Post on 11-Nov-2014
description
© Mason Zimbler 2014
QUANTITATIVECREATIVE
© Mason Zimbler 2014
WHY SHOULD WE CARE ABOUT CREATIVITY?
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“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
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MARKETERS LIKE SCIENTIFIC METHODS AS THEY APPEAR TO BE LESS ‘RISKY’.
100X MORE ANALYSIS & MARKETING VS. CREATIVITY & MARKETING.
- HARVARD BUSINESS REVIEW
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“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
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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
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“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
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QUANTITATIVE CREATIVE
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QUANTITATIVE CREATIVE
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QUANTITATIVE CREATIVE
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QUANTITATIVE CREATIVE
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HOW TO START JUDGING CREATIVE EFFECTIVELY
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QUANTITATIVE CREATIVE
CREATIVE PROCESS
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QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
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QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
ORIGINALITY
IS THE WORK “OUT OF THE ORDINARY” FOR THE CATEGORY?
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QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
FLEXIBILITY
DOES THE IDEA MOVE FROM ONE SUBJECT TO ANOTHER?
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QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
ELABORATION
DOES THE WORK EXTEND BASIC IDEAS AND MAKE THEM MORE INTRICATE?
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QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
SYNTHESIS
DOES THE IDEA CONNECT OBJECTS THAT ARE USUALLY UNRELATED?
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QUANTITATIVE CREATIVE
THE CREATIVE DIMENSIONS
ARTISTIC VALUE
IS THE WORK VISUALLY OR VERBALLY DISTINCTIVE?
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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
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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
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QUANTITATIVE CREATIVE
EFFECTIVE COMBINATIONS?
FLEXIBILITY+ARTISTIC VALUERELATIVE EFFECTIVENESS = -99%USAGE = 8.7%
ORIGINALITY+ELABORATIONRELATIVE EFFECTIVENESS = 96%USAGE = 9.9%
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THE CONSEQUENCESOF BEING CREATIVE
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QUANTITATIVE CREATIVE
LESS CREATIVE = LESS EFFICIENT
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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
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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
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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
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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
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