Creative Module

8/11/2019 Creative Module

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Prepared by Ma Teresa Almazora for DDB Creo

ClientBriefing

Start Point

IdentifyingMarketing Issues& Opportunities

Knowing TheClients Business

Summary ofMarketingStrategy : Definingthe Most CriticalProblem to Solve

CommunicationsBrief: Setting Downthe Strategic Idea=Message +Insight +Creativity

Guided by BrandDNA (Conviction)

CommunicationsPlan: Exploding theIdea into a BIGIDEA

Know ing TheMarketingCommunicationsTools - Media,Digital, PR, Ad &Promo

S t r a t e g i c P l a n n i n g 1 0 1

Preparation ofCreatives Presentation

AssessingCreative Work

PresentingCreative Work

E A L : P i t c h i n g 1 0 1 ( o r g a n i z i n g f o r a p i t c h )


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ASSESSINGCREATIVE WORK


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Prepared by Ma Teresa Almazora for DDB CreoPrepared by Ma Teresa Almazora for DDB Creo

What havewe got?

The BigIdea

What do Ifeel?

FirstReaction

Will the targetgo for it?

Consumer

Is it unique?

TheCompetition

Is it what wasasked for?

The Brief

Can it bedone?

Realitycheck


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How does the idea hit you asa human being, not as a professional

communicator?

How does it make you feel before youve

had a chance to over think it?

What do Ifeel?

FirstReaction


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Trust your gut. Trust your instincts.

Every decision is ultimately emotional, nomatter how people try to rationalize it.

Antonio Damasio When Emotions Make Better Decisionshttp://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/
http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/


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Business Objectives

Key Issues Barriers & Opportunities

Communication Objective (Think/Believe/Do)

and Measurement

Target Audience

Insight

Strategic Message

Brand Effect

CONTENTS OF A TYPICAL BRIEF

Is it what wasasked for?

TheBrief


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The BIG Idea is indispensable without it, thework cannot deliver the strategic messagethe way chosen to bring the strategic message to life

routes are usually demos, metaphors . Think: figures of

speech provide emphasis, freshness of expression andclarity. Neuroscience experiments show the same brain center for insightmetaphors and punch lines of jokes.http://www.youtube.com/watch?v=rNVEZ5Whmk8&feature=related

The Execution is contingent you could do itthis way, or another

the way(s) chosen to bring the idea to screen or page

What havewe got?

The BigIdea
http://www.youtube.com/watch?v=rNVEZ5Whmk8&feature=relatedhttp://www.youtube.com/watch?v=rNVEZ5Whmk8&feature=related


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Objective: Convince the target to choose a Samsonite suitcase on the basis of

toughnessStrategic message: You need a tough Samsonite suitcase because luggage goesthrough hard beating when you travelBig idea: Heaven and hell metaphor to emphasize what the luggage goes through whentravelling compared to its owner Execution: Relief sculpture, print ad, man (instead of woman) as traveler, etc.


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The objective: Convince the target to choose Monami because it writes with the finestlines without blotchingThe strategic message: Monami pens fine, no -blotch lines make writing lookexquisitely beautifulThe big idea: Demonstration of Monamis fine, no-blotch lines by using Monami to drawdelicate artworkThe execution: Vase, bowl, plate, china ware, print ad, etc


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A BIG idea has insight. It helps make sense of

confusing experiences and seemingly isolatedfacts. It leaves a mental template for seeingthings better and, in that way, it is relevant andrewarding. It does not end thought, it activates

thought. It is involving.


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Objective: To make the target think of Nescafe Classic as Kape NgBayan (The National Coffee)Strategic message : Nescafe Classic understands what waking up in themornings means to Filipinos, that its for a purposeBig idea / Insight: (metonym) Substitute pampagising which is thetypically perceived function of coffee with pampabangon , a similar but

more inspiring sense as Filipinos want to rise, not just wake up

http://www.youtube.com/watch?v=jZHOgChBnbI Nescafe Bangon

d b l f
http://www.youtube.com/watch?v=jZHOgChBnbIhttp://www.youtube.com/watch?v=jZHOgChBnbI


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A BIG idea is campaign-able. It can be expressed in different ways without

getting lost. It has longevity.

It provides a theme that integrates allexecutions and brands a campaign

It can present a clear platform for a campaignof several executions even without a tagline tospell it out

BIG

P d b M T Al f DDB CP d b M T Al f DDB C


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Objective: Make the target stop using disposable wooden chopsticksStrategic message : The amount of disposable wooden chopsticks we usedestroys not just trees but entire forestsBIG idea : Reverse engineering to demonstrate that chopsticks cannot berecycled back to living forestsHow can you apply the idea to Advertising? Digital? Promo?

P d b M T Al f DDB CP d b M T Al f DDB C


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To have impact and to captivate,work has to be original , novel, fresh,unexpected or even risky.

>> interest in the brand is deliveredby compelling news and/or

compelling creative (Milward Brown Link Test)

Is itunique?

TheCompetition



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What was the product news? NoneWhat was original, novel, fresh, unexpected and risky? Thecreative work

http://www.youtube.com/watch?v=j71Rfwe0rqk Coca-cola Entierro

http://www.youtube.com/watch?v=j71Rfwe0rqkhttp://www.youtube.com/watch?v=j71Rfwe0rqk


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SurprisedExcited

AttractedInspired

AffectionateContented

ProudConfident

HatredRepelled

Angry

Disappointed

SadUnimpressed

Guilty

Inadequate A C T I V E =

E n g a g e m e n

t

PASSIVE

POSITIVE = Brand Appeal

NEGATIVE

Brand advertising has to motivate consumers to act in an affirmative manner either tobuy the product or to drive a more positive opinion of the brand. Ads that evoke positiveemotions tend to have a more positive effect on the brand.

Sometimes it is necessary to engage consumers in an active-negative way. Governmentadvertising for example, often utilizes this strategy to change consumer behavior (usually tostop it e.g., smoking, excessive drinking, dangerous driving).

-Source: Millward Brown Knowledge Point, ShouldMy Advertising Stimulate An Emotional Response?

x

Will thetarget go

for it?

TheConsumer



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Did you buy this idea?


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p y

Some campaigns will inspire mash-ups,spoof responses, re-edits and other onlinechatter. At this point, you start to losecontrol of the campaign, and things maytake unexpected twists and turns.

An off- strategy viral ad can harm a brandsequity faster than an ad in traditionalmedia. The goal, then, should beappropriate distinctiveness, rather thanthe reckless pursuit of buzz.



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p yp y



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If in doubt, consult a producer.

Can it bedone?

Realitycheck


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THE 8

PRINCIPLES

1. Be clear on your objectives

2. Build rapport

3. Ignite enthusiasm

4. Prepare client to sell up the

line

5. Pay attention to non-verbal

responses

6. Give reassurance

7. Deal with negative feedback

8. Manage the stage

1 2 3

4 5 6 7

8



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Desired outcomes; decisions needed

Sell the idea?Sell an execution, or several?

Get two routes into research?

Be clear on your presentation objective

1



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Adapt your style to your clients -- theirculture and expectations. But no panderingKnow and engage the decision-makers andinfluencersInvolve them; create a sense of

collaboration

Build rapport

2



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Show passion for the idea, back it up withgood reason

Narrate the creative leapDescribe how the idea can develop and

grow BIG3Ignite enthusiasm



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Ensure they understand the core idea;

protect the idea above the executionsArm them with answers to questions theymay get

Dont oversell

Prepare your clients to sell to the up the line

4



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Do they get it? Is anyone looking blank?

Check if its all clear. Put questions at keypoints

Help them assess their feelings (we felt

this when we saw )

Pay attention to non-verbal responses

5



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Demonstrate how the idea answers thebrief/why it works (relate to target audience)

Defuse worries upfront by answeringpotential objections

Show youre on top of budgets, timings,

copyright, etc

Give reassurance

6



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Dont be defensive: welcome questions,show curiosity, empathizePin down critics to be specific What is the issue Be flexible where you can but be firm

where it really matters

Deal with negative feedback

7



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The more you have prepared the less nervous youwill be

Prepare stimuli, illustrations, leave-behindsRehearse with the team; create some theatre

Hand gestures increase recall by up to 30%*Slow nodding spurs agreeability

Power liftWhere you sit is your position

Manage the stage. Direct the show

8



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Ensure understanding, manage discussion, respond to questions

ShowCampaign -

ability;longevity

IMC/Details

GiveRationale/why it will

work

ConsumerInsights

Revealthe Idea

The killercreative piece

Define theMeetingsObjectives

OutcomesWanted

DecisionsNeeded

Revisitthe Brief

Confirm Agreement

The Presentation Structure



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Good luck!

Documents

Creative Module