Paul Suggett wrote about advertising for The Balance Careers and has over 20 years of experience as a copywriter and creative director in advertising. In other words, creative thinking is not about generating something new from a blank slate, but rather about taking what is already present and combining those bits and pieces in a way that has not been done previously. What is the product or service’s strengths and weaknesses, for instance? Second, Ives began to mentally work over everything he learned. In the 1870s, newspapers and printers faced a very specific and very costly problem. You can get more actionable ideas in my popular email newsletter. Alright, now let's discuss what lessons we can learn from Ives about the creative process. Interested in Politics? Creative briefs should be one page. Do You Have What It Takes to Make It in Advertising? We have helped over 30,000 people so far. Since you will only be able to see aggregate performance of all delivered variations, we don’t recommend dynamic creative as a substitute for split testing. Think of the brief as a rousing speech to stir up the troops and get them motivated. In fact, he improved so many aspects of the process he filed a second patent. The creative process used by Frederic Eugene Ives offers a perfect example of these five steps in action. These are the most common sections of a creative brief: The SMP is the driving force behind the campaign. Thus, we can say creative thinking is the task of recognizing relationships between concepts. It is your job of a good account manager or planner to extract everything you possibly can from the client. How to Write a Successful Creative Brief in 9 Steps, How to Use and Write a Single-Minded Proposition, Here Are Tips on How to Get a Job Working for an Advertising Agency, 10 Tips for a Great Creative Presentation. Each week, I share 3 short ideas from me, 2 quotes from others, and 1 question to think about. Ives awoke with the solution to his problem laid out before him. A creative brief is an account team's interpretation of the client's wishes. When a concise, creative brief has approval from all parties, it's time to brief the creative team. Finally, Ives continued to revise his idea for years. Fourth, his idea returned to him. After two years of learning the ins and outs of the printing process, he began managing the photographic laboratory at nearby Cornell University. If you want to opt out of the advertising cookies across all websites, go here. Following these steps, your team should be well on its way to writing a brief that gets results. Being creative isn't about being the first (or only) person to think of an idea. Young believed this process of creative connection always occurred in five steps. Doing so will give them the opportunity to take feedback, ask questions, and get direction. Advertising is the literal process of making a product and service known to an audience. Regardless of how long you step away, you need to do something that interests you and takes your mind off of the problem. Whatever the product or service is, you should experience everything as a consumer, not an advertiser. This generally entails advertising campaigns in the media. His first book, Atomic Habits, is a #1 New York Times bestseller and has sold over 3 million copies worldwide. These plates were used to press the image onto the page, but they often broke after just a few uses. What problems are they facing? He was constantly tinkering and experimenting with different ways of putting ideas together. After all, it's their job to oversee the creative work, and the brief is a huge part of that process. Enter your email now and join us. You should sit down and go through it with the creative director. You should sit down with the client in person, if possible, and ask every conceivable question, squeezing every last drop of information from the client. Nearly every problem you face in work and in life can benefit from innovative solutions, lateral thinking, and creative ideas. The creative brief is the foundation of any advertising or marketing campaign. The advertising cookies associated with our service belong to our advertising partners as listed under cookie details. It shouldn’t be a drive-by process or merely emailed. Explore film, music, journalism, photography or theatre. Cutting it to the bone, you should get rid of anything unnecessary. An in-person briefing also gives the creatives a chance to ask questions, clear up any possible gray areas, and feel out other issues that may come up. It shouldn’t be a drive-by process or merely emailed. The creative brief should be just that—creatively written and concise. Get samples of the product they’re selling. Dynamic creative is a great optimization tool when you’re unsure what creative resonates with different audiences. How was it brainstormed? Learn more about ad formats and best practices for split testing your ads. Discover or grow your creativity with our online arts and media courses. In 1940, an advertising executive named James Webb Young published a short guide titled, A Technique for Producing Ideas. Letting creative challenges sit for longer periods of time can work as well. The creative process is the act of making new connections between old ideas. DuPont and its partners use science-driven innovation to nourish a growing population, build a secure energy future and make the world a safer place.The DuPont approach to solving global challenges is rooted in their science and engineering expertise. After talking to the client or using the product, write about the first thoughts you had, jotting down the goal of the client, the budget, the timeline, the obstacles, and everything else that you have collected. It can be easy to fall in love with the initial version of your idea, but great ideas always evolve. Who benefits from it? However, this five-step approach should help demystify the creative process and illuminate the path to more innovative thinking. Anyone can learn to be creative by using these five steps. Ives quickly translated his vision into reality and patented his printing approach in 1881. James Clear writes about habits, decision making, and continuous improvement. Uncovering your creative genius requires courage and tons of practice. The rest of the information is just information. Over 1,000,000 people subscribe. Creative Circle will consider qualified applicants with criminal histories in a manner consistent with the requirements of applicable law. Thanks for reading. Avoid sending an email, or worse, leaving a photocopy on desks with "any questions, gimme a call" scrawled on it. If it's fast food, you should eat it. taking what is already present and combining those bits and pieces in a way that has not been done previously, How to Create a Chain Reaction of Good Habits, The Scientific Argument for Mastering One Thing at a Time. At this point, potential strategies can begin to emerge. The Ives Process, as it came to be known, reduced the cost of printing images by 15x and remained the standard printing technique for the next 80 years. What Is Advertising? Motivation is Overvalued. He spent the rest of the decade experimenting with new photography techniques and learning about cameras, printers, and optics.

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