Join us for our free webinar
Wednesday, May 20th
1:00pm – 2:00pm Continue reading
#IAmCreative . . . so there! No, really, are you?
We are all creative. We just approach the process from different perspectives. After all, each one of us is unique and so is our process, our way of thinking.
On this day, slow down and rediscover your own way of creating and relish your creativity. Plus, explore what is highlighted below as well as WCIW’s site for all the events happening around the globe.
If you liked this post, check out these others here.
The American Writers and Artists Institute (AWAI) sends me email frequently. When I read one about a virtual summit for copywriters, I was intrigued. It was free, so I signed up. Fortunately, in registering for this free webinar, I could listen to the four+ hours of its content both live and at my leisure.
Addressing those writers out there, I think this will be well worth your time. Some of the highlights are outlined below as to what you can expect to gain as well as the current version of pricing for various writing projects. So grab a comfy chair, sit back and take a listen. Don’t forget to download the pricing guide for later reference.
10 bits of what you’ll discover….
Beginning with a 10,000-foot view of the copywriting industry as it stands today, AWAI’s 2020 State of the Industry Report and Copywriting Pricing Guide offers a deep dive into the immediate “state” of direct response and the copywriting needs of the market.
It starts with the must-read overview “7 Marketing Trends and Predictions for Staying Connected to Your Customers” – where today it’s all about audience focused engagement through video, content, mobile, personalization, search engine “micro moments” and more.
Your comments and feedback would be welcome as I’m interested to learn what you think or thought of this program and how it’s presented. Don’t be bashful, now!
What of advertising? What of normalcy?
What of Coronavirus? What of sanity?
What of the future? The simple truth is, we don’t know.
Though we can’t predict the future, we can wager a pretty good guess at times as to how we think all will turn out. However, everything is so up in the air right now. No one really knows what’s going to happen with this Coronavirus and the lives it has touched, plus those it hasn’t reached yet. I came upon this publication covering a variety of topics relative to advertising and its perceived future.
Regardless of the impact of COVID-19, vast changes in the way we do things are inevitable. Touching on several areas of marketing and creativity are key players in the global scene sharing their perspective on advertising and the ways we deliver the message to the consumer. Here are a couple of highlights.
“Marketing is in a perpetual state of disruption . . . but the best way to deal with disruption is to lead it,” so says Marc Pritchard, Chief Brand Officer, Proctor & Gamble. It’s “constructive disruption” he’s looking for: “There have been many disruptions that have destroyed value but the hardest task is to disrupt in a way that creates value for the consumers we serve.”
As it relates to marketing, he adds “(we want to create campaigns) more superior, more useful and more interesting to the point where people actually look forward to seeing ads.” He continues “The way we’re focused on doing that is by merging the ad world with other creative worlds, with music, comedy, sports and entertainment. So, we can continue to convey the superiority of our brands. But done in a way that is really engaging.”
Philip Thomas, chairman Cannes Lions International Festival of Creativity, “believes creativity is essential for business growth, industry and societal change and as a driving force for good.”
“The businesses we work with tell us that embedding creativity requires the right conditions and culture to drive long-term, sustainable growth and impactful brand building.
“For brands and businesses to remain relevant and future-fit, they must continually reinvent.
“In recent years, we’ve seen an emerging trend in creative work driven by purpose. And on Festival stages we have seen brand activism, social justice and diversity lead the discourse. There’s been a recognized shift in the move from purpose and activism to accountability, and of course action.
“With the combination of global reach and power of brands, as well as the expertise of organizations like the UN, and the unbounded creativity of the advertising and marketing community, change for good is truly possible.”
There is no one single “conclusion” or summary statement relegated to the future of advertising. That’s because its state is comprised of various amounts of integral data, cultures, points in time and marketing techniques. It’s complicated and it will change.
The publication Raconteur lays it out nicely and is an interesting read.
This is not a whodunit, nor is it a Perry Mason murder mystery about the Case of the Kangaroo Court. What it is, however, is the Business Case for Creativity.
An excerpt from a review of the book itself reveals, “Debate in the advertising and marketing industries has raged for decades: does creativity make advertising more effective? Or is it just the folly of creative people looking to win their next award?
“The arguments of both advocates and cynics have until recently been based on conjecture and anecdotal evidence. James Hurman’s seminal creative effectiveness book The Case for Creativity brings the debate to a conclusion with three decades of international research into the link between creativity and business results.”
Tom Roach, BBH’s (Bartle-Bogle-Hegarty) effectiveness head, was asked by Thinkbox to present the business case for creativity at their spring event. Inspired by Thinkbox’s own innovative slide desk, the presentation he gave brought together the best evidence for the value of creativity in marketing communications. Here are excerpts from that presentation along with my own take on the case for creativity.
Simply stated, without creativity one has nothing. The beautifully executed creative plan of an advertising campaign can not be overshadowed by something comprised of “just the facts.” The campaign must have charisma, its own personality, to be believable. However, being believable doesn’t necessarily mean playing it safe or conservative.
Take this attitude from Keith Wood of Unilever in his Forward of the book:
That may be the case but the industry still has a ways to go and many more folks need to know. While this may be true, can we say there is a crisis in creativity? If so, how so and what is it?
First, let’s take a step or two back and ask: “What do we mean by creative?”
Well, there’s this . . .
And this . . .
And this somewhat in-your-face guideline . . .
Okay, all good and fruitful definitions and clarifications of what creativity is or entails. As with several key issues in the business world, creativity is complicated, especially when the problem is multifaceted and everyone on the marketing committee has a different viewpoint.
But, is there a crisis in creativity? Well, let’s see.
Hmmmmm, looking kinda murky, isn’t it? Let’s consider this :
While the above slides are true, I vote for more thoughtfulness and less cutesyness. In some advertising, the ad could have the audio muted (saying what the ad is about) with just the video or image shown, and most folks wouldn’t be able to tell what product is being promoted. Let’s face it, cars and cologne can be interchangeable. And, I guess, trucks are destined to be driven only in the “out-in-the-middle-of-nowhere” scenarios.
I definitely agree with this last poster. Effectiveness is key to creative execution. Smart creativity is a must. Play to one’s audience still applies but do so without insulting their intelligence. I’ll go out on a limb and say that, generally speaking, a twenty-something copywriter has little to no understanding of how best to relate to the “senior plus” set, unless he can relate to his grandparents.
WARNING: If you’re squeamish, prepare yourself and, please, don’t throw up on your computer monitor!
In a word, BLEAHHHHH!!!
Last week, according to Adweek, Burger King unveiled a global ad campaign highlighting its commitment to dropping all artificial preservatives. Such campaigns, while laudable, come and go somewhat often without generating much more than passing interest.
This one is truly bizarre. It tests just how far Burger King can virtually thrust its product down its customers’ throats before they gag.
The Moldy Whopper campaign, created through a partnership between three agencies, features intriguingly high-resolution photography and video of a Whopper being consumed not by humans, but rather by the horribly incredible passage of time itself. In other words, we get to see a Whopper rotting. Lovely!
Adweek reports that each ad shows a Whopper whose ingredients are being engulfed in mold, alongside a date stamp letting you know how long the burger has been exposed to the elements (too long, but typically about a month). The tagline, are you ready for this, describes the images as “the beauty of no artificial preservatives.”
Is beauty really in the eye of the beholder?
The work promotes the brand’s pledge to drop all artificial preservatives, which it has accomplished across much of Europe and 400 locations in the United States. By the end of the year, Burger King says it will have removed artificial preservatives from Whoppers in all U.S. locations. That’s nice and laudable.
I’m still feeling nauseous.
“At Burger King, we believe that real food tastes better,” (no kidding) said Fernando Machado, CMO for Burger King parent company Restaurant Brands International. “That’s why we are working hard to remove preservatives, colors and flavors from artificial sources from the food we serve in all countries around the world.”
I’m sorry but this just looks gross! It’s certainly not appealing at all. I get what they’re trying to convey but I wonder if BK ever considered giving out Tums, Alka Seltzer or nausea tablets with their meals.
In addressing reality, Adweek posits that the mold campaign might be challenging to common sense, but it was also a difficult one to accomplish in terms of craft and required months to achieve.
“We are very proud of crafting this idea,” said Björn Ståhl, executive creative director for Ingo, one of three agencies involved. “Mold grows in a very inconsistent way. We had to work for several months, with different samples, to be able to showcase the beauty of something which is usually considered undesirable.”
” . . . the beauty of something undesirable.” Really? Sort of sounds like a contradiction in terms. I’m still feeling nauseous.
So how will it go over? According to Adweek’s reporting, in the short term, the likely answer is: not great. Head-scratching advertising tends to generate quite a bit of short-term negative publicity, usually thanks to morning talk shows and late-night monologues.
And some within advertising will call the work “awards bait,” knowing that juries at Cannes Lions and other awards festivals tend to swoon over concepts that challenge every seemingly obvious but unwritten rule of advertising, such as “Don’t make your food look like it will literally kill people.”
But in the process of sparking debate and consternation, the campaign is also likely to resonate across the industry and encourage other brands to take similar moves, knowing that the ideas will be easier to sell when something so “off the wall” (that’s one way to put it) has already been sold to a major global corporation.
This campaign will indeed show something else: How strong are BK’s customers’ stomachs? This is revolting no matter how “beautiful” the photography. Just because a global corporation has gone along with this hideous idea doesn’t make it one to copy. After all, how many global CEO’s have signed off on something that should never have come out of committee?
What will definitely be interesting to see will be the types of “toned down” ideas and executions coming forth that are based on the Moldy Whopper campaign.
In the meantime, BK needs to supply their restaurants with plenty of Tums and barf bags, just in case.
PS . . . Thanks to David Griner (@griner), creative and innovation editor at Adweek and host of Adweek’s podcast, “Yeah, That’s Probably an Ad” for source material for this blog.
Easter’s coming and with it the crunch of candy selling. Most will be customary and traditional, with some even being kinda cute. Yet, customary and traditional are not exactly what this blog is about. Innovation and creativity, with a tip ‘o the hat to weirdness, is more in line with what we like to showcase.
This year I’ve come across a bit of untraditional marketing, via a Business Insider article, utilizing Mr. Bunny and his, uh, hopping. Yet, kids should get a kick (hop?) out of the Bunny’s candy while parents should get a bit of a chuckle out of the Bunny’s offering.
Both would agree it’s a bit silly, but so what?
What am I talking about? Why it’s Bunny Farts, that’s what. What are Bunny Farts, you ask? Well . . .
According to the description for the fruit punch-flavored pink cotton candy, the Easter Bunny consumes a “magically unique diet of apples, carrots and candy […] known to produce farts that are sugary and delicious.” Sorry, but that just sort of makes me grimace a bit.
Little Stinker, the maker of Bunny Farts, also sells products like “Unicorn Farts,” “Dinosaur Farts,” and “Reindeer Farts.” The company pledges to donate 10% of profits from each product — including those purchased on Amazon — to a specific cause.
This type of marketing, though, makes me wonder. What if the company approached the Charles Schultz Foundation (you know, Peanuts) to see about a tie-in with you-know-who for a possible product named Beagle Burps? However, the connotation here suggests that the famous feline Garfield might be better suited for the promotion. Just a thought.
“We are proud to have donated over $130,000 to various charities since we began three years ago,” Little Stinker Vice President Melanie Simpson. told INSIDER via email. “Our mission is Making the World a Sweeter Place, one bag at a time.”
Sales of the Bag of Bunny Farts along with sales of the Bag of Unicorn Farts have benefited children through donations to the Unicorn Children’s Foundation, The Next Step Academy, Ovarian Cancer Connection and KultureCity.
More information on this and other Easter related and interesting news can be found at Business Insider.