Creative Strategy: Planning and Development

1. 8 Creative Strategy:Planning and Development

2. Old Spice Case History • Around since 1938 • Men’s aftershave products • Nautical and sailing ships theme • At a time that men used only bars of soap

3. Old Spice Case History - continued • Proctor & Gamble did focus group research • Men were using body washes • Repositioned Old Spice towards 13-34 year olds

4. Old Spice Case History - continued • Old Spice faced tough competition from AXE • Irreverent , risqué ads and suggestive taglines

5. Old Spice Case History - continued Old Spice needed a BIG IDEA Positioning: “Help guys navigate the seas of manhood” Objective: Create ads that both men and women would enjoy

6. Advertising Campaign for Old Spice Body Wash Isaiah Mustafa: “The man your man could smell like” Show TV commercials

7. Advertising Communicates information Source of entertainment, fascination, fantasy and irritation Creates images and positions a brand in consumers' minds

8. Campaign Theme Quiz • Breakfast of Champions • The ultimate driving machine • When you care enough to send the very best • Wheaties • BMW • Hallmark

9. Advertising Creativity Determining WHAT the advertising message will say Creative Strategy Determining HOW the message strategy will be executed Creative Tactics

10. BIG IDEA Central theme of advertising campaign Translated into attention getting, distinctive and memorable messages That will break thru the clutter

11. Altoids – “the curiously strong mint”

12. Award Winning Creative Cannes Gold Lions – most prestigious advertising award Ad may be popular, but may not increase sales Alka-Seltzer… - I can’t believe I ate the whole thing! - Mama Mia! That’s a spicy meatball!

13. What is Creativity? Ads are called “creative” People who develop ads are called “creatives” Advertising creativity is the ability to generate fresh, unique ideas that can be used as resolutions to communication problems

14. Client and Agency Structure Client Agency Account Planning Department Creative Department Art Directors and Copy Writers Marketing Manager • Conduct research • Gather information about product and consumers

15. Different Perspectives on Creativity Only artistic value, originality and awards count It isn’t creativeif it doesn’t sell Stick with what works Try something new Creatives Managers (Marketing & Account) Need both perspectives – give client range of options!

16. Determinants of Creativity Divergence Relevance meaningful celebrities; music Originality Ad-to-consumer surprising Flexibility Brand-to-consumer different ideas Brand has personal interest Elaboration unexpected Synthesis blend unrelated ideas Artistic Value attractive colors

17. Creative Advertising for Absolut

18. Guidelines for Creative Advertising Product positioned simply and clearly With a clinching benefit With a Power Idea With a Brand Personality The advertising is unexpected Single-minded Rewards the prospect Is visually arresting With great craftsmanship

19. The Creative Challenge There are no rules: A dozen creatives will come up with 12 different ideas!

20. Residence Inn Takes a Creative Risk

21. Creative vs. Hard-Sell Advertising • “Poets” are proponents of creativity who want to move people emotionally • Want to entertain and inspire • “Suits” are rationalist salesmen who want to move product • Want mostly selling points in ads

22. Creative Personnel Unconventional Abstract Less structured Less organized Intuitive

23. Marketing / Account Managers Business Background Logical Profit Oriented

24. Four-Step Creative Process Preparation Gather background information through research and study Incubation Getting away and letting ideas develop Illumination “Seeing the light” or solution Verification Refining and polishing the idea and seeing if it is appropriate

25. Test Your Knowledge A client manufactures maternity clothes for businesswomen, and it wants a new advertising campaign. Visits to obstetrician's offices to observe the clothes being worn and to maternity shops to see how they were selected could be a part of the _____ stage of the creative process. A) Preparation B) Verification C) Revision D) Illumination E) Incubation

26. Background Research Use the product to become familiar with it Listen to what people are talking about Read anything related to the product or market Ask everyone involved for information Work in and learn about the client’s business Conduct studies of product, service, audience Watch the Mel Gibson movie: “What Women Want”

27. Input Verification and Revision Objective • Evaluate ideas • Reject the inappropriate • Refine the remaining • Give ideas final expression Techniques • Focus groups • Use storyboards • Viewer reaction

28. Storyboards and Animatics Animatic is a videotape of storyboard with soundtrack

29. Types of Research General Pre-Planning Input Books, trade publications Clipping services Market trends in Ad Age / Wall St Journal Product Specific Research Specific studies Qualitative research (attitude studies / focus groups) Problem detection research Ethnographic research (observe consumers at home)

30. An Advertising Campaign Integrated Interrelated Coordinated Over a Time Period Centered on a Theme or Idea In Different Media Marketing Communication Activities

31. Campaign Themes Slogan / Tagline Company or Brand American Express Don’t leave home without it U.S. Army Be all that you can be Apple Think different Avis We try harder McDonald’s I’m lovin’ it DeBeer’s A diamond is forever M&M’s Melt in your mouth; not in your hand Las Vegas What happens here, stays here

32. Test Your Knowledge Advertising campaign themes: A) Are always tactical in nature and design B) Set the tone or direction for all of the individual ads that make up the campaign C) Are typically designed by the client and implemented by the agency D) Are usually used for ads that run in only one type of media vehicle E) Are described by all of the above

33. The Creative Brief Specifies elements of the creative strategy: • Basic problem the advertising must address • Advertising and communications objectives • Target audience • Product positioning • Key benefits to communicate; reasons to believe • Creative strategy statement • Supporting information and requirements; tonality; creative considerations

34. Marketing Information Flow Knowledge of vital marketing information Internal agency communication Client/agency communication Client gatekeepers (Brand manager) Agency gatekeeper (Account manager) Creative staff Internal client decision to share information with agency Agency gatekeeper decision on sharing client info with staff Art is created

35. Search for a Major Selling Idea Finding the Inherent Drama Use a Unique Selling Position Positioning Create a Brand Image “The strongest thing you can say about your product”

36. The Unique Selling Proposition (USP) Benefit Unique Strong Buy this product and get this benefit Must be unique to brand; rivals can't or don't offer it Promise must be strong enough to get consumers to buy it Sustainable competitive advantage that competitors can’t copy

37. Colgate’s Unique Selling Proposition What is Colgate’s USP?

38. Image Advertising • For products that are difficult to differentiate on a functional or performance basis (whiskeys, fashion, cigarettes, beer) • Build a sharply defined personality bee-bee

39. Positioning • Establish a particular place in the customer’s mind for the product • Good for multiple brands from the same company “Keeps your colors colorful” “Gets out all kinds of stains” “Delivers an amazing scent experience”

40. Inherent Drama • Messages presented in an emotional way • (Show Hallmark commercial) • Focuses on benefits in a dramatic way • (Show Zerex commercial)

41. Test Your Knowledge Which of the following is most often the basis of a marketer's creative strategy when the company has multiple brands competing in the same market? A) Unique selling propositions B) Brand image C) Inherent drama D) Transformational advertising E) Positioning