Creativity is about finding innovative solutions to business problems.

Great examples of creativity in advertising

• The most creative campaign ever produced - according to Steve Harrison
• The most creative campaign ever produced - according to Drayton Bird
• Another great example and another and another and another... 

Great advertising.  It makes you smile, and makes a promise. 

 

Creating your 'big creative idea'

The five key principles:

1. Understand exactly what your objective is.
2. Segment and then get under the skin of your target audience.
3. Find out what their primary need is (consumer need or business need) and exactly how you/the brand can fulfil it, or how you can solve the problem that your audience has.

   Create a single-minded proposition/message (with a dominant emotion?)

   Deliver the best possible Creative Brief.

4. Match the message with the audience.
5. Match the message with the medium/media channel.

"Creativity in advertising is all about the power of reduction. Write less, say more"  Sir John Hegarty

How to be creative.

Why creativity is so important.

Where do good ideas come from?

18 of the commonest errors in marketing communication – by Drayton Bird

 

Does the Creative work?

1. Use the '8 Cs of Creativity' to evaluate each piece of work.
2. Understand how a Brand Team typically analyses the proposal.