CREATIVITY

IN
ADVERTISING
 What
is
Creativity?
 The
ability to generate
fresh, unique and appropriate
ideas to solve
problems.
 Creative Concept

A big idea that is original,

supports the ad strategy
and dramatizes the selling
point.
Interviews
• Advertising agency’s view
Shamshad Mirza,
Director, Manhattan, Leo Burnett

• The brand manager’s view

Tazeen Kazi,
Brand Manager-Energile, Unilever

• Piyush Pandey
Director O&M
Creativity Montage
Video
Zenith Optimedia
What is a brand ?
Top 100 Global Pharma Brands
Creativity Modules
 Unilever – ABCDE Model

•Attention : Try to grab attention in the

first 5 seconds.

McDonalds
Unilever – ABCDE Model

Branding: The brand should reflect

the brand based communication -
persona , promise , target market ,
USP , consumer insight, reason to
believe and emotions.
B
 Unilever – ABCDE Model

Communication : Message should be

clear and not cobwebbed into too many
ideas.

Surf
 Unilever – ABCDE Model

Distinct : It has to have a USP – something

different which makes it stand out.

•D

D
 Unilever – ABCDE Model

Engage: Direct-response advertising

provides some kind of an offer , or a number
for future connection that engages
customers.

•Anchor
 Leo-Burnett

•Addressing marketing goals.

•Concept consumers can relate to.

•Distinct

•Total Communication

•Single Minded Focus

 BBC India- Sigma 1
•Consumer Insight

•Transformation into an image.

•Celebrity endorsement / Humor.

Dramatizing the Selling Point
AD CRACKER
Shock
Twist
Symbolic
Story
Out Of Box
 Some Good TVCs
• 1
• 2
• 3
• 4
• 5
• 6
• 7
Creativity In Print Ads
 Effective Print Ads
The 40-40-20 Success Rule

• 40% focus should be on offer

• 40% focus should be on list
• 20% focus should be on creativity
 2. How to make print ads Creative
• Choose one dragon.
• Don’t just decorate.
• Use maximum visuals.
• Use Appeals
• Use Colors
• Stand Out
• Make Ads Humorous
• Focus on customer not products.
• Draw a Connection
• Keep It Short And Simple (K.I.S.S)
• Use Emotions
OOH
 OOH- OUT OF HOME
• 90 -95% visual
• Only 5 – 10% Headline, Caption or Copy
• IMC to be adhered to
• Details may only be shown if net OTC is
high
• All other basic rules of creativity to be
followed.
 
Gross OTS x Visibility Index = Net OTS
Gross OTS: Number of people passing through the
sight daily .

Visibility Index: Location + Size + Height

0.5 0. 3 0.2
THANK YOU !
CREATIVITY
IN
ADVERTISING

DAY 2
Behavioural Concepts
“ Psychology in Action
is
Advertising”
SIGMEND FRUED
 MARKETING IMPLICATIONS
1. EXTRINSIC CUES ARE MORE IMPORTANT
THAN INTRINSIC CUES
2. OEDEPUS COMPLEX
3. ELECTRA COMPLEX
4. SUBLIMATION
5. FETISHISM
6. BRAND PERSONA
7. BRAND GEOGRAPHY
8. ANIMATION/CARTOONS
9. THRILLERS
Freud Marketing
Implications
Metaphoric Marketing & Fetishism

Video
Sublimation
THANK YOU !
 Visual & Sound
•Props : Using things like planes , ships , cars , heavy
equipment etc to capture attention. Normally very
expensive technique.

•Production Techniques

•Media Graphics

•Models

•Colors

•Locations
Simplicity
 Ad Cracker

Video
Fascinating Face