A qualitative phase of the study aimed to identify the core elements of advertising creativity by interviewing 19 practitioners from two major US agency networks. The main experiment saw different creatives, as well as account executives, design campaigns for an insecticide brand, with an approach intended to replicate the normal development process for a client.
Participants were given booklets in which to write down a list of ideas, select the best proposal from these suggestions, then further develop their chosen idea in a constrained time period. Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy. DDB managing director, strategy and innovation Leif Stromnes and chief creative officer Ben Welsh explain how an over-reliance on rationality is endangering creativity in marketing.
Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance. Please enter your feedback. All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location.
The low tolerance group was primed by writing an essay arguing the opposite. Both groups were given the same implicit and explicit associations tests and then asked to rate a creative idea for a new product, a running shoe that automatically adjusted its fabric thickness to cool the foot in hot conditions. As anticipated by the first study, the low uncertainty tolerance group showed the same implicit bias against creativity and was more likely to rate the running shoe idea poorly.
We now know that regardless of how open-minded people are, or claim to be, they experience a subtle bias against creative ideas when faced with uncertain situations. Most of us sincerely claim that we want the positive changes creativity provides.
What the bias affects is our ability to recognize the creative ideas that we claim we desire. The more likely culprit could be the uncertainty your audience is feeling, which in turn is overriding their ability to recognize the idea as truly novel and useful.
If the implicit bias against creativity is triggered by uncertainty, then crafting your pitch to maximize certainty should improve the odds of the idea being accepted. You can do this in a variety of ways.
Reaffirming what the client or your manager knows is true about their project should prime them to be more accepting of novel ideas. Connecting the idea to more familiar ideas, such as previous successful projects or similar works, will also increase the odds that your idea will be seen as practical and desirable. Thus, counteracting the bias against creativity with an even more powerful bias — the bias for our own ideas!
One comment. It appears that the brain likes novelty but should be presented in a piecemeal approach so it can process it and make sense of it before taking more.
But how does one actually find investment for making things happen!? My idea is a business idea involves fine unique parasol fashion-designs and a that having another side of standard parasols for events, spa hotels etc.
It is a special kind of personal parasol that everyone seems to want to know where they can buy. Good points, David. On the focus of resistance, I believe it is indeed uncertainty that comes with the prospect of change. Part of the emotional impact is change promises to make you feel beginner, helpless, or even victim.
Only those who drive change might have some certainty about what is going to happen. And those who trust the changemaker are fine along for the ride or with helping. Analogy: If the driver is untrained or uncertain, the passengers along for the ride may resort to pressing the floorboard in search of brakes.
If uncertainty is seen as going too far beyond the comfort zone, people bail out. One of the ways to accelerate change, the subjective safety of, could be to educate the changemakers in a kind of learning lab.
They pass the test when inside the safe game space people stay on board and support the change. Then competent changemakers would encounter much less resistance to raise the barn or the collaboratory. Jay, good distinction. Not all ideas that are creative are good, nor innovative in themselves.
My only concern regarding this article is the fact that it only applies to ideas that are good in fact, in reality not everything depends on the pitch.
You just have to be more patient in doing revisions. While this may sound not customer-centric, it actually helps everyone. Get used to it. It is part of the life as an innovator. You nailed it. I feel that I have no choice but to continue. Globally, it is a multi-billion dollar industry that is certain to eventually fail. Logic does not apply here. Your idea was rejected. Dumped on. You were told to give up. Posted on Thursday, May 9, Please note: I reserve the right to delete comments that are offensive or off-topic.
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