Creative strategy or strategic creative - where's the line and who cares?

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The document discusses the relationship between creative strategy and strategic creative in advertising. It argues that while a creative idea is just one part of an advertising campaign, the underlying strategy is what ensures it is effective. Several examples are given of companies that prioritized strategic goals like making music widely available or social sharing, which resulted in significant business successes. The document suggests that as long as the strategic objective can be discerned in the creative work, the precise balance between strategy and creativity is less important than whether the strategy resonates with consumers.

Business Technologie

CREATIVE
STRATEGY
OR
STRATEGIC
CREATIVE
WHERE’S
THE
LINE,
AND
WHO
CARES?
Monday, 10 June 13

A
CREATIVE
IDEA
IS
JUST
THE
ICING
ON
THE
CAKE
OF
ADVERTISING.
Monday, 10 June 13

STRATEGY
IS
WHAT
MAKES
IT
RIGHT.
CREATIVE
IS
WHAT
MAKES
IT
GOOD
Monday, 10 June 13

STRATEGY
=
NAKEDISH
CELEBS
&

STUPID

NEWS
RESULT
=
125m
visits
pm.
BIGGER
THAN
BBC.
BIGGER
THAN
REUTERS.
THE
BIGGEST
ONLINE
NEWSPAPER
-‐
IN
THE
WORLD
Monday, 10 June 13

STRATEGY
=
MAKE
MUSIC
AVAILABLE
RESULT
=
FASTEST
GROWING
DIGITAL

MUSIC
COMPANY
EVER
APPLE
PLAYING
CATCHUP
GOOGLE
PLAYING
CATCHUP
Monday, 10 June 13

STRATEGY
=
SHOW
THE
PRODUCT
WORKING
RESULT
=
BIGGEST
SELLING
TECH

DEVICE
IN
THE
WORLD
SAMSUNG
TRAILING
WITH
3x

WORLDWIDE
MEDIA
SPEND
Monday, 10 June 13

STRATEGY
=
SHARING
RESULT
=
1.11BILLION
USERS
NOTHING
TOUCHES
FACEBOOK
IN

TERMS
OF
SOCIAL
MEDIA

Monday, 10 June 13

MAYBE
TOO
MUCH
‘IDEA’
CAN
BE
A
BAD
THING
IF
THE
STRATEGY
CAN’T
BE
SEEN?
Monday, 10 June 13

STRATEGY
=
MAKE
MYSPACE
COOL
AGAIN
RESULT
=
?
TBC
(BUT
THEY
HAVE
STARTED
OFFERING

‘CLASSIC’
MYSPACE
AGAIN)
Monday, 10 June 13

BUT
OF
COURSE
THERE
IS
THE
SWEET
SPOT
Monday, 10 June 13

http://www.youtube.com/watch?v=bRoV6yuxz9U
Monday, 10 June 13

IF
THE
STRATEGY
ISN’T
SHOWING
A

LITTLE
BIT
-‐
THEN
MAYBE
THE
POINT

HAS
BEEN
LOST,
BECAUSE
IF
PEOPLE

DON’T
GET
WHAT
WE
WANT
THEM
TO

IT
HASN’T
WORKED.
Monday, 10 June 13

AND
ANYWAY,
WHOS
CARES?
Monday, 10 June 13

THERE
IS
ALWAYS
ROOM
FOR
A
GOOD
IDEA,
ALWAYS.
BUT
I
THINK
WE
AS
‘IDEAS
PEOPLE’,
IN
THIS
ROOM,
GET
HUNG
UP
ABOUT

THAT
MORE
THAN
THE
MOST

IMPORTANT
PEOPLE
IN
OUR
JOB,
THE
CONSUMERS.
Monday, 10 June 13

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2. A CREATIVE IDEA IS JUST THE ICING ON THE CAKE OF ADVERTISING. Monday, 10 June 13

3. STRATEGY IS WHAT MAKES IT RIGHT. CREATIVE IS WHAT MAKES IT GOOD Monday, 10 June 13

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7. STRATEGY = NAKEDISH CELEBS & STUPID NEWS RESULT = 125m visits pm. BIGGER THAN BBC. BIGGER THAN REUTERS. THE BIGGEST ONLINE NEWSPAPER -‐ IN THE WORLD Monday, 10 June 13

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10. STRATEGY = MAKE MUSIC AVAILABLE RESULT = FASTEST GROWING DIGITAL MUSIC COMPANY EVER APPLE PLAYING CATCHUP GOOGLE PLAYING CATCHUP Monday, 10 June 13

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14. STRATEGY = SHARING RESULT = 1.11BILLION USERS NOTHING TOUCHES FACEBOOK IN TERMS OF SOCIAL MEDIA Monday, 10 June 13

15. MAYBE TOO MUCH ‘IDEA’ CAN BE A BAD THING IF THE STRATEGY CAN’T BE SEEN? Monday, 10 June 13

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Creative strategy or strategic creative - where's the line and who cares?

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