Quantitative creative b2 b marketing presentation - 18 06 2014

© Mason Zimbler 2014

QUANTITATIVECREATIVE


WHY SHOULD WE CARE ABOUT CREATIVITY?


“Nothing is more efficient than creative advertising. Creative advertising is memorable, longer-lasting, works with less media spending and builds a fan community...faster.” - Stephan Vogel, Chief creative officer, ogilvy


MARKETERS LIKE SCIENTIFIC METHODS AS THEY APPEAR TO BE LESS ‘RISKY’.

100X MORE ANALYSIS & MARKETING VS. CREATIVITY & MARKETING.

- HARVARD BUSINESS REVIEW


“we’re not just mad men, we’re maths men as well; and uniting those two things, I think is the critically important change.”

- Martin sorrell, ceo, WPP group


IF A CUSTOMER FEELS AN EMOTIONAL CONNECTION TO A BRAND THEY ARE MORE LIKELY TO REMAIN LOYAL AND HAVE A HIGHER CUSTOMER LIFETIME VALUE (CLV).

- BRAND KEYS LOYALTY ENGAGEMENT INDEX


“I get very frustrated with the ongoing debate about creativity and effectiveness, because I do not believe you can have one without the other.”

- Jonathan Mildenhall, VP Global Advertising, The Coca-Cola Company


QUANTITATIVE CREATIVE








HOW TO START JUDGING CREATIVE EFFECTIVELY



CREATIVE PROCESS



THE CREATIVE DIMENSIONS




ORIGINALITY

IS THE WORK “OUT OF THE ORDINARY” FOR THE CATEGORY?




FLEXIBILITY

DOES THE IDEA MOVE FROM ONE SUBJECT TO ANOTHER?

https://www.youtube.com/watch?v=zJahlKPCL9g




ELABORATION

DOES THE WORK EXTEND BASIC IDEAS AND MAKE THEM MORE INTRICATE?




SYNTHESIS

DOES THE IDEA CONNECT OBJECTS THAT ARE USUALLY UNRELATED?

https://www.youtube.com/watch?v=9KQu9zkf9WE




ARTISTIC VALUE

IS THE WORK VISUALLY OR VERBALLY DISTINCTIVE?

https://www.youtube.com/watch?v=Iy1rumvo9xc



CREATIVE DIMENSIONS

The 5 dimensions of creativity are:

- Originality – rare and unusual ideas- Flexibility – moves from one idea to another- Elaboration – extend basic ideas- Synthesis – combining normally unrelated

objects- Artistic value – visually or verbally distinctive



THE MOST EFFECTIVE DIMENSIONS?

1.00

SA

LES

EFFEC

TIV

EN

ESS

ORIGINALITY = 1.06

FLEXIBILITY = 1.03

ELABORATION = 1.32

SYNTHESIS = 0.45

ARTISTIC VALUE = 1.19



EFFECTIVE COMBINATIONS?

FLEXIBILITY+ARTISTIC VALUERELATIVE EFFECTIVENESS = -99%USAGE = 8.7%

ORIGINALITY+ELABORATIONRELATIVE EFFECTIVENESS = 96%USAGE = 9.9%


THE CONSEQUENCESOF BEING CREATIVE



LESS CREATIVE = LESS EFFICIENT



THE EFFECTIVENESS SUCCESS RATE

75%59%

88% 80%

AWARDED

NON-AWARDED

AWARDED

NON-AWARDED

LOW ESOV SPEND <6% HIGH ESOV SPEND >6%

CREATIVELY AWARDED CAMPAIGNS WERE SHOWN TO BE 10-27% MORE EFFECTIVE

* SOM = Share of Market** ESOV = Extra Share of VoiceSource: IPA, The Long and Short of it



PLAN FOR QUANTITATIVE CREATIVE

o A GOOD GROUNDING

o GREAT COLLABORATION

o TESTING VS. SUBJECTIVE OPINION

o VALIDATION

o EFFECTIVENESS

o SUSTAINED PREFERENCE



CONCLUSIONS

- Doing something different isn’t the same as taking a risk

- Change gleans predictable results

- Quantitative Creative doesn’t have to mean big budgets

- It’s not ‘either/or’, it’s ‘and & both’. Select the right combinations

- Creativity is the only sustainable business differentiator

- Be a disciplined dreamer


THANKS© Mason Zimbler Limited 2014.

The contents of this presentation are protected by copyright which belongs to Mason Zimbler Ltd. It should not be copied nor disclosed to any third party

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Quantitative creative b2 b marketing presentation - 18 06 2014