There is no document that outlines the creative concept or idea development stage. The documents we have looked at-the marketing plan and creative brief-concentrate on marketing assessments and an overall communication profile.
Creative, its interpretation and its ultimate ability to produce a sale, is the driving force behind any integrated marketing communication (IMC) ad or campaign. If creative efforts fail,it because the marketing plan failed. The fate of an ad or a campaign is sealed during the development of the creative brief.
Everything creative-copy and layout-begins and ends with the creative brief. Before any brainstorming takes place, before any copy is written or any concept laid out, the creative team needs to thoroughly study the creative brief.
The creative brief lays an informational foundation for the creative team to build upon. It outlines what the IMC creative efforts need to accomplish and is the rational behind creative direction. The creative team will use the knowledge about the target to define the audience they are talking to. Objectives will determine what the creative efforts will need to accomplish; the strategy and positioning will help determine how the message will be delivered and the image and position needed to stand out from the competition. The key benefit will become the voice of the IMC promotion and must dominate all creative executions, both visually and verbally.
A great idea can usually be stated in on sentence: the key benefit. It is what you do with that sentence to bring the idea alive that creates memorable ideas.
The best place to start to start when trying to develop a great idea is to being with a word list. A word list gets both your left – and right – brain working. It is important to realize that for the most part, a great idea will not just pop into your head. Great ideas most often come in bits and pieces that will come together at the most unlikely of times. It pays to be prepared and have pen and paper available to corral brilliance when it does come. All creative efforts must be written and designed specifically for your target audience, in a vernacular, or language, they can understand about problems or situations they can relate to, and appear in a medium they frequently see.
There is a lot of bad advertising out there, with no direction, no strong brand identity, and no defined target audience. This kind of advertising usually carries what i call a “ been there,done that” creative label. This means the idea has been used before-sometimes many,many times.
When you have seen something once, it is interesting; when you have seen it two or three times, it is boring. Once consumers are bored, they stop paying attention to the message. Today’s consumer is bombarded with hundreds of advertising message each day. A good creative team recognizes this and looks for an innovative way to make their product stand out among the clutter. EX. GEICO did with the “Gecko” campaign, and Aflac did it with the “Duck” campaign.
Creative as used in this text is a broad term for the conceptual process. A creative is a person who is involved in a creative activity, especially, in this context, involving the creation of advertisements. The creative team is compromised for some very eclectic personalities. Job titles, which are as diverse as the personalities that fill them, depend on where you are in the country and on the size of the agency. I will take here only about the most common and generally accepted titles.
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