A REPORT ON CONTEMPORARY ISSUE “CREATIVITY IN ADVERTISING”Submitted in partial fulfillment for the Award of degree of Master of Business Administration Submitted By: ANKIT SHARMA MBA 2th SEM Submitted To: SHILPIKHANDELWAL H.O.D. {MBA DEPTT.} APEX INSTITUTE OF ENGINEERING & TECHNOLOGY SITAPURA, JAIPUR 1 2009-2011 ACKNOWLEDGEMENT It gives me immense pleasure to present the REPORT on CONTEMPORARY ISSUE ON “CREATIVITY IN ADVERTISING ”. I would like to thank Mrs. Shilpi Khandelwal. their efforts and providing the necessary guiding steps in completing the project in a standard form. I sincerely thank the efforts without whose efforts this report would not have been completed in the desired manner and within the time duration. SIGNATURE 2 ANKIT SHARMA Contents:1. Executive Summary S 2. What Is Creativity 3. Objective of Creativity 4. Structure of the Methodology 5. Expected Result / Benefits 6. Characteristic of Providers 7. Application 8. What is Creativity means in Advertising 9. How Creativity is different from Innovation 10. Basics of Creativity 11. Creativity and leadership 12. Creative Technique 13. Dream Team - A Frame work for Great Creative performance 14. Kick Start Catalogue 3 6 11 12 13 14 15 17 18 21 25 30 37 46 3 deciding strategy. The science of advertising is the analyititcal part that we have been looking at up yo this point: setting goals. The growth of the top advertising industry in any country is in direct relation. Advertising is a big business and ranks among the top industries in the world. Bibliography 49 56 57 61 EXECUTIVE SUMMARY “THE CAT IS ON THE MAT.” is not the story. In Advertising the world is flat. Articles 18. Campaigns are created in linear formats. Some people call this step convergent thinking because the process is to distill lots of information into the core advertising strategy. Conclusion 17. There are all kinds of rails and fences and obstacles to keep creative thinking linear.” now that’s the story. “THE CAT IS ON THE DOG’S MAT. its creative senses and talents if the advertising professionals.15. choosing among different creativity styles. 4 . Advetising is both art and science. Let’s Take a Break 16. What is it that adds sparkle and life to a well-planned and implemented advertising campaign? It’s th ‘ah’ factor: that brilliantly simple. Agencies are structured on a linear basis.but inspired creative edge. the advertising message.The word advertising is derived from the Latin word ‘adverto’. that means “To turn towards”. This includes the conceptualizing of basic ideas to 5 . which is the purpose of advertising and the objective of the advertising Creative Advertising starts with proper creative planning. Advertising leads to attention towards something i.e. Research Methodology: The information is gathered from various sources like books. Project report debunks some of the myths surrounding creativity and then carefully takes through the five I’s of the creative process. The foundation of creativity is in individual. This project tells us the importance of Creativity in Advertising as creativity demands abundance. ‘commitments to results’. Creative thinking is the sound ground where one can reap a rich harvest of ideas. Limitations: Creativity is a gift most of us desire. The ideas are visualized considering basic human motives. Advertising is nothing but selling ideas. or ‘responsibility’. periodicals and journals and sites. and so the techniques and methods discussed in this project are just mere tools to enhance and liberate one’s creative skills. The creative part of advertising is what comes before the potential customers and it is here that the fate of the campaign and consequently of the product being sold could be decided.their final implementation. but only a few seem to have. You need to think of “Creativity” as a discipline. So don’t confuse the menu with meal It is observed that “Far too many people are leading their lives lie they’re driving their cars with brakes on” this projects will enable you to know how your foot is taken off that brake pedal. Objective of the Project: Creativity is something you cannot think of as ‘Let’s stop and be creative’. just like ‘Organization’. It also gives the 6 . insight of future creativity and the tools that can be helped to help advertising professionals to enhance and enliven their work. Project shows how creative director in an ad agency goes ‘under the skin of creative’ to use it to greater effect in their work and in wider aspects of their lives. 7 .The subject of creativity in advertising is something of an enigma. Produce. Bring about. involving a radical newness innovation or solution to a problem. Originate. Creative: characterized by originality and expressiveness. To be first to portray and give character to a role or part (appropriate to creating fictional characters and writing stories) creation: An original product of human invention or imagination. and a radical reformulation of problems. To give rise to. imaginative Macquarie Dictionary (an Australian dictionary) Create: to evolve from one's one thought or imagination to make by investing with new character or functions. Other definitions propose that a creative solution can simply integrate existing knowledge in a different way. A number of them suggest that creativity is the generation of imaginative new ideas (Newell and Shaw 1972). dictionaries give the following meanings: Heritage Illustrated Dictionary: create: To cause to exist. 8 .WHAT IS CREATIVITY There are many definitions of creativity. Bring into being. Definitions of Creativity There are many definitions of creativity. The “exploratory” creativity that involves the generation of new ideas by the Exploration of structured concepts. Thus. involving different ways of generating the novel ideas: • • • • The “combinational” creativity that involves new combinations of familiar ideas. originate. and throw together Creative: generative. bring into being. handmade According to Boden (1998). ground-breaking. authorship. parent. but one definition would include the ability to take existing objects and combine them in different ways for new purposes. give rise to. a simple definition of creativity is the 9 . conceive. innovative. inventiveness. productivity. there are three main types of creativity. form. Gutenberg took the wine press and the die/punch and produced a printing press. For example. The “transformational” creativity that involves the transformation of some dimension of the structure. originality. creatorship "Being creative is seeing the same thing as everybody else but thinking of something different" There are many aspects to creativity. formativeness. compose. so that new structures can be generated Other related words re: creativity: Creativity creativeness. innovation. craftsmanship.Create: author. 10 . this is part of the nature of being creative. music and invention to household chores. From art.action of combining previously uncombined elements. the more we define our creativity by focusing on how values. Again. the more our creativity will be focused and limited. beliefs and symbols.Another way of looking at creativity is as playing with the way things are interrelated.g. Creativity is the ability to generate novel and useful ideas and solutions to everyday problems and challenges. meanings. talents and vision into an external reality that is new and useful. meanings. or an approach to creativity like Synectics). beliefs and symbols are formed. the creative person depicts 11 . In the creative process there are always two different (but interrelated) dimensions or levels of dynamics with which one can create: • The system which may be a particular medium (e. dimension "content" The is creative described which the person by the manipulates that means to a creative end. and cultural boundaries. The more we define our creativity by identifying with specific sets of values. oil painting or a particular musical form). Creativity involves the translation of our unique gifts. The second conceptual medium describes. or a particular process (like a problem solving agenda. the greater the chance that our creativity will become less restricted. We must keep in mind that creativity takes place unavoidably inside our own personal. social. changes. and expresses somehow the idea of that content. 12 . manipulates. There is no one definition of creativity that everyone can agree with. A higher level versus a lower level 2. At least three aspects of creativity have drawn much attention. Big "C" versus little c 4. mostly from the field of psychology. This area is of particular importance because it is the basis of any performance assessment of real world creativity and may provide a window on the other aspects of creativity. usually claim at being creative means being novel and appropriate. and value. creativity is often thought to exist on at least five levels: 1. receiving the most attention. Subsumed under the appropriateness criterion are qualities of fit. Paradigm-shifting versus garden-variety 13 . utility. Grand versus modest 3. • Lastly. • A second aspect of creativity is the creative person. Briefly stated.Creativity researchers. personality traits of creative people are central. The creative process. the creative situation. the criteria or characteristics of creative products have been sought. Here. focuses on the mechanisms and phases involved as one partakes in a creative act. The environmental atmosphere and influence are concerns of a third aspect. Eminent versus everyday Some researchers claim other categories of creativity as well: 1. Expressive versus Inventive 14 . Expressive versus Productive 2.5. Real-time creativity is spur-of-the-moment. Theory versus Invention versus Discovery 6. the mode of activity one is in when being creative differs. • Divergent thinking is the intellectual ability to think of many original. Invention versus Discovery 5.3. there is a distinction between real-time creativity and multistage creativity. Divergent thinking is essential to the novelty of creative products whereas convergent thinking 15 . Accommodative versus Assimilative 7. diverse. whereas in multistage creativity. Personal versus Public. and elaborate ideas. sufficient time is allowed for the generation and selection of ideas. There are three general ways of achieving a creative solution: • • • Serendipity Similarity and meditation Also. Convergent thinking: the intellectual ability to logically evaluate critique and choose the best idea from a selection of ideas. Creative thought can be divided into divergent and convergent reasoning. • Both abilities are required for creative output. Expressive versus Innovative 4. improvisational. and demands output in a short interval of time. For example. we can say that creativity involves the generation of new ideas 16 . To combine this variety of definitions.is fundamental to the appropriateness. The result of the creative thinking process is especially important for businesses. searching a structured problem-space. need to develop creative solutions and creative action-based strategies to solve 17 .” (Boden 1998). to rely on the imagination. and reflecting self-criticism. providing valuable solutions to a problem. to awake curiosity.or the recombination of known elements into something new. Schlange and Juttner 1997). as a product and last but not the least as a recognition by others. It also involves motivation and emotion. Thus. conventional ideas and formalized procedures. the divergent. Creativity “is a fundamental feature of human intelligence in general. OBJECTIVES OF CREATIVITY Main objectives of a creative thinking process is to think beyond existing boundaries. Managers and managerial decisions and actions. It involves not only a cognitive dimension (the generation of new ideas) but also motivation and emotion. It is grounded in everyday capacities such as the association of ideas. any general definition of creativity must account for the process of recognition or discovery of novel ideas and solutions and hence most of the definition fall into one or more of these categories like as an individual talent. analogical thinking. and is closely linked to cultural context and personality factors. reminding. the random and to consider multiple solutions and alternatives (Candy 1997. confronted with fast-changing and ambiguous environments in business. to break away from rational. perception. as a process. to 18 . as they allow to increase understanding of problematic situations.problems. to find multiple problems. to produce new combinations. ) often calls for a certain type or a certain group of creativity techniques. quality management. which seemed apparently unconnected before. “Creativity is thus constructed as a learned ability that enables us to define new relationships between concepts or events. which are also classified in many ways (Higgins 1994). ideas and creative results. help people to move out of their normal problemsolving mode. Knowledge and information are the basis for creativity. In general. DESCRIPTION / STRUCTURE OF THE METHODOLOGY / ALTERNATIVE SOLUTIONS Creativity is not an innate quality of only a few selected people. 19 . to enable them to consider a wide range of alternatives and to improve productivity and quality of work. a certain type of question or a certain area of application (such as marketing. enhancing and stimulating the creative abilities. etc. It can be learned. product or service development. strategic and decision planning. to consider possible alternatives in various situations that could occur in the future and “to expand the opportunity horizon and competence base of firms” (dt ogilvie 1998). Fundamental concepts for all creative techniques are: • The suspension of premature judgement and the lack of filtering of ideas. practiced and developed by the use of proven techniques which. Creativity is present in everyone. design.generate multiple solutions that are different from the past. and which results in a new entity of knowledge” (European Commission 1998). There are numerous creative techniques. ease the adaptation to change. similarities which Create the analogies and metaphors. Relate things or ideas which were previously unrelated. initiatives taken · Support participatory decision-making and employees’ contribution · Experiment with new ideas.• Use the intermediate impossible. Main points to increase or encourage creativity in a company are: · Keep channels of communication open · Trust. • • • • · To be happy. through the generation of ideas with value. by finding situation. Find ways to make the ideal vision happen. failure accepted · Contacts with external sources of information · Independence. which we wish to understand and another already understand. etc. is needed in order to solve concrete problems. through symbols. to have fun Build imaginative and ideal situations (invent the ideal vision).. EXPECTED RESULTS / BENEFITS Creativity. optimize the 20 . Generate multiple solutions to a problem. between we situation. and changes the attitude of the staff of the organization. Some expected results of the creativity process are: • ideas Innovation through new product and process • Continuous improvement of products or service 21 . Creative thought processes are also important at all stages in the R&D process.performance of the organization and best practice manufacturing. stimulating the generation of ideas of participants. Training of management staff by experts may also be very useful. Managers can also be trained to implement creative techniques by themselves. One or two consultants. requires the assistance and advise of external consultants. His/hers job normally consists of presenting the different techniques and their application method. initiating and clarifying the rules of the technique.• • • • • • Productivity increase Efficiency Rapidity Flexibility Quality of products or services High performance CHARACTERISTICS OF PROVIDERS The implementation of creative techniques within work groups. defining the problem to be studied for the participants. 22 . to facilitate a creative climate and to encourage the use of creative techniques. and evaluating the ideas before proceeding to put them in practice. to provide motivation. is normally enough to undertake the implementation process in a company. Management staff must be trained to stimulate creativity in employees. experts in creative techniques. gathering the necessary data and information to approach the problem. products or services. or construction companies. services. product development. marketing. railroad pharmaceutical firms etc. or to support individual scientists work in the laboratory. such as to support individual designers work for new product development. software development firms. banking. TYPES OF FIRMS / ORGANISATIONS CONCERNED Creativity techniques can be implemented by all firms and public organizations that confront with problem solving and focus on innovation in processes. Big firms such as Xerox.. 23 . product design. especially in their research. software design. human resources. finance. Creativity techniques may be applied in almost any functional area of the company: strategic planning. management of collection of information. strategic planning and marketing departments. AT&T. In case where the implementation of creative techniques is focused on the support of personal creativity. corporate business strategy. improvement of services. very small firms or a person can implement creative techniques for individuals. functional strategy. as well as car manufacturing firms. use creativity techniques to increase efficiency and quality. Frito-Lay.APPLICATION Creativity processes are used regularly by many private and public sector organisations of all sorts in manufacturing. quality management. etc. including 3 members as management staff. the firm must have at least 20 employees.In case where the company focus is to increase group creativity and to create environments where a collaborating team works creatively together. 24 . Your imagination is something you are born with. efficiency of an ad is determined by the correct combination of its impact and retention. what is efficiency? Well. it can be taught and learned with practice and skill. Impact being the ability of an ad to attract attention and retention being the ability 25 . I personally believe it is a little of both." Creativity is a very subjective term. Some people believe creativity is an engrained concept that you are born with it. Put those two concepts together and anything is possible. Creativity is one of the reasons clients justify advertising and their choice of agencies So what exactly is creative in advertising? Some creative commercials are effective. We must then ask. Other people believe it is a talent that can be learned and taught. some effective ads are creative. Inventiveness is something that can be disciplined. "We do not separate advertising from life. The essential elements of creativity are really imagination and inventiveness disciplined by routine skills. and other ads are neither creative nor effective. Who can really say what is creative. it can be large and wild or it can be small and constrained. In advertising. for we all have different opinions on what we individually think is creative. Creativity and effectiveness ultimately join in the consumer’s minds rather than remain separate.WHAT CREATIVITY MEANS IN ADVERTISING I once read a quote somewhere that said. agencies live and die by creative communications. We can thus say with certainty that an advertisement needs to be creative to succeed.of an ad to stay on viewers’ minds. Its creativity needs to be 26 . Although creativity in advertising is an important factor. The creativity must also be effective. or a nugget of information gleaned from research or sometime from an intuitive understanding or quickness of human nature. 27 . Successful creative strategies result from pinpointing an idea. one must remember to not be creative just for creative sake. The true role of the strategy is to make that intuitive leap which defines the relationship between the brand and its user.effective in both its impact and retention. an insight. a nuance. I found the quote at the beginning of the page and thought it was just great. Yet. adaptation. not really suitable for the hard world of business. When appraising a painting. the idea must offer some form of added value.HOW CREATIVITY IS DIFFERENT FROM INNOVATION Creativity versus Innovation As this is an advertising study on the subject of “Creativity” it is only right there should be some advertising efforts to create greater understanding on behalf of the subject “Creativity” itself. mention the word ‘innovation’ and suddenly the act of creating new ideas takes on a more credible resonance in certain quarters. In reality. many ideas will be rejected. Innovation is the practical application of such ideas towards meeting the organization’s objectives in a more effective way. or implementation by a third party of someone’s creativity (ie an added value product)’. Using the working definition of creativity. Professor Simon Majaro of Cranfield School of Management defines innovation in this manner in his book Managing Ideas for Profit (Majaro.’ But this means all ideas are creative. such as the business media and various government-backed development agencies. it would recognize that. For many the word ‘creativity’ has what may be called a touchy –feely nature to it. 1992): ‘Creativity is the thinking process that helps us generate ideas. to be ‘creative’. Innovation can instead be defined as the ‘adoption. one does not say: ‘artist is being 28 . innovative. such as its style.’ Should another artist adopt some element of this work . subject matter. then the original 29 . materials or techniques used. since creativity generates the basis of innovation. creative thinking in a disciplined manner can play a real role in innovation. Thus. which. 30 . The right organizational culture is one that provides through creativity processes (creative techniques) the possibilities for the development of personal and group creativity skills. in its development.work can be said to be innovative. “Creativity and innovation are normally complementary activities. as these are the starting point.Innovation results when creativity occurs within the right organizational culture. with creativity…It is not possible to conceive innovation without creative ideas. raises difficulties that must be solved once again.” (European Commission 1998). We can define creativity IMT as the establishment of skills by implementing creativity generation techniques. it has inspired the application of some creative element of the original work by a third party. reading about other creative people and creative solutions. it is a matter of being aware that things can be done in many different ways. Some people are selfaware or confident enough to have fewer inhibitions and can just let their creative natures work. 31 . The second is overcoming your personal blocks to creativity. will help improve your confidence. Action Steps Here are a few additional things you can do to improve your creativity: • Study books on creative thinking techniques and put them into practice • Attend courses on creative thinking and put the ideas into practice. for others.these activities. Spend time meditating on your own worthiness. Surround yourself with people who love and support you and you will be even more creative. concentrating on the positive power of your own creative forces .BASICS OF CREATIVITY Creative Thinking Skills Can Be Learned!! What can I do to Increase my creativity?? The first task in becoming more creative is giving you permission to do things creatively. being creative involves trying not to be embarrassed by their own ideas. combined with a belief in your own intuition and creative abilities. For some people. Anything can be achieved by breaking it down into its component parts. Review your journal regularly and see what ideas can be developed. It is a common trait of creative people that they are interested in a wide variety of subjects. The thing that's easy to miss when you're caught up in the magic of somebody doing something effortlessly that seems impossible is that it doesn't happen all at once. and you witness somebody with a vital and flowing creative force. ideas. as soon as you get them.it will make them more entertaining and you will get more used to expressing your abilities. This keeps the brain busy with new things. preferably well away from your normal sphere of work. Creativity requires patience and a willingness to work for a creative 32 . Practicing at overcoming irrational inhibitions will also help to improve your creativity. • Indulge in relaxation activities and sports to give the mind a rest and time for the subconscious to digest information. • Develop an interest in a variety of different things. one can get better at using them. When you're at a standstill. sketches. • Don't work too hard -you need time away from a problem to be creative after periods of intense focus. By practicing. It really helps to think of creativity as a skill or set of skills. So whenever you have a chance try and do mundane things in novel ways . it can be intimidating. For example.• Keep a daily journal and record your thoughts. etc. read comic books or magazines you wouldn't normally get. outcome rather than simply wait for enlightenment. it is important to creativity to happen. This can be encouraged by setting up an 33 . Still. Third. This information can be 34 . A program to improve your personal creativity might include the following steps. a comfortable space within which you feel non-threatened and able to create. Typical criteria are: a) the ideas are novel (in that particular context) b) the ideas are useful. read and learn about creativity techniques which are one of the sections of the Creativity Web. set up criteria to indicate whether or not you have or are reaching your goal.environment that encourages creative output. 1. "find at least 100 ideas for a new pen") to find a new and effective way to relate to my children that results in them wanting to spend more time with me. First set a measurable goal. they solve the problem or meet the challenge c) the ideas can be implemented within an appropriate time and budget 3. Some goals might be: to generate 10% more solutions within 6 months to come up with an original solution for problem "X" within 2 weeks to practice generating ideas bybrainstorming (for example. 2. Second. gathered from books. other people. conferences. Spend time with people who you believe are 35 . software products and the Internet. Avoid becoming too entrenched in your routines. relaxing activity such as handwork or quiet exercise. surround yourself with people who love and respect you. Fifth. A useful technique is to deliberately and consciously attempt to integrate opposites 36 . Create a sensory stimulating environment. a poem. increase awareness of that environment and provide sufficient quiet time to allow that ensory stimulation to be translated into external reality . a game. Don't allow your beliefs to distort your perceptions.creative and ask them how they did it. listen to your creative inner voice.. Learn the skills of creativity. Flood yourself with information in your chosen area of creativity then deliberately expose yourself to information outside your area. Finally. Attend to your needs. 4. 5. people who encourage you to take risks. act creatively every opportunity you get and find environments that support creative behavior. Surround that identity with beliefs about your creative abilities. a meal. Manage stress in your life as much as possible. Creativity is increased by acknowledging that it exists and by nurturing it. begin thinking of yourself as a creative person. Practice meditation or some kind of peaceful. a garden. a dance. a business report. celebrate your progress in reaching your creativity goals. a song. a bridge. and spend time with yourself. a quilt. 6. There are many paths to creativity. Fourth. Respect and care for your creativity as you would a child.. at every opportunity within your own mind. allow 37 . Develop the attitude that your creative work is important even if others do not share your belief. Creativity flourishes in an environment that rewards attempts. and is conducive to failure." Self-esteem is one of the most important elements of creativity. Learning a creativity. People must believe in their ability to develop original ideas and they must continue to believe in themselves after repeated failures. Creativity is not a gift of some sort. Creativity and Leadership "Everyone has creative potential. as well as successes. your belief and value systems about creativity and creativity myths must change as well. Roger von Oech labels four stages of the creative process: • Explorer. but creative people think they are creative.increasing technique of some sort will give you some tools and help you. but will not automatically change your point of view about yourself and your creativity. People must feel comfortable failing before they will repeatedly take risks or attempt creative approaches. Finding new ideas and resources from which an idea may be built. it is a state of being ("un etat d'ame". 38 . not yours.such judgmental attitudes to be their problem. Practice using affirmations and reframing (seeing things from another angle or in another context) to de-program your self critical habits. as they say in French). Ideas developed by the artist are evaluated and their merits are weighed. Implementation of the ideas approved by the judge requiring persistence and determination. Judge. Transforming ideas (gathered by the explorer) into something new.• • Artist. suggestions are offered on how they can be improved or further developed. Secrets to Creative Problem Solving • • • • • • • • • • • • • Be an optimist Take your time Get enough information Brainstorm by yourself Redefine the problem Plan for results Break the routine Make a minus a plus Don't give up. Allow yourself to daydream Ask questions Have a sense of humor Tolerate ambiguity 39 . • Warrior. The recommended approach to this method is to outline the points involved in 40 .CREATIVE FORCES Force-Field Analysis Force-field analysis characterizes the conflicting forces in a situation. 2. followed by recognizing factors likely to help or hinder at the action planning and implementation stages. The group leader is representative of the current position as a horizontal line across the middle of the page. Members of the group identify and list the driving and restraining forces (perhaps using a suitable brainstorming or brain writing technique) openly discussing their understanding of them. 1.problematic situations at the problem exploration stage. It is normally best for the team to reach agreement on these details. The leader will draw all the driving forces as arrows that either pull or push the line upwards. Where driving and restraining are paired use arrow thickness to signify strength of impact of a force and arrow length to show how complicated it would be to adapt. 41 . and all the restraining forces as arrows that pull or push the line downwards (see below). 3. Try to: Find ways to strengthen or add positive forces a. Find ways to weaken or remove negative forces b. The diagram should then be used to find as many possible combinations of moving the centre line in the desired direction. Recognize that the negative forces are too strong and abandon the idea. 42 . These tecniques. Pose what is called ‘the Safe Bet’ questin: ‘What is the very least. creative directors are faced with emands to come up with creative solutions to the problems. CREATIVE RANGE: Whenever faced with a well-defined task. but there are some echniques and process to help being creative. such as coming up eith an idea for a launch product or phottocall.CREATIVE TECHNIQUE “How do you come with a creative idea when faced with a blank sheet of paper?” ‘Easy.will help considerably to improve one’s creative abilities.with its five stages Information Incubation Illumination Integration. most 43 .’ Every working day. Some outstanding creative heads may display what is called unconscious competence in appearing to be able to come up with ideas inuitively. the safest. coupled with a knowledge and understanding of the creative process -. There is no magic wand for coming up with ideas. Don’t have a blank sheet of paper. Illustration -. establish a ‘Creative Range’. by establishing the ‘Creative Range.conservative idea that can be used?’ Then check ‘ what is the most outrageous idea that could solve the problem?’ so as to create the Extreme Option. Safe Bet Option Extreme THE CREATIVE RANGE Option After creating the Creative Range of the situation see. 44 . The above can be visualised as below. and more importantly you ar harnessing the incremental nature of the creative process. This also helps to suspend judgements because you are not automatically screening every idea but merely filing in the ‘Creative Range’. Thus. intial limiting parameters are created. By these two question . you have already taken the pressure off yourself and at the very least you have a safe option to fall back on. ‘What further ideas can you come up and then jot downall the ideas that come to mind. 45 . The objective can be anything from: ‘ How can I improve my creativity’ and so on… This is an excellent way of getting a handle on everything you need to consider. Draw five short ladders and five long snakes. It also facilitates incremental to\hought as you come up with deas. You are the start. 46 . Imagine the objective of the task is at the top left-hand corner on the winning square. and to establish tactics to improve the positives and reduce the negatives of a task at hand.identifying strengths and weakness. Draw a grid on a sheet of paper to represent the squares of a snakes and ladders board. .SNAKES AND LADDERS: Snakes and Ladders is good technique that helps use of the incremental nature of creativity to quickly establish an overview of a situation. at the bottom left-hand corner. Below is give one example of how to launch a product creatively Personality of MD Lack of Brand Credibility Lack of Brand Awareness Media Apath y Forthcoming EventsExhibition Limited Budget Interesting Photograp hy Competitor Activity News value of Story Timing of lanch 47 . Storyboarding allows group members to produce data and solutions to problems generating ideas off of previous suggestions. but it is primarily nonverbal so articulate group members are not able to dominate the Finish Start process. nor is evaluation of ideas.Groups generate as many ideas as possible.Group Techniques to Generate Creativity Brainstorming . listing ideas on a chart so that group members may modify them or combine them to create additional ideas. Storyboarding . Criticism is not allowed during brainstorming. Storyboarding uses a process similar to parliamentary procedure to gain support of an idea before it can remain part of the discussion.An adaptation of brainstorming. Nominal Group Technique .Focuses attention on individual members' ideas by having members write down their ideas/solutions on their own 48 . Ideas are all recorded. and then discussion is held on only the top ones before another vote is taken. Roadblocks to Creativity Thinking there is one right answer .Logic is an important creative thinking tool when you are searching for ideas. excessive logical thinking can short circuit your creative process. however. 49 . "That's not logical" .Many of us have the tendency to stop looking for alternative right answers after the first answer has been found. everyone votes to prioritize ideas.before sharing them with the group. Often it is the third. fifth or tenth right answer that is what we need to solve a problem in an innovative way. This technique allows everyone to participate and contribute ideas before the group reaches its decision. Being practical . If you are not failing every now and then it is a sign you are not being very innovative. 50 .You often have to break out of pattern to discover another.Too much specificity can stifle your imagination! Being afraid of making a mistake . Avoiding ambiguity .Practical people know how to get into an open frame of mind. listen to their imagination and build on the ideas they find there.Following the rules .Errors are a sign that you are diverging from the norm. Dream team Tools in the company would keep the playful atmosphere. 51 . They are both rules for the top-quality creative performance and strategies that can be used as highly effective methods of communication in meetings. They provide creative space to let imagination fly and launch all the team members on their way to original ideas. in order to refine their tem-working skills and build up creativity. Dream Team rules is like a framework whenever you’re working as a team. Whichever technique you’re using.DREAM TEAM: A FRAME WORK FOR GREAT CREATIVE PERFORMANCE Dream Team is a list of rules of creative teamwork that form the foundation of all the methods. that the target group is not defined precisely enough or that there is no clear strategic positioning. The more one thinks about the product.’ • Set Clear Goals The goal and solution are like question and answer. What Does A Goal Achieve? The goal is in clear view and acts a focal point. Only a good question can give a satisfactory answer.plays with it. analyses it. Get the information you can get hold of which can be used as triggers. Creative with strategy is called Advertising. leading to a clearly defined objective. 52 .Tuning the Goal Saves Time and Nervous Energy Of course it isn’t possible to achieve a clear goal and straightforward definition of the goal at the first attempt. Often it is only while you are formulating the goal that you realize that brief does not describe the product fully. ‘Creative without strategy is called Art. The key factor is that physically coming face to face with the product itself will stimulate all five senses and have positive and inspiring effect on the process of generating ideas. Feel the product to activate all your senses. in other words the more freely great ideas will flow. It helps to prevent chaos and time-wasting discussions.DREAM TEAM RULES: • Switch On All Five Senses The best ideas take time. examines it from every angle . Fine . and no limits to be set on creative gameplaying. “Forget it. • Avoid Idea Killers How would you like your ideas to be received – Sabotaged.• Always Separate The Ideas Phase From The Evaluation Phase: Ideas need imagination more than knowledge. They are the product exaggerated expectations we have of ourselves. Idea Killers in Your Own Head Often the killer phases of others do less damage than the little voice inside our own heads. Sniggered at or simply Ignored? Idea killers have one thing in common: they always work!! Everything from verbal stun-gun to the wry twitch at the corner of somebody’s mouth is capable of trampling down the first little shoot of an idea. or of the belief that we have to come up with ideas that are brilliant from the word they go—a strategy almost certainly doomed to failure. whispering. 53 . In this stage people should set their imaginations to roam free. it doesn’t work”! Our own ideas killers are particularly are deadly because we often are not conscious of them. so it’s important to keep the stage when ideas are being generated strictly separate from the stage when they’re being evaluated. until everyone else has overtaken us? That doesn’t work!! But it’s great idea We do things differently!! So. Exactly • Use Doodles To Visualize Your Ideas 54 . When? The client will never accept that!! Give it a chance What’s so original about that? The fact that no one else has thought of it Anyone could come up with that.The 10 Best Responses to Idea-Killer Phrases Nothing will come out of that. All right. no change there This mail shot idea doesn’t work!! But what if…? That’s ridiculous!! So what it is We’ll come back to your idea. Not if you just dismiss the idea Let’s just wait and see what happens What. Doodles enables teams to develop raw ideas in gradual stages and so prevent good ideas from being killed off prematurely. a few lines to bring the idea to life. ‘What’s in it that we can use?’ There will always be some aspect that can be build on. enabling the others in the team to see. put forth the question. the images in your head. which will open doors to new ideas instead of closing them. • Look For The Positive In Other People’s Ideas If you want to promote the flow of ideas. Even if you don’t get anywhere with an idea first. This strategy makes flexible and opens new perspective.Your ideas must be visual if it’s really going to take root in others people’s heads. look for the positive aspects of other people’s ideas. A doodle releases the idea from your head and so raises your chances of enthusing others. and therefore understand. replace your inner CRITIC with an inner CREATIVE and exploit all possibilities from this new perspective. Often it only takes a quick scribble. Take the idea’s good point and improve it by developing and cultivating the seed of the idea. One can learn to think What if…? And this will develop in time into an inner attitude. Think about it: your ideas are mostly internal images that only you can see. 55 . Doodles reinforce the associations of internal images and so trigger new ideas new playful way. Three Arguments In Favor Of Doodles Doodles are an essential means of communication. accompanying all great discoveries and often lending to brilliant ideas. So Make Mistakes & Enjoy it!! A Fool’s Freedom The greatest fear of many people is making mistakes and looking silly I front of other people. no matter how silly it sounds – it could be the raw material for the brilliant idea. a change of perspective? You look at the very same thing from a different perspective. all you have to do is swear off having ideas” Mistakes are basic learning principle. by making a fool of 56 . Get rid of the compulsion to come up with nothing but good ideas that are ready to use! Say everything that occurs to you. surprising series of positive aspects on a second look. Thinking “What if…? Is a conceptual switch. And you can be sure that there are hundreds of other standpoints that you’ve never envisaged • Make Mistakes And Have Fun Doing It “To swear off making mistakes is very easy.Thinking What If…? What would be the advantage of losing your job tomorrow? Anything that looks like a catastrophe at first may reveal a whole. Learn to live with this fear. new opportunities. Develop the play of ideas a little more and losing your job opens the door to new freedom. and a new future. gets dropped. Instead. a way of standing back and looking at a problem with perspective!! Humour reveals new aspects. Three Ways to Evaluate and Select Ideas: In the final analysis. wild. Anything unusual. relaxes. Learn to laugh at yourself. • Select Ideas Creatively Sometimes the really interesting ideas are simply eliminated or talked out during the evaluation phase. • Develop Your Sense Of Humour Humour is the healthy way of creating a ‘distance’ between one’s self and the problem. you need to make new ideas from old. By doing so you can achieve a degree of inner freedom that allows you to leave familiar paths behind and let your imagination run free. or harder to translate into action. Don’t just make jokes at other people’s expense. look out for a really funny topic in meetings – yourself. and releases happiness hormones. uncomfortable. Humour disarms. Anyone who can see what’s absurd and laughable about him gains a new freedom and gives the team a creative boost. Put yourself in a ridiculous position by making an abstruse suggestion. however. At this stage. in order to save potentially great initiatives. it’s also infectious.you deliberately but staying in control. there are three ways to reach a decision about which of the basic ideas should be worked up: 57 . and exaggerate it to the point where you have to laugh at yourself. and so it’s one of the most important creative tools for teams looking for great ways to communicate ideas. it is of course possible that the creative director or the art director will be the one to decree which of the starter ideas will developed for the presentation • Turning Ideas Into Action Art Direction brings an idea to life. Use the Brief as a Yardstick: . what seems implausible? How could it be improved? Is the idea to the point? What works better? What substitute or alternate can be used to improve the idea? 58 . To Decide the Best Course of Action What does the basic idea need.The team leader invites every member of the meeting to give a score to the ideas they think are best and deserve to be worked up for the presentation. The idea with most points wins.The main criteria from the client’s brief are used as the yardstick for assessing which ideas have reached the objectives. determining whether it gives the campaign the boost that it needs or weakens it by going off on the wrong course.Depending on the agency culture. for the solution to hit the bull’s eye? What change could give the idea an emotional kick? What weak points does the idea have. Democratically: . Creative Director or Art Director: . Add new elements Change a copy Develop new headlines What could be done to make idea so appealing that people will want to see it more than once? What results Can You Expect From The Dream Team Rules? They produce a bigger catch of valuable ideas. They promote all sorts of fun and increase individual destructive chaos. They save time. They build structured freedom and prevent sessions of They foster faith in the team and enhance motivation. They allow a brilliant ‘group brain’ to develop. They give the team a creative boost. 59 . money and nervous energy in the hunt for ideas. creative potential. One thing is clearing every case even the best creative use only the part the spectrum of possible ways of thinking. packaging. for example in the filed of metaphor or comparative juxtaposition. There are no discussions within the catalogue itself about what is good or bad advertising. events. promotions. Some creative strength lies in analogy. nor are the tips on how to improve layout or copy. A Toolkit for the Brain Systematic analysis of the work produced by creative reveals certain patterns and strategies in their thinking. web banners. This catalogue is a tool box containing an inexhaustible supply of new brain tools which one can use to expand their own strategies. If your strengths lie. then you probably don’t combine or reframe things very often. This is incredibly useful when you are looking for new unusual campaign ideas for the press. 60 . brochures or direct mailing. TV and cinemas. while others always try to induce a change of perspective and others develop ideas by turning every day’s situating on their heads.KICKSTART CATALOGUE What is Kickstart Catalogue? Kickstart Catalogue offers strategies likely to promote great ideas for campaigns. first look for pictorial way to represent “Acceleration”. Jokes which don’t need words are another fruitful source of non-verbal stories to tell. 61 . without words?’ Think of the era of silent movies and how ingenious the actors had to be to convey complex situation and feelings without words. For Example: ‘How can you show without words that the new sports car accelerates faster than any other car?’ Here. Without Words “A picture is worth a thousand words” The object of this little exercise is to display the central advertising statement about the product at a glance and without using the words. It’s the best to start by working out a goal with single-minded proposition. The key question is: ‘What are the key features of “acceleration” and how can it be represented pictorially. Try it for yourself. parts of the product. the product’s raw material. Combine elements in such a way so as to make the benefit immediately apparent: the product. This method of developing visual advertising messages is one of the most frequently used today and offers infinite possibilities. Comparative Juxtaposition Comparative Juxtaposition such as ‘before and after’ are undoubtedly some of the classics of advertising. packaging.there are no limits in your imagination. people from the target group. Combination as Creative Strategy One of the most important creative strategies is to combine two concepts or objects that were previously unconnected. plants. the original problem. List of Pairs of Opposites: • Old-Fashioned. like ‘before and after’. the benefit. the more exciting and surprisingly the result will be. Mixing & Matching The goal of Kickstart questions is to represent the central advertising statement clearly and convincing by combining or associating different things.Fashionable 62 . one can use the method to compose typical pairs of opposites. The result should be a simple. To tap into new sources of inspiration for comparisons. The less things you combine have to do with each other originally. unambiguous advertising message. which can then be used to stimulate advertising ideas. the context. so as to produce something completely new. or people who have nothing to do with. so if you want people to notice your campaign. problem situations or solutions can grab the viewer’s attention and emphasizes the benefit. Use distortion and overstatement to develop great ideas.Vision Ugly. or warning people of dangers. etc. be provocative! Provoking means challenging. Provocation & Shock Tactics Attention is in short supply nowadays. but do it with a wink so that the credibility of your message doesn’t suffer. But be careful: being seen is not the same as being looked at. but it requires skill and will only lend you to your goal if you think about what you’re doing: for example. stimuling. with stating clear message and simple.• • • • Blindness. Exaggeration Exaggeration in the depiction of features of the product.Attractive Mass produced.Exclusive Past.Future. drawing attention to social issues. to avoid any misunderstanding that would lead the target group to make any negative associations. inciting. Don’t have any qualms about exaggerating things. A Change of Perspective 63 . Provocation takes you across a frontier. A change of perspective is first of all an excellent way to generate a creative impulse during the process of looking for ideas. detached from space and time. by showing objects or situations from unusual viewpoints: bird’s eye view. Many creative symbolically take on other identities to get a creative boost from the new view point of view. used to “become” the figure he was currently drawing. a cigarettes with a line across it means “No Smoking”. Bizarre 64 . Another function of many symbols is to convey information that can’t be expressed in words. There are two ways to use the Change of Perspective as a creative tool. or simply from possible angle. objects or animals. Symbols & Signs A symbol is a visual image that stands for an object. a concept or a situation. they can be used spatially. The meaning of Some Signs derives from a casual connectionSmoke is a sign of fire. gesture and stand like the character in his imagination. First. The drawing of a stylized car next to a spanner represents a car workshop. Absurd. For example: Walt Disney. going so far as to speak. From outer space. extreme close-up. extreme distance. The second way is to imagine yourself leaving your body and slipping inside other people. Surreal.and secondly it can be used in advertising to show the target group new or interesting perspectives on the product. Plunging into the world of the absurd, the surreal and the bizarre is fascinating in itself, and it also opens up a rich source of ideas. Contradiction, exaggeration, distortion, fantasizing and zany ideas are the tools one need to create something absurd or surreal. 65 Change the Product Altering the product means changing its shape, cutting it into pieces, adding things, subtracting things, bending it, squeezing it, bringing it to life, blowing it up, making it transparent, transplanting it to another body or letting it rot. There are endless possibilities of changing it physically or giving it a new meaning. Talk non-sense and really take off. You can’t judge whether what you have is good or bad Alternative Uses Playful approaches to the idea of finding new uses for the product. Where the product could be used, outside of its original context? What new situations could it be put to emphasize the benefit, highlight a feature through exaggeration, or reveal a new perspective or an unexpected function Double Meanings This refers to visual and as well as non verbal double meanings. Most visual ambiguity is based on optical illusions which are a playful way to attract the viewer’s attention. Most verbal ambiguity, on the other hand, makes its point by wordplay or suggestions, leading the reader along a path that usually ends in an alternative meaning. Both types involve people playfully by inviting them to see both meanings in a context that makes sense. 66 Play With Words Playing with words means making pictures with them. Its an invitation to experiment with type, so that the copy turns into pictures and the typography becomes the message. Try to break down the bounds of normal copy to make the content leap out. Then style your words like a clue in a crossword puzzle. This will help you to scrutinize your Ad copy as a source of ideas about design (preferably fun ones) and present the message even more clearly and effectively. 67 The workers watch.. their attention is divided between their work. 68 . . "Chodna nahin.as the couple on screen keep up the "Pakde rehna-chodna nahin" strain for an incredibly long period. where a man hanging over a chasm is clinging on to a woman for dear life. ." the woman screams.and a TV set...." the man pleads. However.. "Pakde rehna.LET’S TAKE A BREAK… A group of carpenters are at work.... the carpenter peers at the can of Fevicol he has picked up. The man on screen is still dangling over the chasm.and eyes another TV.." Headline: Fevicol Ka Jodd Hai Tootega Nahin… Agency: O&M (National Winning Award) 69 . atop which a tub of Fevicol is perched.. yeh bhi koi film hai!" he exclaims. . Instantly. "Chodna nahi.. he walks over to the TV and picks up a can of Fevicol placed on top of it. he turns. Wanting to continue with his work. the man on screen plummets. Surprised.. one of the carpenters gets up in disgust.. "Arre..Fed up with the melodrama. Slowly. Client: Pidilite Industries 70 . Smoking Campaign 71 .Anti. Best Social Message Award 72 . it stands to reason that everyone else can. which is why the objective is to increase the possible choices. to give you more freedom of choice and so enhance and liberate your creative skills. If something doesn’t work for you. If one person has learnt how to develop really creative ideas. and so improve flexibility. Creativity is a living process with many possible strategies. Don’t confuse the menu with the meal: theoretical knowledge will do nothing to increase your creativity. There is no one right way to be creative. Try the methods out. and the creative outcomes to which they lead will depend on the context and the individual. Creativity demands abundance. Have fun! 73 . experience will nourish you and become a part of your strategies in future. and so these methods and techniques are to be taken as tools and stimuli.Conclusion: The foundation for creativity is in individual. stop using it and try something else. advertising . communication challenges and new media. CEO. the Advertising Agencies Association of India (AAAI) is organising a three-day symposium discussing the future of advertising in India. “Predominantly. Primarily focusing on traditional and contemporary methods in advertising. and ad guys need to catch up on these new techniques. blogs. media and marketing professionals. the internet. JWT India. who is also one of the keynote speakers during the event. Targeted towards the burgeoning and existing advertising. the symposium will include consumer reactions and influences with respect to the profession. 2005 It cannot be denied that as one of the most rapidly growing professions in India . to incorporate consumer and media perspectives. To tap these changes. the symposium will examine the future consumers. The industry per say is witnessing a lot more ways to reach out to their consumers like MMS.ARTICLES “ What’s The Future Of Advertising” After Hours Correspondent DNA Tuesday.” says Colvyn Harris.is undergoing a lot of change. November 08. we are trying to identify the current challenges in advertising and the different ways to meet them. “The industry today needs a thrust and much greater recognition in the international 74 . and to celebrate their 60-year existence in the industry. who will 75 . there needs to be a lot more effort to speed up the growth.” says ad man Piyush Pandey. Though it has been advancing rapidly.scenario. Executive Chairman and National Creative Director Ogilvy said at a symposium. “Agencies Need To Think Creatively” PTI [FRIDAY. The symposium will attract a galaxy of eminent speakers (including the minister of state for tourism Renuka Chowdhury and ad guru Prahlad Kakkar) who will share their unique perspectives on the future world in the areas of connecting with audiences. 2005 MUMBAI: Advertising agencies in India should come out of their traditional styles and start thinking "out of the box" in order to push the creative frontiers to new heights. as sales figures are doing well. organised by Advertising Agencies Association of India (AAAI) here. and see the day of the light and eventually converted into a real creative Ad. we always make excuses that the client does not accept the new idea or say why tinkle around with the idea that is working." Pandey. Piyush Pandey. a well-known advertising expert said on Friday." he said. "Instead of convincing the clients.be addressing the event with respect to positioning of advertising beyond boundaries. "We have to struggle to see that the good ideas are accepted by the clients. NOVEMBER 11. Pandey said. He was of the opinion that the advertising community should develop a habit of not seeing beyond the obvious. "This very attitude has to be changed and the creative people should come out with ideas that touch the psyche of a common man and see to it that they convince their clients about the non-conventional ideas and give their gut feeling a chance". and starts seeing beyond the 30 76 . " Pandey was quoted as saying in The Times of India. he said and gave a recent example of the Hutch ad's with the `Chhota Recharge' offer. "so that we could clear that and see the boundary lines". should always do constant soul searching to do things better and in a different manner and not think of any framework and boundaries to restrict our creativity". The award comes in recognition of his contribution to the advertising industry and efforts to raise the creative standards across the industry. Pandey has bagged yet another international award. Ogilvy & Mather has bagged quite a few awards this year: the most memorable one being the 77 . We are happy that India has made its mark at yet another global forum. "We. as creative people.yard circle in cricket field. This time he has been judged the 'Creative Person of The Year Asia Pacific for 2002. “Piyush Pandey Adds Another Feather To His Cap” The Indiantelevision.com Team (13 December 2002 12:30 pm) MUMBAI: There's no stopping Ogilvy & Mather group president and national creative director Piyush Pandey who is moving from strength to strength.' by Hong Kong based Media Magazine. “It’s an achievement for us as well as (for) India. And we're sure many more Indians will walk this floor. Gold Lion in the press and poster category for its `Second-hand smoke kills' anti-smoking campaign for the Cancer Patients Aid Association (CPAA).has won several international advertising awards. and silver for the `overloaded bus' spot for Fevicol.Similarly.the makers of Fevicol ---. at the Cannes Lions. 78 . The antismoking ad also won a silver Pencil at the One Show 2002 and a bronze at the Clio Awards 2002. International Advertising Festival held in June this year. Pidilite Industries Limited --. angencyfaqs.BIBLIOGRAPHY Reference Books • Pricken Creative Advertising Mario • Ogilvy Search Engines Ogilvy in Advertising David • • www.google.com 79 .com www.