three big issues in creative development today

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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?

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Any Questions?Get in touch with Daren Pooledaren.poole@millwardbrown.com

darenatmb