Creative Strategy - Planning & Development

7/31/2019 Creative Strategy - Planning & Development

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Recap of Session planBIMTECH - IMC!Session-wise Plan (3 hours/session)

1!Introduction to IMC

2

Organization for Advertising & Promotion!3

Source Message and Channel Factors!4

Creative Strategy: Planning & Development!5

Media Planning & Strategy!6

Sales Promotion!7!Public Relations!8

Direct Marketing & Personnel Selling!9

Events Marketing!10

Group Assignments & Presentations!


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Creative Strategy:

Planning & Development(30-Jan-2012)

Rishabh Mehrotrahttp://www.linkedin.com/in/rishabhmehrotra | email: [email protected]


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Module aim1.To discuss what is meant by advertising creativity and examine the role of

creative strategy in advertising.

2.To examine creative strategy development and the roles of various clientand agency personnel involved in it.

3.To consider the process that guides the creation of advertising messagesand the research inputs into the stages of the creative process.

4.Provide you with some best practice guidelines on how this works in thereal life scenario.


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Point for discussion with the class:

What is advertising creativity?


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Point for discussion with the class:

What is the role of creative strategy in advertising?


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Determine what the advertising message with say orcommunicate and how will we say it...


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Point for discussion:

If you have a product like this do you really need a creative strategy to talk about this?


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The creative process of advertising is guided by specific goals and objectives andrequires the development of a creative strategy or plan of action for achieving the goal.

Creative Strategy development actually begins with a thorough assessment of themarketing and promotional situation and a determination of what needs to be

communicated to the marketers target audience.

Creative strategy should, however, also be based on a number of other factors that arestated in the Briefing Process.


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The Briefing process Provides a plan or checklist that is useful in guiding the development of an advertising

message or campaign.

This document is prepared by the agency team or group assigned to the account andmay include creative personnel as well as the account coordinator and representatives

from media and research.

The advertising manager and/or the marketing and product manager from the client sidewill also be involved in the process and must approve this document.


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Forget, just for a minute, that you are preparing a creativebrief.

Instead pretend that you are standing on the bank of a river -about to build a bridge


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Around you are architects, builders, all sorts of differentexperts that you have hired to help you. They might come

from different specialities, companies, they might come from asingle-one-stop-bridge-building company

It really does not matter - all that matters is that you can buildthe best and most effective bridge you can

So what brief should you give them in order to get thatperfect bridge?


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How about - Where it should star t from?


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How about - Where it should star t from?where are you standing right now? where is point Athey need to know that - it is not up for debate... right?


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And what about - where it should finish?


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And what about - where it should finish?where is point B - the destination - right? if i were an architect - thats the bit of information i would

want made pretty clear --


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Finally - what about - how to build the bridge itself?


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Finally - what about - how to build the bridge itself?Probably not - may be you would give them some ideas on

what the bridge may look like, what vehicles will need to go

over it or under it, how high the hand rails should be, etc.but you are not going to tell them how to build that bridge -thats their job - you are going to sit back and wait to see the

drawings


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Its the same with briefing the agencies:They need to know where you are nowand they need to know where you want to get toWhat will success look like?

How will it be measured?


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Why write a brief?There are three compelling reasons why it is worth writing a

brief - for every piece of work that you commission an agency

to do? It leads to better, more effective and measurable work

It saves time and money

It makes remuneration fairer


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The principals behind a good

briefWritten briefsClarity of thinkingClearly defined objectives


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written briefs

Research shows that 94% of clients and 98% of agenciesbelieve that a combination of written and verbal briefing is

ideal


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Clarity of thinking

a good brief is not the longest and most detailed, its one whose clarity and focus they are briefs because they are meant to be brief - they are

a summation of your thinking


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Clearly defined objectives

Ultimately the point of communication is to get people to dothings. Which people? What things? Youve got the basis of the

brief right there. Everything else is detail (Source: ISPA - Briefing research 2002: Agency Sample)


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what a good grief should contain Project ManagementWhere are we now?Where do we want to be?What are we doing to get there?Who do we need to talk to? How will we know we have arrived? Practicalities Approvals.


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project managementEnsure basic facts of the project are provided:

Date, project name, project type, job no. etc.Company/ operating company/ brand ownerBrand: Name/ VarientClient Team: Names/ titles/contact detailsAgency(s): Names/ titles/contact details


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Where are we now? Describing the current position of the brand

its background key issues it faces defines the start point for the journey on which communication will take the brand

The brief should try to contain the following information: product or service descr iption (including key attributes and benefits) manufacturing or service delivery distribution channels market size (volume and value) customer usage data the brands positioning its history of brand communications competitive brands/ products and their communication activity, etc.


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Where do we want to be?This section defines the desired destination of the journey on

which the successful communication will take youA single minded and measurable objective is usually a pre-

requisite Typical objectives are to effect improvement in sales, usage,

awareness, image, reputation, profitability, customer profile,shareholder value, and/ or response levels - although there

are many other possible objectives of communications


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What are we doing to get there?

Marketing strategyCampaign strategy


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WHo do we need to talk to? all communications are designed to elicit a certain form of response from a particular group of people these target groups should be defined and prioritized as accurately as possible via

demographics

lifestyle product usage attitudes, etc

equally important are the insights that you and your agency(ies) already hold about these target groupsthat can be leveraged to create the desired reaction often your agency will conduct further research to generate even greater understanding - and your

existing insights will provide them the useful and welcome platform to build on.


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How will we know weve arrived? you and your agency needs to know what success (or failure) will look like ideally measures should be put in place to establish weather the campaign delivers

against the desired objectives how will the campaign be measured? when will it be measured? who will measure it?

remember that most communication campaigns are steps along the path of abigger journey - progress towards the bigger longer term and corporate goal

should also be measured


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PRACTICALITIES

BUDGETSTIMINGSOTHER CONSIDERATIONS


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APPROVALS

Name of the person who has the authority to sign off thework?


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recapStart Here

1. Project management2. Where are we now?

3. Where do we want to be?4. What are we doing to get there?

5. Who do we need to talk to?6. How will we know weve arrived?

7. Practicalities

8. ApprovalsBrief Now


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A. The Briefing Process A copy platform provides a plan or checklist that is useful in guiding the development of an advertising

message or campaign. This document is prepared by the agency team or group assigned to the account and may include creative

personnel as well as the account coordinator and representatives from media and research. The advertising manager and/or the

marketing and product manager from the client side will also be involved in the process and must approve it.

B. Advertising Campaigns Most advertisements are part of a series of messages that make up an advertising campaign, which

consists of multiple messages, often in a variety of media that center on a single theme or idea. The determination of the central theme,

idea, position, or image is a critical part of the creative process as it sets the tone or direction for the development of the individual ads

that make up the campaign.

C. The Search for the Major Selling Idea An important part of creative strategy development is determining the central theme that will

become the major selling idea or big idea for the ad campaign. There are several different approaches that can be used for developing

major selling ideas and as the basis of creative strategy. Some of the best known and most discussed approaches include:

1. The unique selling proposition this concept, which was mentioned in the opening vignette, is described in Rosser Reeves Realityin Advertising. Its three characteristics include:

each advertisement must make a proposition to the consumer

the proposition must be one that the competition either cannot or does not offer

the proposition must be strong enough to pull over new customers to your brand

2. Creating a brand image some competing brands are so similar it is difficult to find or create a unique attribute or benefit so the

creative strategy is based on the development of a strong, memorable identity for the brand through image advertising.

3. Finding the inherent drama -Leo Burnett believed advertising should be based on a foundation of consumer benefits with an

emphasis on the dramatic element in expressing these benefits.

D. Positioning the basic idea is that advertising is used to establish or position the product or service in a particular place in the

consumers mind.


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Sources, References and additional reading material:

THE CLIENT BRIEF - a best practice guide to briefing communication agencies - Communications Agencies Federation (CAF)& ISBA-The Incorporated Society of British Advertisers (ISBA)

TRUTH, LIES & ADVERTISING - THE ART OF ACCOUNT PLANNING - JON STEEL

ADVERTISING MANAGEMENT - BATRA, AAKER & MYERS

OGILVY ON ADVERTISING - DAVID OGILVY

CONSUMER BEHAVIOUR - INSIGHTS FROM INDIAN MARKET - RAMANUJ MAJUMDAR

Documents

Creative Strategy - Planning & Development