Creative Strategist | Strategic Creative: Which one are you becoming?
27
Crea%ve Strateg st | Strategic Creat ve Which are you becoming?
-
date post
17-Oct-2014 -
Category
Marketing
-
view
368 -
download
1
description
Whatever you do, whatever time you have as an IMC professional, try to leave a mark. Have samples in your briefcase, book, or portfolio that confidently proclaim, “I had a part in THAT!” Bill shares what it takes to truly make an indelible impression on your clients, partners, coworkers, and customers. Explore how to… 1. Create award-winning, breakthrough advertising regardless. 2. Move the needle (science) not just hearts and minds (art). 3. Unleash the strategist AND creative in you and others.
Transcript of Creative Strategist | Strategic Creative: Which one are you becoming?
Crea%ve Strateg st | Strategic Creat ve !
Which are you becoming?
2
Agenda
Crea%ng award-‐winning, breakthrough adver%sing regardless.
Moving the needle (science) not just hearts and minds (art).
Unleashing the strategist AND crea+ve in you and others.
4
Winning Awards & Breaking Through
5
Winning Awards & Breaking Through
One November evening in 1980, [TBWA art director Geoff Hayes] was doodling huge Absolut boFles on a pad as he watched The Honeymooners. Atop one boFle, he drew a halo much like an angel’s. Then he joFed down a headline: “Absolut. It’s the perfect vodka.” Hayes liked it, especially the liFle joke. He knew the halo would reduce some of the pompousness of the headline. !The following morning, Hayes showed the sketch to his partner. [Writer Graham Turner] liked it, but he looked at the long headline and asked, “Why not just say ‘Absolut Perfec+on’?” Together they turned out a few more ads, and soon a format emerged: In just two words (the first one always being Absolut), the ad would say something complimentary or flaFering about either the product itself or the person drinking it, and, importantly, add a dollop of humor so the “We’re the best” claim wouldn’t be quite so boring or preten+ous.
Vodka Nation | The Weekly Standard
6
Winning Awards & Breaking Through
7
Winning Awards & Breaking Through
Simple Idea
Executed Well
Fresh Superiority Claim
Campaign Found Legs
Iconic Branding
BoLle as Hero
Spans Cultures
Print-‐Centric ________________
Perfect
8
Winning Awards & Breaking Through
Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it's really how it works.
9
Winning Awards & Breaking Through
http://youtu.be/nmwXdGm89Tk
http://youtu.be/GjiPE6mHWZIhttp://youtu.be/2zfqw8nhUwA
http://youtu.be/FaSjf_xmC_E
10
Winning Awards & Breaking Through
Less Is BeLer
Insanely Simple
Intui%ve Technology
Beau%ful Design
Undying Loyalty
Cool Factor
Innova%on
Unboxing ________________
Genius
11
Winning Awards & Breaking Through
13
Winning Awards & Breaking Through
14
Winning Awards & Breaking Through
Strong Concept
High Engagement
Extreme Product Demo
Beau%fully Shot (First Take)
Pervasive Across Media
Most Parodied Spot
Honest Homage
Perfect Music ________________
Epic
16
Winning Awards & Breaking Through
17
Winning Awards & Breaking Through
Global Reach
Universal Themes
True to Brand’s DNA
Very ThoughVul Cas%ng
Beau%fully Shot (Documentary Style)
Most Watched Online Ad
Strikes Emo%onal Chord
Sharability ________________
Real
MOVE
19
Moving The Needle + (Hearts & Minds)
Vs
20
Moving The Needle + (Hearts & Minds)
"He lives vicariously through himself." !Through mid-‐June, a period when imported beer sales dropped 11%, sales of Dos Equis rose more than 17%, moving the brand into eighth place among imports (in a %e with Stella Artois), when shipments rose 13%. !That success prompted Heineken execu%ves, who had been running the ads since 2007 in a few stronghold markets for the brand, to take the message na%onal this spring. "There's never really been an import brand that's been built so clearly through adver%sing," said Benj Steinman, publisher of Beer Marketer's Insights. !And the campaign, which snared a Titanium Lion at Cannes this year, has also made its way into bars, restaurants and nightclubs. "We hear people saying the lines in bars all the %me," said Jim Doney, president of Chicago Beverage Systems, a major wholesaler of Heineken, MillerCoors and Crown Imports beer brands, who credits the marke%ng for his 32% boost in Dos Equis sales this year.
Advertising Age
21
Moving The Needle + (Hearts & Minds)
Consider for a moment the manly purr of Old Spice spokesman Isaiah Mustafa's "Hello, Ladies" saluta%on. It's seduced the country social media-‐style: 94 million views on YouTube, 630,0000 Facebook fans, and an es%mated 1 billion aggregate impressions in just one week. !But wait. It appears consumers may have been too distracted by his glorious swan dives and monocle smiles to remember the actual product he was hawking. Sales of Red Zone body wash have actually declined 7% according to a report by SymphonyIRI. !And the towel-‐clad and deep-‐voiced Mustafa may have not even contributed to Old Spice's overall sales growth, which Ad Age chalks up to a high-‐value coupon campaign by the company. Both Nivea and GilleLe saw similar if not higher growth during that period, and neither had the help of Mustafa—just coupons.
Fast Company
22
Moving The Needle + (Hearts & Minds)
Vs
http://youtu.be/sgF7uWZMSdEhttp://youtu.be/ZHsBaHzvuuI
23
Moving The Needle + (Hearts & Minds)
Vs
25
Unleashing The Strategist
Internalize • Brand/Business/Communica%on Goals • PorVolio of Products & Services • Compe%%ve Landscape • Customer Profile & Insights
Champion • Solu%ons & Media Neutrality
Respect • Crea%ve Constraints
Contribute • Idea%on (Brainstorming) • Research & Tes%ng • Strategic Planning • Brand/Business Reviews
26
Unleashing The Crea%ve
Internalize • Businesses are Crea%ve • Business Communica%ons Need Crea%vity • Brand Story (Ethos) and Inherent Drama
Champion • The Big Idea
Respect • The Crea%ve Process
Contribute • Inform & Inspire Crea%ves • Speak Into Crea%ve • Sell & Defend Crea%ve
Q&A
