Chapter 6 Creative Development

Creative Department Structure Creative Director Art Director Copywriter Digital Designer Account Planner Figure 6.1 The Creative Director is responsible for the development of the communication concepts and brand messages. He or she is supported by an Art Director, who focuses on the images, while the Copywriter concentrates on the words. Account Planners used their knowledge of the consumer and marketing research to provide insights and ideas. Digital Designers combine their technological skills and work closely with Art Directors and Copywriters to prepare creative content for brand websites and other forms of digital media and communications.

The Brand Brief Brand Positioning Value Proposition Target Market Creative Strategies Media Strategies Target Market Figure 6.2 Creative people at advertising agencies do not want to read length marketing reports. What they need is only the most essential facts about a brand and who buys it. Typically, this information is condensed into a single page of paper. Not all brand briefs are the same. And, every agency has different approach. This is all part of the creative process that results in advertising and other forms of marketing communication.  

Categories of Creative Strategies Demonstration Comparison Problem-Solution Testimonial Life Style Humor Celebrities Fantasy Negative Appeals Symbolism Historical Entertainment Parody Dramatization Surprise Figure 6.3 There are different ways to develop a creative brand message. Here fifteen of the most frequently used approaches. Which one is the most effective? No one knows until after the advertisements have appeared. The strategy selected must resonate with the target audience and build a strong emotional or rational connection with the brand. Expressing creative ideas for each advertising media category requires a different method of expression. Layouts combine images and words, while storyboards include information on music, sounds, and voices. These methods are used to present communication concepts to advertisers and provide sufficient information to artists, photographers, and videographers for the final production of the advertisements.

Development of Creative Ideas Layouts Magazines & Newspapers Posters, Signs, Printed Material Websites Storyboards Television Ads Short Form Videos Social Media Scripts Radio Ads Podcasts Streaming Audio Figure 6.4 Expressing creative ideas for each advertising media category requires a different method of expression. Layouts combine images and words, while storyboards include information on music, sounds, and voices. These methods are used to present communication concepts to advertisers and provide sufficient information to artists, photographers, and videographers for the final production of the advertisements.

Synchronized Brand Messages Advertising Social Media Promotion Publicity Brand Message Figure 6.5 The brand message must be consistent in all forms of Integrated Marketing Communication. When this occurs, the communication is synchronized. This means that every television and radio commercial, magazine and newspaper advertisement, and other forms of paid media advertising delivers the same brand message. This is also required for sales promotion, brand visibility, public relations, and personal contact. A single brand message for every form of IMC.