9 - Managing Creativity in Advertising and IBP

Question 1

Creativity definition

Answer 1

The ability to consider and hold together seemingly inconsistent elements and forces, making a new connection.

Question 2

Lee Clow example - creative geniuses in the advertising business

Answer 2

Lee Clow is the chairman and global director of TBWA\Worldwide, and had been its chief creative officer. Advertising Age referred to him as “advertising’s art director guru”.

Question 3

Account executive who?

Answer 3

The liaison between the agency and the client. Its a job of negotiation, gentle prodding, and ambassadorship.

Question 4

IBP and symphony orchestra

Answer 4

Preparing and executing breakthrough IBP campaigns is a people intensive business.

Question 5

“The wisdom of teams” - J. Katzenbach and D. Smith

Answer 5

1. Teams have become the primary means for getting things done.
2. Teams are effective in organizations where the leadership makes it clear that the teams will be held accountable for performance
3. Blending expertise from diverse disciplines often produces most innovative solutions to many different types of business problems
4. Effective teams find ways to let each individual bring his or her unique contributions to the forefront.
5. Teamwork promotes learning from each other
6. Leaders identify goals, ensure consistency with the strategy, help every member and don’t let any individual fail.
7. Teams composed of members who trust one another are liberated to be more creative because no one is worried about having their best ideas stolen.

Question 6

Creative brief definition

Answer 6

Document promoting good teamwork and fostering the creative process

Question 7

Cognitive style definition

Answer 7

The reflection of the unique cognitive preferences of each person for thinking about and solving a problem

Question 8

Carl Jungs 3 dimensions of cognitive style

Answer 8

1. Sensus versus intuiting
2. Thinking versus feeling
3. Extraverted versus introverted

Question 9

Creative abrasion definiton

Answer 9

Clash of ideas

Question 10

Interpersonal abrasion definition

Answer 10

Clash of people

Question 11

Brainstorming definition

Answer 11

Organized approach to idea generation in groups

Question 12

8 rules of brilliant brainstorming

Answer 12

1. Build off each other
2. Fear drives out creativity
3. Prime individuals before and after
4. Make it happen
5. Don’t pretend to brainstorm without a skilled facilitator.
6. Embrace creative abrasion
7. Listen and learn

Question 13

3Ps creativity framework

Answer 13

The factors that foster creativity:

1. People
2. Place
3. Process

Question 14

Why does advertising need creativity?

Answer 14

♠ Visible - Creativity helps brand messages break through the clutter – if an ad isn’t visible, it isn’t memorable
♠ Fresh - Creativity helps brands stay current, fresh, and top-of-mind
♠ Connect - Creativity helps brands connect with consumers in meaningful, memorable ways

Question 15

James Webb Young (founder of Young & Rubicam) quote

Answer 15

“Creativity emerges from integrating seemingly unrelated concepts; from forging novel connections.”

Question 16

Common traits of “creatives”

Answer 16

‣ Self-confident & assertive 
‣ Childlike 
‣ Unconventional 
‣ Hardworking 
‣ Independent, outsiders 
‣ Internally-driven 
‣ Risk takers 
‣ High tolerance for ambiguity 
‣ Self-promoters

Question 17

Steve Jobs quote on creativity

Answer 17

“Your thoughts construct patterns like scaffolding in your mind. You are really just etching chemical patterns. In most cases, people get stuck in those patterns, just like grooves in a record, and they never get out of them.”

Question 18

Creativity is a constant challenge

Answer 18

creative efforts don’t exist in vacuums … they always serve specific client objectives

Question 19

The “Twin Masters” - the merging of creativity and strategy

Answer 19

♠ Advertising / IBP is “an art and a disciplined solution to a communications problem”
♠ A creative idea is both original (different, novel, unexpected) and right for the brand / product / target audience(s)

Question 20

Creatives, Agencies, Clients - IBP is a social process that involves constant negotiation among groups of people with strong, differing opinions & motivations

Answer 20

♠ Client - wants big ideas, but can be risk-averse; may “kill” ideas and cause tension
♠ Agency - account executives meld the client objectives with the artistic vision of creative
♠ Creative - develop “big ideas” for the client; they are passionate about their ideas

Question 21

Advantages of Teamwork in the IBP Creative Process

Answer 21

♠ Speed - Teams can solve problems / derive solutions faster
♠ Synergy - Blends diverse expertise and perspectives –>creativity
♠ Growth - Stimulates individuals to learn, grow, and question their opinions
♠ Confidence - Ideas that make it through team decision-making are stronger; more defensible

Question 22

The six key parts of a creative brief

Answer 22

1. Audience - Clearly define and specify the target audience
2. Objective - What should the creative messaging do? Raise brand awareness? Convey a fact? Get people to visit a website?
3. Personality - Clearly define the brand’s personality so that the creative strategy complements it
4. Message Theme - What do you want the audience to think? What is the key benefit you need to convey in the messaging?
5. Support - Why should the audience believe this benefit?
6. Constraints - Identify all mandatory items that must be integrated into the messaging (e.g., website address, slogan)

Question 23

Subaru creative brief

Answer 23

1. Audience - 30- to 40-somethings with young families who crave outdoor adventures and/or want a safe vehicle with ample space
2. Objective - Create / reinforce the fact that the Outback is a perfect vehicle for family adventures
3. Personality - Outdoorsy, dependable, safe, rugged, stylish
4. Message Theme - The Outback’s symmetrical all-wheel drive feature enables family off-road adventures
5. Support - Small text lists additional info; support mostly not in ad
6. Constraints - Logo, website, show car, show target audience?