What is great
(part two)
CM417.3
Edward Boches, Professor of Advertising
Tuesday, September 10, 13

Recap
Why do we advertise?
What is role of creativity?
What makes for creativity?
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Original
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting
Fun
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What is difference between strategy and execution?
What three factors influence strategy?
What are the differences between features and benefits?
Why do people buy?
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Part two
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A quick history lesson.
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Once upon a time we could get away
with mediocrity.
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We didn’t really need creative.
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Writer, art director, message, paid
media, bought attention.
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Post WWII, more competition, choices,
imports, options. Creativity became a
competitive advantage.
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Bill Bernbach and the creative revolution
changed the face of advertising.
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Text
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It’s not just what you say, it’s how you
say it that stirs people.
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Bernbach put the copywriter and the art
director in the same room.
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1994
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1995
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1996
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If you build it they will come.
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Data
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Join the conversation, distribute content,
add value, invite participation, create
utility.
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Creative
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Writer, art director, technologist, developer,
social media specialist creating content,
utility, native advertising, earned attention.
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Entertain
Inspire
Inform
Educate
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Original
Unexpected
Invite you in
Entertain first
Provoke
Avoid cliche
Visually arresting
Fun
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But many of them are more than
messages.
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Participatory
Interactive
User generated
Shareable
Useful
Enduring
Platforms
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A good idea still matters. It earns
attention, gets remembered, inspires
action.
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BTW....
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Where do good ideas come from?
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Strategy
Insight
Deep exploration
Collisions
Volume
Discipline
Creative standards
Relentlessness
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What are the skills we need?
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Ability to simplify
Write clearly
Art and copy
Design
Tell stories
Invent (know something about technology)
Break free from convention
Execute
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