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Chapter 10
Creativity and Advertising
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Overview of Creativity

• The poets versus the killers
• The tension between creativity and selling
• Creating brands
• Advertising is about brand-meaning creation
• Creativity in general
• The soul of advertising and branding

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If you had to guess who came up with this ad
would you guess the killers or the poets?
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Creativity across domains

• Creativity is a gift, a way of seeing the world
• Mozart, DaVinci, Keats, Ogilvy?
• Creatives are unconventional, showing total
  commitment to their craft

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Creativity across domains

• Howard Gardner studied seven creatives
• Freud, Einstein, Picasso, Stravinsky, Eliot,
  Graham, Gandhi.
• Found these common characteristics
• Self-confident, alert, unconventional,
  hardworking, obsessive.

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Adaptation/Innovation Theory

• People facing creative tasks can be placed on a
  continuum between being an adaptor and an
  innovator.
• Adaptors
• Work within existing paradigms
• Innovators
• View the paradigm as part of the problem

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Ad Agencies, the Creative Process, and the Product

• Oil and water
• Art and Science
• Why creativity?

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How would you rate this ad from a creative
standpoint?
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How would you rate the creativity of this ad?
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How to Effectively Hurt Creativity

1. Treat your audience like a statistic
2. Make your strategy a hodgepodge
3. Have no philosophy
4. Analyze your creative effort as you do a
   research report

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Hurting Creativity

• Make the creative process professional
• Say one thing and do another
• Give your client a candy store
• Mix and match your campaigns

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Hurting Creativity

1. Fix it in production
2. Blame the creatives for bad creative
3. Let your people imitate
4. Believe post-testing when you get a good score

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