This article is about exploring creativity in advertising, in particular exploring two different but related aspects of creativity: being creative and creative thinking.
A lot of people work in ads because they enjoy a "creative" corner. But what exactly is the creativity of ads?
First, what is creation?
Most of us connect creativity with human exercises like painting, creative writing, writing music and so on. In the purist form, we connect creativity with coming up with images or emotions for any reason other than to encourage or entertain us (as opposed to serving some utility purposes). We associate this kind of creativity with the world of imagination, dreams, nature and so on. In this article, I will call this kind of creativity : crazy / imaginative creativity (although there is a certain amount of imagination in another form of creativity, too).
But there is also another type of creativity & # 39; that we associate things such as entrepreneurship, invention, the academic nature of science, such as quantum science and so on. This type of creativity involves being transparent in its essence: where the creator is to bring some kind of solution (in the form of ideas or ideas) to a question or problem. This kind of creativity is what Edward de Bono (probably an expert on this subject) thought for side thinking.
Advertising, as a whole, involves both types of creativity to a large extent (with a lot of surface between the two).
Let's discuss the latter thinking, first because it is the first type of creativity used to compile a campaign.
Research is important in advertising. Research is about finding out which target audience is, what the public market is and so on. Research is about digging the foundation on which the campaign is based. Research indicates that the researcher needs to use secondary methods of working out the best method of research and how to handle it, as well as using lateral thinking methods to understand the results of the research. Of course, there is much more research than this. An important aspect, however, is that side thinking has an important role to play in this.
& # 39; Ideas & # 39; is a term that is also important in advertising. The agency needs to introduce a marketing idea or set up marketing ideas that will make the brand stand out of the competition and actively participate in the brand's audience. This is where side knowledge plays the most role in compiling a campaign.
Strategic thinking is also important in advertising. Strategic-thinking as in how best to continue with the brand as a whole. This also includes a lot of side thought.
Most of the agency, like most companies, participate in side thinking, one degree or another. But the process of research, ideas, and strategic thinking about the brand is actually the job of the account plan (and to some extent an accountant, whose accountant has no billing plan to work or resume). The sharing of planning (it's about finding the appropriate media channels for use in a branded advertisement) also includes great side education because the media plan needs to calculate exactly what the viewer is, what the tag is and what all possible media are for this particular audience and brand , and so on.
The Creative Department (ie copywriter the art director and so on) is a great deal of cruel / imaginative creation. Creative / creative creation of the creative department is about creating creative concepts that will attract audiences in a certain way (humor, surrealism, emotion, and so on) in a fun way. This is quite obvious. What's not so obvious, maybe, the creative department must also focus on the marketing concept behind the campaign as a whole. In other words, it's not enough to come up with a creative concept. Creative concept must be important for the marketing concept behind the campaign. That's why the creative department works very well (utility beyond what's creating a successful campaign for the client) and this has a huge impact on the nature of the creativity in which they participate.