The Power Of Creativity

Question 1

The Power Of Two

Answer 1

‘An idea is nothing more, nor less than a new combination of old elements’ Young, 1964

Question 2

What two elements create good ideas

Answer 2

1) influences- look for Outspiration. The wider the gene pool the more combinations
2) Persistence- non-obvious combinations

Question 3

What is Diagonal Thinking

Answer 3

The ability to think linearly (logically) and laterally (imaginative leaps)

15% of people are diagonal thinkers

Question 4

What are T-Shaped People

Answer 4

Combining deep skills within specialist disciplines (vertical) and an ability to cooperate with those from different disciplines (horizontal)

Question 5

What are the trends of 20th Century advertising

Answer 5

1) Birth of AIDA
Attention, Interest, Desire, Action

2) Salesmanship in Print

Question 6

What are the trends of pre-ww2 advertising?

Answer 6

Attention and increasing Saleability

1) more focus on capturing attention due to the adoption of recognition scores
2) more striking ads

Question 7

What are the trends of 40s/50s advertising?

Answer 7

USPs and Motivational Research

1) USPS by Reeves
2) Motivational Research- Betty Crocker

Question 8

What are the trends of 50s/60s advertising?

Answer 8

Creative Revolution

1) Merging of copywriters and creative teams
2) Account planners- taking researchers out of agencies back rooms

Question 9

What are the trends of 80s/00s advertising?

Answer 9

Online Advertising

1) Dial Up Connections
2) first banner ad had a CTR of 44%

Question 10

What are the trends of present day advertising?

Answer 10

Story telling

1) Developing a broader narrative for the brand

Question 11

The debate between desire and influence

Answer 11

The role of increasing desire versus applying the right level of influence

Question 12

The Big Debate between traditional and Digital

Answer 12

Traditionalists have a deep understanding of the customer

Digitalists can drive clicks but have no idea why

Question 13

What is the Purple Patch

Answer 13

• TV: Netflix
• Cinema: all time high
• Music: Spotify/Apple Music

Question 14

What are the reasons creativity could be ‘dying out’

Answer 14

1) Rise of the internet- so cheap to distribute, no logic in investing in creativity
2) Big Data - programmatic buying places importance on observations of behaviour rather than deeper human insights
3) Fragmentation- fracturing consumer attention
4) Annoyance- cultural shift