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With the snap-like emergence of mobile technology and social media proliferation, advertising practitioners and marketers alike are experienceing a compression of the traditional approach to managing creativity. This short guide reappraises the effective and effecient processes to creativity in the age of Mobile.
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How to Kill the
Creative Process
@mauricechike MauRs ADictive
Sir John Hegarty: Film Lions Jury President Joe Pytka: Film Craft Lions Jury President
Cannes Statistics
• Hegarty's Film Lions jury watched 3,125 commercials. * Pytka's Film Craft Lions jury watched 2,029.
• 3 Grand Prix • 21 Gold Lions • 38 Silver Lions • 70 Bronze Lions
• 0 .4 % of all Film submissions this year—best of the best.
• Dumb Ways" won or shared the top prize in Film • Integrated, Direct, PR and Radio • 18 golds, three silvers and two bronzes, across those 5categories like Cyber, Promo & Activation, and Media.
How we birth creativity.
Creativity is divergent thinking- namely, the ability to find unusual and non-obvious solutions to a problem.
Creativity in Advertising Harvard Business Review, (2013)
How we birth creativity.
A chat with Patrick Oniel, Creative Diretcor TBWA on creative process
Re-Briefing
Strategic Preparation
Strategic Decision
Creative Brief- Copy Strategy
Search for Ideas
Describing the Main Idea
Client Briefing
Internal Presentation
Rehearsal
Internal Presentation
Market Research Adaptation of Market Research
Production Briefing
Shooting Production
Adaptation
Publication
The Process of Supply Chain Management for Ideas
Do we still practice the creative process standard today?
Creative Process
Individualism.
Vs.
Collaboration
How we birth creativity.
Individualist Perspective • Sole Initiative towards decision making
• it encourages peer competition/ Boosts creativity
• Promotes self discovery
• Breeds Narcissim
• Personal goal over all
• Destructive to social creativity in the long run
Mind Mapping : An Individualist approach to creativity
Creative Process
• Team work toward achieving group goals
• Fosters cross fertilization of ideas
• Enable’s group to benefit from all participants
• Narcissist opinion could kill a stronger idea
• Requires strict adherence to rules
• Could easily become another social gathering
Collaborative Perspective
• Fosters creativity among peers
• Expands ideas
• Encourages the process and level of thinking
• Increases personal and agency productivity
• Empowers you to think on your own
Brainstorming: A collaborative approach to Creativity
BIG IDEA Theory
Client Ideas Award Ideas
The Theory of Client Ideas
“ Whatever Agency “ video. The Client Service Agency
Why do clients reject really good Big ideas?
Do you speak my Language?
• Market Oriented • • Consumer Focused
• Sales Driven
• USP empowered
• Realistic
• Market Share
Classic client Idea
turn award Idea.
From product centric
to Social enablement
“ Coke Can “ video. Weiden+Kennedy Portland
Creative Process
The Theory of Award Ideas
Why some Big ideas always win Big!
Jury look for…
• The artistic • Revolutionary • Solid human truth • Engagement • Fantasy • Social share
A chat with David Nobay, Creative Chairman Droga 5, Austrailia
Classic award idea
turn world’s longest client fling.
From award winning to consumer involving.
“ Nike- Greatness “ video. Weiden+Kennedy Portland
Creative Process
Finally,
Classic Hybrid Idea
Consumers want …
• Entertainment • I see myself in it appeal • True to reality • Not a product sale. • Audience Cheer
Once in a while… Some agencies import genius thinking
standard v
“ MTN I don Port“ video. DDB Lagos
Hybrid Ideas?
Award Ideas?
Client Ideas?
Do the creative process for each differ or are they same?
Take out
• Have a vision
• Better still, have an idea
• Outline your objectives
• Plan & follow your creative process
• Always involve the PEOPLE, make it social
• Evaluate, measure, and reapply with improvements
Shekinah.
I’m sorry sir, I just KILLED IT!
@mauricechike
