Integrated Marketing

Communications
JORGE VELOSA
4.Creative strategy and ICS – Creative strategy and creative
brief

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Creative strategy and creative brief
Key customer insight

Creative Idea

Brand Awareness and Brand

Attitude tactics

Attention tactics

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Rossiter,Percy,Bergkvist (2018), chapter 5
4. Creative Idea
What is it ?
Choice of an interesting way to express the brand position in an
advertising format.
Big Idea – A creative idea that is arresting, simple, and powerful and
communicates immediately.
Defined as :
1. An attention getting and catalytically relevant representation of the
brand position (key benefit)
2. Generated in a form that is detailed enough to be executed and tested
3. And (necessary in most cases) amenable to multiple executions
4. Extendable, if needed, across media and across geographic markets

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Rossiter,Percy,Bergkvist (2018), chapter 5
Tourism Australia : Dundee – Superbowl – Cannes Titanium 2018

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Creative Strategy

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Creative Strategy – Cannes Lion Creative Effectiveness Winner 2015

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Creative Strategy – Cannes Lion Creative Effectiveness Winner 2015
- case study

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Creative Strategy – the impact of good creativity

A good creative idea can achieve much better results at the same cost : 3000 GRp’s achieve
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very different trial rates according with pre-test persuasion scores
Examples : Key-Customer Insights Key Benefit Claims,Creative
Ideas, Attention getting devices
Product-as-a-Hero Product-as -a Product-as-a- Produt-as-a hero User-as-a-hero
Hero Hero
Brand M&M’s Haagen Dazs Dove Beauty Tide Laundry J’Adore Perfume
Bar Detergent
Key Customer Love chocolate Ice cream is not My skin looks Wants to get I like to use perfumes
Insight and Key tasty beans but for children, it’s beautiful when tough stains out that are endorsed. The
Benefit (Claim) hate that they melt a treat, and must moisturized “ When it’s got Perfume that Charlize
in my hands have great taste and women to be clean , it’s Theron uses
are they worse got to be Tide”
beauty critics
Creative Idea Melt in your Mouth The Longer You are more Classic Before Classic Celebrity and
not in your Hands Lasting Pleasure beautiful than and after : Present in make
you think Before shirt believe fashion show,
stained, after, no Copy no tag line
shirt with stain
gone
Attention getting Characters in Visuals of Using everyday Extreme Striking Beauty of
device Executions (many Creamy ice people as Effectiveness, Charlize Theron- Unique
different ones) cream and users models, tough stain and branding achieved by
tasting the standing for a then the stain is her hair and her
product point of view gone wearing a Golden Dress
matching the bottle

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Examples of Key Customer Insights (Key Benefit Claims)

KEY CUSTOMER INSIGHT - KEY

BUYING MOTIVE BRAND
BENEFIT CLAIM
INFORMATIONAL
Problem removal Tide “Gets out tough stains”
Optic White “3 shades whiter teeth”

Problem avoidance Federal Express “No worry about delivery”

Volvo “For life”
Incomplete satisfaction Avis “We try harder”
Old Spice “Manly”
Mixed approach-avoidance Miller Lite “Great taste, low calories”
Head & Shoulders “Dandruff control but gentle”

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Examples of Key Customer Insights (Key Benefit Claims)

KEY CUSTOMER INSIGHT - KEY BENEFIT

BUYING MOTIVE BRAND
CLAIM
TRANSFORMATIONAL

Sensory gratification BMW “Sheer driving pleasure”

Smirnoff “Pure thrill”
Intellectual stimulation Hermès “Luxury craftmanship”
Patek Philippe “Timeless prestige”
Power-mastery Nike “Personal achievement”
Social approval Coca-Cola “The real thing”

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Creative Brief Structure
1. Consumer perspective – (BSM)
Market insights
Customer insights
Source of Business
Target Market
2. Marketing objectives & Action objectives
3. Communication Objectives
4. Positioning statement for campaign
Target customer, Category Need, Benefits
5. Desired consumer response
6. Mandatory content

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Creative brief (hypothetical) for DHL Worldwide Express couriers

BSM NEED INFORMATION

AROUSAL è SEARCH è CHOICE è USAGE è RE-
ORDER
WHO • Business • Business • Personal • Personal • Personal
executive executive assistant assistant assistant
• Personal
assistant
WHERE • Office or • Internal • PA’s office • PA’s office • PA’s
when company office
traveling • External (sales
presentations,
advertising)

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Creative brief (hypothetical) for DHL Worldwide Express couriers

WHEN • Business • On the spot • Several • 1-3 days • 4th day or

hours minutes soon after
later

HOW • Need • Business • PA makes • PA tracks if • Brand

arises to executive final delay remains on
send vetoes choice PA’s
package couriers with from approved
locally, poor history. among list and in
interstate, • PA prompt considerati
or considers responder on set if
overseas. prompt s on low satisfactory
service from price
options.

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Creative Brief DHL
Creative target Personal assistant (PA)

Media Permission-based emails

Action objective Increased rate of placement with DHL Worldwide
Express among companies with 10 or more
employees
Communication objectives 1. Category need: remind of remote destination
problems
2. Brand awareness: brand recall
3. Brand attitude: increase
4. Brand purchase intention: generate
5. Purchase facilitation: 24/7 phone or email

Positioning statement To PAs in larger companies, DHL Worldwide

Express is the brand of courier service, that has the
best coverage of remote destinations
Mandatory content None

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Creative Brief

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Rossiter,Percy,Bergkvist (2018), chapter 5
Creative Brief

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Rossiter,Percy,Bergkvist (2018), chapter 5