Creative Strategy

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• Creative Strategy

You cannot bore people into buying your
products. David Ogilvy
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Creating Original Ideas

• Irony

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Creating Original Ideas

• Analogy

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Creating Original Ideas

• Familiar vs. Strange

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Creating Original Ideas

• Stunning Images

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Creating Original Ideas

• Catchy Phrasing

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Creating Original Ideas

• Unexpected twist

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DArcys Universal Advertising Standards

• Does this ad position the product simply and with
  clarity?
• Does this ad bolt the brand to a clinching
  benefit?
• Does this ad contain a Power Idea?
• Simple statement without reference to a final
  execution
• Attract attention
• Revolve around clinching benefit
• Vivid experience
• Does this ad design in Brand Personality?
• Is this ad unexpected?
• Is this ad single-minded?
• Does this ad reward the prospect?
• Is this ad visually arresting?
• Does this ad exhibit painstaking craftsmanship?

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Developing a Campaign The Copy
Platform/Creative Brief

• 1 Basic problem or issue the advertising must
  address.
• 2 Advertising and communications objectives.
• 3 Target audience.
• Major selling idea or key benefits to
  communicate.
• Creative strategy statement (campaign theme,
  appeal, execution technique).
• Campaign Theme central, unifying idea (Just do
  it Youre in good hands,)
• 6 Supporting information and requirements.

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Successful Long-Run Campaigns

• Nike
• Just do it
• Allstate Insurance
• Youre in good hands with Allstate
• Hallmark cards
• When you care enough to send the very best
• De Beers
• A diamond is forever
• Intel
• Intel inside
• State Farm Insurance
• Like a good neighbor, State Farm is there
• Timex watches
• It takes a licking and keeps on ticking
• Dial soap
• Arent you glad you use Dial?