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THE CREATIVE STRATEGY -A SUMMARY

In my experience it is perhaps the most important step in channeling


creative thoughts. It not only gives direction but organizes the mind. In
review, then, here are the five steps that can help in developing a
strategy:

l. Figure out to whom you're talking-and be as specific as possible (the


audience);
2. Figure out what actions you'd like them to take (the objective);
3. Figure out the principal thought you'd like to leave them with (the core
idea);
4. Figure out why the principal thought is valid (the "because" section);
and
5. Be aware of any influences or perceptions that might affect the
creative message.

IN SUMMARY

1. Before any creative project is undertaken, the objective or objectives


should be put in writing. The more focused the objectives, the better
chance you have to achieve them creatively.

2. In advertising and marketing, creative objectives become a part of the


creative strategy. The more single-minded the creative strategy, the
more effective the advertising.

3. Also included in the creative strategy is a definition of the audience to


be reached, a description of what action you want the audience to take,
the principal thought that the audience should be left with after seeing
the advertising, the "because" statement that gives the audience a
reason to believe the principal thought, and the pertinent consumer
perceptions concerning the product or product category or the
conditions in the market place that might influence the creative
execution of the strategy.

4. Fact gathering is a most important step in developing any creative


strategy. A check list that includes three main sections (background, the
product or subject itself, the current climate in which the product or
subject will be presented to the audience) is a most useful tool.

5. An important part of any creative person's arsenal should be a note


pad and pencil. Taking notes not only helps in the organization of facts
but also in the idea-generating process.

10. One of the most important functions of anyone in a managerial


position is to act as a sounding board for the ideas of the creative
people. Objectivity is a key to success in this role.

11. Because objectivity can sometimes be lost through continued


involvement, many organizations use impartial review boards as a final
check on creative projects. This board usually judges whether or not the
creative project is attaining its objectives and whether or not the
creative execution is creative enough to gain the audience's attention
and nudge them into the required action.

12. The creative block is one of life's major creative problems. Successful
creative people have their own individual ways of hurdling these blocks.
The creative manager can help by acting as a sounding board, giving
encouragement and confidence, reminding them of facts and strategies
and reinterpreting them if necessary, stimulating new approaches with
free-thought impressions that might give them a new and different

creative direction. Hold back nothing. This is the time when the creative
manager can be most valuable.