Advertising%20Creativity%20

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Advertising Creativity Marketing Creativity

• The Creative Revolution
• The Marketing Revolution
• The Rise of IMC

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The Creative Revolution

• 1960-1969 - Cultural Forces
• Countercultural movements
• Break the rules
• 1950-1969 - Business Forces
• A New Breed of Agencies
• A New communication style
• Three Influential individuals...

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Three Key Individuals

• Bill Bernbach, Doyle Dane Bernbach (DDB)

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Three Key Individuals

• Leo Burnett, Chicago, IL

If you reach for the stars, you might not get
one, but you wont come up with a handful of mud,
either.
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Three Key Individuals

• David Ogilvy

• Came from UK to start agency Ogilvy Mather
• Wrote books about advertising

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Know Who This Is?

• Hes Paul Rand
• Very Influential Graphic Designer
• The key - surprising combinations of words
  visuals

• Paul Rand worked with Bill Bernbach

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Bill Bernbach

• Started as writer for head of Worlds Fair
• Meets Paul Rand at small ad agency
• Moves to Grey - becomes Copy Chief
• 1949 - Starts DDB - Doyle Dane Bernbach

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The DDB Style

• Ohrbachs - their first account.

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The DDB Style

• Ohrbachs - their first account.

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The DDB Style

• Ohrbachs - their first account.

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The DDB Style

• Ohrbachs - their first account.

• Levys - diversity w. effective surprise

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The DDB Style

• Ohrbachs - their first account.

• Levys - diversity w. effective surprise

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The DDB Style

• Ohrbachs - their first account.

• Levys - diversity w. effective surprise

• Polaroid - dramatic visual demonstration

• Jamaica - one word and a visual...

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The DDB Style (cont)

• 3 Key Campaigns

• Mobil - We Want You to Live

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The DDB Style (cont)

• 3 Key Campaigns

• Avis - Helped inspire Positioning

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The DDB Style (cont)

• 3 Key Campaigns

• VW - Campaign of The Century

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The DDB Style (cont)

• 3 Key Campaigns

• VW - Campaign of The Century

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The DDB Influence

• A New Way of Creating Ads
• Writer/Art Director Team
• The Concept
• A New Industry Standard - in every award show
• Ad Age chose Bernbach as their Ad Man of
  the Century

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The Burnett Style

• Inherent Drama

• Red meat on a red background

• Leo believed you could find it in almost
  anything. After all, it was inherent

• Leo believed you could find it in almost
  anything.

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The Burnett Style

• Inherent Drama

• Heres how Leos agency captured the wholesome
  personality of a Kelloggs breakfast

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The Burnett Style

• Inherent Drama

• Powerful, instinctive

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The Burnett Style

• Inherent Drama

• The Lonely Maytag Repairman - a dramatic and
  engagingly human personification of reliability

• The Lonely Maytag Repairman

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The Burnett Style

• Inherent Drama

• So, how do you give personality to a can of
  refrigerated dough?

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The Burnett Style

• Inherent Drama

• OK, how about cans of peas and corn?

• OK then, how about new frozen vegetables?

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The Burnett Style

• Inherent Drama

• Tuna fish?

• Sorry, Charlie, we just want tuna that tastes
  good.

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The Burnett Style

• Inherent Drama

• Cat food?

• Theres a little bit of Morris in just about
  every cat owners cat.

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The Burnett Style

• Inherent Drama

• Cookies?

• Made by elves who live in a
  hollow tree, and we almost believe it.

• Made by elves who live in a
  hollow tree,

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The Burnett Style

• Inherent Drama

• It made Leos agencys campaigns long-lasting
  and part of our culture
• The glacier-like power of friendly
  familiarity.

• Time Magazine chose Leo Burnett as their Ad
  Man of the Century

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The Ogilvy Approach

• Now, lets look at some early work by David
  Ogilvy.
• He took classic lessons on copywriting and added
  his own wit and style
• The result was advertising that added an extra
  value for the brand

image
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The Ogilvy Approach

• Craftsmanship
• Research - headline was from a British car
  magazine
• Editing - all copy is tight and bright
• Wit - upscale w/o being a snob

Rolls-Royce
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The Ogilvy Approach

• Story Value
• Imagery - one small device - the eye patch -
  adds interest

Hathaway Shirts
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The Ogilvy Approach

• Story Value
• Imagery - one small device - the eye patch -
  adds interest

• Repetition - Ogilvy knew advertising takes time
  to build - this one device let him tell his story
  over and over.

Hathaway Shirts
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The Ogilvy Approach

• Rules
• Here, a similar but different approach for
  Schweppes - why?
• Because Ogilvy believed you should
• Find out what works - and repeat it.

Schweppes
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The Ogilvy Approach

• Ogilvy grew his agency into a world-class
  organization, with
• New generations of capable management
• World-class clients
• Long-term relationships
• Over time, his agency was the most
  successful.

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Marketing Revolution

• 1970-1979
• Tougher economic times
• New, more scientific tools
• Brand Management
• Market Research
• Segmentation
• Positioning

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Brand Management

• Neil McElroys Idea
• At PG (1931)
• Competitive brands within a company
• Becomes standard for marketing organization
• Becomes head of PG
• Becomes Eisenhowers Secretary of Defense

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Market Research

• The Result - companies understand their
  consumers more accurately
• The Result - a shift to a marketing-driven
  perspective from a product or production-driven
  perspective
• The Result - manufacturers begin to evolve into
  marketers

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Segmentation

• Product differentiation in response to
  consumers differing needs
• Maximize potential market share

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Positioning

• Positioning was a new perspective on the
  marketplace.
• There were too many products, and too many
  messages.
• Marketers had to deal with this new marketing
  reality.

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Positioning

• The Positioning authors said advertising had to
  evolve from hard-sell reason why ads...

• Through image ads...

• Through image ads... to advertising based on
  the mind of the consumer

• What was that mind?

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Positioning

• Though the mind of the consumer was overloaded
  with messages...
• in most product categories, there were very
  simple heirarchies...

The product ladder
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Positioning

• Within each category, there are four basic types
  of positions
• The Best Position

• The Against Position
• The Niche Position
• The New Category

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The Best Position

• In most categories, there is a 1 in the
  consumers mind

• The Best Position leverages this

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The Against Position

• The Against Position defines itself vs. 1.

• Its an aggressive and competitive position

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The Against Position

• The Against Position defines itself vs. 1.
• Its an aggressive and competitive position

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The Against Position

• The Against Position defines itself vs. 1.
• Its an aggressive and competitive position

• Example Take The Pepsi Challenge!

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The Against Position

• The Against Position defines itself vs. 1.
• Its an aggressive and competitive position

• Example Take The Pepsi Challenge!

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The Niche Position

• The Niche Position promotes the product along
  one dimension of superiority

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The New Category

• The New Category is just that. It defines a
  category that didnt exist before and then
  positions the (new) product as the best in that
  new category. Competition follows.

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Marketers Dominate

• Client personnel (marketers) now better trained
  better paid
• Mergers begin - clients get bigger
• Competition toughens
• Comparative ads
• The tempo increases...

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Ad Evolution 80s 90s

• Bernbachs influence grows
• Client mergers continue
• Agency mergers begin
• Computers and cable
• And the tempo increases even more...

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From Advertising... to Marketing
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Chapter One Discussion

• How did new media forms affect advertising?
• In your opinion, who was the most important ad
  person?
• In your opinion, what were the five most
  important new ideas?

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