I had a look at
your curriculum and thought: ”what’s missing?” And although it looks good, I think it’s highly focused on classical account planning - basically the stuff that happens before the [change] brief.
”My attitude is that creativity
might be a commodity.” http://www.huffingtonpost.com/jeremy-abelson/embrace-for-impact-alex-b_b_229160.html Creativity might be a commodity says Alex Bogusky... So, the trick isn’t really to be really creative or really strategic, but it’s really to combine the two.
Get the basics right (strategic
planning) Get the basics right OR strategic planning. It’s really important to get the basics right, because countless times I’ve seen creative teams lost in the process when there’s no basic planning.
Industry/category insights If the consumer
is trading down - is coffee/ tea protected by brand loyalty? The Recession Effect: Sweden Hypothesis New views on consumption may lead to an increase in sales of the retail chains own brands; Share of sales 40 30 36 28 20 20 10 14 6 0 Household products Deep-frozen Staples Sweets Beverages Retail chain’s own brand/ category Source: AC Nielsen June 2009 Among all Nordic consumers, Swedes show the lowest intention to switch to cheaper grocery brands, even though overall intention has Source: BCG Consumer Sentiment Barometer, March 2009 increased - from 21 % in October 2008, to 35 % in May 2009. Downturn pick-me-up: A Good Cup of Coffee or Tea Consumption development: Sweden Konsumtion av fil/yoghurt (liter/pers) 39 Coffee and tea may benefit by a downturn, from consumers who consider them to be a less 38 37 expensive alternative to other non-alcoholic beverages, such as soft drinks and juices. Coffee and 36 35 tea are viewed by most consumers as necessary staples. 34 33 A similiar trend can 32 be seen in Sweden; 31 30 ”Coffee and sweets 29 seems to be the only 2000 2001 2002 2003 2004 2005 2006 2007 2008 thing people do not cut their spendings Source: svensk mjölk, Swedish Dairy Association on” NOTE REGIONAL DIFFERENCES Source: Bengt Hedlund, CEO Svensk Servicehandel och Fast - Filmjölk has its strongest position in northern Sweden, while yoghurt is mostly Food. DN Ekonomi 2009-06-13 - Declining sales of ”light” dairies, with less fat consumed by people in the western and eastern parts respectively. - Yoghurt/ fil with more fat increases '!"# Source: AC Nielsen 2008 &$"# ”Svenskarna väljer smak och naturlighet framför lightprodukter” &!"# %$"# 89-# :);<=*2# %!"# $"# !"# ()**# +,--./# 012# 3412# 567)12# 567# Source: Hemköp’s statistical survey ”Så vill svensken ha sin frukost” in July 2004. Industry or category insights are of course important...
MSU Don’t be afraid to
Make Stuff Up. A colleague of mine once said: We’re not in business of science but in the art of business.
Repackage current offerings Cluster products
and services into new offerings New segmentation of target group New sales channels and offerings for these Identify new usage areas Develop new features and accessories Communicative features integrated in the product Adding knowledge services For example:
Develop new features and accessories:
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Order Chaos The workflow is
seldom linear. But it’s not totally chaotic either. So as a planner you can really achieve creativity by remodelling the workflow by setting ”rules” etc.
Wieden & Kennedy has an
interesting concept which is about ”embracing failure”, based on the insight that the risk of failure hinders creativity.
Behaviors Characteristic Expressing No negative
Actio-orientation many ideas remarks Creative Building on Discussing ideas Special ideas of others with others projects At Jung von Matt we’ve done our own little exercise to find out how we can be more creative. With the help of a psychologist we’ve tried to map what makes creative behavior.
As an example: we came
to the insight that generating a lot of ideas without dissing them is key and therefore developed a simple idea template which is a piece of paper where you scribble down your ideas. In that way you will not get discouraged through negative comments in the process.
Build an inspiration portfolio Another
tool which is outside the workflow is to build an inspiration portfolio. The key word is portfolio, because it’s like having a constant stock of assets which you can draw your inspiration from. I’d like to present you mine:
An uncompromising direction The goal
is to find an UNCOMPROMISING & SINGLE-MINDED direction. By uncompromising I mean that there are always gaps between strategy and executions, so the creative strategy is really about filling this gap and turning it into a positive force.