9 Managing Creativity in Advertising and Integrated Brand Promotion Strategy Creativity Execution 1. Strategic Creativity 1. What is creativity? 2. Creative concept: A “big idea,” “the creative leap” 3. Twin masters: creativity and strategy 4. Leo Burnett’s Inherent Drama Something to understand… Strategy statement The Objective Target Audience Unique Selling Proposition Headline Creative Brief The Objective Target Audience Message Theme Support Constraints We’ll discuss this later in detail Different perspective but the same results What makes an ad great? Strategy • • • driven by specific objectives target audience message offers a relevant benefit (selling proposition) Creativity Execution the big idea (unifying) original link to strategy!!! craftsmanship the right execution effective media Remember • What makes an ad great? – Strategy-Creativity-Execution – They should be consistent – Therefore the analysis of the final ad should bring us to the same conclusion independent of the perspective I. What is creativity (in advertising)? 1. Creative Concept: A “big idea” that is original and dramatizes the selling point – – – – The big idea (original thinking) Unifies Dramatizes the selling point The process: “the creative leap,” that flash of insight that unites the campaign (Otto Kleppner) 2. Twin masters: Creativity and Strategy Advertising is “an art and a disciplined solution to a communications problem” – Strategy: Springboard for the creative leap A creative idea is both original (different, novel, unexpected) and right for the product and target audience – David Ogilvy (greatest copywriters ever) “I doubt if more than one campaign in a hundred contains a big idea. I am supposed to be one of the more fertile inventors of big ideas, but in my long career I have not had more than 20 if that” Perspectives of Great Ad Men on the Major Selling Idea STRATEGY: David Ogilvy CREATIVITY: Leo Burnett Brand image or personality is particularly important when brands are similar Find the inherent drama or characteristic of the product that makes consumers buy it “Every ad must contribute to the complex symbol that is the brand image.” “(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.” 8 Absolut’s Advertising Represents Synergy Between Creative and Media Strategy Twin Masters & Positioning Use a Unique the Brand Selling Position Creativity Create Use a Unique a Brand Selling Image Position Seeking the Major Idea Positioning Find Create thethe Inherent Brand Drama Image BMW’s Slogan Has Helped Build Its Brand Image + campaign theme for Miller Lite beer USP Unique Selling Proposition Benefit Unique Potent 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 The promise must be strong enough or attractive enough to move people A Big Idea Resulting From The Creative Leap Another Big Idea From The Creative Leap Creating a Brand Image Used when competing brands are so similar it is difficult to find or create a unique attribute The creativity sales strategy is based on a strong, memorable brand identity through image advertising Often used for products such as soft drinks, perfume, liquor, clothing, airlines Approaches to the Major Selling Idea: Positioning Positioning Establish a particular place in the customer’s mind for the product or service Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved This Ad Positions 3M as Highly Innovative + 3. Leo Burnett’s Inherent Drama A. The concept – “Creativity call for an intuitive ability to identify the inherent drama that resided within a product through the conscious use of "earthy vernacular" imagery. – Inherent drama: Characteristic of the product that makes consumers buy it. – The 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.” Approaches to the Major Selling Idea: Inherent Drama Inherent Drama “When you care enough to send the very best” Messages generally presented in a warm, emotional way, way for Hallmark, Hallmark example, Maytag, Kellog Focus on consumer benefits with an emphasis on the dramatic element in expressing them B. It is the foundation of consumer benefits (why produced, why bought) Ad: We should be able to identify the “reason” why a manufacturer made a product and why the consumer purchased it. C. Warm and believable without tricks (McDonald’s, Maytag appliances, Kellogg’s cereals, and Hallmark cards) D. The dramatic element (product-consumer interaction) Structural analysis • How does the story line bring the claim to life? – Ideally, the story and the claim are so seemless (consistent) that it is hard to tell whether the impact derives from the power of the creative story or the strength of the product claim. • Definition: Structural analysis – Developed by Leo Burnett Agency – It first looks at the power of the narrative or story line and then evaluates the strength of the product claim. – Integration is important: how the storyline brings the claim to life – If done improperly: • Narrative level (STORY) is so high that it overpowers the claim • The CLAIM is strong but there is no memorable story Unique Selling Proposition vs. Inherent drama USP Strategic perspective The promise must be strong to move people ID Creative perspective Characteristic of the product that makes consumers buy it Before Creative Work Begins • Advertising Strategy Must Define – Target Audience – Product Concept – Communications Media – Advertising Message (message strategy) – Account management group responsible for developing the advertising strategy The Creative Brief (Copy Platform) • Creative team’s guide for writing and producing the ad • • • • • Who? Why? -- Rational vs Emotional What? - product features Where and When? What? - tone, style, approach Message Strategy (Rationale) • Description of the ad campaign’s overall creative approach – Verbal – Nonverbal – Technical (mandatories) • The “BIG IDEA” Creating ideas • Four-stage creativity model:A Kick In The Seat Of the Pants by Roger von Oech. – Explorer – Accumulate a lot of ideas, focusing on quantity not quality. – Artist – Rearrange old ideas, combining and changing them to come up with new ones. – Judge – Evaluate the ideas (Explorer & Artist). – Warrior – Develop an action plan and implement. The Creative Process Explorer Insight Objective Brainstorm Formulating Strategy: Writing the Creative Brief Issues to Consider Elements of the Brief Who? Objective Statement Why? What? Where? When? How? Support Statement Tone or Brand Character Statement The Creative Brief A creative brief is a document that provides the guidelines for creating brand messages. Know the 5 components of a creative brief! The Creative Brief (Explorer Stage) • • • • • The objective. The target audience. The message theme The support. The constraints. The Objective An advertisement for Bic designed to enhance the brand’s image. The Target Market The target market for this ad is females, 13-30, who enjoy sports and have an active life style. The Message Theme The message theme of this milk advertisement was that milk will provide calcium. The calcium will provide the customer with benefit of strong bones. The Support The support claims highlighted in this advertisement is that MicroThins are: • 30% thinner • 40% lighter • 4 times more scratch resistant • 10 times more impact resistant • 99.9% UV protection • anti-reflective. In Class exercise: Del Monte Advertisement Put together a creative brief for this advertisement (ex post) ANSWER: Creative Brief Del Monte • The Objective – Increase awareness of the smaller-size cans with pull-top lid. • Target Audience – senior citizens, especially those that live alone and suffer from arthritis. • Message Theme – The new cans not only contain a smaller portion but are easier to open. • Support – 30 cent introductory coupon to encourage usage. • Constraints – copyright logo, toll free number, website address, legal requirements of a coupon and what is meant by a small serve.