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CREATIVITY IN ADVERTISING

A
PROJECT REPORT
ON
CREATIVITY IN ADVERTISING
SUBMITTED IN PARTIAL FULLFILLMENT OF
THE REQUIREMENT OF MMS
PROGRAMME
SUBMITTED BY:
RAVINDER KUNWAR
MMS (4th SEMESTER) 2012
POST GRADUATE CENTRE
Y.M.T COLLEGE OF MANAGEMENT
AFFILIATED TO
MUMBAI UNIVERSITY, KHARGHAR

CREATIVITY IN ADVERTISING

CERTIFICATEThis is to certify that Mr. Ravinder Kunwar has satisfactorily completed the
project work entitled CREATIVITY IN ADVERTISING", under the
guidance based on the declaration made by the candidate and my association
as guide for carrying out this work, I recommend this project report for
evaluation as a partial requirement of the MBA Programme of Y.M.T College
Of Management

DATE:

Prof Mahesh

Pachare
Kharghar

(PROJECTGUIDE)

CREATIVITY IN ADVERTISING

STUDENT DECLARATION
I, Mr. Ravinder Kunwar, the student of Y.M.T College of management
Kharghar Navi Mumbai, affiliated to Mumbai University Hereby declare that
this project report is a result of culmination on my sincere efforts
.
I declare that this submitted work done solely by me and to the best of my
knowledge, no such work has been submitted by any other person for the
award of post graduation Degree.
We also declare that all the information from various secondary sources has
been duly acknowledge in this Project Report.

DATE:
(Navi Mumbai)

______________________
[Ravinder Kunwar]

CREATIVITY IN ADVERTISING

ACKNOWLEDGEMENT
Entrance, Hard Work, gradual progress and an exciting year, thats how I
have reached this level and now as I stand at the threshold of the aside world,
I take a look at the past year which I have spent in this College. Our
performance with their devotion, have molded me in to confident and aspiring
student all through this year.
My guide for the project Prof. Mahesh Pachare, whose constant
encouragement, planned and careful guidance helped me to complete this
project up to the mark.
And finally a special thanks to my entire family especially my mother, my
father and my sister.
I hope that I shall be able to realize the dream of a worthy progress.

Ravinder Kunwar

CREATIVITY IN ADVERTISING

EXECUTIVE SUMMARY
THE CAT IS ON THE MAT, is not the story.
THE CAT IS ON THE DOGS MAT, now thats the
story.
Advetising is both art and science. The science of advertising is the
analyititcal part that we have been looking at up yo this point: setting goals,
deciding strategy, choosing among different creativity styles. Some people
call this step convergent thinking because the process is to distill lots of
information into the core advertising strategy.What is it that adds sparkle and
life to a well-planned and implemented advertising campaign? Its th ah
factor: that brilliantly simple,but inspired creative edge.
In Advertising the world is flat. Agencies are structured on a linear basis.
Campaigns are created in linear formats. There are all kinds of rails and
fences and obstacles to keep creative thinking linear. Advertising is a big
business and ranks among the top industries in the world. The growth of the
top advertising industry in any country is in direct relation, its creative senses
and talents if the advertising professionals. The word advertising is derived
from the Latin word adverto, that means To turn towards. Advertising
leads to attention towards something i.e. the advertising message, which is the
purpose of advertising and the objective of the advertising Creative
Advertising starts with proper creative planning. This includes the
conceptualizing of basic ideas to Their final implementation. The ideas are
visualized considering basic human motives. Advertising is nothing but
selling ideas. Creative thinking is the sound ground where one can reap a rich
harvest of ideas. The creative part of advertising is what comes before the

CREATIVITY IN ADVERTISING
potential customers and it is here that the fate of the campaign and
consequently of the product being sold could be decided.

Objective of the Project:


Creativity is something you cannot think of as Lets stop and be creative.
You need to think of Creativity as a discipline, just like Organization,
commitments to results, or responsibility. This project tells us the
importance of Creativity in Advertising as creativity demands abundance. The
foundation of creativity is in individual, and so the techniques and methods
discussed in this project are just mere tools to enhance and liberate ones
creative skills.
So dont confuse the menu with meal
It is observed that Far too many people are leading their lives lie theyre
driving their cars with brakes on this projects will enable you to know how
your foot is taken off that brake pedal.

CREATIVITY IN ADVERTISING

Research Methodology:
The information is gathered from various sources like books, periodicals and
journals and sites.

Limitations:
Creativity is a gift most of us desire, but only a few seem to have. Project
report debunks some of the myths surrounding creativity and then carefully
takes through the five Is of the creative process. It also gives the insight of
future creativity and the tools that can be helped to help advertising
professionals to enhance and enliven their work.The subject of creativity in
advertising is something of an enigma. Project shows how creative director in
an ad agency goes under the skin of creative to use it to greater effect in
their work and in wider aspects of their lives.

CREATIVITY IN ADVERTISING

WHAT IS CREATIVITY
There are many definitions of creativity. A number of them suggest that
creativity is the generation of imaginative new ideas (Newell and Shaw
1972), involving a radical newness innovation or solution to a problem, and a
radical reformulation of problems. Other definitions propose that a creative
solution can simply integrate existing knowledge in a different way.

Definitions of Creativity
There are many definitions of creativity; dictionaries give the following
meanings:

Heritage Illustrated Dictionary:


create: To cause to exist, Bring into being, Originate, To give rise to, Bring
about, Produce, To be first to portray and give character to a role or part
(appropriate to creating fictional characters and writing stories) creation: An
original product of human invention or imagination.
Creative: characterized by originality and expressiveness, imaginative

Macquarie Dictionary (an Australian dictionary)


Create: to evolve from one's one thought or imagination to make by investing
with new character or functions.
Create: author, bring into being, compose, conceive, parent, form, give rise
to, and throw together
Creative: generative, ground-breaking, innovative, originate, handmade
According to Boden (1998), there are three main types of creativity,
involving different ways of generating the novel ideas:

The combinational creativity that involves new combinations of familiar


ideas.

The exploratory creativity that involves the generation of new ideas by the

Exploration of structured concepts.

CREATIVITY IN ADVERTISING

The transformational creativity that involves the transformation of some


dimension of the structure, so that new structures can be generated
Other related words re: creativity:
Creativity creativeness, formativeness, innovation, inventiveness, originality,
productivity, craftsmanship, authorship, creatorship
"Being creative is seeing the same thing as everybody else but thinking of
something different"
There are many aspects to creativity, but one definition would include the
ability to take existing objects and combine them in different ways for new
purposes. For example, Gutenberg took the wine press and the die/punch and
produced a printing press. Thus, a simple definition of creativity is the action
of combining previously uncombined elements. From art, music and
invention to household chores, this is part of the nature of being creative.
Another way of looking at creativity is as playing with the way things are
interrelated. Creativity is the ability to generate novel and useful ideas and
solutions to everyday problems and challenges.
Creativity involves the translation of our unique gifts, talents and vision into
an external reality that is new and useful. We must keep in mind that
creativity takes place unavoidably inside our own personal, social, and
cultural boundaries.
The more we define our creativity by identifying with specific sets of values,
meanings, beliefs and symbols, the more our creativity will be focused and
limited; the more we define our creativity by focusing on how values,
meanings, beliefs and symbols are formed, the greater the chance that our
creativity will become less restricted.
In the creative process there are always two different (but interrelated)
dimensions or levels of dynamics with which one can create:

The system which may be a particular medium (e.g. oil painting or a

particular musical form), or a particular process (like a problem solving

CREATIVITY IN ADVERTISING
agenda, or an approach to creativity like Synectics). The creative person
manipulates that means to a creative end. The second dimension is described
by the conceptual "content" which the medium describes. Again, the creative
person depicts changes, manipulates, and expresses somehow the idea of that
content.
There is no one definition of creativity that everyone can agree with.
Creativity researchers, mostly from the field of psychology, usually claim at
being creative means being novel and appropriate. Subsumed under the
appropriateness criterion are qualities of fit, utility, and value.
At least three aspects of creativity have drawn much attention. \
The creative process, receiving the most attention, focuses on the mechanisms
and phases involved as one partakes in a creative act.
A second aspect of creativity is the creative person. Here, personality traits of
creative people are central. The environmental atmosphere and influence are
concerns of a third aspect, the creative situation.
Lastly, the criteria or characteristics of creative products have been sought.
This area is of particular importance because it is the basis of any
performance assessment of real world creativity and may provide a window
on the other aspects of creativity.
Briefly stated, creativity is often thought to exist on at least five levels:
1.

A higher level versus a lower level

2.

Grand versus modest

3.

Big "C" versus little c

4.

Paradigm-shifting versus garden-variety

5.

Eminent versus everyday

Some researchers claim other categories of creativity as well:


1.

Expressive versus Productive

2.

Expressive versus Inventive

3.

Expressive versus Innovative

4.

Invention versus Discovery

CREATIVITY IN ADVERTISING
5.

Theory versus Invention versus Discovery

6. Accommodative versus Assimilative


There are three general ways of achieving a creative solution:

Serendipity

Similarity

and meditation
Also, the mode of activity one is in when being creative differs. For example,
there is a distinction between real-time creativity and multistage creativity.
Real-time creativity is spur-of-the-moment, improvisational, and demands
output in a short interval of time; whereas in multistage creativity, sufficient
time is allowed for the generation and selection of ideas. Creative thought can
be divided into divergent and convergent reasoning.

Divergent thinking is the intellectual ability to think of many original, diverse,


and elaborate ideas.

Convergent thinking: the intellectual ability to logically evaluate critique and


choose the best idea from a selection of ideas.
Both abilities are required for creative output. Divergent thinking is essential
to the novelty of creative products whereas convergent thinking is
fundamental to the appropriateness. To combine this variety of definitions, we
can say that creativity involves the generation of new ideas or the
recombination of known elements into something new, providing valuable
solutions to a problem. It also involves motivation and emotion.

Creativity is a fundamental feature


of human intelligence in general.
It is grounded in everyday capacities such
as the association of ideas, reminding,
perception, analogical thinking, searching
a structured problem-space, and reflecting
self-criticism. It involves not only a

CREATIVITY IN ADVERTISING
cognitive dimension (the generation of
new ideas) but also motivation and
emotion, and is closely linked to cultural
context and personality factors. (Boden
1998).

OBJECTIVES OF CREATIVITY
Main objectives of a creative thinking
process is to think beyond existing
boundaries, to awake curiosity, to break
away from rational, conventional ideas and
formalized procedures, to rely on the
imagination, the divergent, the random and
to

consider

multiple

solutions

and

alternatives (Candy 1997, Schlange and


Juttner 1997).
The result of the creative thinking process
is especially important for businesses.
Managers and managerial decisions and
actions, confronted with fast-changing and
ambiguous environments in business, need
to develop creative solutions and creative
action-based strategies to solve problems,
as they allow to increase understanding of
problematic situations, to find multiple
problems, to produce new combinations,
to generate multiple solutions that are

CREATIVITY IN ADVERTISING
different from the past, to consider
possible alternatives in various situations
that could occur in the future and to
expand

the opportunity horizon

and

competence base of firms (dt ogilvie


1998).

CREATIVITY IN ADVERTISING

DESCRIPTION / STRUCTURE
OF THE METHODOLOGY /
ALTERNATIVE SOLUTIONS
Creativity is not an innate quality of only a
few selected people. Creativity is present
in everyone. It can be learned, practiced
and developed by the use of proven
techniques

which,

enhancing

and

stimulating the creative abilities, ideas and


creative results, help people to move out of
their normal problemsolving mode, to enable them to consider a
wide range of alternatives and to improve
productivity

and

quality

of

work.

Creativity is thus constructed as a learned


ability that enables us to define new
relationships between concepts or events,
which seemed apparently unconnected
before, and which results in a new entity
of knowledge (European Commission
1998). Knowledge and information are the
basis for creativity. There are numerous
creative

techniques,

which

are

also

classified in many ways (Higgins 1994). In


general, a certain type of question or a
certain area of application (such as
marketing,

product

or

service

development,

strategic

and

decision

planning, design, quality management,

CREATIVITY IN ADVERTISING
etc.) often calls for a certain type or a
certain group of creativity techniques.
Fundamental concepts for all creative
techniques are:

The

suspension

of

premature

judgement and the lack of filtering of


ideas.

Use the intermediate impossible.

Create analogies and metaphors, through


symbols, etc., by finding similarities
between the situation, which we wish to
understand and another situation, which
we already understand.

Build imaginative and ideal situations

(invent the ideal vision).

Find ways to make the ideal vision

happen.

Relate things or ideas which were

previously unrelated.

Generate multiple solutions to a

problem.

CREATIVITY IN ADVERTISING
Main points to increase or encourage
creativity in a company are:
To be happy, to have fun
Keep channels of communication open
Trust, failure accepted
Contacts with external sources of
information
Independence, initiatives taken
Support participatory decision-making
and employees contribution
Experiment with new ideas.

EXPECTED

RESULTS

BENEFITS
Creativity, through the generation of ideas
with value, is needed in order to solve
concrete problems, ease the adaptation to
change, optimize the performance of the
organization

and

best

practice

manufacturing, and changes the attitude of


the staff of the organization. Creative
thought processes are also important at all
stages in the R&D process.
Some expected results of the creativity
process are:

Innovation
through new product and process ideas

CREATIVITY IN ADVERTISING

Continuous
improvement of products or service

Productivity
increase

Efficiency

Rapidity

Flexibility

Quality
products or services

High
performance

of

CREATIVITY IN ADVERTISING

CHARACTERISTICS OF
PROVIDERS
The implementation of creative techniques
within work groups requires the assistance
and advice of external consultants. One or
two

consultants,

techniques,

is

experts
normally

in

creative

enough

to

undertake the implementation process in a


company. His/hers job normally consists
of presenting the different techniques and
their application method, defining the
problem to be studied for the participants,
initiating and clarifying the rules of the
technique, gathering the necessary data
and information to approach the problem,
stimulating the generation of ideas of
participants, and evaluating the ideas
before proceeding to put them in practice.
Training of management staff by experts
may also be very useful. Management staff
must be trained to stimulate creativity in
employees, to provide motivation, to
facilitate

a creative

climate

and to

encourage the use of creative techniques.


Managers can also be trained to implement
creative techniques by themselves.

APPLICATION

CREATIVITY IN ADVERTISING

Creativity processes are used regularly by


many

private

and

public

sector

organisations of all sorts in manufacturing,


services,

banking,

or

construction

companies. Big firms such as Xerox,


AT&T,

Frito-Lay,

as

well

as

car

manufacturing

firms,

software

development

firms,

railroad

pharmaceutical firms etc., use creativity


techniques to increase efficiency and
quality,
strategic

especially

in

planning

their
and

research,
marketing

departments.

TYPES

OF

FIRMS

ORGANISATIONS
CONCERNED
Creativity techniques can be implemented
by all firms and public organizations that
confront with problem solving and focus
on innovation in processes, products or
services.

CREATIVITY IN ADVERTISING
In case where the implementation of
creative techniques is focused on the
support of personal creativity, such as to
support individual designers work for new
product

development,

individual

scientists

or

to

work

support
in

the

laboratory, very small firms or a person


can implement creative techniques for
individuals.
In case where the company focus is to
increase group creativity and to create
environments where a collaborating team
works creatively together, the firm must
have at least 20 employees, including 3
members as management staff.

CREATIVITY IN ADVERTISING

WHAT CREATIVITY
MEANS IN ADVERTISING
I once read a quote somewhere that
said, "We do not separate
advertising from life."
Creativity is a very subjective term. Who
can really say what is creative, for we all
have different opinions on what we
individually think is creative. Some people
believe creativity is an engrained concept
that you are born with it. Other people
believe it is a talent that can be learned and
taught.
I personally believe it is a little of both.
The essential elements of creativity are
really

imagination

disciplined

by

and

inventiveness

routine

skills.

Your

imagination is something you are born


with, it can be large and wild or it can be
small and constrained. Inventiveness is
something that can be disciplined, it can be
taught and learned with practice and skill.
Put those two concepts together and
anything

is

agencies

live

possible.
and

In

die

advertising,
by

creative

communications. Creativity is one of the

CREATIVITY IN ADVERTISING
reasons clients justify advertising and their
choice of agencies
So what exactly is creative in advertising?
Some creative commercials are effective,
some effective ads are creative, and other
ads are neither creative nor effective.
Creativity and effectiveness ultimately join
in the consumers minds rather than
remain separate.
We must then ask, what is efficiency?
Well, efficiency of an ad is determined by
the correct combination of its impact and
retention. Impact being the ability of an ad
to attract attention and retention being the
ability of an ad to stay on viewers minds.
We can thus say with certainty that an
advertisement needs to be creative to
succeed. Its creativity needs to be effective
in both its impact and retention. I found
the quote at the beginning of the page and
thought it was just great. Although
creativity in advertising is an important
factor, one must remember to not be
creative just for creative sake. The
creativity must also be effective.

HOW CREATIVITY IS
DIFFERENT FROM
INNOVATION

CREATIVITY IN ADVERTISING

Creativity versus Innovation


As this is an advertising study on the
subject of Creativity it is only right there
should be some advertising efforts to
create greater understanding on behalf of
the subject Creativity itself. For many
the word creativity has what may be
called a touchy feely nature to it, not
really suitable for the hard world of
business.

Yet,

mention

the

word

innovation and suddenly the act of


creating new ideas takes on a more
credible resonance in certain quarters, such
as

the

business

media

government-backed

and various
development

agencies.
Professor Simon Majaro of Cranfield
School of Management defines innovation
in this manner in his book Managing Ideas
for Profit (Majaro, 1992): Creativity is the
thinking process that helps us generate
ideas.

Innovation

is

the

practical

application of such ideas towards meeting


the organizations objectives in a more
effective way. But this means all ideas are
creative. In reality, many ideas will be
rejected. Using the working definition of
creativity, it would recognize that, to be

CREATIVITY IN ADVERTISING
creative, the idea must offer some form
of added value.
Innovation can instead be defined as the
adoption, adaptation, or implementation
by a third party of someones creativity (ie
an added value product). When appraising
a painting, one does not say: artist is
being innovative. Should another artist
adopt some element of this work , such as
its style, subject matter, materials or
techniques used, then the original work
can be said to be innovative; it has inspired
the application of some creative element of
the original work by a third party.

CREATIVITY IN ADVERTISING

BASICS OF CREATIVITY
Creative Thinking Skills Can Be
Learned!!

What can I do to Increase my


creativity??
The first task in becoming more creative is
giving you permission to do things
creatively. The second is overcoming your
personal blocks to creativity. For some
people, being creative involves trying not
to be embarrassed by their own ideas; for
others, it is a matter of being aware that
things can be done in many different ways.
Some people are self-aware or confident
enough to have fewer inhibitions and can
just let their creative natures work.
Surround yourself with people who love
and support you and you will be even
more creative. Spend time meditating on
your own worthiness, reading about other
creative people and creative solutions,
concentrating on the positive power of
your own creative forces - these activities,
combined with a belief in your own
intuition and creative abilities, will help
improve your confidence.

CREATIVITY IN ADVERTISING
Action Steps
Here are a few additional things you can
do to improve your creativity:

Study books on creative thinking


techniques and put them into practice

Attend courses on creative thinking


and put the ideas into practice.
Keep a daily journal and record your
thoughts, ideas, sketches, etc. as soon as
you get them. Review your journal
regularly and see what ideas can be
developed.

Indulge in relaxation activities and


sports to give the mind a rest and time for
the subconscious to digest information.

Develop an interest in a variety of


different things, preferably well away from
your normal sphere of work. For example,
read comic books or magazines you
wouldn't normally get. This keeps the
brain busy with new things. It is a
common trait of creative people that they
are interested in a wide variety of subjects.

Don't work too hard -you need


time away from a problem to be creative
after periods of intense focus. It really
helps to think of creativity as a skill or set
of skills. By practicing, one can get better
at using them. So whenever you have a
chance try and do mundane things in novel

CREATIVITY IN ADVERTISING
ways - it will make them more entertaining
and you will get more used to expressing
your abilities.
Practicing

at

overcoming

irrational

inhibitions will also help to improve your


creativity. When you're at a standstill, and
you witness somebody with a vital and
flowing

creative

force,

it

can

be

intimidating. The thing that's easy to miss


when you're caught up in the magic of
somebody doing something effortlessly
that seems impossible is that it doesn't
happen all at once.
Anything can be achieved by breaking it
down into its component parts. Creativity
requires patience and a willingness to
work for a creative outcome rather than
simply wait for enlightenment. Still, it is
important to creativity to happen. This can
be

encouraged

environment

that

by

setting

encourages

up

an

creative

output, a comfortable space within which


you feel non-threatened and able to create.
A program to improve your personal
creativity might include the following
steps.
1. First set a measurable goal. Some
goals might be:

To generate 10% more solutions

within 6 months to come up with

CREATIVITY IN ADVERTISING
An original solution for problem "X"
within 2 weeks to practice generating ideas
by brainstorming (for example, "find at
least 100 ideas for a new pen")

To find a new and effective way to

relate to my children that results in them


wanting to spend more time with me.
2.

Second, set up criteria to indicate

whether or not you have or are reaching


your goal. Typical criteria are:
a) the ideas are novel (in that particular
context)
b) the ideas are useful, they solve the
problem or meet the challenge
c) the ideas can be implemented within an
appropriate time and budget
Third, read and learn about creativity
techniques which are one of the sections of
the Creativity Web. This information can
be gathered from books, conferences,
other people, software products and the
Internet. Spend time with people who you
believe are creative and ask them how they
did it. There are many paths to creativity.
1. Fourth, surround yourself with people
who love and respect you; people who
encourage you to take risks.
Fifth, celebrate your progress in
reaching your creativity goals.

CREATIVITY IN ADVERTISING
Creativity is increased by acknowledging
that it exists and by nurturing it. Create a
sensory stimulating environment, increase
awareness of that environment and provide
sufficient quiet time to allow that ensory
stimulation to be translated into external
reality ... a poem, a bridge, a meal, a song,
a quilt, a business report, a game, a dance,
a garden.
Flood yourself with information in your
chosen area of creativity then deliberately
expose yourself to information outside
your area. Respect and care for your
creativity as you would a child. Attend to
your needs, listen to your creative inner
voice, and spend time with yourself.
Manage stress in your life as much as
possible.
Practice meditation or some kind of
peaceful,

relaxing

handwork

or

quiet

activity

such

exercise.

as

Avoid

becoming too entrenched in your routines.


Don't allow your beliefs to distort your
perceptions. A useful technique is to
deliberately and consciously attempt to
integrate opposites at every opportunity
within your own mind. Develop the
attitude

that

your

creative

work

is

important even if others do not share your


belief; allow such judgmental attitudes to

CREATIVITY IN ADVERTISING
be their problem, not yours. Practice using
affirmations and reframing (seeing things
from another angle or in another context)
to de-program yourself critical habits.
Creativity is not a gift of some sort, it is a
state of being ("un etat d'ame", as they say
in

French).

Learning

creativity-

increasing technique of some sort will give


you some tools and help you, but will not
automatically change your point of view
about yourself and your creativity; your
belief and value systems about creativity
and creativity myths must change as well.

Creativity and Leadership


"Everyone has creative potential, but
creative people think they are creative."
Self-esteem is one of the most important
elements of creativity. People must believe
in their ability to develop original ideas
and they must continue to believe in
themselves after repeated failures.
Creativity flourishes in an environment
that rewards attempts, as well as successes,
and is conducive to failure. People must
feel comfortable failing before they will
repeatedly take risks or attempt creative
approaches. Roger von Oech labels four
stages of the creative process:

CREATIVITY IN ADVERTISING

Explorer. Finding new ideas and

resources from which an idea may be built.

Artist. Transforming ideas (gathered

by the explorer) into something new.

Judge. Ideas developed by the artist

are evaluated and their merits are weighed;


suggestions are offered on how they can
be improved or further developed.

Warrior. Implementation of the ideas

approved

by

the

judge

requiring

persistence and determination.


Secrets to Creative Problem Solving

Be an optimist

Take your time

Get enough information

Brainstorm by yourself

Redefine the problem

Plan for results

Break the routine

Make a minus a plus

Don't give up.

Allow yourself to daydream

CREATIVE FORCES
Force-Field Analysis
Force-field

analysis

characterizes

the

conflicting forces in a situation. The


recommended approach to this method is

CREATIVITY IN ADVERTISING
to

outline

the

points

involved

in

problematic situations at the problem


exploration stage, followed by recognizing
factors likely to help or hinder at the action
planning and implementation stages.
1. Members of the group identify and list
the driving and restraining forces (perhaps
using a suitable brainstorming or brain
writing technique) openly discussing their
understanding of them.
2. The group leader is representative of
the current position as a horizontal line
across the middle of the page. The leader
will draw all the driving forces as arrows
that either pull or push the line upwards,
and all the restraining forces as arrows that
pull or push the line downwards (see
below). Where driving and restraining is
paired use arrow thickness to signify
strength of impact of a force and arrow
length to show how complicated it would
be to adapt. It is normally best for the team
to reach agreement on these details.

CREATIVITY IN ADVERTISING
3. The diagram should then be used to
find as many possible combinations of
moving the centre line in the desired
direction. Try to:
Find ways to strengthen or add positive
forces
a. Find ways to weaken or remove
negative forces
b. Recognize that the negative forces are
too strong and abandon the idea.

REATIVE
ECHNIQUE
How do you come with a creative
idea when faced with a blank sheet
of paper? Easy. Dont have a
blank sheet of paper.
Every working day, creative directors are
faced with emands to come up with
creative solutions to the problems. Some
outstanding creative heads may display
what is called unconscious competence in
appearing to be able to come up with ideas
inuitively. There is no magic wand for
coming up with ideas, but there are some
echniques and process to help being

CREATIVITY IN ADVERTISING
creative. These tecniques, coupled with a
knowledge and understanding of the
creative process -- with its five stages

Information

Incubation

Illumination

Integration,

Illustration

--

will

help

considerably to improve ones creative


abilities.
CREATIVE RANGE:
Whenever faced with a well-defined task,
such as coming up eith an idea for a
launch product or phottocall, establish a
Creative Range. Pose what is called the
Safe Bet questin: What is the very least,
the safest, most conservative idea that can
be used? Then check what is the most
outrageous idea that could solve the
problem? so as to create the Extreme
Option. By these two question , intial
limiting parameters are created.

The above can be visualised as below,

Safe Bet

Extreme

Option

Option

THE CREATIVE RANGE

CREATIVITY IN ADVERTISING

After creating the Creative Range of the


situation see, What further ideas can you
come up and then jot downall the ideas
that come to mind. Thus, by establishing
the Creative Range, you have already
taken the pressure off yourself and at the
very least you have a safe option to fall
back on, and more importantly you ar
harnessing the incremental nature of the
creative process. This also helps to
suspend judgements because you are not
automatically screening

every idea but

merely filing in the Creative Range.

SNAKES AND LADDERS:


Snakes and Ladders is good technique that
helps use of the incremental nature of
creativity to quickly establish an overview
of a situation,identifying strengths and
weakness, and to establish tactics to
improve the positives and reduce the
negatives of a task at hand.
Draw a grid on a sheet of paper to
represent the squares of a snakes and
ladders board. Imagine the objective of the
task is at the top left-hand corner on the
winning square. You are the start, at the

CREATIVITY IN ADVERTISING
bottom left-hand corner. Draw five short
ladders

and

five

long

snakes.

The

objective can be anything from: How can


I improve my creativity and so on
This is an excellent way of getting a
handle on everything you need to consider.
It also facilitates incremental to\hought as
you come up with deas.

Below is give one example of how to


launch a product creatively

Personality
of MD

Lack of
Brand
Credibility
Lack of Brand
Awareness

Media
Apath
y

Interesting

Photograp
hy

Forthcoming
EventsExhibition
Limited
Budget

Competitor
Activity

News value
of Story

Timing
of lanch

CREATIVITY IN ADVERTISING

Finish

Start

CREATIVITY IN ADVERTISING

Group Techniques to Generate


Creativity
Brainstorming - Groups generate as
many ideas as possible, listing ideas
on a chart so that group members may
modify them or combine them to
create additional ideas. Criticism is not
allowed during brainstorming, nor is
evaluation of ideas.
Storyboarding - An adaptation of
brainstorming,
nonverbal

but

so

it

is

articulate

primarily
group

members are not able to dominate the


process.
process

Storyboarding
similar

to

uses

parliamentary

procedure to gain support of an idea


before it can remain part of the
discussion.

Storyboarding

allows

group members to produce data and


solutions to problems generating ideas
off of previous suggestions.
Nominal Group Technique - Focuses
attention on individual members' ideas
by having members write down their
ideas/solutions on their own before
sharing them with the group. Ideas are

CREATIVITY IN ADVERTISING
all

recorded,

everyone

votes

to

prioritize ideas, and then discussion is


held on only the top ones before
another vote is taken. This technique
allows everyone to participate and
contribute ideas before the group
reaches its decision.

Roadblocks to Creativity
Thinking there is one right answer Many of us have the tendency to stop
looking for alternative right answers
after the first answer has been found.
Often it is the third, fifth or tenth right
answer that is what we need to solve a
problem in an innovative way. "That's
not logical" - Logic is an important
creative thinking tool when you are
searching

for

ideas,

however,

excessive logical thinking can short


circuit your creative process.
Following the rules - You often have
to break out of pattern to discover
another.
Being practical - Practical people
know how to get into an open frame of
mind, listen to their imagination and
build on the ideas they find there.
Avoiding ambiguity - Too much
specificity can stifle your imagination!

CREATIVITY IN ADVERTISING
Being afraid of making a mistake Errors are

sign

that you

are

diverging from the norm. If you are not


failing every now and then it is a sign
you are not being very innovative.

REAM

EAM: A

FRAME WORK FOR


GREAT CREATIVE
PERFORMANCE
Dream Team is a list of rules of
creative

teamwork

foundation

of

all

that
the

form

the

methods.

Whichever technique youre using,


Dream Team rules is like a framework
whenever youre working as a team.
They provide creative space to let
imagination fly and launch all the team
members on their way to original
ideas.
Dream team Tools in the company
would keep the playful atmosphere, in
order to refine their tem-working skills
and build up creativity. They are both
rules

for

the

top-quality

creative

performance and strategies that can

CREATIVITY IN ADVERTISING
be used as highly effective methods of
communication in meetings.

DREAM TEAM RULES:

Switch On All Five

Senses
The best ideas take time. The more
one thinks about the product, analyses
it, examines it from every angle - plays
with it, in other words the more freely
great

ideas

will

flow.

Get

the

information you can get hold of which


can be used as triggers. Feel the
product to activate all your senses.
The key factor is that physically
coming face to face with the product
itself will stimulate all five senses and
have positive and inspiring effect on
the process of generating ideas.

Creative without strategy is


called Art. Creative with strategy
is called Advertising.
Set Clear Goals
The goal and solution are like question
and answer. Only a good question can
give a satisfactory answer.
What Does A Goal Achieve?

CREATIVITY IN ADVERTISING
The goal is in clear view and acts a
focal point, leading to a clearly defined
objective. It helps to prevent chaos
and time-wasting discussions.
Fine - Tuning the Goal Saves Time
and Nervous Energy
Of course it isnt possible to achieve a
clear

goal

and

straightforward

definition of the goal at the first


attempt. Often it is only while you are
formulating the goal that you realize
that brief does not describe the
product fully, that the target group is
not defined precisely enough or that
there is no clear strategic positioning.

Always
Phase

Separate
From

The

The

Ideas

Evaluation

Phase:
Ideas need imagination more than
knowledge, so its important to keep
the stage when ideas are being
generated strictly separate from the
stage when theyre being evaluated. In
this stage people should set their
imaginations to roam free, and no
limits to be set on creative gameplaying.

CREATIVITY IN ADVERTISING

Avoid Idea Killers


How would you like your ideas to be
received Sabotaged, Sniggered at or
simply Ignored? Idea killers have one
thing in common: they always work!!
Everything from verbal stun-gun to the
wry twitch at the corner of somebodys
mouth is capable of trampling down
the first little shoot of an idea.
The 10 Best Responses to IdeaKiller Phrases
Nothing will come out of that.
Not if you just dismiss the idea
Lets

just

wait

and

see

what

happens
What,

until

everyone

else

has

overtaken us?
That doesnt work!!
But its great idea
We do things differently!!
So, no change there
This mail shot idea doesnt work!!
But what if?
Thats ridiculous!!
So what it is
Well come back to your idea.
All right. When?

CREATIVITY IN ADVERTISING
The client will never accept that!!
Give it a chance
Whats so original about that?
The fact that no one else has
thought of it
Anyone could come up with that.
Exactly

Use Doodles To Visualize Your


Ideas
Your ideas must be visual if its really
going to take root in others peoples
heads. Often it only takes a quick
scribble, a few lines to bring the idea
to life. Think about it: your ideas are
mostly internal images that only you
can see. A doodle releases the idea
from your head and so raises your
chances of enthusing others.
Three Arguments In Favor Of
Doodles
Doodles are an essential means of
communication, enabling the others in
the

team

to

see,

and

therefore

understand, the images in your head.

CREATIVITY IN ADVERTISING
Doodles reinforce the associations of
internal images and so trigger new
ideas new playful way.
Doodles enables teams to develop raw
ideas in gradual stages and so prevent
good ideas from being killed off
prematurely.

Look For The Positive In Other


Peoples Ideas
If you want to promote the flow of
ideas, look for the positive aspects of
other peoples ideas. Even if you dont
get anywhere with an idea first, put
forth the question, Whats in it that
we can use? There will always be
some aspect that can be build on;
replace your inner CRITIC with an
inner

CREATIVE

and

exploit

all

possibilities from this new perspective.


Take the
improve

ideas good
it

by

point and

developing

and

cultivating the seed of the idea. This


strategy makes flexible and opens new
perspective.
One can learn to think What if? And
this will develop in time into an inner
attitude, which will open doors to new
ideas instead of closing them.

CREATIVITY IN ADVERTISING
Thinking What If?
What would be the advantage of
losing your job tomorrow?
Anything that looks like a catastrophe
at first may reveal a whole, surprising
series of positive aspects on a second
look. Develop the play of ideas a little
more and losing your job opens the
door

to

new

freedom,

new

opportunities, and a new future.


Thinking What if? Is a conceptual
switch, a change of perspective? You
look at the very same thing from a
different perspective. And you can be
sure that there are hundreds of other
standpoints

that

youve

never

envisaged

Make Mistakes And Have Fun


Doing It
To swear off making mistakes is
very easy; all you have to do is
swear off having ideas
Mistakes are basic learning principle,
accompanying all great discoveries
and often lending to brilliant ideas. Get
rid of the compulsion to come up with
nothing but good ideas that are ready

CREATIVITY IN ADVERTISING
to use! Say everything that occurs to
you, no matter how silly it sounds it
could be the raw material for the
brilliant idea. So Make Mistakes &
Enjoy it!!

A Fools Freedom
The greatest fear of many people is
making mistakes and looking silly I
front of other people. Learn to live with
this fear, by making a fool of you
deliberately but staying in control. Put
yourself in a ridiculous position by
making an abstruse suggestion, and
exaggerate it to the point where you
have to laugh at yourself. By doing so
you can achieve a degree of inner
freedom that allows you to leave
familiar paths behind and let your
imagination run free.

Develop Your Sense Of Humor


Humor is the healthy way of creating a
distance between ones self and the
problem, a way of standing back and
looking at a problem with perspective!!

CREATIVITY IN ADVERTISING
Humor reveals new aspects. Humor
disarms, relaxes, and releases
happiness hormones, its also
infectious, and so its one of the
most important creative tools for
teams looking for great ways to
communicate ideas. Dont just
make jokes at other peoples
expense,

however.

Instead,

look out for a really funny topic


in meetings yourself. Learn to
laugh at yourself. Anyone who
can see whats absurd and
laughable about him gains a
new freedom and gives the
team a creative boost.

Select Ideas Creatively


Sometimes the really interesting ideas
are simply eliminated or talked out
during the evaluation phase. Anything
unusual,

wild,

uncomfortable,

or

harder to translate into action, gets


dropped. At this stage, you need to
make new ideas from old, in order to
save potentially great initiatives.
Three Ways to Evaluate and Select
Ideas:
In

the

final

analysis,

there are three ways to reach a

CREATIVITY IN ADVERTISING
decision about which of the basic
ideas should be worked up:

Democratically: - The
team leader invites every
member of the meeting to
give a score to the ideas
they think are best and
deserve to be worked up for the
presentation. The idea with

most

points wins.
Use the Brief as a Yardstick: - The
main criteria from the clients brief are
used as the yardstick for assessing
which

ideas

have

reached

the

objectives.
Creative Director or Art Director: Depending on the agency culture, it is
of course possible that the creative
director or the art director will be the
one to decree which of the starter
ideas

will

developed

for

the

presentation

Turning Ideas Into Action


Art Direction brings an idea to life,
determining

whether

it

gives

the

campaign the boost that it needs or

CREATIVITY IN ADVERTISING
weakens it by going off on the wrong
course.

To Decide the Best Course of


Action
What does the basic idea need, for the
solution to hit the bulls eye?
What change could give the idea an
emotional kick?
What weak points does the idea have,
what seems implausible? How could it
be improved?
Is the idea to the point? What works
better?
What substitute or alternate can be
used to improve the idea?
Add new elements
Change a copy
Develop new headlines
What could

be done to make idea so appealing


that people will want to see it more
than once?

CREATIVITY IN ADVERTISING
What results Can You Expect From
The Dream Team Rules?
They produce a bigger

catch of valuable ideas.


They give the team a

creative boost.

They build structured

freedom and prevent sessions of


destructive chaos.

They foster faith in the

team and enhance motivation.

They allow a brilliant

group brain to develop.

They promote all sorts

of fun and increase individual creative


potential.
They save time, money and nervous
energy in the hunt for ideas.

ICKSTART

ATALOGUE
What is Kickstart Catalogue?

CREATIVITY IN ADVERTISING
Kickstart Catalogue offers strategies
likely to promote great ideas for
campaigns. There are no discussions
within the catalogue itself about what
is good or bad advertising, nor are the
tips on how to improve layout or copy.

A Toolkit for the Brain


Systematic

analysis

of

the

work

produced by creative reveals certain


patterns

and

strategies

in

their

thinking. Some creative strength lies in


analogy, while others always try to
induce a change of perspective and
others develop ideas by turning every
days situating on their heads. One
thing is clearing every case even the
best creative use only the part the
spectrum of possible ways of thinking.
If your strengths lie, for example in the
filed

of

metaphor

or

comparative

juxtaposition, then you probably dont


combine or reframe things very often.
This catalogue is a tool box containing
an inexhaustible supply of new brain
tools which one can use to expand
their own strategies.
This is incredibly useful when you are
looking for new unusual campaign
ideas for the press, TV and cinemas,

CREATIVITY IN ADVERTISING
events, promotions, packaging, web
banners, brochures or direct mailing.

Without Words
A picture is worth a thousand
words
The object of this little exercise is to
display

the

central

advertising

statement about the product at a


glance and without using the words.
Its the best to start by working out a
goal with single-minded proposition.
For Example: How can you show
without words that the new sports car
accelerates faster than any other car?
Here, first look for pictorial way to
represent

Acceleration.

The

key

question is: What are the key features


of acceleration and how can it be
represented pictorially, without words?
Think of the era of silent movies and
how ingenious the actors had to be to
convey complex situation and feelings
without words. Jokes which dont need
words are another fruitful source of
non-verbal stories to tell.

Mixing & Matching

CREATIVITY IN ADVERTISING
The goal of Kickstart questions is to
represent

the

central

advertising

statement clearly and convincing by


combining

or

associating

different

things. This method of developing


visual advertising messages is one of
the most frequently used today and
offers infinite possibilities. Try it for
yourself- there are no limits in your
imagination.
Combination as Creative Strategy
One of the most important creative
strategies is to combine two concepts
or

objects

unconnected,

that
so

were
as

previously
to

produce

something completely new. The result


should be a simple, unambiguous
advertising

message.

Combine

elements in such a way so as to make


the benefit immediately apparent: the
product, parts of the product, people
from the target group, the products
raw material, the original problem, the
benefit, the context, plants, packaging,
or people who have nothing to do with.
The less things you combine have to
do with each other originally, the more
exciting and surprisingly the result will
be.

CREATIVITY IN ADVERTISING

Comparative Juxtaposition
Comparative Juxtaposition such as
before and after are undoubtedly
some of the classics of advertising. To
tap into new sources of inspiration for
comparisons, one can use the method
to compose typical pairs of opposites,
like before and after, which can then
be used to stimulate advertising ideas.
List of Pairs of Opposites:

Old-Fashioned- Fashionable

Blindness- Vision

Ugly- Attractive

Mass produced- Exclusive

Past- Future, etc.

Exaggeration
Exaggeration
features

of

in
the

the

depiction

product,

of

problem

situations or solutions can grab the


viewers attention and emphasizes the
benefit.

Use

distortion

and

overstatement to develop great ideas;


with stating clear message and simple,
to avoid any misunderstanding that
would lead the target group to make
any negative associations. Dont have
any qualms about exaggerating things,
but do it with a wink so that the

CREATIVITY IN ADVERTISING
credibility of your message doesnt
suffer.

Provocation & Shock Tactics


Attention is in short supply nowadays,
so if you want people to notice your
campaign, be provocative! Provoking
means challenging, inciting, stimuling.
But be careful: being seen is not the
same as being looked at. Provocation
takes you across a frontier, but it
requires skill and will only lend you to
your goal if you think about what
youre doing: for example, drawing
attention to social issues, or warning
people of dangers.

A Change of Perspective
A change of perspective is first of all
an

excellent

way

to

generate

creative impulse during the process of


looking for ideas,and secondly it can
be used in advertising to show the
target

group

new

or

perspectives on the product.

interesting

CREATIVITY IN ADVERTISING
There are two ways to use the Change
of Perspective as a creative tool. First,
they can be used spatially, by showing
objects or situations from unusual
viewpoints: birds eye view, extreme
close-up, extreme distance, detached
from space and time. From outer
space, or simply from possible angle.
The second way is to imagine yourself
leaving your body and slipping inside
other people, objects or animals. Many
creative symbolically take on other
identities to get a creative boost from
the new view point of view. For
example:

Walt

Disney,

used

to

become the figure he was currently


drawing, going so far as to speak,
gesture and stand like the character in
his imagination.

Symbols & Signs


A symbol is a visual image that stands
for an object, a concept or a situation.
The drawing of a stylized car next to a
spanner represents a car workshop, a
cigarettes with a line across it means

CREATIVITY IN ADVERTISING
No Smoking. The meaning of Some
Signs

derives

from

casual

connection- Smoke is a sign of fire.


Another function of many symbols is to
convey

information

that

cant

be

expressed in words.

Absurd, Surreal, Bizarre


Plunging into the world of the absurd,
the

surreal

and

the

bizarre

is

fascinating in itself, and it also opens


up

rich

source

of

ideas.

Contradiction, exaggeration, distortion,


fantasizing and zany ideas are the
tools one need to create something
absurd or surreal.

Change the Product


Altering the product means changing
its shape, cutting it into pieces, adding
things, subtracting things, bending it,
squeezing it, bringing it to life, blowing
it

up,

making

it

transparent,

transplanting it to another body or


letting

it

rot.

There

are

endless

possibilities of changing it physically or


giving it a new meaning. Talk nonsense and really take off. You cant

CREATIVITY IN ADVERTISING
judge whether what you have is good
or bad

Alternative Uses
Playful approaches to the idea of
finding new uses for the product.
Where the product could be used,
outside of its original context? What
new situations could it be put to
emphasize the benefit, highlight a
feature
reveal

through
a

new

exaggeration,
perspective

or

or
an

unexpected function

Double Meanings
This refers to visual and as well as non
verbal double meanings. Most visual
ambiguity is based on optical illusions
which are a playful way to attract the
viewers

attention.

Most

verbal

ambiguity, on the other hand, makes


its point by wordplay or suggestions,
leading the reader along a path that
usually

ends

in

an

alternative

meaning. Both types involve people


playfully by inviting them to see both
meanings in a context that makes
sense.

CREATIVITY IN ADVERTISING

Play With Words


Playing with words means making
pictures with them. Its an invitation to
experiment with type, so that the copy
turns into pictures and the typography
becomes the message. Try to break
down the bounds of normal copy to
make the content leap out. Then style
your words like a clue in a crossword
puzzle. This will help you to scrutinize
your Ad copy as a source of ideas
about design (preferably fun ones) and
present

the

message

even

more

clearly and effectively.

LETS TAKE A BREAK

CREATIVITY IN ADVERTISING

A group of carpenters are at work. ...and a TV set, where a man hanging


However, their attention is divided over a chasm is clinging on to a woman
between their work...
for dear life.

CREATIVITY IN ADVERTISING

"Pakde rehna," the woman screams.


"Chodna nahin," the man pleads.
The workers watch...

...as the couple on screen keep up


the "Pakde rehna-chodna nahin"
strain for an incredibly long period.

CREATIVITY IN ADVERTISING

Fed up with the melodrama, one


of the carpenters gets up in
disgust. "Arre, yeh bhi koi film hai!"
he exclaims.

Wanting to continue with his


work, he walks over to the TV
and picks up a can of Fevicol
placed on top of it.

CREATIVITY IN ADVERTISING

Instantly, the man on screen


plummets.
Surprised,
the
carpenter peers at the can of
Fevicol he has picked up.
Slowly, he turns...

Headline: Fevicol Ka Jodd


Hai Tootega Nahin
Agency: O&M (National
Winning Award)
Client: Pidilite Industries

...and eyes another TV, atop


which a tub of Fevicol is
perched. The man on screen is
still dangling over the chasm.
"Chodna nahi..."

CREATIVITY IN ADVERTISING

Anti- Smoking Campaign

Best Social
Message Award

CREATIVITY IN ADVERTISING

Conclusion:

The

foundation

for

creativity is in individual, and so these


methods and techniques are to be
taken as tools and stimuli, to give you
more freedom of choice and so
enhance and liberate your creative
skills.

There is no one right way

to be creative. Creativity is a living


process with many possible strategies,
and the creative outcomes to which
they lead will depend on the context
and the individual.

If one person has learnt

how to develop really creative ideas, it


stands to reason that everyone else
can.

Creativity

demands

abundance, which is why the objective


is to increase the possible choices,
and so improve flexibility.

CREATIVITY IN ADVERTISING

Dont confuse the menu

with the meal: theoretical knowledge


will do nothing to increase your
creativity.

Try

experience

will

the

methods

nourish

you

out,
and

become a part of your strategies in


future.

If

something

doesnt

work for you, stop using it and try


something else.

Have fun!

CREATIVITY IN ADVERTISING

ARTICLES

Whats

The

Future

Of

Advertising
After Hours Correspondent DNA
Tuesday, November 08, 2005
It cannot be denied that as one of the
most rapidly growing professions in
India - advertising - is undergoing a lot
of change. To tap these changes, to
incorporate

consumer

and

media

perspectives, and to celebrate their


60-year existence in the industry, the
Advertising Agencies Association of
India (AAAI) is organising a three-day
symposium discussing the future of
advertising in India.
Primarily focusing on traditional and
contemporary methods in advertising,
the symposium will include consumer
reactions and influences with respect
to the profession. Predominantly, we
are trying to identify the current
challenges in advertising and the
different ways to meet them. The
industry per say is witnessing a lot
more ways to reach out to their
consumers

like

MMS,

blogs,

the

CREATIVITY IN ADVERTISING
internet, and ad guys need to catch up
on

these

new

techniques,

says

Colvyn Harris, CEO, JWT India, who is


also one of the keynote speakers
during the event.
Targeted towards the burgeoning and
existing

advertising,

marketing

media

professionals,

and
the

symposium will examine the future


consumers, communication challenges
and new media. The industry today
needs a thrust and much greater
recognition
scenario.

in
Though

the
it

international
has

been

advancing rapidly, there needs to be a


lot more effort to speed up the growth,
says ad man Piyush Pandey, who will
be addressing the event with respect
to positioning of advertising beyond
boundaries.

The

symposium

will

attract a galaxy of eminent speakers


(including the minister of state for
tourism Renuka
Chowdhury and ad guru

Prahlad

Kakkar) who will share their unique


perspectives on the future world in the
areas of connecting with audiences.

CREATIVITY IN ADVERTISING

Agencies Need To Think


Creatively
PTI [FRIDAY, NOVEMBER 11, 2005
MUMBAI:
India

Advertising

should

come

agencies
out

of

in

their

traditional styles and start thinking "out


of the box" in order to push the
creative

frontiers to

Piyush

Pandey,

new
a

heights,

well-known

advertising expert said on Friday.


"We have to struggle to see that the
good ideas are accepted by the
clients, and see the day of the light
and eventually converted into a real
creative
Chairman

Ad,"
and

Pandey,
National

Executive
Creative

Director Ogilvy said at a symposium,


organised by Advertising Agencies
Association of India (AAAI) here.
"Instead of convincing the clients, we
always make excuses that the client
does not accept the new idea or say
why tinkle around with the idea that is
working, as sales figures are doing
well," he said. "This very attitude has
to be changed and the creative people
should come out with ideas that touch
the psyche of a common man and see
to it that they convince their clients

CREATIVITY IN ADVERTISING
about the non-conventional ideas and
give their gut feeling a chance",
Pandey said.
He was of the opinion that the
advertising community should develop
a habit of not seeing beyond the
obvious, and starts seeing beyond the
30 yard circle in cricket field, "so that
we could clear that and see the
boundary lines".
"We, as creative people, should always do constant
soul searching to do things better and in a different
manner and not think of any framework and
boundaries to restrict our creativity", he said and
gave an example of the Hutch ad's with the `Chhota
Recharge' offer.

Piyush Pandey Adds another Feather to


His Cap
The Indiantelevision.com Team
(13 December 2002 12:30 pm)

MUMBAI: There's

no stopping Ogilvy & Mather group president and


national creative director Piyush Pandey who is
moving from strength to strength. Pandey has
bagged yet another international award. This time
he has been judged the 'Creative Person of The
Year Asia Pacific for 2002,' by Hong Kong based
Media Magazine. The award comes in recognition of

CREATIVITY IN ADVERTISING
his contribution to the advertising industry and
efforts to raise the creative standards across the
industry. Its an achievement for us as well as (for)
India. We are happy that India has made its mark at
yet another global forum.
And we're sure many more Indians will walk this
floor," Pandey was quoted as saying in The
Times of India.
Ogilvy & Mather has bagged quite a few awards
this year: the most memorable one being the
Gold Lion in the press and poster category for its
`Second-hand smoke kills' anti-smoking
campaign for the Cancer Patients Aid
Association (CPAA); and silver for the
`overloaded bus' spot for Fevicol, at the Cannes
Lions, International Advertising Festival held in June
this year. The anti-smoking ad also won a silver
Pencil at the One Show 2002 and a bronze at the
Clio Awards 2002.Similarly, Pidilite Industries
Limited --- the makers of Fevicol ---- has won
several international advertising awards.

IBLIOGRAPHY

Reference Books

Creative Advertising
Pricken

Mario

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Ogilvy in Advertising
Ogilvy
Search Engines
www.google.com
www.angencyfaqs.com

David