CHAPTER 8
CREATIVE STRATEGY: PLANNING
AND DEVELOPMENT
Topics of the
Lecture
1. Advertising Creativity
2. The Importance and Determinants of Creativity
3. Planning Creative Strategy
4. The Creative Process
5. Creative Strategy Development
- Advertising Campaign
- Creative Brief
- Search and Develop Major Selling Idea
Advertising
Creativity
Creative Determining what the advertising
Strategy message will say or communicate
Creative Determining how the message
Tactics strategy will be executed
Importance of Creativity
Gives the
brand a Leverage
unique
Create a
favorable Sales
position in the
market disposition
Different Perspectives on Creativity?
It isn’t creative Only artistic
if it doesn’t sell value and
originality count
Stick with Try
what works something
new
Managers Creatives
Planning Creative Strategy
The Taking
Creative Creative
Challenge Risks
Creative vs.
Hard-Sell
CREATIVE BRIEFS COMMUNICATION
RESEARCH
STRATEGY
The Creative Challenge
tHeRe iS nO RuLe
aking Creative Risks
Get Noticed
“Suits” are
rationalist
salesmen
“Poets” are
proponents of
creativity
“I’m
not
strang
e, I’m Unconventional
just
Abstract
not
normal
Creative
Less structured
”
Personnel
Less organized
Intuitive
The Creative Process
Get raw material and data, and
Immersion immerse yourself in the problem
Take the information, work it over,
Digestion wrestle with it in your mind
Turn the information over to the
Incubation subconscious to do the work
Illumination “Eureka! I have it!” phenomenon
Study the idea, evaluate it, reshape it
Verification for practical usefulness
Walla’s Creative Process Model
Illumination Preparation
Seeing the Gathering
Solution Information
The
Creative
Process
Verification Incubation
Refining Setting Problem
the Idea Aside
Getting Creative Input
Back
grou
Use the
Read nd
product to Listen to
anything
related to the
become what people Rese
familiar are talking
product or
about
arch
with it
market
Conduct
studies of Ask everyone
Work in and
product, involved for
learn about
service, information
the client’s
audience
business
Creative Strategy Development
Advertising Creative Brief
Campaign
Search and
Develop Major
Selling Idea
Creative Strategy Development
Integrated
Interrelated Coordinated
Marketing
Communication
Activities
Centered on a Theme or
Over a Time
In Different Media Idea
Period
• THE BIG IDEA
ONE POWER IDEA THAT WILL DRIVE ALL YOUR ADVERTISING
EFFORT.
Campaign Theme/Big idea
Company or Brand Campaign Theme
Adidas Impossible is Nothing
BMW The ultimate driving
machine
Nike Just do it
McDonald’s I’m lovin’ it
grameenphone
BIG IDEA: “Cholo bohudur” – Go beyond
OLD SPICE
BIG IDEA: SMELL LIKE A MAN!
Big idea – Fairness Cream: CONFIDENCE!
Storyboards and Animatics
CREATIVE BRIEF
The Creative Brief
The Basic Elements of Creative Strategy
• 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
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
Search for a major Selling Idea
Finding the
inherent Positioning
drama
Use a
Unique
Selling
Position
Create a
Brand
Image
Search for a major Selling Idea
• Messages generally
presented in a warm,
emotional way
• Focuses on consumer
benefits with an
Finding emphasis on the dramatic
the element
inherent
drama
• E.g. Coca-Cola, Cadbury
Search for a major Selling Idea
• Establish a
particular place in
the customer’s
mind for the
product or service
Positionin • Based on product
g attributes/benefits,
price/quality, use or
application, type of
user, or problem
solved
USP
UNIQUE SELLING POINT
THE IDEA IS TO CREATE A VERY
STRONG BRAND IMAGE
GOOD BRANDS TELL STORIES.
MEDIOCRE BRANDS PLAY ON
PRICE
THE END
