Creative Strategy and the Creative Brief

10/12/2006Creative Strategy: OptionalElements• Physical continuity (All in the family?)• Slogans/taglines/trade characters• Lead-in or opening line (TV Print) Do you know me?• Psychological continuity Theme (Feminist movement) Attitude Advocacy (Anti-drugs, Smokey The Bear)Creative Tactics• Many ways to approach the creative taskExperienced creatives have the intuitionNew practitioners can use a process such asthe FCB Grid(6-4)3

10/12/2006The FCBGridWhat is your approach• Are you selling the category or the brand?Generic strategy (Sells the category)Preemptive claim (Sells the brand)• Unique Selling proposition (USP)• Brand Image• Positioning• Resonance approach4

10/12/2006The Big Three Approaches• Functional approach Focuses on attributes that fit wantsand needs (Cars, tools)• Symbolic approach Focuses on style, prestige,ego values. (Fashions)• Experiential approach Focuses on the pleasure consumerwill derive from the product or serviceWhat Makes Strategy Creative• A good creative strategy is bothspecial and different Does it catch people off guard? Does it reward and surprise?• Does it come in under the personalblocking radar? Non sequitur or contrast?• It’s not whether you win or lose it’s howyou: Play the game. Place the blame.5

10/12/2006What Makes Strategy Creative (cont.) Does it engage their interest? Do you get them involved,wondering what it’s all about? Dothey care? Is it important and salient? Emotional bonding versus brandimage and positioning• Usually based on past experiencewith the brand or relative to the brand• This kind of advertising relies more onhow you say it versus what you sayPut it in writing: The Creative Brief6

10/12/2006Don’t Flaunt The Strategy• Don’t say it demonstrate it• Don’t look or sound like an ad• Make the ad the logo• Treat brands like people, make themlikeable• Involve the consumer• User humor and sex carefully• Don’t brag: There’s Hertz and not exactly.Objectives• Having completed this class you are able to: Recall that the creative target audience and campaigntarget audience are one in the same Recognize the parts of a creative strategy objective Identify the 3 key elements of a creative strategy andthe optional elements that can accompany them Apply experience or, lacking that, a tool, such as theFCB Grid to approach the creative task Determine if you are selling the category or brand. Describe the big 3 creative approaches and what theyfocus on Explain what makes a creative strategy both specialand different Use the elements of the creative brief7