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ADVERTISING AND INTEGRATED BRAND

PROMOTION
6TH EDITION

Reference book:
Thomas Guinn: Chris Allen:
Richard Semenik
Managing
Creativity in
Advertising and IBP
Why Does Advertising Need
Creativity?
Brands make emotional connections when they
engage consumers through complex sensory
experiences and deep emotional episodes

Advertising and IBP in its many forms helps create


these experiences, but great creative execution
brings it all to life

To make yourself more creative, decide now..


1. CREATIVITY ACROSS DOMAINS

Creativity
a. It is the ability to consider and hold together
seemingly inconsistent elements and forces,
making a new connection
b. Ideas born of creativity reveal their own logic
c. Creativity is sometimes seen as a gift, a
special way of seeing the world
d. Creativity reflects early childhood
experiences, social circumstances, and
cognitive styles

The creative mind plays with the objects it loves C.G. Jung
1. CREATIVITY ACROSS DOMAINS

Against Stereotype
a. It should be understood that just because
you are in a creative job, it doesnt follow
that you are actually creative
b. Just because you are in the account or
business side [a.k.a. a suit] doesnt mean
you are uninspired

Good ideas can come from anyone, anywhere


2. AGENCIES, CLIENTS, AND THE
CREATIVITY PROCESS

Oil and Water : Conflicts and Tensions in the


Creative/Management Interface

Advertising is produce through a social process


However, its marked by the struggles for control
and power that occur within departments, between
the agencies on a daily basis
They do not share the same ultimate goals for
advertisements

The majority of businessmen are incapable of original thinking,


because they are unable to escape from the tyranny of reason. Their
imaginations are blocked Willian Bernbarch
2. AGENCIES, CLIENTS, AND THE
CREATIVITY PROCESS
Oil and Water : Conflicts and Tensions in the
Creative/Management Interface

Creative department see an ad as a vehicle to


communicate a personal creative ideology that will
further their careers
The account manager/account executive, serving
as liaison between client and agency, sees the goal
of the communication as achieving some
predetermined objective in the marketplace
If youre not a bad boy, if youre not a big pain in the ass, then you are
in some mush in the business Goerge Lois
2. AGENCIES, CLIENTS, AND THE
CREATIVITY PROCESS
Oil and Water : Conflicts and Tensions in the
Creative/Management Interface

Differing perspectives due to differing background


knowledge of number of creative groups vs. account
services teams
Account managers : Generalist with broad
knowledge
Creatives : Specialists who must possess great
expertise in a single area
What clients like and what clients approve are often two very different
things
3. MAKING BEAUTIFUL MUSIC TOGETHER :
COORDINATION, COLLABORATION, AND
CREATIVITY
Preparing and executing breakthrough IBP
campaigns is a people intensive business
Coordination and collaboration will be required for
executing any kind of advertising advertising is
a team sport
Teams can generate a synergy that allows them
to rise above the talents of their individual
members on many kinds of tasks

Great advertising and great teamwork go hand in hand


3. MAKING BEAUTIFUL MUSIC TOGETHER :
COORDINATION, COLLABORATION, AND
CREATIVITY
What we know about teams

Teams Rule
Its all about performance
Synergy through teams
The demise of individualism?
Teams promote personal growth
Leadership in teams

If you an d I think alike, then one of us is unnecessary


3. MAKING BEAUTIFUL MUSIC TOGETHER :
COORDINATION, COLLABORATION, AND
CREATIVITY
Using Brainstorming and Alien Visitors

Brainstorming : It is an organized approach to idea


generation in groups
Adding more diversity to the group is always a way
to foster creative abrasion
There is a right way and a wrong way to brainstorm

Teamwork is not a picnic in the park


3. MAKING BEAUTIFUL MUSIC TOGETHER :
COORDINATION, COLLABORATION, AND
CREATIVITY
Eight Rules for Brilliant Brainstorming
#1 Build off each other. One proven path to creativity entails building on existing ideas;
dont just generate ideas, build on each others
#2 Fear drives out creativity. If people believe they will be teased, demoted, or otherwise
humiliated in the group, no need to even consider brainstorming. It wont work
#3 Prime individuals before and after. Encourage individuals to learn about the problem
before and after the group session; teams always benefit when individuals apply their unique
expertise
#4 Make it happen. Great organizations develop an brainstorming culture where everyone
knows the rules and honors them; to achieve such a culture, it is essential that ideas
developed in brainstorm sessions lead to actions. We cant just talk big ideas; we must also
put them to work
#5 Its a skill. Leading a productive brainstorming session is not a job for amateurs;
facilitating a brainstorming session is a skill that takes months or years to master. Dont
pretend to brainstorm without a skilled facilitator
#6 Embrace creative abrasion. If your team has been formed appropriately, it will contain
people with cognitive styles. Celebrate that diversity, welcome everybody into the group, and
then let the sparks fly!
#7 Listen & Learn. Good brainstorming sessions foster learning among people who have
diverse expertise & divergent cognitive styles. Trust builds and suspicion fades
#8 Follow the rules, or youre not brainstorming (& pretending just wastes everybodys
time)
Dont waste time; do it right!
4. HAVE YOU DECIDED TO BECOME MORE
CREATIVE?

Self assessment : It is an important part of learning


and growing and now is the perfect time to be
thinking about yourself and your passion for
creativity

If advertising is a profession that interests you, then


improving your own creative abilities should be a
lifelong quest

Now is the time to become more creative