three big issues in creative development today
TRANSCRIPT
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THREE BIG ISSUES IN
CREATIVE DEVELOPMENT TODAY
Daren Poole | 17∙09∙2014
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AREAS TO EXPLORE
Winning ideas
Winning creative in the short and long term
Winning with micro and longer form video
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AREAS TO EXPLORE
Winning ideas
Winning creative in the short and long term
Winning with micro and longer form video …get it right and the
brand grows, but get it wrong and the money is
wasted.
Advertising is one of the biggest discretionary investments a brand
makes….
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TOP 10 WAYS TO GROW ADVERTISING PROFITABILITY
1.1
1.15
1.4
1.6
1.7
2.5
3
5
12
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Source: Top 10 drivers of advertising profitability, Paul Dyson, Admap, September 2014
Market/brand size and share
Creative - tagging, ad length
Budget setting across geographies
Budget setting across portfolios
Multimedia campaigns
Budget setting across variants
Costs and product seasonality
Product vs equity vs season
Laydown
Target audience
Profit multiplier
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You can't have
a good ad without a
good idea
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INSIGHTS FUEL WINNING IDEAS
in·sight (nst) n. A penetrating and often sudden understanding, as of a complex situation or problem.
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A PARADIGM SHIFT IN THE WAY PEOPLE THINK AND ACT
Insights allow us to think about the world in a new way
DisruptiveUnexpectedChange
Momentum
!
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A WINNING IDEA HAS A TRANSFORMATIONAL EFFECT
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SO VERY RESONANT IT COULD BE REPEATED AGAIN AND AGAIN POWERFULLY
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DIFFERENT AND CLEVER ENOUGH TO TAKE ON A LIFE OF ITS OWN
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DIFFERENT AND CLEVER ENOUGH TO TAKE ON A LIFE OF ITS OWN
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Sales for brand with consistent idea over time
Sales for brand if new ideaeach time
A BIG INSIGHT PROVIDES COHERENCE TO THE BRAND OVER TIME, HELPING THE BRAND GROW
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WINNING IDEAS
• Can be summed up in a single sentence…
• Are distinctive and disruptive
• Are provocative and generate discussion...
• Stretch the brand without breaking it
• Work across borders, time and channels
• Are personally resonant/meaningful
“”
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A good idea doesn't guarantee a
good ad
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Brand
Predisposition
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Brand
PredispositionPersuasion≠
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Brand
PredispositionImpact
Brand
associations( , )= f
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BRAND ASSOCIATIONS
NewDifferentRelevantCredible
Persuasive
MeaningfulDifferent
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IMPACT
EnjoyableDistinctiveInvolving
ContagiousWell branded
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6 thoughts on 6 seconds to
6 minutes
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ADVICE FOR LONGER FORM YOUTUBE VIDEO
• Keep your canvas clean
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MATISSE KNEW A BIT ABOUT CANVASES
Matisse self-portrait Le Rideau Jaune
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JUST BECAUSE YOU HAVE A BIGGER CANVAS DOESN’T MEAN YOU HAVE TO FILL IT
30cm x 23cm 260cm x 390cm
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ADVICE FOR LONGER FORM YOUTUBE VIDEO
• Keep your canvas clean
• Brand with confidence
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ADVICE FOR LONGER FORM YOUTUBE VIDEO
• Keep your canvas clean
• Brand with confidence
• Don’t demand immediate response
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ADVICE FOR VINE
• Simple vs simplistic, authentic vs polished
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ADVICE FOR VINE
• Simple vs simplistic, authentic vs polished
• Brand – or cue brand
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ADVICE FOR VINE
• Simple vs simplistic, authentic vs polished
• Brand – or cue brand
• One explicit message max
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SINGLE-MINDED, FUNCTIONAL
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EMOTIONAL REINFORCEMENT
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THREE QUESTIONS FOR YOU
Are your communications based on a big idea?
Will your ads pay for themselves?
Are you ready to win in micro and long form video?
