Creativity see-saws on research and gut feel
Advertising is an ideas business, but the idea needs to be in a relevant context, else the end product – though a creative genius – might not go down well with its TG, which is after all the aim of advertising. Creative agencies get into lot of research on any given category or a brand, but it remains to be discovered where the final vote goes.
Advertising is an ideas business, but the idea needs to be in a relevant context, else the end product – though a creative genius – might not go down well with its TG, which is after all the aim of advertising. Creative agencies get into lot of research on any given category or a brand, but it remains to be discovered where the final vote goes when locking an idea. Is it gut feel or the data ridden exhaustive research?
Giving his take on the subject, Prathap Suthan, NCD, Cheil Worldwide, SW Asia, said, “It is essential to know ‘what needs to be said’ before reaching ‘how to say it’. To understand the reason and objective of the communication, I do get into understanding the research data and product category analysis, etc.”
He added, “Since ‘me too’ or parity is today almost the norm across product and service categories, it’s important to know how to wedge your creative thought. Therefore, it’s important to go through client’s brief. Often, I have been able to spot strategic gaps or reinforce my thinking by going through their PPTs. There have also been instances when I have been able to find huge untapped positions within category analysis, and, therefore, convince or influence the client rethink and even rewrite the brief. This is actually commonsense that goes missing under the deluge of jargon. One gets caught in over-analysis and loses objectivity. The enemy of clarity is usually abundance of information.”
One thing is clear, that the creative process cannot be bereft of information. Though how much information is required is debatable. Raj Kurup of CreativeLand Asia is clear when he says, “Research is a method to validate the gut feeling. But at the end of the day, one cannot end up being slaves to the numbers.”
Kurup points out that at CreativeLand Asia research is integral, especially for their design outfit. But he adds that personally he has reservations on the way research is conducted in India.
Naresh Gupta, EVP, Strategic Planning, Publicis India, has spent considerable time on data and analysis, but he is of the opinion that if research is what matters, then all research agencies would have been great creative houses. He said,
“The word is re-search and not search. It comes after something has been created. While creative process is not slave to research, but it is also true that it borrows heavily from it. A great idea is a combination of intuition and knowledge. Creative without any context is meaningless, and research helps to bring that alive.”
It seems like though creatives give a thought to the numbers and graphs available, gut feel finally wins. As Suthan puts it, “When I get into thinking an idea and then locking on to one particular script, it is 100 per cent pure gut. Something inside tells me that I am on to the right film. It’s a feeling that comes from all that I have absorbed from the brief and understanding what needs to be said. It’s like a reflex. It’s actually like falling in love. You may see a few thousand girls throughout your growing up age, and all of a sudden you look at one girl and you just know she is the one. Is there any analysis to that? None.”
That says all. But what do people on the other side – the research agencies – have to say? Shravani Sen, Research Director, Head Synovate Qualitative India, said, “Research is usually seen as the nemesis of creativity. But with the current mindset of consumers, who value rationality over mere sentimentality and want to be treated as intelligent human beings, being well informed is the main armour a creative agency can get equipped with. To know the consumer inside out needs research. Once you know them, you can decide which value, which aspect of their lives to go for. That is the real test of creativity. Research is not a crutch, as many believe, but a smart search. It is many time ‘my customer google’.”
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
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“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
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Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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