© Mason Zimbler 2014 QUANTITATIVE CREATIVE
'Creativity. The unfair business advantage' - B2B Marketing Summit 2014
Nov 11, 2014
How valuable is creativity to your advertising? Should it be intrinsic or is it a magic ‘fairy dust’ you sprinkle on top of your campaigns and hope for the best?
Truth is, it’s not just intrinsic, it’s essential.
Although the message is all-important, it’s creativity that engages the hearts, minds and pockets of your customers. So as well as giving the customer rational information, brands need to evoke the appropriate emotions to encourage them to take action or make a purchase. The CEO wants Return On Investment (ROI) while the customer is looking for their own version of ROI - Relevance Of Insight.
Take a look at Mason Zimbler's presentation, discussing the creative process, creative people and how to judge and measure creativity. And the steps you can take to make sure your communications are both creative and effective.
Truth is, it’s not just intrinsic, it’s essential.
Although the message is all-important, it’s creativity that engages the hearts, minds and pockets of your customers. So as well as giving the customer rational information, brands need to evoke the appropriate emotions to encourage them to take action or make a purchase. The CEO wants Return On Investment (ROI) while the customer is looking for their own version of ROI - Relevance Of Insight.
Take a look at Mason Zimbler's presentation, discussing the creative process, creative people and how to judge and measure creativity. And the steps you can take to make sure your communications are both creative and effective.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
© Mason Zimbler 2014
QUANTITATIVECREATIVE
© Mason Zimbler 2014
WHY SHOULD WE CARE ABOUT CREATIVITY?
© Mason Zimbler 2014
“NOTHING IS MORE EFFICIENT THAN CREATIVE ADVERTISING. CREATIVE ADVERTISING IS MEMORABLE, LONGER-LASTING, WORKS WITH LESS MEDIA SPENDING AND BUILDS A FAN COMMUNITY...FASTER.” - Stephan Vogel, Chief creative officer, ogilvy
© Mason Zimbler 2014
MARKETERS LIKE SCIENTIFIC METHODS AS THEY APPEAR TO BE LESS ‘RISKY’.
100X MORE ANALYSIS & MARKETING VS. CREATIVITY & MARKETING.
- HARVARD BUSINESS REVIEW
© Mason Zimbler 2014
“WE’RE NOT JUST MAD MEN, WE’RE MATHS MEN AS WELL; AND UNITING THOSE TWO THINGS, I THINK IS THE CRITICALLY IMPORTANT CHANGE.”
- Martin sorrell, ceo, WPP group
© Mason Zimbler 2014
IF A CUSTOMER FEELS AN EMOTIONAL CONNECTION TO A BRAND THEY ARE MORE LIKELY TO REMAIN LOYAL AND HAVE A HIGHER CUSTOMER LIFETIME VALUE (CLV).
- BRAND KEYS LOYALTY ENGAGEMENT INDEX
© Mason Zimbler 2014
“I GET VERY FRUSTRATED WITH THE ONGOING DEBATE ABOUT CREATIVITY AND EFFECTIVENESS, BECAUSE I DO NOT BELIEVE YOU CAN HAVE ONE WITHOUT THE OTHER.”
- Jonathan Mildenhall, VP Global Advertising, The Coca-Cola Company
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
© Mason Zimbler 2014
HOW TO START JUDGING CREATIVE EFFECTIVELY
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
CREATIVE PROCESS
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
ORIGINALITY
IS THE WORK “OUT OF THE ORDINARY” FOR THE CATEGORY?
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
FLEXIBILITY
DOES THE IDEA MOVE FROM ONE SUBJECT TO ANOTHER?
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
ELABORATION
DOES THE WORK EXTEND BASIC IDEAS AND MAKE THEM MORE INTRICATE?
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
SYNTHESIS
DOES THE IDEA CONNECT OBJECTS THAT ARE USUALLY UNRELATED?
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
ARTISTIC VALUE
IS THE WORK VISUALLY OR VERBALLY DISTINCTIVE?
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
CREATIVE DIMENSIONS
The 5 dimensions of creativity are:
- Originality – rare and unusual ideas- Flexibility – moves from one idea to another- Elaboration – extend basic ideas- Synthesis – combining normally unrelated
objects- Artistic value – visually or verbally distinctive
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
THE MOST EFFECTIVE DIMENSIONS?
1.00
SA
LES
EFFEC
TIV
EN
ESS
ORIGINALITY = 1.06
FLEXIBILITY = 1.03
ELABORATION = 1.32
SYNTHESIS = 0.45
ARTISTIC VALUE = 1.19
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
EFFECTIVE COMBINATIONS?
FLEXIBILITY+ARTISTIC VALUERELATIVE EFFECTIVENESS = -99%USAGE = 8.7%
ORIGINALITY+ELABORATIONRELATIVE EFFECTIVENESS = 96%USAGE = 9.9%
© Mason Zimbler 2014
THE CONSEQUENCESOF BEING CREATIVE
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
LESS CREATIVE = LESS EFFICIENT
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
THE EFFECTIVENESS SUCCESS RATE
75%59%
88% 80%
AWARDED
NON-AWARDED
AWARDED
NON-AWARDED
LOW ESOV SPEND <6% HIGH ESOV SPEND >6%
CREATIVELY AWARDED CAMPAIGNS WERE SHOWN TO BE 10-27% MORE EFFECTIVE
* SOM = Share of Market** ESOV = Extra Share of VoiceSource: IPA, The Long and Short of it
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
PLAN FOR QUANTITATIVE CREATIVE
o A GOOD GROUNDING
o GREAT COLLABORATION
o TESTING VS. SUBJECTIVE OPINION
o VALIDATION
o EFFECTIVENESS
o SUSTAINED PREFERENCE
© Mason Zimbler 2014
QUANTITATIVE CREATIVE
CONCLUSIONS
- Doing something different isn’t the same as taking a risk
- Change gleans predictable results
- Quantitative Creative doesn’t have to mean big budgets
- It’s not ‘either/or’, it’s ‘and & both’. Select the right combinations
- Creativity is the only sustainable business differentiator
- Be a disciplined dreamer
© Mason Zimbler 2014
THANKS© Mason Zimbler Limited 2014.
The contents of this presentation are protected by copyright which belongs to Mason Zimbler Ltd. It should not be copied nor disclosed to any third party
without the prior permission of Mason Zimbler Limited, which permission may be withheld at Mason Zimbler's absolute discretion.
Related Documents
