MARK 2063

Week 3

Campaign Development

1
 Learning Objectives
• Complete Creative Brief Review
• Explore and discuss 4 Campaign Theme development approached
• Discuss the importance of creativity in marketing and advertising and
apply the 4 approaches to developing creative thinking skills
• Discuss tips for effective brainstorming
• Conduct brainstorming activities effectively in groups

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 Creative Brief Review
• One thing not covered in last week’s discussion was the development of
a campaign theme

• This is/will be a crucial part of your client project and campaign

development

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 Creative Brief
Project description
Background/market information
What are the communications objectives?
Who is the target audience?
Positioning/creative strategy
KEY SELLING CONCEPT (content oriented)
- What is the consumer insight? 
- What is the benefit we are trying to communicate? 
- What can we offer as support for this? 
Creative strategy
- What is the brand’s tone? /Personality/campaign theme
- What appeal/ creative execution tecniques will be used
Execution
- What’s required / mandatories/ executional considerations?
 

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 Advertising Campaigns
• A set of interrelated and coordinated marketing communication activities
which
• Is centered on a single theme or idea
• Appears in different media
• Appears across a specified time period

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2
 Creative Theme/Idea
• Campaign theme
• Should be a strong idea
• Central message that will be communicated in all advertising and
other promotional activities
• Short term in nature, done on annual basis (approximately)
• Theme should have an over riding tone and feel

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Approaches to Guide the Search for a Creative Theme

Use
Use aa Unique
Unique
Positioning
Positioning the
the Brand
Brand Selling
Selling Position
Position

Seeking
Seeking the
the Major
Major Idea
Idea

Find
Find the
the Inherent
Inherent Drama
Drama Create
Create the
the Brand
Brand Image
Image

7
3
 Creating a Brand Image
Used
Usedwhen
whencompeting
competingbrands
brandsare
areso
sosimilar
similar itit isisdifficult
difficulttoto
find
findor
or create
createaaunique
uniqueattribute
attribute

The
Thecreativity
creativitysales
salesstrategy
strategyisisbased
basedononaastrong,
strong,
memorable
memorablebrand
brandidentity through image
identitythrough imageadvertising
advertising

Often
Oftenused
usedfor
for products
productssuch
suchas
assoft
soft drinks,
drinks, perfume,
perfume,
liquor,
liquor,clothing,
clothing,airlines
airlines

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3
Creating a Brand Image

9
3
Approaches to Guide the Search for a Creative Theme

Use
Use aa Unique
Unique
Positioning
Positioning the
the Brand
Brand Selling
Selling Position
Position

Seeking
Seeking the
the Major
Major Idea
Idea

Find
Find the
the Inherent
Inherent Drama
Drama Create
Create the
the Brand
Brand Image
Image

10
3
Inherent Drama

Focus
Focus on
on consumer
consumer benefits
benefits with
with an
an
emphasis
emphasis on
on the
the dramatic
dramatic element
element inin
Inherent
Inherent Drama
Drama expressing
expressing them
them

Messages
Messages generally
generally presented
presented inin aa warm,
warm,
emotional
emotional way
way
(Hallmark,
(Hallmark, Maytag,
Maytag, Kellogg’s)
Kellogg’s)

11
3
Approaches to Guide the Search for a Creative Theme

Use
Use aa Unique
Unique
Positioning
Positioning the
the Brand
Brand Selling
Selling Position
Position

Seeking
Seeking the
the Major
Major Idea
Idea

Find
Find the
the Inherent
Inherent Drama
Drama Create
Create the
the Brand
Brand Image
Image

12
3
Approaches to the Major Selling Idea: USP

Unique
Unique Selling
Selling Proposition
Proposition

Proposition
Proposition Unique
Unique Potent
Potent

Buy
Buythis
thisproduce
produceand
and Must
Mustbebeunique
uniquetotothis
this The
Thepromise
promisemust
mustbe be
you
youwill
willget
getthis
this brand
brandoror claim;
claim; strong
strongor
orattractive
attractive
benefit.
benefit. something
somethingrivals
rivalscan't
can't enough
enoughtotomove
move
or
or don't
don'toffer
offer people
people

Covergirl 13
3
Approaches to Guide the Search for a Creative Theme

Use
Use aa Unique
Unique
Positioning
Positioning the
the Brand
Brand Selling
Selling Position
Position

Seeking
Seeking the
the Major
Major Idea
Idea

Find
Find the
the Inherent
Inherent Drama
Drama Create
Create the
the Brand
Brand Image
Image

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3
Positioning

Establish
Establish aa particular
particular place
place inin the
Positioning customer’s
customer’s mind
mind for
for the
the product
the
product or or service
service

Based
Based onon product
product attributes/
attributes/ benefits,
benefits,
price/quality,
price/quality, use
use or
or application,
application, type
type ofof
user,
user, problem
problem solved
solved

15
3
Approaches to Guide the Search for a Creative Theme

Use
Use aa Unique
Unique
Positioning
Positioning the
the Brand
Brand Selling
Selling Position
Position

Seeking
Seeking the
the Major
Major Idea
Idea

Find
Find the
the Inherent
Inherent Drama
Drama Create
Create the
the Brand
Brand Image
Image

16
3
 Creative Brief
Project description
Background/market information
What are the communications objectives?
Who is the target audience?
Positioning/creative strategy
KEY SELLING CONCEPT (content oriented)
- What is the consumer insight? 
- What is the benefit we are trying to communicate? 
- What can we offer as support for this? 
Creative strategy
- What is the brand’s tone? /Personality/campaign theme
- What appeal/ creative execution tecniques will be used
Execution
- What’s required / mandatories/ executional considerations?

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Creative Brainstorming

18
Advertising Creativity

 The ability to generate fresh, unique, and appropriate ideas that can
be used as effective solutions to communications problems.

1 8–19
 CREATIVITY
• Ability to think up ideas with value
• A Divergent Thinking Skill where we postpone judgment and try to see a
situation from as many unique perspectives as possible
• Vital skill for marketers in problem solving, developing new
products, services and promotions, needed often

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 Creativity Misconceptions
 Creativity is a talent- some  All have some ability which can
have it some don’t be tripled with training

 I’ve been to many  Most brainstorming is poor-

brainstorming sessions- I don’t
need training need tools

 You use creativity only in the  Use it whenever you need it

idea generation phase of  Good ideas are the limitation
problem solving

 $ is the limitation

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 The Challenge
• Relevance of the creative to the target audience is critical to establishing
an important link to the brand, the benefit and why the target audience
would buy it.

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1
 Importance of creativity
• Advertising is only creative if it sells the brand
Vs
• Creative only if artistic, aesthetically pleasing and original

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1
Creative challenge

 Creative message that

breaks through versus
playing safe but is it
effective?

1 8–24
Developing Creative
Thinking Skills

25
 Categories of Creative Thinking Skills
• Creative thinking skills can be organized into four main categories. They
are:
· Fluency
· Flexibility
· Originality
· Elaboration

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 Fluency
• Fluency is the ability to generate a large number of ideas or alternate
solutions to a problem.
• Fluency is based on quantity
• You can develop this by always challenging your and asking “Is there
more?”

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 Flexibility
• Flexibility is the ability to see things from different points of view, to use
many different approaches or strategies. It is "breaking the mind-set".
• The question you ask yourself here is:
“Is there another way?” “ How might someone else see this or
approach this?

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 Originality
• Originality is the ability to generate a unique or new idea
• It involves putting information about a topic back together in a new and
creative way

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 Elaboration

• Elaboration is the ability to make an idea better or clearer by building

upon it.
• This involves developing clear criteria and judging the knowledge you
have gained for the purpose of gaining more

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 Ten Ways To Get Creative
1. You have to believe you can be creative!
2. Look for many possible answers, don't assume the first solution is best.
3. Be prepared to look outside 'standard practice’
4. Play around with the issue and have some fun
5. Be prepared to accept ambiguity, at least for a time
6. Don't be afraid to 'say something wrong’
7. Challenge your inbuilt 'rules' or 'assumptions’
8. Don't always rely on experts - sometimes their thinking is limited by their expertise
9. Don't always be logical, sometimes silly thoughts take you on to new ideas
10. Be prepared to get it wrong sometimes

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 The Six Thinking Hats

The 'Six Thinking Hats' is a quick,

simple and powerful technique to
improve your creative thinking. It
does this by encouraging you to
recognize what type of thinking you
are using, and to apply different types
of thinking to the subject.

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The White Hat is cold, neutral and objective.
Take time to look at the facts and figures.

The Red Hat represents anger (seeing red). Take time to listen to
your emotions, your intuition.

The Black Hat is gloomy and negative. Take time to look at why
this will fail.

The Yellow Hat is sunny and positive. Take time to be hopeful and
optimistic.

The Green Hat is grass, fertile and growing. Take time to be

creative and cultivate new ideas.

The Blue Hat is the colour of the sky, high above us all. Take time
to look from a higher and wider perspective to see if you are
addressing the right issue.

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Brainstorming

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 Tips for Effective Brainstorming
• There are no dumb ideas
• Don’t criticise other people’s idea
• Build on other people’s ideas
• Stress quality over quantity

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 Mechanics
• Record every idea
• Display ideas – flip or overhead transparency
• Facilitator - leads and writes
• Use groups of about 5 people – research shows this is best
• Try to create a fun environment

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 Triggers
• An event ( comment, idea) that allows us to overcome a mental block and
to start the flow of ideas again
• Is usually a word that overcomes:
• Fixation
• Negative feelings ( I can’t think of more)
• Silences
• Triggers can come from within or from others

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 Trigger effect
60

50

40
# of
Ideas 30

20

10

Time 38
 Research
• During the last minutes of brainstorm
• 80 % of the ideas are “junk”
• 15 % are “ interesting’”
• 5 % are “terrific”

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 Techniques to get everyone involved
1. Start with individual brainwriting before open discussion

2. Give everyone a card to write an idea and pass on to be added to, built
upon and then passed to facilitator to read

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 A good brainstorming should…
• Last less than an hour
• Whenever you start use a warm-up exercise with simple objects
• Address barriers if you encounter difficulty
• Keep an atmosphere of openness and fun

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