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“THE CAT IS ON THE MAT,” is not the story. “THE CAT IS ON THE DOG’S MAT,” now that’s the story.
Advetising is both art and science. The science of advertising is the analyititcal part that we have been looking at up yo this point: setting goals, deciding strategy, choosing among different creativity styles. Some people call this step convergent thinking because the process is to distill lots of information into the core advertising strategy. What is it that adds sparkle and life to a well-planned and implemented advertising campaign? It’s th ‘ah’ factor: that brilliantly simple,but inspired creative edge. In Advertising the world is flat. Agencies are structured on a linear basis. Campaigns are created in linear formats. There are all kinds of rails and fences and obstacles to keep creative thinking linear. Advertising is a big business and ranks among the top industries in the world. The growth of the top advertising industry in any country is in direct relation, its creative senses and talents if the advertising professionals. The word advertising is derived from the Latin word ‘adverto’, that means “To turn towards”. Advertising leads to attention towards something i.e.
the advertising message, which is the purpose of advertising and the objective of the advertising Creative Advertising starts with proper
creative planning. This includes the conceptualizing of basic ideas to
their final implementation. The ideas are visualized considering basic human motives. Advertising is nothing but selling ideas. Creative thinking is the sound ground where one can reap a rich harvest of ideas. The creative part of advertising is what comes before the potential customers and it is here that the fate of the campaign and consequently of the product being sold could be decided.
Objective of the Project:
Creativity is something you cannot think of as ‘Let’s stop and be creative’. You need to think of “Creativity” as a discipline, just like ‘Organization’, ‘commitments to results’, or ‘responsibility’. This project tells us the importance of Creativity in Advertising as creativity demands abundance. The foundation of creativity is in individual, and so the techniques and methods discussed in this project are just mere tools to enhance and liberate one’s creative skills. So don’t confuse the menu with meal It is observed that “Far too many people are leading their lives lie they’re driving their cars with brakes on” this projects will enable you to know how your foot is taken off that brake pedal.
The information is gathered from various sources like books, periodicals and journals and sites.
Creativity is a gift most of us desire, but only a few seem to have. Project report debunks some of the myths surrounding creativity and then carefully takes through the five I’s of the creative process. It also gives the insight of future creativity and the tools that can be helped to help
advertising professionals to enhance and enliven their work.The subject of creativity in advertising is something of an enigma. Project shows how creative director in an ad agency goes ‘under the skin of creative’ to use it to greater effect in their work and in wider aspects of their lives.
and a radical reformulation of problems. 4 . Bring into being. Bring about. Other definitions propose that a creative solution can simply integrate existing knowledge in a different way. A number of them suggest that creativity is the generation of imaginative new ideas (Newell and Shaw 1972). imaginative Macquarie Dictionary (an Australian dictionary) Create: to evolve from one's one thought or imagination to make by investing with new character or functions. Creative: characterized by originality and expressiveness. To be first to portray and give character to a role or part (appropriate to creating fictional characters and writing stories) creation: An original product of human invention or imagination. Definitions of Creativity There are many definitions of creativity. Originate. Produce. dictionaries give the following meanings: Heritage Illustrated Dictionary: create: To cause to exist.WHAT IS CREATIVITY There are many definitions of creativity. To give rise to. involving a radical newness innovation or solution to a problem.
originality. bring into being. involving different ways of generating the novel ideas: • • • • The “combinational” creativity that involves new combinations of familiar ideas. inventiveness. 5 . For example. ground-breaking. but one definition would include the ability to take existing objects and combine them in different ways for new purposes. creatorship "Being creative is seeing the same thing as everybody else but thinking of something different" There are many aspects to creativity. a simple definition of creativity is the action of combining previously uncombined elements. Gutenberg took the wine press and the die/punch and produced a printing press. this is part of the nature of being creative. compose. so that new structures can be generated Other related words re: creativity: Creativity creativeness. formativeness. innovation. form. innovative. there are three main types of creativity. music and invention to household chores. handmade According to Boden (1998).Create: author. productivity. conceive. and throw together Creative: generative. The “exploratory” creativity that involves the generation of new ideas by the Exploration of structured concepts. authorship. Thus. craftsmanship. give rise to. From art. The “transformational” creativity that involves the transformation of some dimension of the structure. parent. originate.
g. Again.Another way of looking at creativity is as playing with the way things are interrelated. or an approach to creativity like Synectics). dimension "content" The is creative described which the person by the manipulates that means to a creative end. meanings. social. Creativity involves the translation of our unique gifts. or a particular process (like a problem solving agenda. oil painting or a particular musical form). Creativity is the ability to generate novel and useful ideas and solutions to everyday problems and challenges. the more we define our creativity by focusing on how values. talents and vision into an external reality that is new and useful. the greater the chance that our creativity will become less restricted. In the creative process there are always two different (but interrelated) dimensions or levels of dynamics with which one can create: • The system which may be a particular medium (e. We must keep in mind that creativity takes place unavoidably inside our own personal. meanings. beliefs and symbols. the more our creativity will be focused and limited. beliefs and symbols are formed. and cultural boundaries. The more we define our creativity by identifying with specific sets of values. The second conceptual medium describes. the creative person depicts 6 .
and expresses somehow the idea of that content. manipulates. There is no one definition of creativity that everyone can agree with.changes. 7 .
Creativity researchers, mostly from the field of psychology, usually claim at being creative means being novel and appropriate. Subsumed under the appropriateness criterion are qualities of fit, utility, and value. At least three aspects of creativity have drawn much attention. The creative process, receiving the most attention, focuses on the mechanisms and phases involved as one partakes in a creative act.
A second aspect of creativity is the creative person. Here, personality traits of creative people are central. The environmental atmosphere and influence are concerns of a third aspect, the creative situation.
Lastly, the criteria or characteristics of creative products have been sought. This area is of particular importance because it is the basis of any performance assessment of real world creativity and may provide a window on the other aspects of creativity.
Briefly stated, creativity is often thought to exist on at least five levels: 1. A higher level versus a lower level 2. Grand versus modest 3. Big "C" versus little c 4. Paradigm-shifting versus garden-variety 5. Eminent versus everyday
Some researchers claim other categories of creativity as well: 1. Expressive versus Productive 2. Expressive versus Inventive
3. Expressive versus Innovative 4. Invention versus Discovery 5. Theory versus Invention versus Discovery 6. Accommodative versus Assimilative 7. Personal versus Public. There are three general ways of achieving a creative solution:
• • •
Serendipity Similarity and meditation
Also, the mode of activity one is in when being creative differs. For example, there is a distinction between real-time creativity and multistage creativity. Real-time creativity is spur-of-the-moment, improvisational, and demands output in a short interval of time; whereas in multistage creativity, sufficient time is allowed for the generation and selection of ideas. Creative thought can be divided into divergent and convergent reasoning.
Divergent thinking is the intellectual ability to think of many original, diverse, and elaborate ideas. Convergent thinking: the intellectual ability to logically evaluate critique and choose the best idea from a selection of ideas.
Both abilities are required for creative output. Divergent thinking is essential to the novelty of creative products whereas convergent thinking is fundamental to the appropriateness. To combine this variety of definitions, we can say that creativity involves the generation of new ideas
and reflecting self-criticism. the divergent. Thus. the random and to consider multiple solutions and alternatives (Candy 1997. to break away from rational. to find multiple problems. Creativity “is a fundamental feature of human intelligence in general. to 11 . reminding. to rely on the imagination. as a process. any general definition of creativity must account for the process of recognition or discovery of novel ideas and solutions and hence most of the definition fall into one or more of these categories like as an individual talent. perception. OBJECTIVES OF CREATIVITY Main objectives of a creative thinking process is to think beyond existing boundaries.” (Boden 1998). searching a structured problem-space. need to develop creative solutions and creative action-based strategies to solve problems. as a product and last but not the least as a recognition by others.or the recombination of known elements into something new. It is grounded in everyday capacities such as the association of ideas. to awake curiosity. to produce new combinations. analogical thinking. as they allow to increase understanding of problematic situations. Managers and managerial decisions and actions. It involves not only a cognitive dimension (the generation of new ideas) but also motivation and emotion. Schlange and Juttner 1997). and is closely linked to cultural context and personality factors. conventional ideas and formalized procedures. confronted with fast-changing and ambiguous environments in business. It also involves motivation and emotion. providing valuable solutions to a problem. The result of the creative thinking process is especially important for businesses.
help people to move out of their normal problemsolving mode. etc. Knowledge and information are the basis for creativity. design. There are numerous creative techniques. product or service development. strategic and decision planning. “Creativity is thus constructed as a learned ability that enables us to define new relationships between concepts or events. practiced and developed by the use of proven techniques which. Creativity is present in everyone.) often calls for a certain type or a certain group of creativity techniques. to consider possible alternatives in various situations that could occur in the future and “to expand the opportunity horizon and competence base of firms” (dt ogilvie 1998). ideas and creative results. quality management. 12 . DESCRIPTION / STRUCTURE OF THE METHODOLOGY / ALTERNATIVE SOLUTIONS Creativity is not an innate quality of only a few selected people. It can be learned. In general. enhancing and stimulating the creative abilities. and which results in a new entity of knowledge” (European Commission 1998).generate multiple solutions that are different from the past. Fundamental concepts for all creative techniques are: • The suspension of premature judgement and the lack of filtering of ideas. which are also classified in many ways (Higgins 1994). to enable them to consider a wide range of alternatives and to improve productivity and quality of work. which seemed apparently unconnected before. a certain type of question or a certain area of application (such as marketing.
is needed in order to solve concrete problems. initiatives taken · Support participatory decision-making and employees’ contribution · Experiment with new ideas. similarities which Create the analogies and metaphors. and 13 . ease the adaptation to change. through symbols. Relate things or ideas which were previously unrelated. Generate multiple solutions to a problem. by finding situation. EXPECTED RESULTS / BENEFITS Creativity. optimize the performance of the organization and best practice manufacturing. • • • • · To be happy. to have fun Build imaginative and ideal situations (invent the ideal vision). through the generation of ideas with value. Main points to increase or encourage creativity in a company are: · Keep channels of communication open · Trust.• Use the intermediate impossible. Find ways to make the ideal vision happen. between we situation. which we wish to understand and another already understand.. etc. failure accepted · Contacts with external sources of information · Independence.
Some expected results of the creativity process are: • ideas Innovation through new product and process • Continuous improvement of products or service 14 . Creative thought processes are also important at all stages in the R&D process.changes the attitude of the staff of the organization.
to facilitate a creative climate and to encourage the use of creative techniques. is normally enough to undertake the implementation process in a company. One or two consultants. stimulating the generation of ideas of participants. Management staff must be trained to stimulate creativity in employees. initiating and clarifying the rules of the technique. gathering the necessary data and information to approach the problem. Managers can also be trained to implement creative techniques by themselves. requires the assistance and advise of external consultants. 15 . His/hers job normally consists of presenting the different techniques and their application method. experts in creative techniques. Training of management staff by experts may also be very useful. defining the problem to be studied for the participants. and evaluating the ideas before proceeding to put them in practice.• • • • • • Productivity increase Efficiency Rapidity Flexibility Quality of products or services High performance CHARACTERISTICS OF PROVIDERS The implementation of creative techniques within work groups. to provide motivation.
especially in their research. software design. product design. use creativity techniques to increase efficiency and quality. TYPES OF FIRMS / ORGANISATIONS CONCERNED Creativity techniques can be implemented by all firms and public organizations that confront with problem solving and focus on innovation in processes. Frito-Lay. or construction companies. very small firms or a person can implement creative techniques for individuals.APPLICATION Creativity processes are used regularly by many private and public sector organisations of all sorts in manufacturing. as well as car manufacturing firms. functional strategy. or to support individual scientists work in the laboratory. finance. strategic planning and marketing departments. management of collection of information. corporate business strategy.. products or services. railroad pharmaceutical firms etc. 16 . software development firms. improvement of services. marketing. AT&T. such as to support individual designers work for new product development. banking. Big firms such as Xerox. services. human resources. In case where the implementation of creative techniques is focused on the support of personal creativity. quality management. etc. Creativity techniques may be applied in almost any functional area of the company: strategic planning. product development.
including 3 members as management staff.In case where the company focus is to increase group creativity and to create environments where a collaborating team works creatively together. the firm must have at least 20 employees. 17 .
some effective ads are creative. Who can really say what is creative. it can be large and wild or it can be small and constrained. Inventiveness is something that can be disciplined. Its creativity needs to be 18 . Creativity is one of the reasons clients justify advertising and their choice of agencies So what exactly is creative in advertising? Some creative commercials are effective. what is efficiency? Well.WHAT CREATIVITY MEANS IN ADVERTISING I once read a quote somewhere that said. In advertising. it can be taught and learned with practice and skill. Some people believe creativity is an engrained concept that you are born with it. and other ads are neither creative nor effective. Impact being the ability of an ad to attract attention and retention being the ability of an ad to stay on viewers’ minds. We must then ask. Put those two concepts together and anything is possible. agencies live and die by creative communications. Other people believe it is a talent that can be learned and taught. "We do not separate advertising from life. Creativity and effectiveness ultimately join in the consumer’s minds rather than remain separate. I personally believe it is a little of both. Your imagination is something you are born with. The essential elements of creativity are really imagination and inventiveness disciplined by routine skills. for we all have different opinions on what we individually think is creative. efficiency of an ad is determined by the correct combination of its impact and retention." Creativity is a very subjective term. We can thus say with certainty that an advertisement needs to be creative to succeed.
The creativity must also be effective. Although creativity in advertising is an important factor. I found the quote at the beginning of the page and thought it was just great.effective in both its impact and retention. The true role of the strategy is to make that intuitive leap which defines the relationship between the brand and its user. or a nugget of information gleaned from research or sometime from an intuitive understanding or quickness of human nature. a nuance. one must remember to not be creative just for creative sake. 19 . an insight. Successful creative strategies result from pinpointing an idea.
Using the working definition of creativity. to be ‘creative’. For many the word ‘creativity’ has what may be called a touchy –feely nature to it. adaptation.’ But this means all ideas are creative. not really suitable for the hard world of business. then the original 20 . the idea must offer some form of added value. subject matter. it would recognize that. Innovation can instead be defined as the ‘adoption. materials or techniques used. or implementation by a third party of someone’s creativity (ie an added value product)’. 1992): ‘Creativity is the thinking process that helps us generate ideas. When appraising a painting. mention the word ‘innovation’ and suddenly the act of creating new ideas takes on a more credible resonance in certain quarters. Yet.’ Should another artist adopt some element of this work . Innovation is the practical application of such ideas towards meeting the organization’s objectives in a more effective way. such as its style. Professor Simon Majaro of Cranfield School of Management defines innovation in this manner in his book Managing Ideas for Profit (Majaro.HOW CREATIVITY IS DIFFERENT FROM INNOVATION Creativity versus Innovation As this is an advertising study on the subject of “Creativity” it is only right there should be some advertising efforts to create greater understanding on behalf of the subject “Creativity” itself. many ideas will be rejected. one does not say: ‘artist is being innovative. In reality. such as the business media and various government-backed development agencies.
Innovation results when creativity occurs within the right organizational culture. raises difficulties that must be solved once again.work can be said to be innovative.” (European Commission 1998). We can define creativity IMT as the establishment of skills by implementing creativity generation techniques. “Creativity and innovation are normally complementary activities. creative thinking in a disciplined manner can play a real role in innovation. The right organizational culture is one that provides through creativity processes (creative techniques) the possibilities for the development of personal and group creativity skills. since creativity generates the basis of innovation. it has inspired the application of some creative element of the original work by a third party. which. in its development. as these are the starting point. with creativity…It is not possible to conceive innovation without creative ideas. 21 . Thus.
The second is overcoming your personal blocks to creativity. it is a matter of being aware that things can be done in many different ways. For some people. for others. Spend time meditating on your own worthiness. will help improve your confidence.these activities. Surround yourself with people who love and support you and you will be even more creative. Some people are selfaware or confident enough to have fewer inhibitions and can just let their creative natures work. concentrating on the positive power of your own creative forces . 22 .BASICS OF CREATIVITY Creative Thinking Skills Can Be Learned!! What can I do to Increase my creativity?? The first task in becoming more creative is giving you permission to do things creatively. Action Steps Here are a few additional things you can do to improve your creativity: • Study books on creative thinking techniques and put them into practice • Attend courses on creative thinking and put the ideas into practice. reading about other creative people and creative solutions. being creative involves trying not to be embarrassed by their own ideas. combined with a belief in your own intuition and creative abilities.
It is a common trait of creative people that they are interested in a wide variety of subjects. It really helps to think of creativity as a skill or set of skills. as soon as you get them. When you're at a standstill. ideas. it is important to creativity to happen. This can be encouraged by setting up an 23 . • Don't work too hard -you need time away from a problem to be creative after periods of intense focus. sketches. etc. This keeps the brain busy with new things. and you witness somebody with a vital and flowing creative force. By practicing.• Keep a daily journal and record your thoughts. one can get better at using them. Practicing at overcoming irrational inhibitions will also help to improve your creativity. read comic books or magazines you wouldn't normally get. preferably well away from your normal sphere of work. So whenever you have a chance try and do mundane things in novel ways . Still.it will make them more entertaining and you will get more used to expressing your abilities. • Indulge in relaxation activities and sports to give the mind a rest and time for the subconscious to digest information. The thing that's easy to miss when you're caught up in the magic of somebody doing something effortlessly that seems impossible is that it doesn't happen all at once. Creativity requires patience and a willingness to work for a creative outcome rather than simply wait for enlightenment. Review your journal regularly and see what ideas can be developed. For example. it can be intimidating. • Develop an interest in a variety of different things. Anything can be achieved by breaking it down into its component parts.
"find at least 100 ideas for a new pen") to find a new and effective way to relate to my children that results in them wanting to spend more time with me. Some goals might be: to generate 10% more solutions within 6 months to come up with an original solution for problem "X" within 2 weeks to practice generating ideas bybrainstorming (for example. Typical criteria are: a) the ideas are novel (in that particular context) b) the ideas are useful. a comfortable space within which you feel non-threatened and able to create. Third. set up criteria to indicate whether or not you have or are reaching your goal. read and learn about creativity techniques which are one of the sections of the Creativity Web. 1. A program to improve your personal creativity might include the following steps. 2. This information can be 24 . Second.environment that encourages creative output. they solve the problem or meet the challenge c) the ideas can be implemented within an appropriate time and budget 3. First set a measurable goal.
Spend time with people who you believe are 25 . other people. software products and the Internet.gathered from books. conferences.
a meal. and spend time with yourself. a garden. 6.creative and ask them how they did it. a poem. Surround that identity with beliefs about your creative abilities. Fourth. celebrate your progress in reaching your creativity goals. listen to your creative inner voice. Don't allow your beliefs to distort your perceptions. Practice meditation or some kind of peaceful. Creativity is increased by acknowledging that it exists and by nurturing it. a dance. a song. There are many paths to creativity. 5. a bridge. Learn the skills of creativity.. Attend to your needs. 4. A useful technique is to deliberately and consciously attempt to integrate opposites 26 .. a business report. relaxing activity such as handwork or quiet exercise. Finally. begin thinking of yourself as a creative person. Manage stress in your life as much as possible. Fifth. surround yourself with people who love and respect you. a game. a quilt. increase awareness of that environment and provide sufficient quiet time to allow that ensory stimulation to be translated into external reality . Avoid becoming too entrenched in your routines. Create a sensory stimulating environment. Respect and care for your creativity as you would a child. people who encourage you to take risks. Flood yourself with information in your chosen area of creativity then deliberately expose yourself to information outside your area. act creatively every opportunity you get and find environments that support creative behavior.
Develop the attitude that your creative work is important even if others do not share your belief. allow 27 .at every opportunity within your own mind.
Practice using affirmations and reframing (seeing things from another angle or in another context) to de-program your self critical habits. Creativity and Leadership "Everyone has creative potential. your belief and value systems about creativity and creativity myths must change as well. People must feel comfortable failing before they will repeatedly take risks or attempt creative approaches. 28 . as well as successes. Creativity flourishes in an environment that rewards attempts. Creativity is not a gift of some sort. Learning a creativity. and is conducive to failure. it is a state of being ("un etat d'ame". People must believe in their ability to develop original ideas and they must continue to believe in themselves after repeated failures.such judgmental attitudes to be their problem. but creative people think they are creative." Self-esteem is one of the most important elements of creativity. Finding new ideas and resources from which an idea may be built.increasing technique of some sort will give you some tools and help you. Roger von Oech labels four stages of the creative process: • Explorer. as they say in French). but will not automatically change your point of view about yourself and your creativity. not yours.
Allow yourself to daydream Ask questions Have a sense of humor Tolerate ambiguity CREATIVE FORCES 29 . Secrets to Creative Problem Solving • • • • • • • • • • • • • Be an optimist Take your time Get enough information Brainstorm by yourself Redefine the problem Plan for results Break the routine Make a minus a plus Don't give up. Transforming ideas (gathered by the explorer) into something new. Judge. • Warrior.• • Artist. Ideas developed by the artist are evaluated and their merits are weighed. Implementation of the ideas approved by the judge requiring persistence and determination. suggestions are offered on how they can be improved or further developed.
The recommended approach to this method is to outline the points involved in 30 .Force-Field Analysis Force-field analysis characterizes the conflicting forces in a situation.
Members of the group identify and list the driving and restraining forces (perhaps using a suitable brainstorming or brain writing technique) openly discussing their understanding of them. 1.problematic situations at the problem exploration stage. The group leader is representative of the current position as a horizontal line across the middle of the page. Where driving and restraining are paired use arrow thickness to signify strength of impact of a force and arrow length to show how complicated it would be to adapt. 31 . The leader will draw all the driving forces as arrows that either pull or push the line upwards. It is normally best for the team to reach agreement on these details. followed by recognizing factors likely to help or hinder at the action planning and implementation stages. and all the restraining forces as arrows that pull or push the line downwards (see below). 2.
Find ways to weaken or remove negative forces b. The diagram should then be used to find as many possible combinations of moving the centre line in the desired direction. Recognize that the negative forces are too strong and abandon the idea. 32 . Try to: Find ways to strengthen or add positive forces a.3.
Some outstanding creative heads may display what is called unconscious competence in appearing to be able to come up with ideas inuitively. These tecniques. There is no magic wand for coming up with ideas. Don’t have a blank sheet of paper. creative directors are faced with emands to come up with creative solutions to the problems. CREATIVE RANGE: Whenever faced with a well-defined task.with its five stages Information Incubation Illumination Integration. coupled with a knowledge and understanding of the creative process -.REATIVE ECHNIQUE “How do you come with a creative idea when faced with a blank sheet of paper?” ‘Easy. establish a ‘Creative Range’. but there are some echniques and process to help being creative. such as coming up eith an idea for a launch product or phottocall. Illustration -.’ Every working day. Pose what is called ‘the Safe Bet’ questin: ‘What is the very least.will help considerably to improve one’s creative abilities. the safest. most 33 .
This also helps to suspend judgements because you are not automatically screening every idea but merely filing in the ‘Creative Range’. Safe Bet Option Extreme THE CREATIVE RANGE Option After creating the Creative Range of the situation see. Thus. By these two question .conservative idea that can be used?’ Then check ‘ what is the most outrageous idea that could solve the problem?’ so as to create the Extreme Option. 34 . The above can be visualised as below. and more importantly you ar harnessing the incremental nature of the creative process. you have already taken the pressure off yourself and at the very least you have a safe option to fall back on. by establishing the ‘Creative Range. intial limiting parameters are created. ‘What further ideas can you come up and then jot downall the ideas that come to mind.
identifying strengths and weakness. 36 . Draw five short ladders and five long snakes. at the bottom left-hand corner.SNAKES AND LADDERS: Snakes and Ladders is good technique that helps use of the incremental nature of creativity to quickly establish an overview of a situation. . Imagine the objective of the task is at the top left-hand corner on the winning square. and to establish tactics to improve the positives and reduce the negatives of a task at hand. The objective can be anything from: ‘ How can I improve my creativity’ and so on… This is an excellent way of getting a handle on everything you need to consider. Draw a grid on a sheet of paper to represent the squares of a snakes and ladders board. You are the start. It also facilitates incremental to\hought as you come up with deas.
Below is give one example of how to launch a product creatively Personality of MD Lack of Brand Credibility Lack of Brand Awareness Media Apath y Forthcoming EventsExhibition Limited Budget Interesting Photograp hy Competitor Activity News value of Story Timing of lanch 37 .
Group Techniques to Generate Creativity Brainstorming .Focuses attention on individual members' ideas by having members write down their ideas/solutions on their own before sharing them with the group. but it is primarily nonverbal so articulate group members are not able to dominate the Finish Start process. nor is evaluation of ideas. listing ideas on a chart so that group members may modify them or combine them to create additional ideas. Nominal Group Technique .An adaptation of brainstorming. Storyboarding allows group members to produce data and solutions to problems generating ideas off of previous suggestions.Groups generate as many ideas as possible. Ideas are all recorded. everyone votes to prioritize ideas. Storyboarding uses a process similar to parliamentary procedure to gain support of an idea before it can remain part of the discussion. and then discussion is held on only the top ones 38 . Criticism is not allowed during brainstorming. Storyboarding .
39 . Often it is the third. fifth or tenth right answer that is what we need to solve a problem in an innovative way.before another vote is taken. excessive logical thinking can short circuit your creative process. This technique allows everyone to participate and contribute ideas before the group reaches its decision.Many of us have the tendency to stop looking for alternative right answers after the first answer has been found.Logic is an important creative thinking tool when you are searching for ideas. "That's not logical" . Roadblocks to Creativity Thinking there is one right answer . however.
in order to refine their tem-working skills and build up creativity. listen to their imagination and build on the ideas they find there. They are both rules for the top-quality creative performance and strategies that can be used as highly effective methods of communication in meetings. REAM EAM: A FRAME WORK FOR GREAT CREATIVE PERFORMANCE Dream Team is a list of rules of creative teamwork that form the foundation of all the methods. Dream team Tools in the company would keep the playful atmosphere.Too much specificity can stifle your imagination! Being afraid of making a mistake . Being practical . If you are not failing every now and then it is a sign you are not being very innovative.You often have to break out of pattern to discover another.Errors are a sign that you are diverging from the norm. 40 .Following the rules . Dream Team rules is like a framework whenever you’re working as a team. They provide creative space to let imagination fly and launch all the team members on their way to original ideas. Whichever technique you’re using.Practical people know how to get into an open frame of mind. Avoiding ambiguity .
leading to a clearly defined objective. The more one thinks about the product.plays with it. that the target group is not defined precisely enough or that there is no clear strategic positioning. Fine . examines it from every angle . Only a good question can give a satisfactory answer. in other words the more freely great ideas will flow. The key factor is that physically coming face to face with the product itself will stimulate all five senses and have positive and inspiring effect on the process of generating ideas. What Does A Goal Achieve? The goal is in clear view and acts a focal point. Often it is only while you are formulating the goal that you realize that brief does not describe the product fully. ‘Creative without strategy is called Art. Get the information you can get hold of which can be used as triggers.Tuning the Goal Saves Time and Nervous Energy Of course it isn’t possible to achieve a clear goal and straightforward definition of the goal at the first attempt. Creative with strategy is called Advertising. Feel the product to activate all your senses. 41 .’ • Set Clear Goals The goal and solution are like question and answer.DREAM TEAM RULES: • Switch On All Five Senses The best ideas take time. It helps to prevent chaos and time-wasting discussions. analyses it.
• Avoid Idea Killers How would you like your ideas to be received – Sabotaged. whispering. it doesn’t work”! Our own ideas killers are particularly are deadly because we often are not conscious of them. or of the belief that we have to come up with ideas that are brilliant from the word they go—a strategy almost certainly doomed to failure. They are the product exaggerated expectations we have of ourselves. 42 . “Forget it. Sniggered at or simply Ignored? Idea killers have one thing in common: they always work!! Everything from verbal stun-gun to the wry twitch at the corner of somebody’s mouth is capable of trampling down the first little shoot of an idea. so it’s important to keep the stage when ideas are being generated strictly separate from the stage when they’re being evaluated. Idea Killers in Your Own Head Often the killer phases of others do less damage than the little voice inside our own heads. In this stage people should set their imaginations to roam free. and no limits to be set on creative gameplaying.• Always Separate The Ideas Phase From The Evaluation Phase: Ideas need imagination more than knowledge.
Often it only takes a quick scribble. a few lines to bring the idea to life.The 10 Best Responses to Idea-Killer Phrases Nothing will come out of that. All right. Not if you just dismiss the idea Let’s just wait and see what happens What. no change there This mail shot idea doesn’t work!! But what if…? That’s ridiculous!! So what it is We’ll come back to your idea. Exactly • Use Doodles To Visualize Your Ideas Your ideas must be visual if it’s really going to take root in others people’s heads. Think about it: your ideas are mostly internal 43 . until everyone else has overtaken us? That doesn’t work!! But it’s great idea We do things differently!! So. When? The client will never accept that!! Give it a chance What’s so original about that? The fact that no one else has thought of it Anyone could come up with that.
One can learn to think What if…? And this will develop in time into an inner attitude. and therefore understand. ‘What’s in it that we can use?’ There will always be some aspect that can be build on. look for the positive aspects of other people’s ideas. Three Arguments In Favor Of Doodles Doodles are an essential means of communication. Take the idea’s good point and improve it by developing and cultivating the seed of the idea. 44 . A doodle releases the idea from your head and so raises your chances of enthusing others. This strategy makes flexible and opens new perspective. replace your inner CRITIC with an inner CREATIVE and exploit all possibilities from this new perspective. which will open doors to new ideas instead of closing them. enabling the others in the team to see. Even if you don’t get anywhere with an idea first.images that only you can see. Doodles reinforce the associations of internal images and so trigger new ideas new playful way. Doodles enables teams to develop raw ideas in gradual stages and so prevent good ideas from being killed off prematurely. the images in your head. put forth the question. • Look For The Positive In Other People’s Ideas If you want to promote the flow of ideas.
new opportunities. Get rid of the compulsion to come up with nothing but good ideas that are ready to use! Say everything that occurs to you. a change of perspective? You look at the very same thing from a different perspective. And you can be sure that there are hundreds of other standpoints that you’ve never envisaged • Make Mistakes And Have Fun Doing It “To swear off making mistakes is very easy. accompanying all great discoveries and often lending to brilliant ideas. Thinking “What if…? Is a conceptual switch. no matter how silly it sounds – it could be the raw material for the brilliant idea. by making a fool of you deliberately but staying in control. all you have to do is swear off having ideas” Mistakes are basic learning principle. So Make Mistakes & Enjoy it!! A Fool’s Freedom The greatest fear of many people is making mistakes and looking silly I front of other people. and a new future. Develop the play of ideas a little more and losing your job opens the door to new freedom. Learn to live with this fear. surprising series of positive aspects on a second look. Put yourself in a ridiculous 45 .Thinking What If…? What would be the advantage of losing your job tomorrow? Anything that looks like a catastrophe at first may reveal a whole.
and so it’s one of the most important creative tools for teams looking for great ways to communicate ideas. it’s also infectious. and exaggerate it to the point where you have to laugh at yourself. in order to save potentially great initiatives. • Develop Your Sense Of Humour Humour is the healthy way of creating a ‘distance’ between one’s self and the problem. Humour disarms. however. By doing so you can achieve a degree of inner freedom that allows you to leave familiar paths behind and let your imagination run free. or harder to translate into action. Instead. Learn to laugh at yourself. gets dropped. there are three ways to reach a decision about which of the basic ideas should be worked up: 46 . look out for a really funny topic in meetings – yourself. relaxes. • Select Ideas Creatively Sometimes the really interesting ideas are simply eliminated or talked out during the evaluation phase. At this stage. Anyone who can see what’s absurd and laughable about him gains a new freedom and gives the team a creative boost. Don’t just make jokes at other people’s expense. a way of standing back and looking at a problem with perspective!! Humour reveals new aspects. Three Ways to Evaluate and Select Ideas: In the final analysis. and releases happiness hormones. you need to make new ideas from old. uncomfortable. Anything unusual.position by making an abstruse suggestion. wild.
it is of course possible that the creative director or the art director will be the one to decree which of the starter ideas will developed for the presentation • Turning Ideas Into Action Art Direction brings an idea to life. To Decide the Best Course of Action What does the basic idea need. Creative Director or Art Director: .The main criteria from the client’s brief are used as the yardstick for assessing which ideas have reached the objectives. for the solution to hit the bull’s eye? What change could give the idea an emotional kick? What weak points does the idea have. determining whether it gives the campaign the boost that it needs or weakens it by going off on the wrong course.The team leader invites every member of the meeting to give a score to the ideas they think are best and deserve to be worked up for the presentation. what seems implausible? How could it be improved? Is the idea to the point? What works better? What substitute or alternate can be used to improve the idea? Add new elements 47 . Democratically: . Use the Brief as a Yardstick: .Depending on the agency culture. The idea with most points wins.
They give the team a creative boost. nor are the tips on how to improve layout or copy. They promote all sorts of fun and increase individual destructive chaos. ICKSTART What is Kickstart Catalogue? ATALOGUE Kickstart Catalogue offers strategies likely to promote great ideas for campaigns. They build structured freedom and prevent sessions of They foster faith in the team and enhance motivation. creative potential. They allow a brilliant ‘group brain’ to develop. money and nervous energy in the hunt for ideas. There are no discussions within the catalogue itself about what is good or bad advertising. Change a copy Develop new headlines What could be done to make idea so appealing that people will want to see it more than once? What results Can You Expect From The Dream Team Rules? They produce a bigger catch of valuable ideas. A Toolkit for the Brain 48 . They save time.
This catalogue is a tool box containing an inexhaustible supply of new brain tools which one can use to expand their own strategies. TV and cinemas. for example in the filed of metaphor or comparative juxtaposition. then you probably don’t combine or reframe things very often. Some creative strength lies in analogy. events. Jokes which don’t need words are another fruitful source of non-verbal stories to tell. If your strengths lie. web banners. first look for pictorial way to represent “Acceleration”. packaging. The key question is: ‘What are the key features of “acceleration” and how can it be represented pictorially. It’s the best to start by working out a goal with single-minded proposition. One thing is clearing every case even the best creative use only the part the spectrum of possible ways of thinking. Without Words “A picture is worth a thousand words” The object of this little exercise is to display the central advertising statement about the product at a glance and without using the words. while others always try to induce a change of perspective and others develop ideas by turning every day’s situating on their heads. without words?’ Think of the era of silent movies and how ingenious the actors had to be to convey complex situation and feelings without words. brochures or direct mailing. This is incredibly useful when you are looking for new unusual campaign ideas for the press. 49 . promotions. For Example: ‘How can you show without words that the new sports car accelerates faster than any other car?’ Here.Systematic analysis of the work produced by creative reveals certain patterns and strategies in their thinking.
parts of the product. the context.Fashionable Blindness. To tap into new sources of inspiration for comparisons. the benefit. or people who have nothing to do with. which can then be used to stimulate advertising ideas. Try it for yourself. unambiguous advertising message. the product’s raw material. Combination as Creative Strategy One of the most important creative strategies is to combine two concepts or objects that were previously unconnected. This method of developing visual advertising messages is one of the most frequently used today and offers infinite possibilities. plants. packaging. Comparative Juxtaposition Comparative Juxtaposition such as ‘before and after’ are undoubtedly some of the classics of advertising. people from the target group. Combine elements in such a way so as to make the benefit immediately apparent: the product. the original problem. The less things you combine have to do with each other originally. Mixing & Matching The goal of Kickstart questions is to represent the central advertising statement clearly and convincing by combining or associating different things. one can use the method to compose typical pairs of opposites. List of Pairs of Opposites: • • Old-Fashioned. like ‘before and after’.there are no limits in your imagination.Vision 50 . the more exciting and surprisingly the result will be. so as to produce something completely new. The result should be a simple.
inciting. A Change of Perspective A change of perspective is first of all an excellent way to generate a creative impulse during the process of looking for ideas. but do it with a wink so that the credibility of your message doesn’t suffer. be provocative! Provoking means challenging. stimuling.• • • Ugly. 51 . with stating clear message and simple. Exaggeration Exaggeration in the depiction of features of the product. Provocation & Shock Tactics Attention is in short supply nowadays. so if you want people to notice your campaign. drawing attention to social issues. problem situations or solutions can grab the viewer’s attention and emphasizes the benefit.and secondly it can be used in advertising to show the target group new or interesting perspectives on the product.Future. to avoid any misunderstanding that would lead the target group to make any negative associations.Attractive Mass produced. Don’t have any qualms about exaggerating things.Exclusive Past. or warning people of dangers. Use distortion and overstatement to develop great ideas. but it requires skill and will only lend you to your goal if you think about what you’re doing: for example. But be careful: being seen is not the same as being looked at. Provocation takes you across a frontier. etc.
by showing objects or situations from unusual viewpoints: bird’s eye view. gesture and stand like the character in his imagination. 52 . Surreal. The drawing of a stylized car next to a spanner represents a car workshop. detached from space and time. First. Bizarre Plunging into the world of the absurd.There are two ways to use the Change of Perspective as a creative tool. Symbols & Signs A symbol is a visual image that stands for an object. a concept or a situation. Many creative symbolically take on other identities to get a creative boost from the new view point of view. Contradiction. a cigarettes with a line across it means “No Smoking”. used to “become” the figure he was currently drawing. The meaning of Some Signs derives from a casual connectionSmoke is a sign of fire. exaggeration. going so far as to speak. objects or animals. Absurd. Another function of many symbols is to convey information that can’t be expressed in words. The second way is to imagine yourself leaving your body and slipping inside other people. From outer space. distortion. and it also opens up a rich source of ideas. or simply from possible angle. For example: Walt Disney. the surreal and the bizarre is fascinating in itself. fantasizing and zany ideas are the tools one need to create something absurd or surreal. extreme distance. they can be used spatially. extreme close-up.
bending it. makes its point by wordplay or suggestions. blowing it up. Talk non-sense and really take off. making it transparent. Change the Product Altering the product means changing its shape. squeezing it. subtracting things. Where the product could be used. on the other hand. highlight a feature through exaggeration. leading the reader along a path that usually ends in an alternative meaning. You can’t judge whether what you have is good or bad Alternative Uses Playful approaches to the idea of finding new uses for the product. or reveal a new perspective or an unexpected function Double Meanings This refers to visual and as well as non verbal double meanings. Most verbal ambiguity. Most visual ambiguity is based on optical illusions which are a playful way to attract the viewer’s attention. bringing it to life. adding things. cutting it into pieces. outside of its original context? What new situations could it be put to emphasize the benefit. 53 . Both types involve people playfully by inviting them to see both meanings in a context that makes sense. There are endless possibilities of changing it physically or giving it a new meaning. transplanting it to another body or letting it rot.
Play With Words Playing with words means making pictures with them. Its an invitation to experiment with type. Then style your words like a clue in a crossword puzzle. Try to break down the bounds of normal copy to make the content leap out. This will help you to scrutinize your Ad copy as a source of ideas about design (preferably fun ones) and present the message even more clearly and effectively. 54 . so that the copy turns into pictures and the typography becomes the message.
"Pakde rehna.. their attention is divided between their work." the woman screams." the man pleads.LET’S TAKE A BREAK… A group of carpenters are at work. However. where a man hanging over a chasm is clinging on to a woman for dear life.... .. .and a TV set. 55 .. The workers watch. "Chodna nahin.as the couple on screen keep up the "Pakde rehna-chodna nahin" strain for an incredibly long period...
. atop which a tub of Fevicol is perched. the man on screen plummets. "Chodna nahi..Fed up with the melodrama. "Arre. Instantly. he turns.and eyes another TV. one of the carpenters gets up in disgust. Surprised... Slowly.. the carpenter peers at the can of Fevicol he has picked up.. yeh bhi koi film hai!" he exclaims. Wanting to continue with his work. he walks over to the TV and picks up a can of Fevicol placed on top of it." Headline: Fevicol Ka Jodd Hai Tootega Nahin… Agency: O&M (National Winning Award) Client: Pidilite Industries 56 . . The man on screen is still dangling over the chasm.
Smoking Campaign 57 .Anti.
Best Social Message Award 58 .
and so these methods and techniques are to be taken as tools and stimuli. Don’t confuse the menu with the meal: theoretical knowledge will do nothing to increase your creativity. Creativity is a living process with many possible strategies. stop using it and try something else. If something doesn’t work for you. There is no one right way to be creative. and the creative outcomes to which they lead will depend on the context and the individual. Try the methods out. Creativity demands abundance.onclusion: The foundation for creativity is in individual. Have fun! 59 . experience will nourish you and become a part of your strategies in future. and so improve flexibility. it stands to reason that everyone else can. which is why the objective is to increase the possible choices. to give you more freedom of choice and so enhance and liberate your creative skills. If one person has learnt how to develop really creative ideas.
who is also one of the keynote speakers during the event.” says Colvyn Harris. “Predominantly. who will 60 .advertising . blogs. CEO. To tap these changes. media and marketing professionals. “The industry today needs a thrust and much greater recognition in the international scenario.” says ad man Piyush Pandey. Though it has been advancing rapidly. the symposium will examine the future consumers.ARTICLES “ What’s The Future Of Advertising” After Hours Correspondent DNA Tuesday. the Advertising Agencies Association of India (AAAI) is organising a three-day symposium discussing the future of advertising in India. the internet. 2005 It cannot be denied that as one of the most rapidly growing professions in India . and ad guys need to catch up on these new techniques. JWT India.is undergoing a lot of change. to incorporate consumer and media perspectives. The industry per say is witnessing a lot more ways to reach out to their consumers like MMS. Primarily focusing on traditional and contemporary methods in advertising. there needs to be a lot more effort to speed up the growth. we are trying to identify the current challenges in advertising and the different ways to meet them. and to celebrate their 60-year existence in the industry. Targeted towards the burgeoning and existing advertising. communication challenges and new media. the symposium will include consumer reactions and influences with respect to the profession. November 08.
"We have to struggle to see that the good ideas are accepted by the clients." he said. NOVEMBER 11.be addressing the event with respect to positioning of advertising beyond boundaries. 2005 MUMBAI: Advertising agencies in India should come out of their traditional styles and start thinking "out of the box" in order to push the creative frontiers to new heights. The symposium will attract a galaxy of eminent speakers (including the minister of state for tourism Renuka Chowdhury and ad guru Prahlad Kakkar) who will share their unique perspectives on the future world in the areas of connecting with audiences. and see the day of the light and eventually converted into a real creative Ad. as sales figures are doing well. He was of the opinion that the advertising community should develop a habit of not seeing beyond the obvious. and starts seeing beyond the 30 61 . we always make excuses that the client does not accept the new idea or say why tinkle around with the idea that is working. Pandey said. “Agencies Need To Think Creatively” PTI [FRIDAY. "Instead of convincing the clients. Piyush Pandey. a well-known advertising expert said on Friday. organised by Advertising Agencies Association of India (AAAI) here." Pandey. Executive Chairman and National Creative Director Ogilvy said at a symposium. "This very attitude has to be changed and the creative people should come out with ideas that touch the psyche of a common man and see to it that they convince their clients about the non-conventional ideas and give their gut feeling a chance".
We are happy that India has made its mark at yet another global forum.com Team (13 December 2002 12:30 pm) MUMBAI: There's no stopping Ogilvy & Mather group president and national creative director Piyush Pandey who is moving from strength to strength. And we're sure many more Indians will walk this floor. "so that we could clear that and see the boundary lines". "We. “Piyush Pandey Adds Another Feather To His Cap” The Indiantelevision. should always do constant soul searching to do things better and in a different manner and not think of any framework and boundaries to restrict our creativity"." Pandey was quoted as saying in The Times of India. as creative people. Pandey has bagged yet another international award. This time he has been judged the 'Creative Person of The Year Asia Pacific for 2002.yard circle in cricket field. Ogilvy & Mather has bagged quite a few awards this year: the most memorable one being the Gold Lion in the press and poster category for its `Second-hand smoke 62 .' by Hong Kong based Media Magazine. he said and gave a recent example of the Hutch ad's with the `Chhota Recharge' offer. The award comes in recognition of his contribution to the advertising industry and efforts to raise the creative standards across the industry. “It’s an achievement for us as well as (for) India.
the makers of Fevicol ---.kills' anti-smoking campaign for the Cancer Patients Aid Association (CPAA).has won several international advertising awards. 63 . and silver for the `overloaded bus' spot for Fevicol. The antismoking ad also won a silver Pencil at the One Show 2002 and a bronze at the Clio Awards 2002.Similarly. Pidilite Industries Limited --. at the Cannes Lions. International Advertising Festival held in June this year.
com www.google.com 64 .IBLIOGRAPHY Reference Books • Pricken Creative Advertising Mario • Ogilvy Search Engines Ogilvy in Advertising David • • www.H.Ojha College: Chetana’s Management Institute.com Name: Khushbu.angencyfaqs. Bandra(e) E-mail Id: rkhushi_dayma@hotmail.
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