity in Marketing

Creativity in MarketingCreativity in Marketing What We Create

Creating Added Value Creativity in

Advertising

Claussen Pickles

Newspaper Advertising

During Picnic Season


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Advertising

Public Relations

McScam

Crisis Management

McDonalds Sweepstakes Scandal


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Advertising

Public Relations

Sales Promotion

Pepsi

CD Promotion


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What We CreateWhat We Create

What We CreateWhat We Create We Create Ideas

A new combination of previously existing elements

We Create Brand Equity Something that sticks to the Velcro of the brand

We Create Ideas A new combination of previously existing elements

We Create Brand Eq

uity Something that sticks to the Velcro of the brand

We Create IncreasedEffectiveness

1+1=3

We create communicationthat works better

We Create IncreasedEffectiveness

1+1=3

We create communicationthat works better

Example: Whassup? Example: Whassup? Example: Fresh Mex Example: Fresh Mex

Q ickTime a are s i e 3 ec mpress r

are ee e t see t is pict re.


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Creating Added ValueCreating Added ValueCreating Added ValueCreating Added Value Creating Attention

Example: The Need for

Interesting Advertising

Got Milk?Austin Powers

Milk Advisory Board


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Interesting Advertising Creating Deeper Connections

Example: PR - The Need forCreativity thats Newsworthy

Example: Article in Gourmet Magazine

The Fabulous Food Processor

Jump-started sales for Cuisinart


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Creating New Perspectives Example: Sales Promotion -

The Need to Create aSales Increase



Interesting Advertising

Pepsi

TombRaider Promotion

Creating Deeper Connections Example: PR - The Need for

Creativity thats Newsworthy


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Creativity in AdvertisingCreativity in AdvertisingCreativity in AdvertisingCreativity in Advertising Interest in an ad is influenced by

Surprise (Good)


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Surprise (Good)

Information (Better)

Newspaper ad

for Drain Power


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Surprise (Good)


Benefits (Best)

Print ad for

Eclipse Gum


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Surprise (Good)


Benefits (Best)

How about All 3? Example: Surprising

information tied into

VW benefits.


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Creativity in Public RelationsCreativity in Public RelationsCreativity in Public RelationsCreativity in Public Relations Example: PR Like a Virgin

Richard Branson understands

that the media doesnt getmany interesting photos

Here he is in his balloon.


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Creativity in Public RelationsCreativity in Public RelationsCreativity in Public RelationsCreativity in Public Relations Example: PR Like a Virgin

Richard Branson understands

that the media doesnt getmany interesting photos

Here, he promotes a bookwhich promotes his brand


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Creativity in Public RelationsCreativity in Public RelationsCreativity in Public RelationsCreativity in Public Relations Example: Harley-Davidson - Happy 95th

All brands have ads

Good PR about thoseads adds extra value

But it has to benewsworthy!

Every year, every company

has an anniversary. Creative PR can make

it something special


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Creativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales PromotionCreativity in Sales Promotion A Creative Approach

can provide an added

reason to buy - on topof the Incentive!

WinFreeSave


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Win

Chunky Soup &

The Super Bowl

Desirable prize

+ Brand equity


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Apple Macintosh

Free Trial Offer

Win/Free


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Schilling Pepper

Free Sample Offer

Win/Free


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Kelloggs Frosted Flakes

Savings (Coupon) +

Brand Equity

Win/Free/Save


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Building

Brand Value

Building

Brand Value

Building

Brand Value

Building

Brand Value

Creativity Can Build Brand Values

It can Reinforce Existing Feelings


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Building

Brand Value

Building

Brand Value

Building

Brand Value

Building

Brand Value



It can Create New Feelings and Attitudes


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Building

Brand Value

Building

Brand Value

Building

Brand Value

Building

Brand Value



It can Create New Feelings and Attitudes

It can Add

Image and

Imagery Q ickTi r s i 3 c r ss r r t s t is ict r .


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How Creative

Works

How Creative

Works

How Creative

Works

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


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Effective Surprise!

Effective Surprise!

Effective Surprise!

Effective Surprise!

It could be a

Big Surprise!

The AHA

I never thought of it

that way before

Example: Levys

Rye Bread (DDB)

Effective Surprise!

Effective Surprise!

Effective Surprise!

Effective Surprise!


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Effective Surprise!

Effective Surprise!

Effective Surprise!

Effective Surprise!

It could be a

Big Surprise!

The AHA

I never thought of it

that way before

Example: Nike

(W

ieden+

Kennedy)


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It could be a Small Surprise

Effective Surprise!

Effective Surprise!

Effective Surprise!

Effective Surprise!

The Oh yeah!

Thats just the way I feel

Example: Volvo

Station Wagon


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It could be a Small Surprise

Effective Surprise!

Effective Surprise!

Effective Surprise!

Effective Surprise!

The Oh yeah!

Thats just the way I feel

Example:

McDonalds


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The Process Creative Collaboration

The Product

The Creative Concept... Turned into an Ad

The Result -

Th

e Creative DepartmentTh



e Creative Department

Print

Traffic

ProductionBroadcast

Production

Copy Spvr. &

Copywriters

Art Supervisor

& Art Directors

CreativeGroup:

Associate

Creative

Director (ACD)

Creative

Director (CD)

Executive

Creative

Director (ECD)

Strategy

Review

Board The Players

The Creative Team

Creative Communication


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Th

e PlayersTh

e PlayersTh

e PlayersTh

e Players The Creative Team

Print

Traffic

ProductionBroadcast

Production

Copy Spvr. &

Copywriters

Art Supervisor

& Art Directors

CreativeGroup:

Associate

Creative

Director (ACD)

Creative

Director (CD)

Executive

Creative

Director (ECD)

Strategy

Review

Board

Jeff Goodby& Rich

Silverstein

of Goodby

Silverstein

& Partners

Writer/Art Director

Create Selling Concepts


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Th

e PlayersTh

e PlayersTh

e PlayersTh


Jeff Goodby& Rich

Silverstein

of Goodby

Silverstein

& Partners

Writer/Art Director


California Milk

Advisory Board


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Th

e PlayersTh

e PlayersTh

e PlayersTh


Jeff Goodby& Rich

Silverstein

of Goodby

Silverstein

& Partners

Writer/Art Director


California Milk

Advisory Board


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Th

e ProcessTh

e ProcessTh

e ProcessTh

e Process Creative Collaboration

The Assignment

Informal (or formal) group meeting

Heres what weve got to do.

Tools may or may not be ready

Collaborative Thinking BrainStorming

Thinking Together

Until THE CONCEPT.

Concept fromBrainstorming


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Creative Support Systems:Creative Support Systems:Creative Support Systems: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


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Target Sketch

Target Sketch

Target Sketch

Target Sketch

Helps Target Come Alive

Helps in one-to-one communication

Dont thinkofpeople in the mass.That gives you a blurred view. Thinkof a

typical individual, man orwoman, who is

likely to want what you sell

Claude Hopkins

Helps in a critical task - talking to

people who are not like you.


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Consumer Insigh

tConsumer Insigh

tConsumer Insigh

tConsumer Insigh

t This often means

a breakthrough!

Lisa Fortini-Campbell

notes the breakthrough

is when the consumer

breaks in to your

message and saysThis is aboutme.

Example:

Pretty Feet


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Example: Baby ClothesConsumer Insig

htConsumer Insigh

tConsumer Insigh

tConsumer Insigh

t

Style plus

functionality

for babies

and moms

To Mom, it

says we

under

stand

Need to add reason-why to emotion

to justify higher price point


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Consumer Insigh

tConsumer Insigh

tConsumer Insigh

tConsumer Insigh

t Example: Tires

Example: Crackers

Why do I need

Uneeda?

Why should I buy

Michelins?


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Consumer Insigh

tConsumer Insigh

tConsumer Insigh

tConsumer Insigh

t Example: Tires

Why should I buy

Michelins?

Example: Crackers

Why do I need

Uneeda?


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Brand C

haracter Capsule

Brand C

haracter Capsule

Brand C

haracter Capsule

Brand C

haracter Capsule

describes what the brand stands for in

terms of consumerperception

Usually the result of extensive research Describes values that the advertising

(marketing communication) will

reinforce. Useful decision-making tool

This is us/This isnt us


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Creative Action PlanCreative Action PlanCreative Action PlanCreative Action Plan Different Names at Different Agencies

Common Characteristics

Target Description Communication Objective

Product

Benefit

vs. Competition

May have other Sections Example: Key Fact and Problem the Advertising

Must Solve (Y&R Creative Work Plan)


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Client

Target

Competitive Snapshot

Old/New Thought

Main Claim

Support Tone

AddedTools

Creative Action Plan

Client

Target

Competitive Snapshot

Old/New Thought

Main Claim

Support

Tone

Added Tools

Creative Action PlanCreative Action PlanCreative Action PlanCreative Action Plan


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NowNowNowNowIts time to

think of thatBig Idea


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Creating Ideas Th

at SellCreating Ideas Th



at Sell1. Connect with YourTarget

Example:

Federal Expressunderstood theintense pressuresfaced by todays

business people.

QuickTime and aSorenson Video 3 decompressorare needed to see this picture.


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Creating IdeasTh

at SellCreating IdeasTh




2. UnderstandThe Brand

Example: VWknew that smallcould still bepowerful.

QuickTime and aSorenson Video 3 decompressor

are needed to see this picture.


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Creating IdeasTh






3. Beat The Competition Example:

Southern Airdidnt have

First Class Q ickTi r s i 3 c r ss r r t s t is ict r .


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Creating IdeasTh






3. Beat The Competition4. Solve The

Problem

Example:They couldntcreate Milkads that wereinteresting!

Q ickTi r s i 3 c r ss r r t s t is ict r .


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Creating IdeasTh






3. Beat The Competition4. Solve The

Problem

5. Make itMemorable!

Alka-Seltzer!

Q ickTi r s i 3 c r ss r r t s t is ict r .


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However

However

However

However

After you think

of it, then youhave to sell it


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Selling Creative Ideas




Presentations Need Planning

A Good Presentation Format:

Present Problem/Assignment

Unique Interpretation of Problem

The Insight is introduced

The Reveal Be ready for questions, comments

and criticisms


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However

However

However

However

After you sell it,

then you haveto produce it


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Producing Creative IdeasProducing Creative IdeasProducing Creative IdeasProducing Creative Ideas Now other specialized professionals

and suppliers join the creative team.

Television Team Members: Agency Producers

Production Houses

Video

Production

Facility


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Producer Responsibilities:Producer Responsibilities:Producer Responsibilities:Producer Responsibilities: Budget

Bidding

Approval Staying on Budget

Schedule

Production Quality

Cost Items Talent/Director payments,

Props (may need client approval)

Wardrobe, make-up, styling, etc.


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Creative CareerCreative Career

OpportunitiesOpportunities


OpportunitiesOpportunities Every day, the marketplace creates new

jobs, and new companies - here are two

more places a creative person might look. The New Targeting

Direct Mail & Direct Marketing

The Great Space Race Public Relations

Event Marketing & More


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OpportunitiesOpportunities The New Targeting

Direct Mail & Direct Marketing

Growing strong - including the Internet

Technology generating new opportunities

More ways to connect with targets

Newer, better, and less expensive ways tohandle data and message delivery

Evolving toward more interaction and

more personalization


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OpportunitiesOpportunities The Great Space Race

Public Relations & Event Marketing

Supply media newsworthyinfo Press Releases

Press Conferences

Supply infodirectly Newsletters, brochures

Annual Reports

Issue Advertising

Events & Experiential Marketing


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PRPR --Th

e Great Space RaceTh

e Great Space RacePRPR --Th

e Great Space RaceTh

e Great Space Race MPR (Marketing Public Relations)is

critical for new business start-ups.

Free press more affordable than paid ads Good press often needed for investors

PR is a Creative Profession

Account execs have to be creative - dealwith leads to stories and react quickly tochanging circumstance.

New Event Marketing opportunities are

Local, National, and Global


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In ConclusionIn ConclusionIn ConclusionIn ConclusionWhatever you do,

youll do betterwith a little...

Effective Surprise!Effective Surprise!


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Questions & Discussion


