how to kill a creative process

How to Kill the

Creative Process

@mauricechike MauRs ADictive

Sir John Hegarty: Film Lions Jury President Joe Pytka: Film Craft Lions Jury President

Cannes Statistics

•  Hegarty's Film Lions jury watched 3,125 commercials. * Pytka's Film Craft Lions jury watched 2,029.

• 3 Grand Prix • 21 Gold Lions • 38 Silver Lions • 70 Bronze Lions

• 0 .4 % of all Film submissions this year—best of the best.

•  Dumb Ways" won or shared the top prize in Film •  Integrated, Direct, PR and Radio • 18 golds, three silvers and two bronzes, across those 5categories like Cyber, Promo & Activation, and Media.

How we birth creativity.

Creativity is divergent thinking- namely, the ability to find unusual and non-obvious solutions to a problem.

Creativity in Advertising Harvard Business Review, (2013)

How we birth creativity.

A chat with Patrick Oniel, Creative Diretcor TBWA on creative process

Re-Briefing

Strategic Preparation

Strategic Decision

Creative Brief- Copy Strategy

Search for Ideas

Describing the Main Idea

Client Briefing

Internal Presentation

Rehearsal

Internal Presentation

Market Research Adaptation of Market Research

Production Briefing

Shooting Production

Adaptation

Publication

The Process of Supply Chain Management for Ideas

Do we still practice the creative process standard today?

Creative Process

Individualism.

Vs.

Collaboration

How we birth creativity.

Individualist Perspective •  Sole Initiative towards decision making

•  it encourages peer competition/ Boosts creativity

•  Promotes self discovery

•  Breeds Narcissim

•  Personal goal over all

•  Destructive to social creativity in the long run

Mind Mapping : An Individualist approach to creativity

Creative Process

•  Team work toward achieving group goals

•  Fosters cross fertilization of ideas

•  Enable’s group to benefit from all participants

•  Narcissist opinion could kill a stronger idea

•  Requires strict adherence to rules

•  Could easily become another social gathering

Collaborative Perspective

•  Fosters creativity among peers

•  Expands ideas

•  Encourages the process and level of thinking

•  Increases personal and agency productivity

•  Empowers you to think on your own

Brainstorming: A collaborative approach to Creativity

BIG IDEA Theory

Client Ideas Award Ideas

The Theory of Client Ideas

“ Whatever Agency “ video. The Client Service Agency

Why do clients reject really good Big ideas?

Do you speak my Language?

•  Market Oriented •  •  Consumer Focused

•  Sales Driven

•  USP empowered

•  Realistic

•  Market Share

Classic client Idea

turn award Idea.

From product centric

to Social enablement

“ Coke Can “ video. Weiden+Kennedy Portland

Creative Process

The Theory of Award Ideas

Why some Big ideas always win Big!

Jury look for…

•  The artistic •  Revolutionary •  Solid human truth •  Engagement •  Fantasy •  Social share

A chat with David Nobay, Creative Chairman Droga 5, Austrailia

Classic award idea

turn world’s longest client fling.

From award winning to consumer involving.

“ Nike- Greatness “ video. Weiden+Kennedy Portland

Creative Process

Finally,

Classic Hybrid Idea

Consumers want …

•  Entertainment •  I see myself in it appeal •  True to reality •  Not a product sale. •  Audience Cheer

Once in a while… Some agencies import genius thinking

standard v

“ MTN I don Port“ video. DDB Lagos

Hybrid Ideas?

Award Ideas?

Client Ideas?

Do the creative process for each differ or are they same?

Take out

•  Have a vision

•  Better still, have an idea

•  Outline your objectives

•  Plan & follow your creative process

•  Always involve the PEOPLE, make it social

•  Evaluate, measure, and reapply with improvements

Shekinah.

I’m sorry sir, I just KILLED IT!

@mauricechike