Journey from Concept to Creation : strategic planning

The "Idea Catcher."

Adman — Tue, 20 Jun 2006 23:38:00 GMT

As I mentioned, I have found that the research process can help stimulate creative ideas. I believe that arguably one of the best ways to stimulate creative ideas is to immerse yourself in the learning process. While you are digging into the research, your subconscious mind goes to work and ideas will usually start to flow. It is very important to get these ideas on paper no matter how insignificant they might seem at the time. Oftentimes, these ideas will end up in the final creative work, or at least stimulate other ideas down the road. You never know when an idea that seems pretty small at the time may lead to what, in advertising, we call the “Big Idea.”

Speaking of ideas, there is an old American Indian legend that basically says that nobody really comes up with ideas -- that the ideas are already out there (in the air) and it is up to the artist to “catch” them. Indeed, creative artists will often say that they didn’t feel like they created their work themselves -- that another force (a "higher power") was providing the ideas and that they only felt like they were an instrument for getting the ideas on paper. I have often felt the same way and the research process often facilitates this “nirvana.”

On a similar note, according to the Old Testament book of Ecclesiastes, King Solomon concluded that “there is nothing new under the sun.” I believe that this ancient wisdom is still quite true today. Creativity can indeed be a matter of taking existing ideas and combining them in new and interesting ways. [One technique is to think of two relevant but unrelated ideas and consider how you might combine them into one.] One of the first things I learned in commercial art school is to keep a "swatch file" of reference material for use in designing new material. When you see work that "strikes a chord," it is a good idea to file it away for future reference and "inspiration."

Getting back to the strategic planning process -- after the research is completed, a concise overview of the findings is written. This is called the “situation analysis” or “management overview.” It is basically a quick-read -- a few pages -- to enable the client to get a quick overview of the situation. If the client has any questions, the more lengthy research findings section which provides footnoted support for the findings, can help provide the answers. It provides documented support for the arguments in the overview.

Creative work can be very subjective. But, when you develop your creative ideas from a systematic approach, you will have facts to support your arguments. By following the strategic planning process, you are building a strong case for your decisions and providing strong support for your "Big Idea."

Knowledge is power!

Adman — Wed, 14 Jun 2006 04:38:00 GMT

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You often hear people say stuff like, "everybody I know says 'so and so.'" It is easy to draw conclusions based on what you say "everyone else says." But -- keeping it real -- these kinds of conclusions (along with many website polls, cable news polls, etc.) are hardly reliable enough to build a business on...much less a creative platform for your next advertising campaign. While knowledge is indeed power, incorrect information can be devastating to any creative endeavor.

Successful creative work is usually the result of proper strategic planning -- based on solid research. Top advertising agencies usually have their own planning model. I have also developed a proprietary model for my agency based on my experience in the field. It all starts with fact-finding research broken into four categories -- the market, the competition, the product and the company. At this stage, it is critically important to be unbiased and state the facts. The research can come from a variety of primary and secondary sources.

Primary research might include the development of mailed questionnaires, field interviews and/or focus groups. It is important that the research questions are written by experienced marketing research professionals to eliminate human bias (the "stuff" mentioned above). It is also important to use a sufficient “simple random sample” of appropriate respondents to ensure statistically accurate findings within a reasonable “confidence level.” When done properly, a relatively small sample of respondents can provide highly accurate findings that are representative of the target market as a whole.

Secondary research comes from existing research material. Public libraries are, of course, a great resource. College alumni are also allowed access to university library resources...on-site and online. It is amazing how much information is readily available. A visit to your local library can be remarkably informative...and you will find the library personnel to be knowledgeable and helpful. You can usually access your public libary holdings on-line as well. My local library, for example, has the same databases available that are used by top ad agencies and research firms (paying big bucks for the subscriptions, btw). All you need is a library card number to log in.

While proper research is crucial for strategic planning, it is very important for creative development as well. Creative schools have begun to address this in their curriculum. They have come to realize that the creative program represents a solution to marketing problems -- a direct outgrowth of strategic planning. While providing invaluable information, the research process can also help stimulate creative ideas. Immersing yourself in research can indeed be a great way to get your "creative juices" flowing.

Analysis Paralysis?

Adman — Tue, 30 May 2006 16:55:00 GMT

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While attending college, I was Vice President of the marketing fraternity where I competed in a national student marketing and advertising competition of over 50 colleges and universities throughout the United States; hosted by a major "Madison Avenue" agency. My winning written plan, in addition to getting me interviewed by the college newspaper for a story (which made me even more popular with the babes -- as if that was possible), had gotten the attention of one of the marketing fraternity's professional advisors who was an account supervisor at a large local advertising agency. Although I was currently employed at the agency where I had interned, we discussed the possibility of coming to work for him at some time in the future. A couple of years later I accepted his offer to work for him as a strategic account planner and research analyst at his new agency. The agency had numerous broadcast oriented accounts including a couple of major (non-competing) restaurant chains. There were also banking and real estate accounts, among others. This agency was larger than the previous one and even more "strategically oriented." I was offered bigger bucks and a nice window office with lots of cool tropical plants and a very cool view -- people will sell their souls for a window office, eh?

As I mentioned, prior to deciding to go back to college to study marketing, I had worked as an advertising artist for several years. I also had training in developing television storyboards while attending commercial art school. As a student of marketing and commercial art, I was intrigued by the fact that -- in addition to an array of creative disciplines such as scriptwriting, casting, location scouting, set design, acting, makeup, wardrobe, voiceovers, graphics, 3d modeling/animation, camera, music/audio scoring, recording, video editing and finishing, and so forth (Whew!) -- a 30 second television spot can be the outgrowth of a very sophisticated strategic planning process.

I was always taught to have a reason for creative decision-making. While you can run the risk of "analysis paralysis," it is important to have a logical explanation for the arguments and decisions you make in developing creative work. It is also invaluable when presenting creative ideas to clients who typically (and justifiably) have numerous questions and concerns. Knowing that you have solid reasoning behind your arguments is a great confidence booster in a client presentation. After all, the client boardroom is not the place for opinions without solid support.