Simplicity, surprise and smile are the three S that can lead to the fourth S - success of your brand in advertisements, said Keith Reinhard, Chairman of DDB Worldwide Communications Group Inc, while speaking on 'Creativity in a Changing World' in the Capital on Wednesday evening.
"We reject the ideas of rules and formulae for great creative work and we believe that some of the best works often combine simplicity, surprise and a smile," said Reinhard.
Illustrating the success of brands like McDonald's and Budlight etc, Reinhard said there has been a shift on the creative approach. While previously the emphasis was on what's in a product, now the emphasis has shifted to what's in a brand.
Great creative work from the classical disciplines in television and print will continue to be important. However, more and more innovative methods are available now, which can really make a difference to the brand communication. "Even as we strive to engage prospects with creativity that wins hearts, minds and sales through traditional media, we must realise that today we work in a dramatically different media landscape. Creativity therefore should be applied differently in this changing world," he said.
Technology too has also had a great impact on advertising and has opened the doors for new avenues of communication. "Technology in the form computer-generated images can tell us any story that we can think of. However, in the digital age, our creativity will have to expand to embrace the new technology that will empower consumers as never before enabling them to receive only the messages they choose to receive," Reinhard said.
He also touched upon a number of pertinent issues like in the new technological environment, where does advertising begin and content end? How is the product vs brand debate shaping up in this environment? and what are the fundamental shifts required in the way one views the process of marketing communications?
Illustrating through various examples of successful brand communications, Reinhard said, "the lesson we learn from a glimpse on the future is that consumer, not the marketer, will be in control and to drive growth in such a radically changing market, advertisers and their agencies will have to make some radical changes of their own in the way they think about creativity."