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.
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Creative strategy or strategic creative - where's the line and who cares?
- 1. CREATIVE STRATEGY OR STRATEGIC CREATIVE WHERE’S THE LINE, AND WHO CARES? Monday, 10 June 13
- 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
- 4. Monday, 10 June 13
- 5. Monday, 10 June 13
- 6. Monday, 10 June 13
- 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
- 8. Monday, 10 June 13
- 9. Monday, 10 June 13
- 10. STRATEGY = MAKE MUSIC AVAILABLE RESULT = FASTEST GROWING DIGITAL MUSIC COMPANY EVER APPLE PLAYING CATCHUP GOOGLE PLAYING CATCHUP Monday, 10 June 13
- 11. Monday, 10 June 13
- 12. STRATEGY = SHOW THE PRODUCT WORKING RESULT = BIGGEST SELLING TECH DEVICE IN THE WORLD SAMSUNG TRAILING WITH 3x WORLDWIDE MEDIA SPEND Monday, 10 June 13
- 13. Monday, 10 June 13
- 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
- 16. Monday, 10 June 13
- 17. STRATEGY = MAKE MYSPACE COOL AGAIN RESULT = ? TBC (BUT THEY HAVE STARTED OFFERING ‘CLASSIC’ MYSPACE AGAIN) Monday, 10 June 13
- 18. BUT OF COURSE THERE IS THE SWEET SPOT Monday, 10 June 13
- 20. 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
- 21. AND ANYWAY, WHOS CARES? Monday, 10 June 13
- 22. 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