Creative StrategyWeek 5

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Creative Strategy Week 5
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Last Weeks Assignments

• Sensination A (sounds like, smells like, feels
  like, tastes like, etc)
• Bring conceptual stretch to all your
  workyoull be more creative
• Killer Insight Article
• Demonstrated an understanding that the depth of
  insight essentially drives bad, good, or great
  outputdont make the creative team do it alone!
• You understand the concept of insights (vs. data
  and information)keep insights in mind as you
  give input to anyone, professionally, for
  anything
• People who make the implicit explicit are always
  in demand

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Last Weeks Assignments

• Big Idea identification and refinement
• Struggled to improve the Big Idea most ended up
  adjusting execution
• To get better What point is this ad trying to
  make, and how can it be better made?
• Rationales were pretty good
• Presentations were pretty good
• More confidence
• More volume
• More eye contact

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Presenting Creative

• Set up
• Reveal
• Justification
• Close

The New Account Manager, Don Dickinson
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The Set Up

• Typically an account manager and/or account
  planner
• Tell a story akin to lifting veils
• Challenges to overcome
• Objectives for the ad/campaign
• Audience Insights and relevance to creative
• Product Insights and relevance to creative
• Creative Strategy as basis for creative
  development

The New Account Manager, Don Dickinson
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The Reveal

• Typically presented by the creative team
• Concepts presented with headlines and layout at
  times copy
• There MUST be a strong connection between the
  creative workand the story/information presented
  in the set-up
• If creative team is not presenting, you MUST know
  how and why they came up with their approach, or
  you cant present it well

The New Account Manager, Don Dickinson
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The Justification

• Typically group discussion follows the set up and
  reveal
• Client provides initial reaction and asks
  questions
• Confidence, enthusiasm, a willingness and ability
  to listen are paramount
• The approach youre not sellingyoure
  consulting, working for the best solution
• Know your audience insights, product insights and
  rationale!!!
• Even if the creative isnt approved you want the
  client to believe your recommendation was well
  founded and strategically correct

The New Account Manager, Don Dickinson
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The Close

• KNOW YOUR AUDIENCE INSIGHTS, PRODUCT INSIGHTS,
  AND RATIONALE!
• As an agency person you want the dialog focused
  on motivating consumers/customers to accomplish
  the objective(s)
• As a client you want the dialog focused on the
  best work possible, that will accomplish your
  objective(s)
• Clients will usually want to sleep on it
• Off-line conversations are often the most
  important part of getting work approved

The New Account Manager, Don Dickinson
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Theres much, much more to presenting
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Content vs. Presentation

• Content 100
• Presentation 100
• Key point you cant wait till the last minute
  to do the workthe presentation always as
  important as the work itself

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The Meeting is the Media

• Or, selling an idea can be harder than having one
• Visualize the meeting
• How big is the room?
• Where is the wall?
• Where are the people youll be presenting your
  ads to seated? Who are they?
• Youll have to make an impact in that space own
  the room with the power of your work
• Attack the wall
• Give the meeting a headline
• Get the theme up big
• Have a simple right-brain visual to go with all
  the left-brain verbiage
• Remember, if you dont do the meeting right, the
  ads will never run.Or worse. Another team wins.

Bruce Bendinger, author of The Copy Workshop
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A Few Tidbits

• A convincing impossibility is often preferable
  to an unconvincing possibility
• Or, its about winning, not accuracy. Ouch, but
  true
• It works onceyoud better be right
• A presenter fails if people say what a great
  presentation
• More desirable is You really made me think! or
• Youve changed my mind!
• Or, better, Youre hired!
• The purpose of any presentation is to take the
  key decision maker from the place they are to the
  place you want them to be
• Key you need to know in advance where you want
  them to be

Perfect Pitch, Jon Steel
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Presentation Concepts

• Have a point
• Understand the needs of the audience
• Communicate rather than lecture
• Have a clear flow
• No more detail than necessary to make your point

Perfect Pitch, Jon Steel
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Presentation Preparation

• Gather raw materialsdont jump straight to
  solution
• Look for meaning, and connections in the
  information
• Set it asidepercolate for a while
• Adapt and distillpatience, diligence, dont stop
  short of a great central idea
• Write the presentationa presentation is much
  more than its message

Perfect Pitch, Jon Steel
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In-Class 7

• Analogies Metaphors as Creative Thinking Tools

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HW 4 Building another Brief

• Pick a print ad
• Define Why Were Doing This and defend (write a
  rationale)
• Remember from Week 1? Yeah, Im sure you do ?
• Increase Knowledge
• Change Attitude
• Stimulate Desired Behaviors
• Research audience write Audience Insights and
  defend (write a rationale)
• Points for this will be based on personification
  of the audience, insights from the research, and
  the research to back it up
• Turn both in next week 5 bonus points to anyone
  who emails these to me by EOD Friday Feb 15
• Feb 19ths in-class will be reviewing and
  discussing these sections

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Start Online

• Mintel
• Demographics 18,500,000 for demographics (0.06
  seconds)
• Buying patterns 471,000 for buying patterns
  (0.14 seconds)
• Yankelovich http//www.yankelovich.com/
• American Demographics Magazine
• Youth http//www.civicyouth.org/
• US Demographic Reporting Services
• http//www.demoreports.com/index.html
• US Census
• http//censtats.census.gov/pub/Profiles.shtml
• http//quickfacts.census.gov/qfd/index.html

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Google Buying Patterns
Buying Patterns of Women
PDF Consumer Behavior and Buying Patterns
Association for Consumer Research
Buying patterns in e-commerce - The Industrial
Physicist
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Yankelovich Monitor
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YankelovichMindbase
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(No Transcript)
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Census Data
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Census Data
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Extra Credit 1 Advertising Legends
Max five points each legend max three legends
possible 15 points

• Ted Bates
• Bill Bernbach
• Leo Burnett
• John Caples
• Jay Chiat
• Phil Dusenberry
• Al Lasker

• George Lois
• Patricia Martin
• Jane Newman
• David Ogilvy
• John Powers
• Rosser Reeves
• Helen Lansdowne Resor

• Hal Riney
• Ray Rubicam
• Mary Wells Lawrence
• Janet L Wolff
• Les Wunderman
• James Webb Young

• This legends point-of-view regarding the
  creation of advertising
• The impact of this legends point-of-view on
  developing advertising at the time
• How this legends approach to developing ads is
  relevant to todays advertising

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Were ½ Way!

• Homework 4
• Extra 5 points if submitted via email by Friday,
  Feb 15
• Hard copy due beginning of class Tuesday, Feb 19
• Extra Credit 1
• Due beginning of class Feb 19
• Next weeks class
• Steve Potestio, 52 Ltd
• www.52ltd.com