Download - Advertising Creativity & Marketing Creativity

Transcript
Page 1: Advertising Creativity  & Marketing Creativity

Advertising Creativity & Marketing Creativity

The Creative Revolution The Marketing Revolution The Rise of “IMC”

Page 2: Advertising Creativity  & Marketing Creativity

The Creative Revolution:

1960-1969 - Cultural Forces Countercultural movements

“Break the rules” 1950-1969 - Business Forces

A New Breed of Agencies A New communication style Three Influential individuals...

Page 3: Advertising Creativity  & Marketing Creativity

Three Key Individuals

Bill Bernbach, Doyle Dane Bernbach (DDB)

Page 4: Advertising Creativity  & Marketing Creativity

Leo Burnett, Chicago, IL

Three Key Individuals

“If you reach for the stars, you might not get one, but you won’t come up with a handful of mud,

either.”

Page 5: Advertising Creativity  & Marketing Creativity

David Ogilvy

Three Key Individuals

Came from UK to start agency – Ogilvy & Mather

Wrote books about advertising

Page 6: Advertising Creativity  & Marketing Creativity

Know Who This Is?

He’s Paul Rand Very Influential

Graphic Designer The key - surprising

combinations of words & visuals

Paul Rand worked with Bill Bernbach

Page 7: Advertising Creativity  & Marketing Creativity

Bill Bernbach Started as writer for head

of World’s Fair Meets Paul Rand at

small ad agency Moves to Grey - becomes

Copy Chief 1949 - Starts “DDB” -

Doyle Dane Bernbach

Page 8: Advertising Creativity  & Marketing Creativity

The DDB Style:

Ohrbach’s - their first account.

Page 9: Advertising Creativity  & Marketing Creativity

The DDB Style:

Ohrbach’s - their first account.

Page 10: Advertising Creativity  & Marketing Creativity

The DDB Style:

Ohrbach’s - their first account.

Page 11: Advertising Creativity  & Marketing Creativity

The DDB Style:

Ohrbach’s - their first account.

Levy’s - diversity w. “effective surprise”

Page 12: Advertising Creativity  & Marketing Creativity

Polaroid - dramatic visual demonstration

The DDB Style:

Ohrbach’s - their first account.

Levy’s - diversity w. “effective surprise”

Page 13: Advertising Creativity  & Marketing Creativity

The DDB Style:

Ohrbach’s - their first account.

Levy’s - diversity w. “effective surprise”

Polaroid - dramatic visual demonstration

Jamaica - one word and a visual...

Page 14: Advertising Creativity  & Marketing Creativity

3 Key Campaigns:

The DDB Style (cont):

Mobil - “We Want You to Live”

Page 15: Advertising Creativity  & Marketing Creativity

Avis - Helped inspire “Positioning”

3 Key Campaigns:

The DDB Style (cont):

Page 16: Advertising Creativity  & Marketing Creativity

VW - Campaign of The Century

3 Key Campaigns:

The DDB Style (cont):

Page 17: Advertising Creativity  & Marketing Creativity

VW - Campaign of The Century

3 Key Campaigns:

The DDB Style (cont):

QuickTime™ and aSorenson Video 3 decompressorare needed to see this picture.

Page 18: Advertising Creativity  & Marketing Creativity

A New Way of Creating Ads Writer/Art Director Team “The Concept”

A New Industry Standard - in every award show

“Ad Age” chose Bernbach as their “Ad Man of the Century”

The DDB Influence:

Page 19: Advertising Creativity  & Marketing Creativity

The Burnett Style

“Inherent Drama” Red meat on a red

background

Leo believed you could find it in almost anything. After all, it was “inherent” Leo believed you could find it in

almost anything.

Page 20: Advertising Creativity  & Marketing Creativity

The Burnett Style

“Inherent Drama” Here’s how Leo’s agency captured the

wholesome personality of a Kellogg’s breakfast

Page 21: Advertising Creativity  & Marketing Creativity

The Burnett Style

“Inherent Drama” Powerful, instinctive, and long-

lasting imagery Powerful, instinctive

Page 22: Advertising Creativity  & Marketing Creativity

The Burnett Style

“Inherent Drama” The Lonely Maytag

Repairman - a dramatic and engagingly human personification of reliability

The Lonely Maytag Repairman

Page 23: Advertising Creativity  & Marketing Creativity

The Burnett Style

“Inherent Drama” So, how do you give personality to a

can of refrigerated dough?

Page 24: Advertising Creativity  & Marketing Creativity

The Burnett Style

“Inherent Drama” OK, how about cans of peas and corn?

OK then, how about new frozen vegetables?

Page 25: Advertising Creativity  & Marketing Creativity

The Burnett Style

“Inherent Drama”

Tuna fish? Sorry, Charlie, we just want

tuna that tastes good.

Page 26: Advertising Creativity  & Marketing Creativity

The Burnett Style

“Inherent Drama”

Cat food? There’s a little bit of Morris in just

about every cat owner’s cat.

Page 27: Advertising Creativity  & Marketing Creativity

The Burnett Style

“Inherent Drama”

Cookies? Made by elves who live in a

hollow tree, and we almost believe it. Made by elves who

live in a hollow tree,

Page 28: Advertising Creativity  & Marketing Creativity

The Burnett Style

“Inherent Drama”

Time Magazine chose Leo Burnett as their “Ad Man of the Century”

It made Leo’s agency’s campaigns long-lasting and part of our culture “The glacier-like power of friendly familiarity.”

Page 29: Advertising Creativity  & Marketing Creativity

The Ogilvy ApproachThe Ogilvy Approach Now, let’s look at some early work by

David Ogilvy. He took classic lessons on copywriting

and added his own wit and style The result was advertising that added an

extra value for the brand…

image

Page 30: Advertising Creativity  & Marketing Creativity

The Ogilvy ApproachThe Ogilvy Approach Craftsmanship Research - headline

was from a British car magazine

Editing - all copy is tight and bright

Wit - upscale w/o being a snob

Rolls-Royce

Page 31: Advertising Creativity  & Marketing Creativity

The Ogilvy ApproachThe Ogilvy Approach Story Value Imagery - one small

device - the eye patch - adds interest

Hathaway Shirts

Page 32: Advertising Creativity  & Marketing Creativity

The Ogilvy ApproachThe Ogilvy Approach Story Value Imagery - one small

device - the eye patch - adds interest

Repetition - Ogilvy knew advertising takes time to build - this one device let him tell his story over and over.

Hathaway Shirts

Page 33: Advertising Creativity  & Marketing Creativity

The Ogilvy ApproachThe Ogilvy Approach “Rules” Here, a similar but

different approach for Schweppes - why?

Because Ogilvy believed you should

Find out what works - and repeat it.

Schweppes

Page 34: Advertising Creativity  & Marketing Creativity

The Ogilvy ApproachThe Ogilvy Approach Ogilvy grew his agency into a world-class

organization, with New generations of capable management World-class clients Long-term relationships

Over time, his agency was the most successful.

Page 35: Advertising Creativity  & Marketing Creativity

Marketing Revolution: 1970-1979

Tougher economic times New, more “scientific” tools:

Brand Management Market Research Segmentation “Positioning”

Page 36: Advertising Creativity  & Marketing Creativity

Brand Management

Neil McElroy’s Idea At P&G (1931) Competitive brands within

a company Becomes standard for

marketing organization Becomes head of P&G Becomes Eisenhower’s

Secretary of Defense

Page 37: Advertising Creativity  & Marketing Creativity

Market Research

The Result - companies understand their consumers more accurately

The Result - a shift to a marketing-driven perspective from a product or production-driven perspective

The Result - manufacturers begin to evolve into marketers

Page 38: Advertising Creativity  & Marketing Creativity

Segmentation

Product differentiation in response to consumers’ differing needs

Maximize potential market share

Page 39: Advertising Creativity  & Marketing Creativity

Positioning:

Positioning was a new perspective on the marketplace.

There were too many products, and too many messages.

Marketers had to deal with this new marketing reality.

Page 40: Advertising Creativity  & Marketing Creativity

Positioning:

The Positioning authors said advertising had to evolve from hard-sell “reason why” ads...

Through image ads... Through image ads... to advertising based on “the mind of the consumer”

What was that mind?

Page 41: Advertising Creativity  & Marketing Creativity

Positioning:

Though the mind of the consumer was overloaded with messages...

in most product categories, there were very simple heirarchies...

Theproduct ladder

Page 42: Advertising Creativity  & Marketing Creativity

Positioning:

Within each category, there are four basic types of positions…

The Best Position The Against Position The “Niche” Position The New Category

Page 43: Advertising Creativity  & Marketing Creativity

The Best Position

In most categories, there is a #1 in the consumer’s mind

Example: Crest

The “Best” Position leverages this

Page 44: Advertising Creativity  & Marketing Creativity

The Against Position

The “Against” Position defines itself vs. #1.

Example: Avis “We’re only #2. We try harder.”

It’s an aggressive and competitive position

Page 45: Advertising Creativity  & Marketing Creativity

The Against Position

The “Against” Position defines itself vs. #1.

It’s an aggressive and competitive position

Example: 7Up “The UnCola”

Page 46: Advertising Creativity  & Marketing Creativity

The Against Position

The “Against” Position defines itself vs. #1.

It’s an aggressive and competitive position

Example: Take The Pepsi Challenge!

Page 47: Advertising Creativity  & Marketing Creativity

Example: Take The Pepsi Challenge!

The Against Position

The “Against” Position defines itself vs. #1.

It’s an aggressive and competitive position

Page 48: Advertising Creativity  & Marketing Creativity

The Niche Position

The “Niche” Position promotes the product along one dimension of superiority

Example: All-Temperature Cheer

Page 49: Advertising Creativity  & Marketing Creativity

The New Category

The New Category is just that. It defines a category that didn’t exist before and then positions the (new) product as the best in that new category. Competition follows. Example: Smartphones

Page 50: Advertising Creativity  & Marketing Creativity

Marketers Dominate

Client personnel (marketers) now better trained; better paid

Mergers begin - clients get bigger Competition toughens

Comparative ads The tempo increases...

Page 51: Advertising Creativity  & Marketing Creativity

Ad Evolution: 80s & 90s

Bernbach’s influence grows… Client mergers continue… Agency mergers begin… Computers and cable… And the tempo increases

even more...

Page 52: Advertising Creativity  & Marketing Creativity

From Advertising... to Marketing

Page 53: Advertising Creativity  & Marketing Creativity

Chapter One Discussion

How did new media forms affect advertising?

In your opinion, who was the most important ad person?

In your opinion, what were the five most important new ideas?

Page 54: Advertising Creativity  & Marketing Creativity