CREATIVE STRATEGY: PLANNING & DEVELOPMENT

03-Feb-2012

rishabhmehrotra@gmail.com

Friday 3 February 12

THE iPOD
The

product that has become a cultural phenomenon and an indispensable part of the lifestyle of millions of people who own one the way we consume music

Changed Not

just changed the fortunes of Apple Inc. but also the global music 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 worldwide as of October 2011

see handout: The iPod economy Advertising Age

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 So

what did iPod do for the music industry? of discussion)

(point

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ABSOLUT VODKA

The

creative strategy for the brand plays off the distinct distinctive shape of its bottle and depicts it with visual puns and witty headlines that play off the Absolut name handouts: Absolut Case study

See

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(JAMES WEBB YOUNG MODEL)

Immersion Digestion Incubation Illumination Reality

THE CREATIVE PROCESS

of verication

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ACCOUNT PLANNING
A

process to gather information and help creative specialists as they 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 target audience the process from the customers point of view

driving

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INPUTS TO THE CREATIVE PROCESS PREPARATION, INCUBATION, ILLUMINATION

Background Research Product/ Service-Specic Research Qualitative Research Input (FGDs/ indepth interviews)
INPUTS TO THE CREATIVE PROCESS VERIFICATION, REVISION

FGDs, Pre-tests Concept tests

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CREATIVE STRATEGY DEVELOPMENT

knowledge of vital marketing information

Client gatekeeper (Brand Manager)

Client/ Agency Communication

Agency gatekeeper (Account Manager)

Internal Agency Communication

Creative Team

internal client decision on how information should be shared with agency

agency gatekeepers decision on how much client information to be shared with creative staff

Creative Output

Source: John Sutherland, Lisa Duke, and Avery Abernethy - A model of marketing information ow

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THE REALITY
knowledge of vital marketing information

Client gatekeeper (Brand Manager) + Client Team

Client/ Agency Communication

Agency gatekeeper (Account Manager) -SUIT-

Internal Agency Communication

Creative Team

Account Planner
agency gatekeepers decision on how much client information to be shared with creative staff

internal client decision on how information should be shared with agency

Consumer Research

Creative Output

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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

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