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Rationalists vs Artists
Strategic Creativity
Strategy
driven by
specific
objectives
target
audience
message
offers a
relevant
benefit
(selling
proposition)
Creativity
Execution
craftsmanshi
p
the right
execution
effective
media
Creative Strategy
Development
Central theme that will become the
major selling idea
USP: Product attributes, unique, strong
Creating a brand image
Finding inherent drama
STRATEGY:
STRATEGY:
David
David Ogilvy
Ogilvy
CREATIVITY:
CREATIVITY:
Leo
Leo Burnett
Burnett
Brand
Brand image
image or
or personality
personality
is
is particularly
particularly important
important
when
when brands
brands are
are similar
similar
Find
Find the
the inherent
inherent drama
drama or
or
characteristic
characteristic of
of the
the
product
product that
that makes
makes
consumers
consumers buy
buy itit
Every
Every ad
ad must
must contribute
contribute
to
to the
the complex
complex symbol
symbol
that
that is
is the
the brand
brand image.
image.
(Inherent
(Inherent drama)
drama) is
is often
often
hard
hard to
to find
find but
but itit is
is always
always
there,
there, and
and once
once found
found itit is
is
the
the most
most interesting
interesting and
and
believable
believable of
of all
all
advertising
advertising appeals.
appeals.
Twin Masters
Strategy
&
Creativity
Use
Positioning
the
Use aa Unique
Unique
Positioning
the
Brand
Selling
Position
Brand
Selling
Position
Create
Use
aUnique
Create
Use aa Unique
a Brand
Brand
Selling
Image
Position
Selling
Image
Position
Seeking
Seeking the
the
Major
Major Idea
Idea
Positioning
Positioning
Find
Create
the
the
Inherent
Brand
Find
Create
the
the
Inherent
Brand
Drama
Image
Drama
Image
Unique
Unique Selling
Selling
Proposition
Proposition
Benefit
Benefit
Unique
Unique
Potent
Potent
Buy
Buy this
this product
product
and
and you'll
you'll
benefit
benefit this
this way
way
or
or enjoy
enjoy this
this
reward
reward
Must
Must be
be unique
unique
to
to this
this brand
brand or
or
claim;
claim; something
something
rivals
rivals can't
can't or
or
don't
don't offer
offer
The
The promise
promise
must
must be
be strong
strong
enough
enough or
or
attractive
attractive
enough
enough to
to move
move
people
people
Positioning
Positioning
Establish
Establish aa particular
particular place
place in
in
the
the customers
customers mind
mind for
for the
the
product
product or
or service
service
Based
Based on
on product
product attributes/
attributes/
benefits,
benefits, price/quality,
price/quality, use
use or
or
application,
application, type
type of
of user,
user,
problem
problem solved
solved
Often
Often used
used for
for products
products such
such as
as soft
soft
drinks,
drinks, perfume,
perfume, liquor,
liquor, clothing,
clothing, airlines
airlines
LB Inherent Drama
Creativity call for an intuitive ability to identify
the inherent drama that resided within a product.
Characteristic of the product that makes
consumers buy it.
Inherent
Inherent
Drama
Drama
Messages
Messages generally
generally presented
presented
in
way
in aa warm,
warm, emotional
emotional way,
way for
way,
for
Hallmark,
example,
Maytag,
Hallmark,Hallmark
example,
Hallmark
Maytag, Kellog
Kellog
Focus
Focus on
on consumer
consumer benefits
benefits
with
with an
an emphasis
emphasis on
on the
the
dramatic
dramatic element
element in
in expressing
expressing
them
them
USP
Strategic
perspective
The promise
must be strong
to move people
ID
Creative
perspective
Characteristic
of the product
that makes
consumers buy
it
WHY?
The Challenge
Imposing too many sales and marketing oriented
communications objectives on the creative team
can results in mediocre advertising, which is
ineffective in todays competitive, cluttered
media environment
But ads that are creative only for the sake of
being creative often fail to communicate
relevant or meaningful message
Importance of balancing the its not creative
unless it sells
Creative Visuals
Creative Execution
Creative Medium