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  • Yvan Lamoureux

Unleashing Creativity within Advertising Today

Updated: Jun 10

In the vibrant world of advertising, creativity isn't just an artistic endeavor; it's the fuel that propels campaigns towards success. At Crankworks we firmly believe in the transformative power of creativity in advertising. Guided by the insights of Werner J. Reinartz and Peter Saffert "Creativity in Advertising: When It Works and When It Doesn't,” let's explore the essence of creativity in advertising and how it intertwines with the strategic planning of a campaign.


Understanding Creativity in Advertising



Originality in advertising means crafting messages and visuals that are unique and unexpected. This freshness not only captures attention but also distinguishes your brand in a saturated market. When brainstorming, ask: "How can we present our product in a way that's never been seen before?"



Flexibility in advertising involves linking a product to a range of different ideas or applications. It's about showing the versatility of your product or service. Questions like, "What are the various ways our product can be used?" or "How can we connect with different customer segments?" can lead to flexible, adaptive campaigns.



Elaboration is about adding depth and detail to your advertising concepts. It transforms simple ideas into something more intricate. To achieve this, consider asking, "How can we expand on the basic idea of our product?" or "What detailed storytelling can we include to make our message more compelling?"



Synthesis in advertising is about combining unrelated elements to create something novel. This requires a creative leap to merge disparate ideas into a cohesive campaign. Questions like, "What unusual combinations can we explore?" or "How can we blend different elements to tell a new story?" can guide synthesis.


Artistic Value:

Artistic value emphasizes the aesthetic aspect of your advertisements. It's about crafting ads that are visually and emotionally appealing, almost artistic in nature. To enhance artistic value, consider, "How can we make our ads visually stunning?" or "What artistic elements can make our campaign stand out?"


Creativity in advertising is a multifaceted concept that can be better understood by organizing key questions into five distinct categories based on the principles defined by Werner J. Reinartz and Peter Saffert: Originality, Flexibility, Elaboration, Synthesis, and Artistic Value. These categories represent a logical evolution in the creative process, enabling a more focused and effective approach to crafting impactful advertising campaigns.


1. Originality: The Genesis of Creative Thought

a. Defining Uniqueness: How can we create an ad that's entirely unique in its concept and execution?

b. Breaking Norms: In what ways can our campaign break away from industry norms or expectations?

c. Fresh Perspectives: How can we present our product or service in a way that's never been seen before?

d. Novel Approaches: What novel approaches can we explore to differentiate our brand in the market?


2. Flexibility: Adaptability in Creative Execution

a. Versatile Connections: How can our campaign link the product to a variety of uses or ideas?

b. Audience Engagement: How can we adapt our messaging to connect with different segments of our target audience?

c. Adaptable Content: In what ways can our content be adjusted to suit various platforms and contexts?

d. Dynamic Messaging: How can we ensure our campaign remains relevant and engaging across different media channels?


3. Elaboration: Deepening the Creative Impact

a. Detail-Oriented Advertising: How can we add unexpected details or depth to our campaign?

b. Complex Narratives: What strategies can we use to elaborate on the basic ideas to make them more complex and interesting?

c. Rich Storytelling: How can we enrich our advertising narrative to make it more compelling and detailed?

d. Engaging Explanations: In what ways can we expand on our product's features to deepen consumer understanding and interest?


4. Synthesis: Blending Diverse Elements Creatively

a. Unusual Combinations: What unique combinations of ideas or elements can we explore in our campaign?

b. Creative Fusion: How can we blend unrelated concepts to create an innovative narrative for our product?

c. Integrated Storylines: In what ways can we combine different storytelling elements to create a cohesive yet unexpected campaign?

d. Harmonizing Contrasts: How can we effectively marry contrasting ideas to craft a compelling advertising message?


5. Artistic Value: Elevating the Aesthetic Appeal

a. Aesthetic Excellence: How can we enhance the visual and auditory appeal of our ads to make them more artistic and memorable?

b. Visual Storytelling: In what ways can we use visual elements to tell our brand's story creatively and elegantly?

c. Artistic Flair: How can our campaign incorporate artistic elements to stand out visually in a crowded market?

d. Creative Design: What design elements can we use to ensure our ads are not just informative but also aesthetically pleasing?


Organizing the creative process into these five categories not only streamlines the approach to crafting an advertising campaign but also ensures that all aspects of creativity are explored and utilized effectively. This structured exploration helps in creating campaigns that are not only innovative and original but also deeply resonate with the target audience, making a lasting impact in the world of advertising.



Reference: Werner J. Reinartz and Peter Saffert's Harvard Business Review article, "Creativity in Advertising: When It Works and When It Doesn't"






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This blog is not meant to provide specific advice or opinions regarding the topic(s)

discussed above. Should you have a question about your specific situation, please

discuss it with your CWC marketing advisor.


Crankworks Creative Inc. is a full-service marketing and advertising firm in the Greater Waterloo Area. We primarily service all of Ontario and the rest of Canada, the US and Australia virtually. Our team provides Marketing Audits and Reviews, Brand Equity Assessments, and Marketing and Advertising tactical support for both traditional and digital media. We provide specialized services and expertise for the Construction, Industrial/Commercial Building, General Contractors, Subcontractors, Procurement professionals, Facilities Management, Manufacturers, Suppliers, Allied services, and general advisory services.


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