Advertising Creativity Marketing Creativity n The Creative Revolution
- Slides: 54
Advertising Creativity & Marketing Creativity n The Creative Revolution n The Marketing Revolution n The Rise of “IMC”
The Creative Revolution: n 1960 -1969 - Cultural Forces l Countercultural movements s “Break the rules” n 1950 -1969 - Business Forces l A New Breed of Agencies l A New communication style l Three Influential individuals. . .
Three Key Individuals n Bill Bernbach, Doyle Dane Bernbach (DDB)
Three Key Individuals n Leo Burnett, Chicago, IL “If you reach for the stars, you might not get one, but you won’t come up with a handful of mud, either. ”
Three Key Individuals n David Ogilvy l Came from UK to start agency – Ogilvy & Mather l Wrote books about advertising
Know Who This Is? n He’s Paul Rand n Very Influential Graphic Designer n The key - surprising combinations of words & visuals n Paul Rand worked with Bill Bernbach
Bill Bernbach n Started as writer for head of World’s Fair n Meets Paul Rand at small ad agency n Moves to Grey becomes Copy Chief n 1949 - Starts “DDB” Doyle Dane Bernbach
The DDB Style: n Ohrbach’s their first account.
The DDB Style: n Ohrbach’s their first account.
The DDB Style: n Ohrbach’s their first account.
The DDB Style: n Ohrbach’s their first account. n Levy’s - diversity w. “effective surprise”
The DDB Style: n Ohrbach’s their first account. n Levy’s - diversity w. “effective surprise” n Polaroid - dramatic visual demonstration
The DDB Style: n Ohrbach’s their first account. n Levy’s - diversity w. “effective surprise” n Polaroid - dramatic visual demonstration n Jamaica - one word and a visual. . .
The DDB Style (cont): n 3 Key Campaigns: l Mobil - “We Want You to Live”
The DDB Style (cont): n 3 Key Campaigns: l Avis - Helped inspire “Positioning”
The DDB Style (cont): n 3 Key Campaigns: l VW - Campaign of The Century
The DDB Style (cont): n 3 Key Campaigns: l VW - Campaign of The Century
The DDB Influence: n A New Way of Creating Ads l Writer/Art Director Team l “The Concept” n A New Industry Standard in every award show n “Ad Age” chose Bernbach as their “Ad Man of the Century”
The Burnett Style n “Inherent Drama” n Red meat on a red background l Leo believed you could find it in almost anything. After all, it was “inherent”
The Burnett Style n “Inherent Drama” n Here’s how Leo’s agency captured the wholesome personality of a Kellogg’s breakfast
The Burnett Style n “Inherent Drama” n Powerful, instinctive, and long-lasting imagery
The Burnett Style n “Inherent Drama” n The Lonely Maytag Repairman - a dramatic and engagingly human personification of reliability
The Burnett Style n “Inherent Drama” n So, how do you give personality to a can of refrigerated dough?
The Burnett Style n “Inherent Drama” n OK, how about cans of peas and corn? n OK then, how about new frozen vegetables?
The Burnett Style n “Inherent Drama” n Tuna fish? l Sorry, Charlie, we just want tuna that tastes good.
The Burnett Style n “Inherent Drama” n Cat food? l There’s a little bit of Morris in just about every cat owner’s cat.
The Burnett Style n “Inherent Drama” n Cookies? l Made by elves who live in a hollow tree, and we almost believe it.
The Burnett Style n “Inherent Drama” l It made Leo’s agency’s campaigns long-lasting and part of our culture l “The glacier-like power of friendly familiarity. ” n Time Magazine chose Leo Burnett as their “Ad Man of the Century”
The Ogilvy Approach n Now, let’s look at some early work by David Ogilvy. n He took classic lessons on copywriting and added his own wit and style n The result was advertising that added an extra value for the brand… image
The Ogilvy Approach n Craftsmanship n Research - headline was from a British car magazine n Editing - all copy is tight and bright n Wit - upscale w/o being a snob Rolls-Royce
The Ogilvy Approach n Story Value n Imagery - one small device - the eye patch adds interest Hathaway Shirts
The Ogilvy Approach n Story Value n Imagery - one small device - the eye patch adds interest n Repetition - Ogilvy knew advertising takes time to build - this one device let him tell his story over and over. Hathaway Shirts
The Ogilvy Approach n “Rules” n Here, a similar but different approach for Schweppes - why? n Because Ogilvy believed you should n Find out what works - and repeat it. Schweppes
The Ogilvy Approach n Ogilvy grew his agency into a world-class organization, with l New generations of capable management l World-class clients l Long-term relationships n Over time, his agency was the most successful.
Marketing Revolution: n 1970 -1979 l Tougher economic times l New, more “scientific” tools: s Brand Management s Market Research s Segmentation s “Positioning”
Brand Management n Neil Mc. Elroy’s Idea l At P&G (1931) l Competitive brands within a company l Becomes standard for marketing organization l Becomes head of P&G l Becomes Eisenhower’s Secretary of Defense
Market Research n The Result - companies understand their consumers more accurately n The Result - a shift to a marketingdriven perspective from a product or production-driven perspective n The Result - manufacturers begin to evolve into marketers
Segmentation n Product differentiation in response to consumers’ differing needs n Maximize potential market share
Positioning: n Positioning was a new perspective on the marketplace. n There were too many products, and too many messages. n Marketers had to deal with this new marketing reality.
Positioning: n The Positioning authors said advertising had to evolve from hard-sell “reason why” ads. . . n Through image ads. . . to advertising based on “the mind of the consumer” n What was that mind?
Positioning: n Though the mind of the consumer was overloaded with messages. . . n in most product categories, there were very simple heirarchies. . . The product ladder
Positioning: n Within each category, there are four basic types of positions… n The Best Position n The Against Position n The “Niche” Position n The New Category
The Best Position n In most categories, there is a #1 in the consumer’s mind n The “Best” Position leverages this n Example: Crest
The Against Position n The “Against” Position defines itself vs. #1. n It’s an aggressive and competitive position n Example: Avis “We’re only #2. We try harder. ”
The Against Position n The “Against” Position defines itself vs. #1. n It’s an aggressive and competitive position n Example: 7 Up “The Un. Cola”
The Against Position n The “Against” Position defines itself vs. #1. n It’s an aggressive and competitive position n Example: Take The Pepsi Challenge!
The Against Position n The “Against” Position defines itself vs. #1. n It’s an aggressive and competitive position n Example: Take The Pepsi Challenge!
The Niche Position n The “Niche” Position promotes the product along one dimension of superiority n Example: All. Temperature Cheer
The New Category n The New Category is just that. It defines a category that didn’t exist before and then positions the (new) product as the best in that new category. Competition follows. n Example: Smartphones
Marketers Dominate n Client personnel (marketers) now better trained; better paid n Mergers begin - clients get bigger n Competition toughens l Comparative ads n The tempo increases. . .
Ad Evolution: 80 s & 90 s n Bernbach’s influence grows… n Client mergers continue… n Agency mergers begin… n Computers and cable… n And the tempo increases even more. . .
From Advertising. . . to Marketing
Chapter One Discussion n How did new media forms affect advertising? n In your opinion, who was the most important ad person? n In your opinion, what were the five most important new ideas?
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