With the snap-like emergence of mobile technology and social media proliferation, advertising practitioners and marketers alike are experienceing a compression of the traditional approach to managing creativity. This short guide reappraises the effective and effecient processes to creativity in the age of Mobile.

1. How to Kill the
Creative Process
@mauricechike
MauRs ADictive

2. 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.

3. How we birth creativity.

4. 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)

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

6. Client Briefing
Re-Briefing
Strategic Preparation
Strategic Decision
Do we still practice the creative
process standard today?
Creative Brief- Copy Strategy
Search for Ideas
Describing the Main Idea
Publication
Internal Presentation
Adaptation
Rehearsal
Shooting Production
Internal Presentation
Production Briefing
Market Research
Adaptation of Market Research
The Process of Supply Chain Management for Ideas

7. How we birth creativity.
Creative Process
Individualism.
Vs.
Collaboration

8. 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

9. Mind Mapping :
An Individualist approach to creativity

10. Creative Process
Collaborative Perspective
• 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

11. • Fosters creativity among peers
• Expands ideas
Brainstorming:
A collaborative approach to Creativity
• Encourages the process and level of thinking
• Increases personal and agency productivity
• Empowers you to think on your own

12. BIG IDEA Theory
Client Ideas
Award Ideas

13. The Theory
of Client Ideas

14. “ Whatever Agency “ video.
The Client Service Agency

15. Why do clients reject
really good Big ideas?

16. Do you speak my Language?
• Market Oriented
•
• Consumer Focused
• Sales Driven
• USP empowered
• Realistic
• Market Share

17. Classic client Idea
turn award Idea.

18. From product centric
to Social enablement

19. “ Coke Can “ video.
Weiden+Kennedy Portland

20. Creative Process

21. The Theory
of Award Ideas

22. Why some Big ideas
always win Big!
Jury look for…
• The artistic
• Revolutionary
• Solid human truth
• Engagement
• Fantasy
• Social share

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

24. Classic award idea
turn world’s longest client fling.

25. From award winning to consumer involving.

26. “ Nike- Greatness “ video.
Weiden+Kennedy Portland

27. Creative Process

28. Finally,
Classic Hybrid Idea

29. standard v
Consumers want …
Once in a while…
Some agencies import
genius thinking
• Entertainment
• I see myself in it appeal
• True to reality
• Not a product sale.
• Audience Cheer

30. “ MTN I don Port“ video.
DDB Lagos

31. Client
Ideas?
Hybrid
Ideas?
Award
Ideas?
Do the creative process for each differ or are they same?

32. 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.

33. I’m sorry sir,
I just KILLED IT!
@mauricechike