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CREATIVE STRATEGY:
PLANNING & DEVELOPMENT03-Feb-2012
[email protected]
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mailto:[email protected]:[email protected]
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THE iPOD
The product that has become a cultural phenomenon and
anindispensable part of the lifestyle of millions of people whoown
one
Changed the way we consume music
Not just changed the fortunes of Apple Inc. but also the
globalmusic industry
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THE SILHOUETTES CAMPAIGN
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Cross promotion with rock band U2
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100 million song giveaway promotion with pepsi
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Units sold: Over 300000000 worldwideas of October 2011
see handout: The iPod economy -Advertising Age
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So what did iPod do for the music industry?
(point of discussion)
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ABSOLUT VODKA
The creative strategy for the brand plays off the
distinctdistinctive shape of its bottle and depicts it with visual
punsand witty headlines that play off the Absolut name
See handouts: Absolut Case study
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Immersion
Digestion
Incubation
Illumination
Reality of verification
THE CREATIVE PROCESS
(JAMES WEBB YOUNG MODEL)
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ACCOUNT PLANNING
A process to gather information and help creative specialists
asthey go through the creative process of developing
advertising
involves conducting research
gathering all relevant information about clients product or
service, brand, competition and consumers in the
targetaudience
driving the process from the customers point of view
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INPUTS TO THE CREATIVE PROCESS
PREPARATION, INCUBATION, ILLUMINATION
Background Research
Product/ Service-Specific Research
Qualitative Research Input (FGDs/ in-depth interviews)
INPUTS TO THE CREATIVE PROCESS
VERIFICATION, REVISION
FGDs, Pre-tests
Concept tests
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CREATIVE STRATEGY
DEVELOPMENTknowledge of vital
marketing information
internal client decision onhow information should be
shared with agency
Client gatekeeper(Brand Manager)
Client/ AgencyCommunication
Agency gatekeeper(Account Manager)
agencygatekeepers decision on
how much client information tobe shared with creative
staff
Internal AgencyCommunication
Creative Team
Creative Output
Source: John Sutherland, Lisa Duke, and Avery Abernethy - A
model of marketing information flow
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THE REALITY
knowledge of vitalmarketing information
internal client decision onhow information should be
shared with agency
Client gatekeeper(Brand Manager)+ Client Team
Client/ AgencyCommunication
Agency gatekeeper(Account Manager)
-SUIT-
agencygatekeepers decision on
how much client information tobe shared with creative
staff
Internal AgencyCommunication
Creative Team
Creative Output
Account Planner
ConsumerResearch
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SEARCH FOR
MAJOR SELLING IDEA
Using a unique selling proposition
Creating a brand image
Finding the inherent drama
Positioning
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Sources, References and additional reading material:
Advertising & Promotion - An Integrated marketing
communications perspective - George E Belch, Michael A Belch,
Keyoor Purani
TRUTH, LIES & ADVERTISING - THE ART OF ACCOUNT PLANNING -
JON STEEL
Blink - Malcolm Gladwell
Creative strategy in Advertising - A. Jerome Jeweler
OGILVY ON ADVERTISING - DAVID OGILVY
Positioning - Jack Trout & Al Ries
NOTE: All slides, images, logos, case studies,etc. are
registered trademarks their respective owners
and have been used here for educational reference purpose
only
