buscd session 1 welcome to strategic creative development

Welcome

Friday, January 20, 12

Strategic Creative DevelopmentCom 527


Advertising strategy is no longer only about inspiring the creation of an ad.

Today it has to inform how brands generate content, engage in the social stream, invite participation, and create cohesion across all media.


Likewise, creative concepts are no longer limited to the art and copy-based executions that defined creativity in the traditional media of TV, print and outdoor.

They now include digital experiences, gaming dynamics, mobile utility, Facebook apps, crowdsourcing and experiences that connect the digital world and the real world.


ConsumersTechnology Media New platforms Conversation strategy Transmedia Hyper-connectivity FreemiumInterest graph


The consumer has changed. She no longer reads and listens but instead creates, shares, connects and filters. Technology has altered the way we interact with brands and content. Media has evolved -- it is less about connecting brands and content to consumers and more about connecting consumers to each other. New platforms and means of engagement are creating opportunities and challenges that transcend traditional advertising. Conversation strategy allows brands to connect directly with consumers, without an intermediary channel. Transmedia story telling adds a level of complexity that reflects consumers’ own media behaviors. Hyper-connectivity, the only real trend that matters, elevates the influence of peers, informs decision making, and places new kinds of pressures on brands. Freemium, a model now used by everyone from iPhone games to music platforms (Spotify) to media properties (NY Times) is replacing advertising and even direct response due to its cost efficiencies. The interest graph is offering new insights to interests, preferences and actions.


All of the above calls for new kinds of strategies and new kinds of creative solutions.

It demands that “creatives” expand their repertoire and requires strategists and media planners to think of themselves as idea generators. The next generation of strategists and creatives will require far broader set of skills and the ability to think like a T-Shaped person if they’re to conceive ideas that are both relevant and remarkable.


Success


problem solvingcreativity

self expressioncollaboration

curiosityfearlessness


Everyone is strategic and creative


You

attend classactively participate

writepresent

develop campaignsthink all the time

have fun


Strategy


Creative


Twenty Years Later


What makes them strategic?What makes them creative?

(audience, insight, medium)

Qualities, characteristics,techniques, execution, anything else you can

think of.


Art and Copy(and bought attention)


Sixteen Years Later


What has changed?What makes this strategic?What makes this creative?

What is the role of the consumer?How has consumer behavior influenced

the idea?What does it tell you about the product?


Storytelling that is sought out.(earned attention)


One Year Later


insert mini cooper


What’s new and different?What is the strategy?

What makes it creative?What’s changed about executional tactics?Where is the consumer in this campaign?

What’s prescient about this work?


Creating an iconic brand:Discovery, community, launch of a movement

enabled by a car.


One Year Later


What distinguishes this from the previous work?(at least five things)

What is the core idea?What is the execution?

How predictable are the results?


A new role for the consumer.


What are the benefits of this approach?Is it advertising?

What can the brand get from it?What are the shortcomings?

Will it sell cars?


brands consumers>


brandsconsumers

consumersbrands

>>


brandsconsumersconsumers

consumersbrandsconsumers

>>>


The readers have become the writers.


We are living through the disorientation that comes from including 2 billion new participants in a media landscape previously operated by a small group of professionals.


What does it mean for us?What has to change?


mindset, ideas, strategy, teams, execution, process


The new advertising:

A new strain of marketing in which the brand, agency and consumer work together to reach a tangible, meaningful goal. As a decade of digital interaction gives way to social and collaborative initiatives, brands and marketers no longer need to rely exclusively on traditional, short-term campaigns as their default strategy in the battle for consumers’ hearts and minds.


Campaigns:

Having evolved to suit the tightly defined media options of the past, a campaign is the end product of the creative process, done and finished when it goes out the door.


Digital Assets: (platforms, apps, programs, utility):

Platforms and projects, on the other hand, live on. They rely on consumer participation. They are collaborative and communal, and evolve over time. They demand more time, attention and monitoring, as they are never finished, but they can leave a deeper, long-term impression.


Burberry


--art of trench


“We are now as much a media-content company as we are a design company, because it’s all part of the overall experience.”

Christopher Bailey, CCO, Burberry


Tesco-Home Plus


Heineken


Assignment One: Due Monday, Jan 30th, 8:00 am

Blog Post

@ 500 words (fewer is OK)Find a campaign in any category

(fashion, beer, cars, entertainment)Talk about how it reflects all the changes happening:

--consumer --tech --media --behavior

1. Discuss strategy (what were they trying to do)2. Identify the target or community3. Explain tactics or media used

4. Evaluate the creative


Team project: Due February 13

Relaunch the VW micro bus

--write the press release (what will happen after the campaign runs)

----who would you engage as target--what would strategy be

--what insight could you tap into--five things you could do that aren’t

traditional advertising


buscd session 1 welcome to strategic creative development

Business

whats new

new role

new insights

new kinds of strategies

media planners

media behaviors

advertising strategy

brands consumersfriday