Chapter 10
Creative Strategy and
the Creative Process
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Overview
How advertising strategies are translated
into creative briefs and message
strategies that guide creativity
10-2
Chapter Objectives
Discuss the meaning and
importance of creativity
Tell how to tell great
advertising from ordinary
Identify members and
tasks of the creative team
Explain the role and effect
of the creative brief
Define the four roles
people play at stages of
the creative process
List techniques creatives
use to be more productive
List principal elements of
a creative brief
10-3
What Makes great Advertising?
The Creative Team
Creative Director
Copywriter
Art Director
Verbal message
Nonverbal ad
design
10-4
What Makes great Advertising?
Audience Resonance
Informational
Transformational
Problem
avoidance or
removal
Use positive
reinforcement to
offer a reward
“Boom”
Gets your
attention… now!
Often fail to resonate with the audience
10-5
What Makes great Advertising?
Strategic Relevance
Audience
Needs, Wants
Client Needs
“I can’t believe I ate the whole
thing” was a flop
10-6
What Makes great Advertising?
Target believes in brand icons
10-7
Elements of Advertising Strategy
Target
Audience
Advertising
Message
Product
Concept
Communications
Media
10-8
Writing the Creative Brief
Issues to Consider
Who?
Elements of the Brief
Objective statement
Why?
What?
Where?
When?
Support statement
Tone or
brand character
statement
10-9
Formulating Strategy
Selected advertising appeals
10-10
Message Strategy
Verbal
Nonverbal
Technical
I’m
late!
10-11
Message Strategy
This Snickers ad exemplifies the
art of nonverbal communication
10-12
Creativity’s Roles
Creativity’s Roles
Inform
Fact-Based
Thinking
Persuade
Remind
vs.
“Boom”
Value-Based
Thinking
10-13
The Creative Process
Explorer
Insight
Objective
Brainstorm
10-14
The Creative Process
Artist
Develop “Big Idea”
Implement
creative pyramid
Concept Transformation
 Adapt
 Imagine
 Reverse
 Connect
 Compare
 Eliminate
 Parody
10-15
The Creative Pyramids
10-16
The Creative Process
Milwaukee Tools
brings a new
identify
to the humble
electrical outlet
10-17
The Creative Process
This ad for K2 skis exemplifies the five steps
of the creative pyramid
10-18
The Creative Process
Judge
Is this idea an ah! or an uh-oh?
What’s wrong and right with this idea?
What if it fails? Is it worth the risk?
What is my cultural bias?
What’s clouding my thinking?
10-19
The Creative Process
10
World Class
9
New standard in advertising
8
New standard in product
category
7
Excellence in craft
6
Fresh idea(s)
5
Innovative strategy
4
Cliché
3
Not competitive
2
Destructive
1
Appalling
Leo Burnett’s GPC rating scale
10-20
The Creative Process
Warrior
Be bold
Use energy wisely
Sharpen your skills
Be persistent
Examine criticism
in advance
Savor your victories
Overcome obstacles
Learn from defeat
10-21
Key Components of Selling
Strategic Precision
Savvy Psychology
Slick Presentation
Structural persuasion
Solve the problem
10-22