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We had a very interesting series of comments on measuring creativity.
Even by accepting subjectivity as a component of creativity, we still identified some clearly objective metrics (e.g., sales, satisfaction, and originality). As a result of the discussion, a "creative scorecard" encompassing soft and hard metrics with subjective and objective criteria may be the way to go. All of this has to be included in the initial brief and mapped to the business challenge to be solved. Have any of you run across really interesting briefs lately? I am not looking for absolute specifics (keep that confidentiality) but rather parts of a brief that may be instructive for all of us to ensure creativity is best applied.
Posted on November 5, 2007 9:06 PM | PermalinkThis page contains a single entry from the blog posted on November 5, 2007 9:06 PM.
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Comments (3)
Ali Zafar
Genius in Genius out, Garbage in garbage out, my team leader once said! This is undoubtedly the first thing I learnt when I started strategic planning.
The example I’d like to share here is more of an experience.
I was the activation planner and the brand was an attempt of a chemical fertilizer company to diversifying into packaged milk. A Category with high entry barriers, two existing brands dominating share and the baggage of a fertilizer company, it was sure going to be up hill.
But there was hope, a highly energetic team, lead by a visionary leader at the client side.
The brief had a simple bottom line – 50% awareness, 20% trial and 5% market share in year 1. But that’s not where it ended, or started for that matter. It started with putting all partners together, from the creative agency to the outdoor agency and sharing the very vision behind entering the category. From where the brand wanted to be in 10 years right down to the hardcore facts proving that it made all logical sense.
To top it all, there was crystal clarity on every partner’s role in the game, genuinely valuing and incorporating their points of view, the cohesion was brilliant. It was so empowering to be aware of the larger purpose of your assignment.
The best thing is, the briefing process continued till the campaign launch. With every step, there was more clarity on objectives and the route.
Sounds idealistic! I know!
But the results speak for themselves. We challenged every industry norm, broke every market rule and achieved – 90% awareness, 30% trial and 9% market share in year 1.
Year 2 was even better, but that’s another story!
Posted by Ali Zafar | November 8, 2007 8:34 AM
Susan Plunkett
Bob, I query the equation of customer satisfaction and originality
being objective even while understanding that you are talking metrics. I
query the 'quality' and usefulness of such 'objective' instruments in
certain circumstances (and I underscore the context element here). I
would absolutely concede that if I wanted quick information to serve a
quick matter a yes/no or similar survey can have it's uses e.g. could
you tell me if you were happy with that gift wrapping service yes or no.
However, such instruments don't dig beneath the surface and give
material information about the substance of the issue. And originality
is often viewed in terms of field specifics. In other words a billboard
ad may have never before done 'R' but this does not mean a gallery or
artist hasn't or some other field hasn't used similar ideas in another
manner.
Might I ask why the need to measure creativity objectively? Why do you
need to quantify and why? Is it for the client or to measure performance
of staff?
And let's not forget while talking about creativity that the term does
not imply complexity. One can take an idea seen elsewhere, strip it bare
and reconfigure the basic elements or premise and still evidence creativity.
As you go about the business of educating and convincing - and I am
assuming here you are speaking of some core 'truth' being imparted - are
you dealing with that truth as if it has fixed properties and an
undeniable reality? Are you dealing with that 'truth' knowing that some
people may look at it and think it's an elephant with pink ears? Are you
dealing with educating people from a position of "how people learn" and
how you move them from misconceptions to 'correct' conceptions? (ref.
hermeneutics).
Isn't the issue of educating and convincing really about how people
learn or acquire knowledge? And isn't having some understanding of this
important before creative development of an 'education' package or
creative approach is undertaken?
Very interesting topics being discussed.
Posted by Susan Plunkett | November 12, 2007 8:09 PM
Joanna Blanoc
The best briefs are the extremely specific ones. Also constraints drive creativity. Unlimited budgets, resources and time are not helpful. If you have less money, time and people - your solution is forced to be creative in many ways. Big companies are loud due to spend but smaler more nimble ones tend to breakthrough because they have no other choice.
Posted by Joanna Blanoc | November 18, 2007 12:06 PM