CMayeJ368PPT_8Creativity&MessageStrategy

CMayeJ368PPT_8Creativity&MessageStrategy - 2010...

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10/29/10 1 © 2010 Carmen Maye 1. The Process 2. The Planning 3. The Preparation 4. The Placement 5. The PR, etc.
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10/29/10 2 Based on O’Guinn, Allen & Seminik’s Advertising and Integrated Brand Promotion , 5 th Ed. Client wanted a 30-second TV spot for his ice-cream novelty company. Creative team brought in a single spot that everyone in agency agreed was ideal solution. Client loved the spot and strategy during storyboard presentation. But didn’t like not having any alternatives.
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10/29/10 3 Agency presented 37 alternatives over next 6 months. Client killed all 37, finally approved the first spot. Agency rejoiced. One week later, client cancelled production. Said he wanted to use money for national coupon program instead. Client took AE to lunch and wondered why none of the creatives liked him. It’s easy (and tempting) to blame the clients. But no creative ever put $10 million of his or her own money behind a campaign.
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10/29/10 4 Is unexpected. Is relevant. Features a “selling point.” It’s the secret that determines the “winners” and “losers.” Creativity breaks through the clutter. Creativity gets the consumer’s attention. Creativity cures “boring” and “irrelevance.” Creativity can bring a brand to life.
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10/29/10 5 The ability to see, consider and hold together seemingly inconsistent elements and forces, making a new connection. Self confident Alert Unconventional Hardworking Obsessively committed to their work Social life, hobbies almost immaterial
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10/29/10 6 Egotistical Egocentric Narcissism Highly absorbed, wholly involved Pursues at costs of others Troubled personal lives Great self-promoters Childlike vision Childish behavior Revel in being “outsiders” Emotionally unstable
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7 Sigmund Freud Albert Einstein Pablo Picasso Igor Stravinsky T. S. Eliot Martha Graham Mahatma Gandhi Possible to become more creative. Possible to learn to contribute to the creative process in advertising. Having a “creative job” doesn’t necessarily make you creative. Wearing a suit doesn’t necessarily make
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CMayeJ368PPT_8Creativity&MessageStrategy - 2010...

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