How do advertising agencies form new ideas?
I myself strongly believe that Ideas was created by many external environmental impacts to our mind at that period of time. It is not copied, we just remember events that have happened. And when we need to create, most of the time, we combine or adapt existing ideas (which we have encountered before) and twist it with our needs.
As said by Steve Jobs: “Creative is just a connected things. When you ask creative people how they did something, they feel a little guilty because they did not really do it, they just saw something. It seemed obvious to them after a while”.
According to James Webb Young in his book ‘A technique for producing ideas’, first published in the 1940s:
“An idea is nothing more nor less than a new combination of old elements”
So, how to combine old elements into new? Young also mentioned it:
“The capacity to bring old elements into new combinations depends largely on the ability to see relationship”
The relationship was created by seeing, observing, creating, forming. That’s how marketing/advertising agencies form new ideas. They create the relationships among different things they have encountered and the great idea will be sparked.
What are the challenges while forming new ideas?
*Watch the video below to understand the challenges of forming new ideas.
- OVER COMMAND: Some ridiculous required by the customer
- PLAGIARISM: You want to form new ideas, not one that everybody watch it and think about something else.
- LACK OF LEADERSHIP: The boss keep yelling “give me a new idea, a big one, a NEVER-HAPPENED_BEFORE”
The problems could solve perfectly if the formula below was followed:
GREAT MARKETING IDEAS = Good leadership + Clear requirements and directions (from customers and boss) + Challenges lovers
Creative Planning Process:
Step 1 – Gather your information
Information is the raw material from which ideas are born. There are two types of relevant information, specific and general.
General information includes just about anything and everything, and gathering it is a lifelong exercise. It basically comes down to general knowledge and education, and can be cultivated through the usual channels: reading widely and having an active interest in life and the world around you, and in particular in people, how they live, what they think and how they behave.
Specific information is directly relevant to the topic in hand. You clearly need to get all the specific information you can lay your hands on. If you’re writing an advert for a product or service, you would expect the client to come up with most of it, although you’ll probably want to do some of you own research as well. If you’re writing a blog post on a topic, you’ll need to gather your information from far and wide.
These days, gathering information is a much faster process thanks to the internet. The down side to that is you’ll need to be judicious, and discard that which isn’t really relevant. Otherwise, you’re likely to get overwhelmed during step 2, where you have to sift the information.
Step 2 – Sift the information
Work over the information, turning it over and around until you see how it all fits together. A direct pursuit of ‘meaning’ might be counterproductive. You may need to try a subtle approach, and sneak up on the topic, looking at things from various angles.
If small snippets of ideas start coming to you at this stage, write them down, even if they seem crazy.
The more you turn and sift the information, the better you understand it, the easier it will be to see and really understand the relationships. And the more ideas you will have.
Step 3 – Let the information bubble
The next stage is to let the information bubble away for a while, keep it on simmer in your mind. You need to let your unconscious mind work on it for a time. It’s a good idea to do something else for a while, to stimulate your imagination and emotions. Try reading, listening to music, meditate, go for a walk, while your mind digests the facts.
Or you could try the traditional approach – take a warm bath and wait for the eureka moment.
Step 4 – Eureka! Let the ideas flow
It’s at this stage that ideas should start to appear, as if from ‘nowhere’. This is where you hope for a ‘Eureka’ moment. The answer to your problem may appear to leap into your mind for no apparent reason.
But what if it doesn’t come? You keep going, writing down the best ideas you can come up with. If your ideas aren’t strong enough yet, don’t panic, because you’ll get to have another go at this part of the process. So take the very best ideas you can come up with, and move on to step five.
Step 5 – Shape and develop your idea
Now your idea needs to be shaped and moulded, turned into something real. This where your writing skills come to the fore.
Step 6 – Share your idea
Now show your idea to others and see what they think. They may be able to add to it and make it better. That may spark new ideas, and so the process becomes ever more creative.
Step 7 – Rinse and repeat
If necessary, use the feedback you got in step 6, and add that to the information you gathered in step 1. Now repeat step 2, sifting the new information with the existing facts. Then repeat steps 3, 4, 5 and 6.
Keep it going, until you have the best idea you can come up with, or you hit the deadline, and have to go with what you have developed so far.
So, the good news is that you can learn to be more creative and have stronger ideas. You:
- Gather the information
- Sift it
- Let it percolate
- Let the ideas flow
- Shape and mould the ideas
- Share them with others
- Put the feedback into the loop; and repeat the process to strengthen your ideas.
That’s the good news. The bad news is, despite what I said at the start about the importance of ideas – and don’t get me wrong they are important – despite that, the truth is that having ideas is the easy part of writing.
Understanding the customer
A buying decision is a journey. And, you need to keep people moving. The emotional and logical content of what you say is at the core of maintaining this momentum. If we map this against the typical steps in a considered purchase, you’ll quickly see that not only is there a balance to strike, but an order to address.
Based on this logic sandwich we had, Please remember to tricks emotions of customers.
Nobody will react or remember your messages if you don’t create the emotion flows that related to them.
EXAMPLES OF BAD MESSAGES:
In early 2011, designer Kenneth Cole attempted to capitalize on the difficult situation in Cairo, Egypt to promote their Spring Collection. The result: a huge Social Media backlash and the post being called “one of the most offensive marketing moves of 2011”.
EXAMPLES OF GOOD MESSAGES
You may recall a time back in February when the internet lost its mind over the color of a dress. It all started when Scottish singer Caitlin McNeill posted a photo of her dress on Tumblr, asking for consensus on the color of the dress. Was it blue and black or white and gold?
People chimed in across multiple social media channels and national news stations to voice their opinion on why the dress was a certain color combination. Brands even jumped on the dress color debate bandwagon:
Dunkin’ Donuts posted white / gold and blue / black glazed donuts
LEGO found a way to have your blue and your gold
Tide claimed the issue could be solved with proper laundry care
Oreo offered a solution to make everyone happy
And Adobe finally settled the debate with a scientific explanation that the colors are indeed BLUE and BLACK.
Check out all the other creative brands that jumped on the dress color debate wagon.