TEDx Talk :How to Build your Creative Confidence by David Kelley
Creative development: how to build and not destroy
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Transcript of Creative development: how to build and not destroy
#3 Creative development: how to build and not destroy
Creative Development Research
The benefit of qualitative research
Bad research
Mixing the creative idea with the execution
Researchers playing ’Grand Strategist’
Using Quant in Qual
Researchers becoming political
Over use of metrics
Researchers playing creative
Logo conversations
Over 50% of the research done at companies is wasted they’re asked to do things that, even if the research project is perfect it won’t be
useful, it’s covering your butt kind of thinking(Bob Barcocci CEO Advertising Research Foundation)
We spend half our day thinking of delicious and imaginative ways to delight our audiences and then, we round up some of the most influential customers shove them in a dreary room, confuse them with obtuse questions and odd
drawings, then send them on their way with £20 (Russel Davies)
Some adverts have failed the grade (1/3)
Some adverts have failed to make the grade (2/3)
Originally failed
10 10
Creative development = Agency swear word?
For creatives it is another destruction of an idea
For account handlers it is a risk
For planners: Places them in a defensive position
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The main problem is the process
The consumer becomes the Grand Jury
Creates a ‘traffic light approach’ to research
Qualitative research become like Millward Brown
12 12
First problem: Conservative clients
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Conservative clients want consensus
Consensus is bad
Makes research a beauty parade (based on appeal)
Focus often shifts towards the execution
Or you end up with ‘Tony Blair’ research
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Consensus kills advertising
15 15
Second problem: Time
Often ads are researched late in the process.
Agency has no time to change anything
Research is pointless it is just a ‘tick box’ exercise that the ads must go through
Client and agency have have very set opinions
Research becomes political
16 16
Third problem: Consumer = Holy Grail
There are several problems with this approachFirstly the consumer is not a creative
Secondly: Consumers don’t really care about brands Thirdly: Consumers don’t care about advertising
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Fourth problem: Length of groups
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Solutions: Change the Philosophy
Creative development shouldn’t be about winners and losers.
Instead it should be about how can every idea go into the world
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Solutions: Embrace tension
Researchers should embrace polarity and tension
An education process is needed here
20 20
Solutions: Creative development for the creatives
Traditional model of creative development assumes a linear approach
IDEA TEST CREATE EVALUATE
Use it as a development tool
IDEA
EXPLORE
DEFINE
EXPLORE
REDEFINE
Some practical tips (at briefing)
Involve the creativesExplain the strategyShare the creative briefExplain what is the creative idea and executional detailsDo not talk about yours or the agencies viewAsk the researchers to read up on the market Ask researchers to think about the audience from a cultural perspective
Some practical tips (the guide)
Think about what the idea is and how it should be framed
Sometimes ideas shouldn’t be framed as adverts
Ensure there is a rotation of ads
Make sure the researcher doesn’t have long warm up
Ensure that researchers don’t ask “What is your favourite advert”
Don’t show a brands previous ads
Make sure that respondents do a self-completition exercise
Some practical tips (the guide)
Really think about the stimulus
Ensure the scripts are not too long
Make sure scripts are written in consumer language
Mood boards are terrible
Try and keep things rough
Narrative tapes are good – because they feel like a story
Remember – Researchers often kill scripts – use actors or professional voice overs
Steven LaceySLSsteve@slsstrategy,com07772587204