This legendary 1947 letter on the lack of creativity in advertising is even more true in 2016

Idea to Value

A major issue around advertising and marketing nowadays is that there is a drive to “learn and perfect” it. And this is resulting in less actual creativity being used. Apparently this has been an issue going all the way back to the start of the advertising age, two years after World War 2 in 1947. In that year, William “Bill” Bernach was the Creative Director at Grey Advertising, before leaving to become one of the founders of DDB.

Paid Advertising Isn’t The Only Way To Grow A Business

Game-Changer

Specifically, she said that someone who is not willing to spend money on advertising to grow a business is not an entrepreneur. An image in our pitch deck said “advertising is the price you pay for being boring” Our focus was to help brands be memorable by creating an immersive brand experience. The message in our deck means that you’re not making an effort to be creative in how you promote your business if you have to rely on paid advertising to be visible.

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Podcast S2E41: Rodd Chant – What it takes to be a Creative Director

Idea to Value

In today’s episode, we speak with Rodd Chant, who describes himself as a Creative Something. Rodd started out in music, before leading Advertising companies in Australia, Singapore, New York, Tokyo and now back in Australia. We talk about what it takes to succeed in the creative industries, and how to lead creative individuals. Topics discussed in today’s episode: 00:03:00 – What actually does a Creative Director do?

Super Bowl 50 Advertising Winners and Losers

BrainZooming

Maybe for the first time in many years, I was more excited about the football than the advertising. There were questions about why the advertisers seem not to understand the value of integrating social media and digital with their $5 million thirty-second advertisements. A word to the wise advertiser: there’s a place between no spoken copy (Acura, PayPal, Budweiser) and too freakin’ much spoken copy (RocketMortgage) where a $5 million Super Bowl ad actually works.

What the #*&! is a Hybrid Creative? Advertising mumbo jumbo.

Brunner

Google “advertising hybrid creative” and you’ll find shiny phrases like “rare breed,” “next-generation,” “shaking things up,” “the future.” Nowadays, if you write, shoot, edit and design, you’re revolutionizing the world of advertising. Creatively speaking, hybrids have always existed: Gordon Parks , Jeff Bridges , Emma Watson , Jessica Lange — Stacy Wall. Kids don’t limit creativity, grownups do. As a child, I didn’t dream of being an “adman” or “creative”.

Creativity Redefined for Innovation

Innovation Excellence

The words “creative” and “creativity” have been hi-jacked by the world of advertising. The word means something specific to those familiar with Mad Men or Thirty-something advertising stereotypes. In these cases – and the cases of classic advertisingcreativity was visual, copy, or positioning cleverness applied at the end of the new product process, when it was time to market downstream.

Artificial creativity (A.C.): Can a computer be creative? It’s scarily close

Idea to Value

In 2013, I wrote a breakthrough article on the nascent examples of computers beginning to generate ideas in a way similar to human creativity. Here I revisit the article with all-new evidence showing how close we are to artificial creativity. In the not too far future machines and robots will not only become more advanced, they will also begin to exhibit aspects of Creativity, and may soon exceed people in the ability to produce simple creative outputs.

There Is a Secret to Creative Success for Everyone

BrainZooming

I’m guessing that this all came together for me right then because I had been pitching a new client in partnership with an advertising agency. It’s like the secret to creative success for everyone ! Extreme Creativity. One Friday night, I forced myself to leave the office.

How to Hack Value Creation

Innovation Excellence

Continue reading → Creativity Digital Innovation marketing Complex Problem Solving creative advertising Creative Problem-solving Value CreationEvery day, more and more companies are faced with a classic dilemma, how do you thrive in a declining market?

How Creative Are You?

Destination Innovation

This Quiz will test your Creative Potential. Writing advertising copy. The post How Creative Are You? Which type of class would you prefer to take? Tennis. Painting. Cookery. On a visit to a new city would you rather. Wander the streets. Go to the shops. Visit an art gallery or museum. Sit in a cafe and watch the world go by. Which of these jobs would suit you best? Taxi Driver. Kindergarten teacher. Car Sales. Police officer.

PBTO44: Out-think, Out-pace & Out-Wit your competition with Lakshmipathy Bhat

Rmukesh Gupta

His blog – BhatNaturally ranks among the one of the best blogs on advertising, marketing and creativity. Difference between branding, advertising and marketing. Advertising is showcasing the personality. Relevance of Traditional advertising (carpet bombing): certain categories for which the carpet bombing is fully relevant. the only reason for Advertising to exist is to drive sales. Who is on the show today.

Creative Strategy Formula – Snickers and Lead, Copy, Swerve, Integrate, Go

BrainZooming

We haven’t talked about stealing (or copying) ideas as a creative strategy for some time. Translated into a creative strategy formula, it’s an example of “Lead, Copy (1 and 2), Swerve, Integrate, Go.” Here’s how this creative strategy formula plays out between two well-known consumer brands. The Lead, Copy, Swerve, Integrate, and Go Creative Strategy Formula. In 2006, Snickers switched its logo out in an advertising campaign.

Valentine's Day: Creative Gifts and Most Popular Picks

Innovation in Practice

TGI Friday's: NPS of -22 In addition to choosing from one of these popular favorites this Valentine's season, you can learn creative gift ideas for that special someone via my interview on Fox 19 HERE. Advertising Methods ResearchA new national study by Pollfish [ www.pollfish.com ], reveals this year's most coveted brands, products, and restaurants for Valentine's Day 2017.

Do Something Different – Lateral Thinking in Sales and Marketing

Destination Innovation

Perhaps we need a reminder that creative and different approaches sometimes work really well. Here are three: Two young men, Paul Gaye and Steve Reeves, wanted to get jobs in London advertising agencies but in a time of recession there were few opportunities and the boys had no experience. So they sent an identical letter to the creative directors of all the major London agencies (who all happened to be men). Why do we keep doing more of the same things?

Podcasting and Content Marketing – Top Creative Clicks for the Week by the Gal Friday

BrainZooming

I have always been a big believer that radio advertising – great radio advertising- was the most creative, and most difficult of the traditional advertising formats. Unfortunately there is also a tradition of really bad radio advertising. When audio storytelling is good, it works the head and the heart, which is the essence of great advertising. As always, you can get to the creative clicks via the headlines. Creative Clicks for Podcast Listening.

3 Reasons Data is Better Than Creativity for Your Marketing | Collective Campus

Collectivecamp

Here are 3 reasons why investing your budget into data and advertisements is better for your business

3 Reasons Data is Better Than Creativity for Your Marketing | Collective Campus

Collectivecamp

Here are 3 reasons why investing your budget into data and advertisements is better for your business

Contagious: How to make products, ideas, and behaviors catch on

Innovation Excellence

Conferences Creativity marketing Psychology Advertising branding Communication Contagious Innovation Jonah Berger michael graber Social Currency Southern Growth Studio Spreading Ideas storytelling Trends Word of MouthNotes from a keynote speech from The Market Research Event By Jonah Berger, Professor of Marketing, The Wharton School at the University of Pennsylvania Berger starts the keynote session by playing a game, Which is Tastier?

Marketing Innovation: Chicken and the Absurd Alternative Tool

Innovation in Practice

Jacob Goldenberg, in his book, " Cracking the Ad Code ," describes eight creative patterns that are embedded in most innovative, award- winning commercials. Here's a great example fromTyson Chicken that is so simple and effective: To use the Absurd Alternative Tool, first identify the key benefit you want to promote in the advertisement. Then communicate the message by juxtaposing the two alternatives (yours and the absurd one) in the advertisement.

Tools 54

Key Takeaways from 2017 Internet Trends Report [presentation]

Innovation Excellence

Although never presented very clearly (in a creative sense), this is one of the most important milestones of aggregating trend data in our industry each year.". Data Entertainment Industry News Presentations Trends Advertising digital internet mobileGreg Swan summarizes Mary Meeker’s famous annual Internet Trends Report.

Creative Ways to Get Your Small Business Noticed

The Human Factor

You also need to be noticed, or chosen over all of those massive, global online stores , with huge budgets, massive advertising campaigns, and millions and millions of customers. If you want to get noticed, hiring an advertising agency is a fantastic start. For a smaller business, sometimes you need to think outside the box and look for some more creative ways to get your business noticed in the crowd. They advertise big targets, like eat so much and you get a meal for free.

Novelty Stimulates Curiosity and Creativity

Michael Roberto

Source: Blue Diamond Gallery If you want to encourage creativity, exploration, and learning on your team, you should think carefully about how to introduce and provide novel experiences. Novelty may not pay dividends overnight, but it will stir the creative juices over time. At advertising agency WPP, executive Tor Myhren once banned meetings for three hours on one morning each week. creativity curiosity innovation learning novelty

Your Messy Desk May Be Helping You Innovate!

Innovation Excellence

In 1993, advertising legend Jay Chiat announced his radical plans for the office of the future.

Segmentation is Killing Your Brand: Five Reasons To Find Your Unicorn Customer

Innovation in Practice

The creative process will become easier, and everything the brand does will be more thoroughly informed by this one anchoring concept. Advertising Culture of Innovation Marketing Innovation Practitioner Strategyby Deb Gabor. A store is a place you go to buy stuff, usually out of convenience or habit. In contrast, brands inspire irrational loyalty and yes, even love. How does a company build itself into a brand that people can fall deeply, madly in love with?

The Myth of Common Sense

Game-Changer

Let me give you an example: advertising. People think of business growth problems as an advertising problem. Advertise more, and you’ll grow more. Creativity entrepreneurship Innovation Leadership Psychology common sense Decision making psychologyLast year I advised a restaurant owner on customer experience strategy for his restaurant.

Your New Idea Is Not Where You Think It Is

Innovation Excellence

The researchers advertised a wholesome summer camp experience. collaboration Leadership Management Psychology Creativity Diversity group dynamics Groups Innovation InspirationIn the 1950s, in rural Oklahoma, at a place called Robbers Cave, several researchers performed an experiment we would find unethical today. They invited twenty-two eleven-year-old boys to participate in a three week camp. The experience they delivered was very different. What the researchers actually did was.

Interview Jeffrey Baumgartner: How to get one amazing idea

Idea to Value

Brainstorming’ was developed as a concept in the 1930s by Alex Osborn, one of the founders of advertising agency BBDO, to get as many ideas as possible from a group. Innovation act anti conventional thinking brainstorming creative jeffrey jeffrey baumgartnerJeffrey Baumgartner is not the sort of guy who settles for the status quo. He has spent the last few decades helping companies come up with new ideas.

How To 124

How to Stay Ahead of the Game in a Fast-Changing Industry

IdeaScale

At the intersection of modern technology and advertising, digital marketing is one of the fastest changing industries in the world. At Level Up Digital , we help companies navigate this ever-changing landscape of advertising on these platforms. —– Google Ads Platform Changes: When it comes to paid advertising on Google Ads, changes to the platform are generally easier to track as they are announced by Google either on the Google Ads blog or with in-product notifications.

Ring Fencing Constrains Innovation

Paul Hobcraft

People are creative but only when they are allowed to be So these laggards make continuous attempts to phase innovation in, piecemeal. It is the very act of ‘ring-fencing’ we have constrained innovation.

It Takes a Village: 2020 Atlanta ADDYs

Brunner

Well, it takes a village to do creative work…starting with great clients, strategic partners and talent in our agency,” said Jeff Maggs, managing director. “We And part of that is doing great work that gets recognized and continues to help build a place with creative firepower.”. “We We are approaching every problem differently and creatively,” said Jeff Shill, creative director. “We’re Elements of Advertising, Film and Video. ? Elements of Advertising. ?

3 Creative Thinking Skills Ideas from Gas Can 2016

BrainZooming

Last Friday’s Gas Can Creative Conference sponsored by AAF-KC (American Advertising Federation – Kansas City) was a half-empty gas can, at best. While there were a few presentations and ideas to stimulate our creative thinking skills, there were far too few for an all-day event. 3 Creative Thinking Skills Ideas from Gas Can 2016. Today, here are three valuable creative thinking skills ideas no matter where your creative community is located.

Three Ways Diversity Boosts Your Innovation Strategy

IdeaScale

Hollywood is an excellent example of this, ironically; for a creative industry, it tends to be hidebound by conventional wisdom, until someone comes along and upends. Pepsi’s recent advertising PR disaster was a memorable misfire, if only for the wrong reasons. Best Practice creativity diversity get out new markets pepsiMany voices lead to greater innovation. What does diversity have to do with innovation?

Is Facebook the Next AOL?

CorporateIntel

Companies I’ve led have been active buyers of advertising on Facebook at every stage of its evolution. AOL came to love hammering our screens with advertisements. When it was the onramp to connectivity we were already paying a monthly fee for the privilege of being an advertising target, but this additional banquet of media cash was a renewable feast of dots and spots. I used to like AOL. Back in the day we called it by its full name, America Online.

Podcast #010 Nicole Yershon – How to run a successful innovation lab

Idea to Value

In today’s episode of the Idea to Value Podcast, we talk to Nicole Yershon, who ran the successful Innovation Lab at Ogilvy, one of the world’s largest advertising firms. How business management happens in the creative industries (09:30). Bonus: This episode was made possible by our premium members and the Deep Creativity training system. Sign up now to get exclusive creativity exercises every single day and take your ability to generate ideas to the next level.

Marketing Innovation: Don't Fight Water and the Inversion Tool

Innovation in Practice

Jacob Goldenberg, in his book, " Cracking the Ad Code ," describes eight creative patterns that are embedded in most innovative, award- winning commercials. The advertiser is showing the viewer what bad things may happen if you don't use their brand. Closed World Principle Marketing Innovation Practitioner creativity patterns creativity templates Inside the box

How I Battle Distraction Sickness

Game-Changer

The defining metric is engagement for these products and services, and these companies will not stop optimizing for it when advertising drives their business model. As a creative person you have to daydream and procrastinate, it comes with the territory. Creativity productivityIllustration by Christian Laborin. According to a recent study, distraction as a result of the constant data deluge costs the U.S. economy $997 billion each year.

This air cooling system for the slums uses plastic bottles and requires no electricity

Idea to Value

Developed as a collaboration between the advertising house Grey and local Grameen Intel Social Business Ltd (formed as a joint collaboration between Intel Corporation and Grameen Trust, who provide IT solutions for rural entrepreneurs who provide a service using computing technology in their local communities), they set out to find a solution to the overbearing heat a lot of people lived in, while being simple enough for people to produce and benefit from themselves.

System 160

You Are What You Pay Attention To

Game-Changer

We’re always being stalked by advertisers and product peddlers, always being sold something by someone, whether we know it or not. There’s a reason most people are not innovators: creativity is hard because you have to act differently to think differently; and attention is a key component of this. There is no innovation without creativity. Illustration by Christian Laborin. Fake news is killing people’s minds!

To Maintain The Status-Quo Means Rejecting What Makes Us Super Human

Game-Changer

All of the above ideas have been aided by clever advertising to make people believe they need all of this stuff. Creativity entrepreneurship Innovation LeadershipThe status quo police is back, the innovation killers, with yet another article about how we should embrace maintenance because innovation is overrated. Last year I put my two cents in on this same topic and argued that though innovation has become diluted and meaningless maintenance is overrated.

The Highly Effective, Counterintuitive Way to Stumble Upon Your Next Brilliant Idea

Stephen Shapiro

In 1987, an advertising team working on this problem exhausted all obvious options, when one of the writers said, “We have tried everything but dancing raisins singing ‘I Heard It Through the Grapevine.'” Inc Creativity Innovation

Are You More Innovative Than You Think?

Innovation in Practice

New research published in Harvard Business Review suggests that we tend to underestimate our creative ability and that we give up too early. Lucas and Loran Nordgren, shared the following: "In a series of experiments we observed that people consistently underestimated the number of ideas they could generate while solving a creative challenge. As a teacher of creativity, I agree that persistence is an important success factor when producing new ideas.

Corona releases Fit Packs: Beer cans that link together

Idea to Value

Developed with media agency Leo Burnett , it has just been shortlisted for a presigious Innovation Lion at the Cannes Lions 2019 Festival of Creativity, the Oscars of the Advertising world. The Mexican Beer manufacturer Corona has found an innovative new solution to the problem of plastic packaging which holds packs of beer together.

Brunner PROfile – Scuff the Line

Brunner

Just as with the cheap lyrics and saccharine melodies of bad music, the advertising world has its own share of mistakes. With paid media forecasts looking sunny as ever, advertising is in a unique position to elevate itself and enrich our surroundings. When our autonomous cars are wrapped in LED fabric, we’ll get micro-paid to briefly illuminate them in traffic to advertise something. Creative