CREATIVE STRATEGY:

PLANNING AND
DEVELOPMENT

SZABIST University
 ADVERTISING CREATIVITY

Determining
Determining what
what the
the
Creative
Creative advertising
advertising message
message will
will say
say
Strategy
Strategy or
or communicate
communicate

Determining
Determining how
how the
the
Creative
Creative message
message strategy
strategy will
will be
be
Tactics
Tactics executed
executed
TAGLINES THAT SET LAS VEGAS APART

What happens here, stays here

Be anyone
Your Vegas is Showing
BEST ADS OF ALL TIME?
HARD- VS. SOFT-SELL ADVERTISING
CREATIVITY AND SYNERGY
 THE POWER IDEA

Describable
Describable Likely
Likely to
to
in
in aa simple
simple attract
attract the
the
word
word or or prospect’s
prospect’s
phrase
phrase attention
attention

Lets
Lets
prospects Revolves
Revolves
prospects
vividly around
around the
the
vividly
experience clinching
clinching
experience
the benefit
benefit
the goods
goods
Allows
Allows you
you to
to
brand
brand the
the
advertising
advertising
 CREATIVITY AND SYNERGY

Agency Client

• Account • Marketing
executives managers
• Media planners • Brand
• Researchers managers
• Attorneys • Upper
managemen
t
CREATIVITY AND SYNERGY
THE ONLY RULE IN ADVERTISING

There are no rules

 THE PERPETUAL DEBATE

Only artistic
It isn’t creative if it
value and
doesn’t sell
originality count

Stick with Try

what something
works new

Suits Artists
WRIGLEY TAKES A CREATIVE RISK
CREATIVE PERSONAL

Unconventional/ irregular

Abstract

Less
structured

Less
organized

Intuitive/ self generated

 YOUNG’S CREATIVE PROCESS

Get
Get raw
raw material
material and
and data,
data, and
and
Immersion
Immersion immerse
immerse yourself
yourself in
in the
the problem
problem

Take
Take the
the information,
information, workwork itit over,
over,
Digestion
Digestion wrestle
wrestle with
with itit in
in your
your mind
mind

Turn
Turn the
the information
information over
over to
to the
the
Incubation
Incubation subconscious
subconscious to to do
do the
the work
work

Illumination
Illumination “Eureka!
“Eureka! II have
have it!”
it!” phenomenon
phenomenon

Study
Study the
the idea,
idea, evaluate
evaluate it,
it,
Verification
Verification reshape
reshape itit for
for practical
practical usefulness
usefulness
GRAHAM WALLAS’ CREATIVE PROCESS
MODEL

Verification Preparation
Refining Gathering
the idea Information

The
Creative
Process

Illumination Incubation
Seeing the Setting
Solution Problem
Aside
 GETTING CREATIVE INPUT

Use the
product to
Read anything become Listen to what
related to the familiar people are
product or with it! talking about!
market!

Conduct
studies of Ask everyone
Work in and
product, involved for
learn about the
service, information!
client’s
audience! business!
GOT MILK?
 INPUT VERIFICATION AND REVISION

Evaluate
Evaluate ideas
ideas

Reject
Reject the
the inappropriate
inappropriate
Objective
Objective
Refine
Refine the
the remaining
remaining

Give
Give ideas
ideas final
final expression
expression

Directed
Directed focus
focus groups
groups

Message
Message communication
communication studies
studies
Techniques
Techniques
Portfolio
Portfolio tests
tests

Viewer
Viewer reaction
reaction profiles
profiles
Story Board
 Top Ten Slogans
Company or Brand Campaign Theme

1. De Beers Diamonds are forever

2. Nike Just do it!
3. Coca Cola The pause that refreshes
4. Miller Lite Tastes great, less filling
5. Avis We try harder
6. Maxwell House Good to the last drop
7. Wheaties Breakfast of champions
8. Clairol Does she . . . or doesn’t she?
9. Morton Salt When it rains it pours
10. Wendy’s Where’s the beef?
 AN ADVERTISING CAMPAIGN

Integrated
Integrated

Interrelated
Interrelated Marketing Coordinated
Coordinated
Marketing
Communication
Communication
Activities
Activities

Centered
Centered on
on aa Theme
Theme Over
In Over aa Time
Time
In Different
Different Media
Media or
or Idea
Idea Period
Period
 ADVERTISING CAMPAIGN THEMES

The
The central
central message
message that
that will
will be
be communicated
communicated in
in all
all IMC
IMC
activities
activities

Nike
Nike BMW
BMW Frostiest
Frostiest

Just
Just DO
DO ItIt ““ The
The ultimate
ultimate “The
“The breakfast
breakfast of
of
driving
driving machine”
machine” champions”
champions”
DEVELOPING A CREATIVE STRATEGY

Creative
Creative Strategy
Strategy

Basic
Basic Major
Major selling
selling
Target
Target Any
Any
problem,
problem, idea
idea or
or
audience
audience supportive
supportive
issue,
issue, key
key
identity
identity information
information
opportunity
opportunity benefit
benefit
 COPY PLATFORM OUTLINE

 Basic problem or issue the advertising

must address
 Advertising and communications
objectives
 Target audience
 Major selling idea or key benefits
to communicate
 Creative strategy statement
 Supporting information and requirements
MODEL OF MARKETING INFORMATION FLOW

Knowledge
of vital
marketing
information

Client/agency Internal agency

communication communication

Client gatekeepers Agency gatekeeper Creative staff

(Brand manager) (Account manager)

Internal client
decision Agency gatekeeper Art is created
to share decision on sharing
information client info with staff
with agency
 SUCCESSFUL, LONG-RUNNING CAMPAIGNS

Company or Brand Campaign Theme

Nike Just do it
Allstate Insurance You’re in good hands with Allstate
Hallmark cards When you care enough to send
the very best
Budweiser This Bud’s for you
Intel Intel inside
State Farm Insurance Like a good neighbor,
State Farm is there
Chevy Trucks Like a rock
Dial soap Aren’t you glad you use Dial?
SEARCH FOR A MAJOR SELLING IDEA

Use
Use aa Unique
Unique
Positioning
Positioning the
the Brand
Brand Selling
Selling Position
Position

Seeking
Seeking the
the Major
Major Idea
Idea

Positioning
Positioning Create
Create the
the Brand
Brand Image
Image
THE UNIQUE SELLING PROPOSITION (USP)

Unique Selling
Proposition

Benefit Unique Potent

Buy this Must be unique Promise must

product/service to this brand or be strong
and you get claim; enough or
this benefit or something rivals attractive
reward can't or don't enough to
offer move people
PERSPECTIVES OF GREAT AD MEN ON THE “BIG
IDEA”

David
David Ogilvy
Ogilvy Leo
Leo Burnett
Burnett

Find
Find the
the inherent
inherent drama
drama or
or
Brand
Brand image
image oror personality
personality characteristic
characteristic of
of the
the
is
is particularly
particularly important
important product
product that
that makes
makes
when
when brands
brands are
are similar
similar consumers
consumers buy buy itit

“Every
“Every ad
ad must
must contribute
contribute to tothe
the “(Inherent
“(Inherent drama)drama) isisoften
oftenhard
hardto
to
complex
complex symbol
symbol that
that isisthe
the brand
brand find
findbut
but itit isisalways
alwaysthere,
there, and
andonce
once
image.”
image.” found
found itit isisthe
the most
most interesting
interestingand
and
believable
believable of ofall
all advertising
advertising
appeals.”
appeals.”
IMAGE ADVERTISING
 INHERENT DRAMA

Inherent
Inherent Messages
Messages generally
generally presented
presented in
in aa
Drama
Drama warm,
warm, emotional
emotional way
way

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

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

Based
Based on
on product
product attributes/
attributes/
benefits,
benefits, price/quality,
price/quality, use
use or
or
application,
application, type
type of
of user,
user, problem
problem
solved
solved
CONTEMPORARY APPROACHES TO THE BIG IDEA
Conclusion