chap 10 Creative Strategy and the Creative Process

Copywriter

Creates the verbal message in an advertisement.

Art Director

Creates the nonverbal design of an advertisement.

Creative Director

The leader who oversees the creative team.

Account Planner

Creates the one-page creative brief based on consumer insights research.

Creatives

The team (such as copywriters and art directors) responsible for crafting the ad message.

Three Important Parts of Creativity

1. Relevant connections to the audience, 2. Unexpected/novel elements, 3. A clear selling idea.

The Creative Process

A four-step framework (Explorer, Artist, Judge, Warrior) used to explore information, develop ideas, evaluate them, and bring campaigns to life.

Explorer (Creative Process Role)

Examines information, develops an insight outlook, and brainstorms using tools like attribute listing and mapping.

Artist (Creative Process Role)

Develops the big idea and transforms concepts using creative techniques like SCAMPER.

Judge (Creative Process Role)

Evaluates big ideas and decides whether to implement, modify, or discard them.

Warrior (Creative Process Role)

Carries the concept into action by getting it approved, produced, and placed in media.

Big Idea / Concept

An umbrella idea or creative device that gives life to the strategy and makes the audience stop and listen.

Strategy vs. Big Idea

Strategy defines the message direction and what to communicate, while the big idea gives life to that strategy through a creative device.