Creative Strategy and the Creative Process

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Creative Strategy and the Creative Process
Lecture 9
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Authors and Encoding

• In Marketing Communication, the process of
  encoding was discussed. That is, the conversion
  of concepts into symbols.
• This is the responsibility of the Creative
  Team.
• The teams copywriter develops the VERBAL
  message.
• The copywriter works with the Art Director who
  is responsible for the NON-VERBAL message.
• Together they work under the supervision of the
  Creative Director who is responsible entirely for
  the ad.
• As a group, they are referred to as CREATIVES.

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What makes these ads great?
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What makes these ads great?
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What makes these ads great?
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What makes these ads great?
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Dimensions relating to greatness

• TWO main dimensions
• 1. The Resonance Dimension Echo, reverberate or
  vibrate. It may echo in the audiences ears or it
  my reverberate and give them good vibes. This is
  owed to the BOOM factor. The BOOM factor is meant
  to grab your attention in the first glance.

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Dimensions relating to greatness

• 2. The Relevance Dimension this relates to
  strategic relevance. E.g., ads for Vaseline are
  intended for softer skin. Therefore, the ad must
  be relevant to the core strategy or what may be
  the competitive advantage for that product.

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Writing the Creative Strategy

• Consists of the following elements
• The problem that must be addressed.
• The objective for advertising.
• Define target audience.
• The key benefits to communicate.
• Support for those benefits.
• The brands personality.
• Any special requirements.

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Elements of Message Strategy

• Consists of THREE major components
• Verbal guidelines for what the advertisement
  should say considerations that affect the choice
  of words.
• Nonverbal overall nature of the ads graphics or
  any visuals that are used.
• Technical preferred execution approach and
  mechanical outcome, including budget an
  scheduling limitations.

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Role of Creativity in Advertising

• Creativity helps to inform. E.g., Fly the
  friendly skies.
• Creativity helps in persuading. E.g., the
  Energizer bunny keeps going and going and
  going.
• Creativity helps advertising remind. E.g., Nike
  logo sometimes used in place of the name itself.
• Creativity puts the boom in advertising.

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The Creative Process

• FOUR distinct roles
• The Explorer searches for new information,
  paying attention to unusual patterns. The
  explorer also brainstorms in which two or more
  people get together to generate new ideas.
• The Artist must accomplish two roles
• Develop the BIG idea needs to conceptualize and
  bring the idea to life.
• Implement the BIG idea by graphically enhancing
  the idea and creating a mood.

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The Creative Process

• 3. The Judge this is when the creatives evaluate
  the practicality of their big ideas and whether
  to implement, modify or discard them.

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The Creative Process

• 4. The Warrior carries the concept into action.
  This means getting the idea approved, produced
  and placed in the media. Part of the Warriors
  strategy may be to help account managers present
  the campaign. Five key components to SELL idea
• Strategic Precision selling idea is strategy
  based.
• Savvy psychology should be receiver driven
  and meet needs.
• Slick Presentation must use visuals and
  emotional appeals.
• Structural Persuasion the presentation should
  be well structured since most clients relate well
  to organized thinking.
• Solve the problem solve the clients key
  problem and you will sell with style.