Презентация "Как стать гением креатива" @ red apple 2015

КАК СТАТЬ ГЕНИЕМ КРЕАТИВА

ПОПЫТКА НЕ ПЫТКА

©Viatcheslav Chernyackhovskiy. All rights protected. 2015..

©Viatcheslav Chernyackhovskiy. All rights protected. 2015.

РЕКЛАМА ADVERTISING Advertising is the greatest art form of the twentieth century. Herbert Marshall McLUHAN.

ADVERTISING is a racket, like the movies and the brokerage business.

Frances Scott Fitzerald.

© Viatcheslav Chernyackhovskiy. All rights protected. 2015.

CREATIVITY

CFREATIVITY is a mystique process. It will never be fully comprehended. The creative procedure is unlikely to be ever strictly formulated. Alex F. OSBORN

CREATIVITY is defined as the ability to formulate new combinations from two or more concepts already in the mind. John W. HAEFELE

CREATIVITY does not just “happen”. It requires hard work and a keen mind. Although all people undoubtedly are endowed with some degree of creative ability, SOME PERSONS ARE SUPERIOR in this respect. Maurice I. MANDELL

CREATIVITY is the thinking process that helps us generate ideas. Simon MAJAROThe are no CREATIVE or NON-CREATIVE copywriters; only good ad-makers and bad.

Ed COX


ADVERTISING CREATIVITYADVERTISING CREATIVITY is about how to create ideas and to

visualize them as advertisements.Advertisements – no matter how creative - are not an end in

themselves, but rather a means to the end of SELLING THE CLIENTS’ PRODUCTS.

The advertising agency is not selling merchandise. It’s stock in trade is IDEAS.

The idea must be translated into words and pictures – the right words and pictures. Only then is the CREATIVE idea of any value to the advertiser.


ТАЛАНТ ТАЛАНТ – врожденная способность к творчеству, высшая

степень одаренности, умение создавать творческие произведения лучше других. ТАЛАНТ - выдающиеся дарования, способности, умения, которые открываются с приобретением опыта, формируют постоянные навыки.

Практически каждый нормальный человек обладает задатками определенных талантов от рождения. Раскры-ваются эти задатки благодаря воспитанию человека, его характеру, желанию стать лучшим.


ГЕНИЙГЕНИЙ – высшая форма одаренности. Творения гения

характеризуются исключительной новизной и самобытностью.

ГЕНИЕМ нужно родиться, сохранять и развивать этот дар. ГЕНИЙ создает творческие решения оригинальные, не имеющие аналогов, никогда ранее никем не создавав-шиеся. ГЕНИЙ создает новые тенденции, направления, благодаря способности к наивысшей степени проявления творческих сил.


John E. POWERS; John E. KENNEDY; Albert D. LASKER; Claude HOPKINS; Theodore F. MacMANUS; Raymond RUBICAM.


Rosser REEVES; Leo BURNETT; William (Bill) BERNBACH; Fairfax M. CONE; David OGILVY.


John E. Powers (1837-1919), advertising most influential copywriter. “Father of modern creative advertising”.

Ranked #1 at the turn of the 19th c. in fees and ability. Created ads for department stores Lord&Taylor, Wanamaker’s in

Philadelphia. Freelance since 1886. Fee - >$ 100/day. Cтиль: (“Power’s style”, “reason-why” style) - «сдержанная честность», искренность,

добропорядочность, ясность мысли. «Витиеватость стиля оскорбительна и недопустима». Считал гиперболу проклятием рекламного бизнеса. В тексте – только о полезных свойствах рекламируемого товара, факты и только факты, без преувеличений, прикрас. Объявление должно быть интересным для потребителя и правдивым чтобы привлечь его внимание. Первым пообещал в рекламе возврат денег неудовлетворенным покупателям.


• John E. Kennedy (1864-1928) , главный копирайтер Lord & Thomas, Chicago. Since 1906 – a free-lance writer. Was the first to develop philosophy of creative advertising. His formula of advertising – SALESMANSHIP IN PRINT. Advertising must stay the reason why one should buy . The first copy-writer to learn everything about his clients’ business. Developed selling points. Introduced copy testing.

• Текст – первичен, основная часть объявления. Заголовок – подводка к тексту. Копирайтинг – основная функция рекламного агентства.


• Albert D. Lasker (1880-1952), Lord & Thomas, Chicago. Started as a floor-sweeper and became the reachest man in advertising, trend-setter in life and business. Acknowledged as “The Father of Modern Advertising”

• Created the first in-agency copy-writing department. Hired Kennedy and Hopkins, and introduced the first ever creative couple – copywriter + artist. Helped to build up businesses by developing and making famous brands: Sunkist (Drink an Orange for Sunkist), Kotex, Kleenex, LUCKY STRIKE (To Keep a Slender Figure Reach for a Lucky Instead of a Sweet, Lucky Strike Means Fine Tobacco). In 1926 utilizing radio (RCA) as an advertising medium authored the first ever radio broadcast commercials. Introduced celebrities to advertising (Mary Pickford, Lilian Gish, etc.).


• Claude Hopkins (1866-1932), Lord & Thomas, Chicago. One of the greatest and highest paid ($185,000/year, 1907) copy-writers in history. Believed: advertising existed to sell something. Copywriters should acquire detailed knowledge of client products and produce brief, dry, reason-why copy. Promoted: couponing, premiums, free samples, mail order , return of money, and copy testing. “Discovered” : plaque for PEPSODENT tooth-paste, and popularized tooth-brushing; “lived steam” for beer SCHLITZ. The first to use in the copy logical arguments stressing usefulness of the advertising goods purchase. Tested headlines, offers and propositions against each other. Introduced analysis of his clients’ ad spend cost effectiveness by carrying research before and after ad campaign. Introduced to copywriting “the priority confirmation” (утверждение о преимуществе рекламируемого товара). Wrote “a bible of modern advertising” - SCIENTIFIC ADVERTISING (1923), describing how to write advertising that sells.


• Theodore F. MacManus (1872-1940), Theodore F. MacManus Inc., Detroit. Pioneer of the “image ads” (for GM luxury cars ). Created the ad “ The Penalty of Leadership “ for Cadillac (1915) . It ran only once and explained - without specifically mentioning Cadillac , omitting illustration and technical characteristics - why companies that honor “standards of excellence” become “targets of the envious”. Sales surged, Cadillac became a sought after car and popular brand. The ad was voted THE GREATEST AD OF ALL TIME in 1945. Elvis Presley hanged it on the wall of his apartment as a symbol of style and luxury.

• Founded MacManus agency in 1927, later becoming MacManus, John & Adams, and finally – D’Arcy MacManus Benton & Bowels (DMB&B), and MacManus Group.


• Raymond Rubicam (1892 – 1978), N.W Ayers & Son, Philadelphia; Young & Rubicam (1923, NY). ADVERTISING WIZARD. ADVERTIZING STATESMAN. The first agency director from the creative side. Fantastic copywriter. Started “Creative Revolution” focusing on creative excellence. Famous ads for the farma company SQUIB (“The priceless ingredient of every product is the honour and integrity of its maker”), Rolls-Royce, and Steinway (The Instrument of the Immortals). Instituted research, hired G. Gallup as a Head of the Research Department. Introduced for his staff the trust fund, profit-sharing and bonuses. Build up sales of BRISTOL-MYERS medicines, GULF OIL products, PACKARD cars with creative ads. Invented “ gang ups “ – creative groups of copywriters, photographers, artists, copy chiefs. Pioneered production of shows (soap operas) with ads on radio.

• Mottos: ADVERTISING CAN SELL WITHOUT BEING DISHONEST. IDEAS BASED ON FACTS.


• J. Stirling Getchell (1899-1940). Lord & Thomas; Batten; JWT; J. Stirling Getchell Inc. THE ABLEST OF COPYWRITERS. ADVERTISING WIZARD. TACTICAL GENIUS. Copywriter, layout maker and designer. Pioneered innovative bold style: loud headlines, attention – getting layouts, realistic photos, tabloid –type format produced attention-grabbing successful ads. One of the best ads of all time: famous ad for PLYMOUTH – “ Look at all three!” using argument of a salesman in a showroom put into automobile advertising. Introduced personal touch to the ad – depicting Walter Chrysler in the ad explaining why the Plymouth was superior than Ford’s and GM’s cars.

Introduced “creative group systems” – artists and copywriters working together producing ads and ad campaigns.


• Rosser Reeves (1910-1984). Cecil, Warwick & Cecil; Ruthrauff & Ryan; Blackett-Sample-Hummert; Ted Bates Inc., Developed the idea of the UNIQUE SELLING PROPOSITION (USP). Stated that only effective (based on logic and argument) adverti-sement mattered. Three rules of the USP: 1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show window advertising. Each advertisement must say to each reader: Buy this product, and you will get this specific benefit. 2. The proposition must be one that the competition either cannot, or does not offer. It must be unique – either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising. 3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.

• Example: heading for the Colgate ad: “… cleans your breath while it cleans your teeth.”


• Leo Burnett (1892-1971). Erwin, Wasey; Leo Burnett Co, Chicago (1935). Great copywriter. Founder of the “Chicago school”. Imbued copy with the product’s “inherent drama’ through warmth, shared emotions and experiences. Adhered to sentimental ads drawn from heartland-rooted values. Combined in ads information, practical useful facts on the product’s use, design, humour. Created such evocative icons of advertising for press and TV as: JOLLY GREEN GIANT; PILLSBURY DOUGHBOY; CHARLIE THE TUNA; MORRIS THE CAT; TONY THE TIGER. Authored the famous MARLBORO campaign (1955) that helped the brand to become the world’s most sold out by 1972 and a legendary global business. Slogans: COME TO MARLBORO COUNTRY(Philip Morris); FLY THE FRIENDLY SKIES (United Airlines); YOU ARE IN GOOD HANDS WITH ALLSTATE (Allstate Insurance); BEEF. IT’S WHAT’S FOR DINNER (The American Meat Institute). Motto: GOOD ADVERTISING IS A HAPPY WEDDING OF WORDS AND PICTURES, NOT A CONTEST BETWEEN THEM.


• William (Bill) Bernbach (1911-1982). Weintraub;Grey; DDB, N.Y. (1949). # 1 0F ADVERTISING MOST INFLUENTIAL PEOPLE. THE SINGLE MOST INFLUENTIAL CREATIVE FORCE IN ADVERTISING HISTORY (AD.AGE) THE MAN WHO CHANGED AMERICA’S CULTURAL LANDSCAPE. HAD A GENIUS FOR INTEGRATING COPY WITH ILLUSTRATIONS. USED UNPRETENTIOUS IDEAS. His craftsmanship was always beautiful, as close to perfect as humanly possible. Great teacher at the UBA: the UNIVERSITY OF BERNBACH CREATIVITY. Perfected copy/art “team” concept. Acclaimed to be the KING of the ADS in print and TV. Approach: FIRST LEARN HOW YOUR CLIENT’S PRODUCTS ARE RELATED TO THEIR USERS, DETERMINE WHAT HUMAN QUALITIES AND EMOTIONS SHOULD COME INTO PLAY. THEN DECIDE HOW BEST TO COMMUNIUCATE THOSE ELEMENTS IN THE AD, AND CAPTURE THE CONSUMER’S UNDERSTANDING AND SUPPORT.

• MOTTO: ADVERTISING DOESN’T CREATE A PRODUCT ADVANTAGE. IT CAN ONLY CONVEY IT. NOT BE DIFFERENT IS VIRTUALLY SUICIDAL.

Viatcheslav Chernyackhovskiy. All rights protected. 2015.

• Faifax M. Cone (1903-1977). Lord & Thomas;FCB, N.Y.• Advocated honest and ethical advertising. Supported straightfor-

ward campaigns that placed clients firmly in first place in their sales categories. Applied motivation research while developing ad campaigns. Most famous campaigns: Does she or doesn’t she?...Only her haidresser knows for sure (Clairol hair colour); RAID kills bugs dead (SC Johnson); Up, up and away with TWA (TWA); The quality goes in before the name goes on (ZENITH colour TV set). Rules: Advertising must clearly state the proposition; What is clear in the ad should be important; The ad will be beamed directly at the prospects for the proposition; The ad should express the personality of the advertiser; The ad will demand action; Good ad will command attention but never be offensive; will be reasonable but never dull; will be original but never self-conscious; will be imaginative but never misleading.

• Motto: ADVERTISING MUST ACHIEVE SALES.


• David Ogilvy (1911-1999). Mather & Crowder, London; G.Gallup’s Audience Research Institute, New Jersey; Ogilvy, Benson, and Mather, NY. “The most sought-after wizard in today’s advertising industry” (“Time”, 1962). ONE OF THE MOST FAMOUS NAMES AND THINKERS IN ADVERTISING. Motto: A CUSTOMER IS NOT A MORRON, SHE’S YOUR WIFE.

• PRINCIPLES: CREATIVE BRILLIANCE (BIG IDEA); RESEARCH; ACTUAL RESULTS FOR CLIENTS (IN THE MODERN WORLD OF BUSINESS, IT IS USELESS TO BE A CREATIVE, ORIGINAL THINKER UNLESS YOU CAN ALSO SELL WHAT YOU CREATE); PROFESSIONAL DISCIPLINE (I PREFER THE DISCIPLINE OF KNOWLEDGE TO THE ANARCHY OF IGNORANCE).

• ICONIC CAMPAIGNS: The man in a Hathaway shirt; The man from Schweppes is here; Pablo Casals is coming home – to Puerto Rico; At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock; Only Dove is one-quarter moisturizing cream.


• AREN’T YOU A GENIUS OF CREATIVITY YET?• Just be one. Try harder.• Good luck.• Thank you for attention!

Презентация "Как стать гением креатива" @ red apple 2015

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