PSUSpring ‘08 Mktg 442 Creative Strategy Week 2 Turn In Homework.
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Transcript of PSUSpring ‘08 Mktg 442 Creative Strategy Week 2 Turn In Homework.
PSU Spring ‘08Mktg 442
Creative Strategy Week 2
Turn In Homework
PSU Spring ‘08Mktg 442
AMA to New Orleans
PSU Spring ‘08Mktg 442
Your Objectives for the Class
PSU Spring ‘08Mktg 442
Three basic categories
Process Ins & outs of working within a creative
department in an agency
Steps taken to produce work
Learn what a creative team does
Career Prep I need good ideas for work
How to apply my creativity; how to sell my ideas
Ability to succinctly explain objectives & strategy
Critical thinking; explain & motivate
Use my knowledge & experience; not just regurgitate
How to brainwash audiences
Meet new associates with whom to network & build careers
To better organize, articulate and present my ideas
Misc. Get out early
Not hate the class; have some fun
Creative/Creativity How to incorporate creative strategies into
marketing strategies
How to share & back up creative ideas
Deeper understanding of how creative strategy influences brand identity & equity
Steps taken to do a “unique” ad
Understand why “creative” is so crucial, aside from the obvious
How creative is really done
Are my “Big Ideas” big enough
A better way of discussing/writing creative ideas & strategies; when to be concise & when to be wordy
How to write a good brief
Ability to critique ad strategies
Present & defend
PSU Spring ‘08Mktg 442
Networking events; third Wednesday of each month:
Masu in SW Portland.
Starts around 5:30 and winds down around 7:30 p.m., depending
on the crowd, which may range from 25 to 40 professionals.
Usually a mix of employed and unemployed, all looking to improve
their situation or that of others.
Free, as are the email reminders
No standard format for the evening, simply show up with a few
business cards, buy yourself or someone else a drink and
introduce yourself to a few people.
http://www.pdxmindshare.com/
PSU Spring ‘08Mktg 442
Creative Process
PSU Spring ‘08Mktg 442
Functional
PSU Spring ‘08Mktg 442
Experiential
“The production of ideas is just as definite a process
as the production of Fords. The mind follows an
operative technique which can be learned and
controlled; its effective use is just as much a matter
of practice as in the effective use of any tool.”
- James Webb Young, J Walter Thompson
Writer through Director, 1912—1964
PSU Spring ‘08Mktg 442
Young’s Creative Process Model
ImmersionGathering raw material and information through background research and
immersing yourself in the problem
DigestionTaking the information, working it over, and wrestling with it in the mind
IncubationPutting the problems out of your conscious mind and turning the
information over to the subconscious to do the work
IlluminationThe birth of an idea—the “Eureka! I have it!” phenomenon
Reality or verificationStudying the idea to see if it still looks good or solves the problem; then
shaping the idea to practical usefulness
PSU Spring ‘08Mktg 442
Bendinger’s Variation
PreparationMore info = more possible connections
FrustrationUnless the answer is obvious or reached through simple logic, frustration can
result
IncubationMull it over; sleep on it; discuss with others. Groups of people and creative
teams duplicate this same function
IlluminationAHA! Two previously unrelated elements connect—you’ve just had an idea
EvaluationIs it a good idea? Learning to be critical of your own work in a positive way
ElaborationWorking out the idea, copy and layout. Having good ideas is often pretty
easy; making them work is work --Bruce Bendinger, author of The Copy Workshop
PSU Spring ‘08Mktg 442
What Creative Teams Do
Develop communications that accomplish objectives
Their job:
Turn all of the information regarding product features and
benefits, marketing plans, consumer research, competitive
information, market trends and communication objectives into a
creative concept that will bring the advertising message to life
Your job:
Get them close, inspire their thinking, and give them a great
starting point: THE STRATEGY
PSU Spring ‘08Mktg 442
Creative Output
OMG!!!
What were they thinking???
Basic and commonly seen
Accurate and doesn’t suck
Better
Accurate, targeted, on strategy, connects, particularly arresting, intriguing, compelling
Best
Involves consumers on both rational and emotional levels; capable of affecting a change in thoughts and behavior
So “nails” the intersection of subject and audience that a new way of looking at a product, service, category, or interrelationship is created
PSU Spring ‘08Mktg 442
Note: Ads removed to reduce file size
PSU Spring ‘08Mktg 442
How Creative Teams Do It
Advertising is a team sport; Copywriters and Art Directors
depend on each other
If done right no business relationship is closer
Art Directors are visual: right side of the brain
Make ideas look right
Copywriters are verbal: left side of the brain
Typically more time with clients and account executives
Preparation, frustration, incubation, illumination,
evaluation, elaboration
The meeting is the media*
“You probably think you do ads for print and TV. Wrong! You do
meetings!” * Bruce Bendinger, author of The Copy Workshop
PSU Spring ‘08Mktg 442
The Meeting is the Media
Or, selling an idea can be harder than having one Visualize the meeting
How big is the room?
Where is the wall?
Where are the people you’ll be presenting your ads to seated? Who are they?
You’ll have to make an impact in that space; own the room with the power of your work
Attack the wall Give the meeting a headline
Get the theme up big
Have a simple right-brain visual to go with all that left-brain verbiage
Remember, if you don’t do the meeting right, the ads will never run.Or worse. Another team wins.
Bruce Bendinger, author of The Copy Workshop
PSU Spring ‘08Mktg 442
The Creative Brief
PSU Spring ‘08Mktg 442
Purpose of a Creative Brief
Beginning point for the creative team’s work
Purpose of ad/campaign
Audience insights
Product insights
Tone, style, voice
Strategy
The document that inspires the creative team to do great
work
Format varies by agency
All agencies and creative groups easily become militant about
what is the “right” creative brief format and content
PSU Spring ‘08Mktg 442
For This Class
Why we’re doing this
Audience Insights
Product Insights
Executional Considerations
Creative Strategy
PSU Spring ‘08Mktg 442
Terms
Demographics: “hard” infoAge, gender, income, geography, household size, spending pattern(s)
Psychographics: “soft” infoPerceptions, preferences, values, behaviors
Findings vs. InsightsThe difference between data/information and its relevance
Creative teams depend upon insights
and like data/information to back them up
PSU Spring ‘08Mktg 442
The Difference Between Findings and Insights
Findings = data/information
Insights = key points relevant to the assignment
PSU Spring ‘08Mktg 442
Example #1: Travel Portland
Findings
There are 56,637 corporate meeting planners on the west
coast
There are 13,365 association meeting planners on the
west coast
There was $107B spent on meetings in the U.S. in 2005,
$75B of that from association planners
Ninety-percent of that spend was from delegate/attendee spend
There were 1,245,000 meetings held in 2005, 82% from
corporate planners
37% of corporate planners booked convention centers
compared to association planners 24%
PSU Spring ‘08Mktg 442
Example #1: Travel Portland
Insights
Corporate planners present a greater opportunity for
convention center business
While associations’ total spend was higher, corporate
planners represent a stronger revenue opportunity for
meeting facilities compared to associations
Corporate planners represent an excellent opportunity for
Travel Portland to diverse its revenue stream and capture
additional mindshare
PSU Spring ‘08Mktg 442
Example #2: Samaritan Health Services
Findings
Individual hospitals have unique naming without the SHS
name incorporated
Brand assets are written with clinical tone and manner
rather than empathy and compassion
Brand assets do not appear to have purpose or meaning
The health plan websites/collateral is totally different from
the System and its sub-entities
The imagery, colors, naming and layout of brand assets
are inconsistent throughout the materials
PSU Spring ‘08Mktg 442
Example #2: Samaritan Health Services
Insights
Clear definition of the SHS brand and sub-brands is critical
to show relevance and value to the community
There is a need to bring clarity to the value of the system
to demonstrate benefits received and differentiation from
competition
Visual representation of the brand does not embody the
integrated system – identity must be aligned to the brand
PSU Spring ‘08Mktg 442
Back to the Brief…
PSU Spring ‘08Mktg 442
Audience Insights
1. Based on the demographic, qualitative research and our collective
experience, the most insightful target audience characteristics are…
Here we talk mostly about psychographic and behavioristic characteristics. For example: What
are the target audience’s big issues…their needs…their pains…their challenges...their fears…
their hopes? How do they feel, what do they think when they use this brand or category? What
are they looking for/do they want that this product/service/company can provide?
2. Why are some people in the target audience buying the product and
others not?
3. What do they currently know and think about our brand?
4. What emotional and psychological barriers do we need to overcome?
5. What emotional and psychological characteristics can we enhance?
6. Who is the real competition and why?
PSU Spring ‘08Mktg 442
Product Insights
1. What are the most important or unique rational benefits
and emotional attributes of our client’s products?
2. How do these most important benefits connect with the
audience’s needs, wants and world view?
3. What is the competition’s strong point?
4. What is competition’s weakness or vulnerability?
PSU Spring ‘08Mktg 442
Executional Considerations
Proper message tone
Corporate posture
Brand personality
Current positioning
Competitive flash points
Legal taboos and requirements
Hot buttons
Concurrent brand campaigns
Peculiar market conditions
Specific client preferences
Other parameters that might impact the direction of the creative
work
PSU Spring ‘08Mktg 442
Creative Strategy
Based on insights (audience & product) and executional
considerations the most compelling thing we can
communicate is (what?)
A single, clear, focused statement
This is the Big Idea in rough form; it needs to be short,
sweet, and to the point
This the most intellectually challenging part of the brief. It
falls under the most scrutiny, generates the most debate,
and is the definitive starting point for great (or horrible)
advertising.
PSU Spring ‘08Mktg 442
Sample Brief from Last Term
PSU Spring ‘08Mktg 442
Audience Insights
Target audience
The target audience for this advertising campaign is women 24-34 who are looking for a comfortable bra that adds support without the annoyance of an underwire. Average annual household income of $73,000 and already has a favorable view of the Warner’s brand.
Audience description
Julie is 27 years old and is a barista at Starbucks. She has struggled to find the “perfect” bra ever since she began to wear them. She has tried several different brands but has failed to find one that offers great support while still being comfortable. Often times she walks into a store and is clueless about which bra to buy that fits her body the best. This is a very frustrating experience and she wishes there was a better way to buy a bra.
Julie is a confident, independent woman. If she found the ideal bra she would not hesitate to buy it no matter how expensive.
PSU Spring ‘08Mktg 442
Product Insights
Most important attributes
Support and comfort
Product description
Warner’s collection of wire-free bras provides the support of an under-wire
without the discomfort. Women often force themselves to endure the
under-wire because it is a “necessary evil.” Meaning, that it greatly
enhances the appearance by making a woman appear bustier, but at the
same time the wire can be painful and dig into the chest. Warner’s has
finally created the solution to this problem in crafting the perfect bra. A bra
that provides comfort and lift without the painful under-wire. This bra also
has a sexy design that will suit the audience, because it‘s not too skimpy
yet not too covered either. It comes in a variety of colors and sizes to suit
any occasion.
This product will coincide with a “Wire-Freedom Event” which will have an
expert bra fitter at several locations in order to help each woman find the
appropriate size and fit for their body type.
PSU Spring ‘08Mktg 442
Executional Considerations
Brand personality
Caring about customer desires and confident about their products.
Focus and feel of advertisement
The focus of the ad should be the bra. It needs to look comfortable
and sexy. It needs to make the woman viewing the ad feel as
though she has just found what she has always been searching
for. The ad should be fairly simple yet it should excite something
inside the viewer to learn more about the product.
The most compelling thing to communicate about this
product:
The search for the perfect bra is over. Warner’s has crafted a bra
that will meet all your expectations if not more; it combines
comfort, support and style all into one bra.
PSU Spring ‘08Mktg 442
Creative Strategy
Feel perfect and look perfect too.
PSU Spring ‘08Mktg 442
In-Class #2
Truth, Lies & AdvertisingChapter 5, up to “The Briefing Itself”
PSU Spring ‘08Mktg 442
According to Jon Steel:
1. What is the one reason to write a brief?
To help make advertising better
2. A brief is not intended to:
Prove a point to yourself or to others
3. A creative brief(ing) is the bridge between [what] and [what]?
Smart strategic thinking and great advertising
4. What defines great advertising?
Advertising that involves consumers on both a rational and
emotional level, and is capable of affecting a change in both
their thoughts and behavior
PSU Spring ‘08Mktg 442
According to Jon Steel:
5. The two main tasks of a creative brief are:
Inform and inspire
6. Who should be involved in preparing a brief(ing)?
The brief(ing) “owner” and team members who can contribute
meaningfully
7. If it’s not [what] to the consumer, it’s not [what] to the brief?
Relevant; relevant
8. Of the two hours in John Webster’s briefing, how much time was
“irrelevant and useless”?
One hour, 59 minutes
PSU Spring ‘08Mktg 442
According to Jon Steel:
9. To John Webster, what constituted a great briefing?
A single word or sentence that gave him an idea
10. What, in a perfect world, might a client prefer a creative brief to be?
List of instructions; checklist against which to “grade” the advertising
11. Downside of this approach (instructions; checklist)?
Little, if any, room for creativity
12. What is the key word in the John Madden/Michelle Pfeiffer paragraph?
Relevant
13. What’s the difference between writing to a brief and writing from a
brief?
Limiting vs. liberating
PSU Spring ‘08Mktg 442
According to Jon Steel:
14. What is a good way for planners and account executives to
justify their existence?
The quality of the advertising or the quality of their creative
briefs/briefings
15. What do you think of Hegarty’s means of coming up with the
first ad in a campaign; explain why briefly.
16. What is the argument for putting creative ideas in a brief?
If the writer of the brief can’t come up with an interesting,
relevant idea the creative team will probably struggle as well
17. How does Steel equate Joe Montana to writing a creative brief?
Simplicity is genius
PSU Spring ‘08Mktg 442
For Next Week
Homework
Pick a product and write a brief
Find and source audience information
Remember the difference between findings and insights:
Data and information vs. its relevance
Remember to write the brief as though you’ll be presenting it to
your creative team
Extra Credit #1
Crispin Porter + Bogusky vs. Carton Donofrio Partners;
who’s more relevant today and why
http://cpbgroup.com/
http://www.cartondonofrio.com/