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Wow - thanks for the comments and points of view.
Great to see the activity and people's different perspectives. I agree that part of our job is to tell interesting stories that are inspiring, moving and uplifting. At the same time, we are in the business of educating and convincing, so it is true we are problem-solvers. Objective, identifiable results in our business and craft are undeniably important with process and measurement being a big part of the debate these days. I wanted to turn our discussion to the thorny topic of measurement. In a business sense, how can we measure creativity? What are some of the metrics and measures you think are fair to use in the assessment of creative product?
Posted on October 9, 2007 1:55 PM | PermalinkThis page contains a single entry from the blog posted on October 9, 2007 1:55 PM.
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Comments (20)
Maya Plentz
"...with process and measurement being a big part of the debate these days."
1. is the client satisfied?
2. do we get media talking about us?
3. how much?
4. what do they say?
5. what consumers do?
6. do they buy the product or service?
7. we need to get the numbers, crunch them.
8. did we reach who we wanted?/is the client satisfied?
9. if not, back to the drawing board.
Posted by Maya Plentz | October 15, 2007 2:23 AM
The Card
Let's measure our own creativity. Post a caption to the picture above. I can think of 2 off the top of my nut.
"One has to VISUALIZE winning an Effie award, before one can actually WIN an Effie award!"
OR
"No, seriously Hon...do these cufflinks make me look fat?"
Posted by The Card | October 16, 2007 10:42 AM
David
I'm going to throw this out there.
Why can't terms and values associated with the brands be counted as "measurements of creativity"? I would think that by Target being labeled "hip" that counts as creativity done right by their respective ad agency.
Posted by David | October 18, 2007 6:17 AM
David
I'm going to throw this out there.
Why can't terms and values associated with the brands be counted as "measurements of creativity"? I would think that by Target being labeled "hip" that counts as creativity done right by their respective ad agency.
Posted by David | October 18, 2007 6:18 AM
The Card
"Once is philosophy, twice is perversion."
-Voltaire
Posted by The Card | October 19, 2007 8:16 PM
Martin Johnson
The problem with measurement isn't with what - it's with how.
See http://sabrefang.blogspot.com/2007/10/1984-in-2007.html for how flawed methodology could have changed advertising history.
Posted by Martin Johnson | October 20, 2007 12:47 PM
Kevin Eichorst
I agree with David's statement about Target.
Targets respective ad agency did a great job of not only labeling Target as "hip" but simultaneously created numerous niche markets within Target itself.
Target now has unique commercials for every category they carry, from women's to electronics, as well as specific "hip" commercials for every major holiday.
To me that is a measure of creativity and success...
Posted by Kevin Eichorst | October 20, 2007 5:22 PM
Kevin Eichorst
I agree with David's statement about Target.
Targets respective ad agency did a great job of not only labeling Target as "hip" but simultaneously created numerous niche markets within Target itself.
Target now has unique commercials for every category they carry, from women's to electronics, as well as specific "hip" commercials for every major holiday.
To me that is a measure of creativity and success...
Posted by Kevin Eichorst | October 20, 2007 5:23 PM
Martin Johnson
It's nothing more than a measure of subjectivity.
Posted by Martin Johnson | October 20, 2007 8:05 PM
The Card
Don't measure creativity...'track' it. Let it lead you down corridors, hallways, alleyways...open every door!
And never insult the audience. We're living in the most enlightened period in human history. Make it smart, crisp...fast!
...like me!
Posted by The Card | October 21, 2007 2:59 AM
Kjelene
Sample Radio Spot
"I look great...I feel great...my eyes are bright and clear and even after work, I have all this energy!
(pause,tiny giggle) It must be all the sleep I'm getting...from my new mattress!...from America's Mattress!"
Get the listeners attention...peak their interest...communicate on their level, as a consumer...then bring it home!!!
Posted by Kjelene | October 21, 2007 4:12 AM
Kevin Eichorst
If we are living in the "most enlightened period in human history" as The Card wrote, is measuring an advertisement based on subjectivity good or bad?
If consumers are more aware than ever that they are being barraged with ad's, imagery and sales pitches, and these same consumers are better than ever at filtering out all of these ad's, don't we want to connect on a subjective level, get as personal as possible so the consumer has a bias toward that particular brand?
It's just as Kjelene wrote, to "communicate on their level" and then bring it home...
Posted by Kevin Eichorst | October 23, 2007 2:11 PM
Debra
Webster's defines "creativity" as the quality of something created rather than imitated.
So to measure creativity: if the thing created portrays or elicits something original or unique, it is creative. If it doesn't, it's not.
The success of the human race through time has been our ability to distinguish "same" from "other"; this is the basis of our immune system. Thus, we are alerted, even if on a subconscious level, if "other" is in our midst.
So when the "other" flag goes up, get our your yardstick.
Posted by Debra | October 24, 2007 8:07 PM
Anonymous
Same? Other? Immune System?? Subconscious???
Debra...
The Mothership will pick you up at the usual coordinates.
Posted by Anonymous | October 27, 2007 2:01 AM
Anonymous Fan
"The Mothership will pick you up at the usual coordinates."
Thats quite hilarious. Kudos.
Posted by Anonymous Fan | October 31, 2007 2:41 AM
MeMoMa
In my crusty opinion creative needs to be measured by sales generated for our clients. Period. We need to find a happy medium between the principles of direct marketing and general brand advertising. TalkValue has undeniable merit, so does brand building, but when we spend more time trying to get a chuckle, than actually selling Miracle Whip (as it were), then I think our priorities are of whack.
Posted by MeMoMa | October 31, 2007 2:42 AM
CHRIS MILLER
The Creative Presentation;
Present the product in a simple way.
Show the products benefits to the customer .
Make the customer feel happy.
Product sold.
Many products sold = Measurement of creativity .
Posted by CHRIS MILLER | October 31, 2007 4:16 AM
Susan Plunkett
Bob,
In my answer about how I generate personal creativity I referred to transferability from other fields. Two examples of criteria follow however it may be worth noting that most criteria relate to completed product or outcome. Is it worth considering criteria for process also?
From the field of qualitative research methodology comes Laurel Richardson's Criteria for Evaluating Creative Analytical Processes. These criteria are invaluable for assessing quality works in many narrative and post(post) modern fields. I am sure you can see how some of these may have transferability in advertising:
Aethetic Merit
Reflexivity
Impact (emotionally)
Substantive Contribution
Expression of a Reality
From Engineering (Jonathon Hay) comes a nice neat proposition that I'm sure many of DDB staff may relate to. A classic example of resolving contradiction is needing to make a table that is both strong and light. In advertising the contradiction may be working to give a glowing, positive spin on something unpleasant. Examples in the health field would be relevant:
[A] good way to measure creativity in groups and individuals is to try to gauge how comfortable they are with contradiction.
Posted by Susan Plunkett | November 12, 2007 10:38 PM
Susan Plunkett
Novelty and function. I read this in an online piece yesterday that was discussing creativity. I thought these two traits excellent because they apply across all fields I would think and both can be assessed using a nice companion mix of quant and qual modalities.
Posted by Susan Plunkett | November 14, 2007 3:21 AM
Cat
If it moves you, it's creative and possibly art.
Posted by Cat | November 19, 2007 2:01 AM