Presenting the Creative Concepts to the Client

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From the course by IE Business School

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

48 ratings

IE Business School

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

48 ratings

There are many different ways to approach clients to assess their needs and develop creative campaigns which fulfill your creative desires. Many agencies have established methodology, terminology and processes, and oftentimes, have spent decades or even years developing these processes. However, whether you are a freelancer, designer, illustrator, photographer or marketing director, or perhaps a small business owner, you will be looking to develop a simple process to create campaigns for yourself or your client. In this course I am offering you a methodology which you can easily put into practice. Then, as your needs change and grow, you might decide that you want to incorporate other techniques as well. I hope this course serves as a launchpad for you to go out and win new creative projects as well as make the ones that you are currently working on even better. And most of all, I hope you have FUN! Because remember, if you're not having fun, it's not worth it!

From the lesson

Creative Advertising Concepts

In week 3 you have the chance to get your creative juices flowing! Brian takes you through the art behind creative advertising and how to use creative advertising to transmit a Brand image and their selling propositions. You will learn how to take your ideas and present them to a client in a cohesive and coherent way as a part of your creative pitch.

Introduction to Creative Advertising Concepts1:25

What is Creative Advertising?5:19

Examining Ads: Creating Conceptual Advertising (images)6:05

How to Convey the Unique Selling Propositions of the Brand4:27

From Brand to Concept1:05

Presenting the Creative Concepts to the Client3:03

Narrative: Presenting the Creative Pitch to the Client4:14

Meet the Instructors

Brian Hallett
Associate Professor
Master in Visual and Digital Media

So, now we're getting ready to present our creative concepts to our client.

Now, you might be asking yourself,

what is it that I actually need to present?

What do I need to tell the client to explain to them what my concept is about?

So, we're going to look at that right now.

Now, to begin with,

there are really two basic things that you want to answer. Two questions.

First of all, what's the problem that I'm

attacking with the strategy that I've come up with?

In other words, the client or the customer has a problem,

and the brand is going to solve that problem.

So, what is the problem and what is the solution?

And that is what is going to drive the campaign.

That is what is going to give you sort of that kernel,

that nugget of an idea that is at the center of the concept, right?

So, what we do is we look at the claim or the slogan that is behind the concept.

In other words, our visuals are usually driven by the strategy,

which is then translated into a claim.

And the visual supports that claim,

and the claim supports the visual.

So, if we look at this example for example,

cheat death, the antioxidant power of pomegranate juice.

So, the claim is cheat death, right?

And the visual is simply showing us the noose which is going to kill us.

So, you see how these two things work hand in hand,

and it's essential that they are very clearly linked together.

Now, there are three basic elements to this,

one is the tag line.

The tagline in this case is your beauty up in smoke.

So, immediately we understand what the idea is.

And what we see is that the concept is translated clearly into the visual.

So, by smoking, she becomes less beautiful.

So, we have the beauty shot and then we have the wrinkly face with the smoke.

So, it's very clear. So, all these things are linked together.

And then the values or the claim, it says,

"Tobacco will destroy your face,

cell by cell from the inside out."

That's the ugly truth.

So, everything is communicated in this one page.

And what we do when we go to the client is we want to present

all of this information to them in such a clear way that they get it.

They get exactly why this is solving the problem that they need to solve,

how it communicates it, what the concept is.

And they get it that fast just like the customer will get it.

So, the next step that we're going to go through is actually seeing

the process of presenting the creative pitch to the client,

and seeing what their reaction is. I'll see you there.

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