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There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

 

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Journey author Robert Davis is the owner and creative director of Atlanta agency, Davis Advertising, Inc.

 

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Journey from Concept to Creation

There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

The boardroom.

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As I mentioned, the boardroom is not the place for opinions without solid support. I remember a meeting with an Atlanta based Fortune 500 company that was planning on opening several retail stores in the Atlanta metro area. After the presentation of my “big idea,” one of the board members said he had only two concerns -- “we better do this before the competition finds out about it” and “how are we going to pay for it.” I explained that aside from the widely-known provider of the life-sized celebrity puppets to be used in the television commercial, and a wildly-popular local radio personality whose voice and likeness [a custom-made puppet -- he had a “face for radio” -- not everyone can have my rugged, good looks and washboard abs] would be featured in the work, only the vendor co-op manager and media sales rep at a local TV station and those present at the meeting were aware of it. I then handed out my budget with details on how product vendors would match (co-op) client funding.

 I had also explained how the demographics and socio-economics of the talent (including the puppets) was selected to appeal to the company’s highly defined target audience… how the creative theme was carefully constructed to sell through specific product and consumer benefits... how the mission and positioning of the client were incorporated into the copy-points… and how we had created a unique “brand personality." The work incorporated our corporate identity design and “page style” to ensure consistent branding. The challenge was to accomplish this in a highly-creative, 30-second "donut" TV spot.

 The media strategy was to use television and radio spots, “scotch-truck” newspaper ads, and a periodic direct mail circular (mini-catalog). We had arranged for prize drawings (including a scale model mini-racecar), numerous giveaways, and local radio station remote broadcasts, complete with live music and celebrities. Everything was carefully planned for relevance to the target market, the company and its products.
   When I drove out to the first grand-opening I couldn’t find a parking space -- cars lined the streets for several blocks and the new store was packed with excited and more important, paying customers. We had achieved success within a comparatively tight budget (our competitive spending research indicated that the competition spent dramatically more for grand openings) through careful strategic planning (and I was recognized for being way more than just another pretty face).

   In business school, I was told about a research study on entrepreneurs. The study found that the vast majority of them put more planning into their holiday vacations than they did in starting their new businesses. It is no wonder that, according to the Small Business Administration, two-thirds of the approx. 700,000 new businesses started in the U.S. fail within five years.

   In starting a new business, a new advertising campaign, or a new video production (or a vacation -- I sure could use one!); planning is crucial. Proper planning starts with proper research. I'll talk more about this in my next blog.

Comments

 

Journey from Concept to Creation said:

<< Previous -- Next >> While attending college, I was Vice President of the marketing fraternity

December 5, 2008 1:07 AM
 

Knowledge is power! - Journey from Concept to Creation said:

Pingback from  Knowledge is power! - Journey from Concept to Creation

December 5, 2008 5:03 PM
 

Journey from Concept to Creation said:

<< Previous | Next >> You often hear people say stuff like, "everybody I know says 'so and

December 8, 2008 5:02 PM
 

Journey from Concept to Creation said:

<< Previous | Next >> I like to read company mission statements from time to time. It’s

December 8, 2008 5:13 PM

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About Adman

After developing his artistic abilities from an early age, Robert Davis (Adman) started his advertising career as a graphic artist for a commercial printing company while in 10th grade. He later acquired degrees in Commercial Art and (later) Business Administration (Marketing with focus on computer science) while working in various advertising agency capacities. Robert started his own agency in 1989. He added an in-house Pro Tools® recording studio in 1999 and an Avid Xpress® DV video editing suite in 2002. He now also has two Avid Media Composer suites and an Xpress Studio HD suite in a fully equipped studio which also features SoftImage|XSI and Pro Tools. He believes that his company, Davis Advertising, Inc., represents a new model for the 21st century advertising agency…”a small, agile and responsive agency wit1h comprehensive, in-house capabilities.” He says, “Avid® software provides the creative freedom and flexibility I covet.” His focus is on developing effective creative ideas via his own strategic planning process. He loves being surrounded by cameras, lights, props and other creative professionals who share his vision. He also, of course, loves working with Avid® software to bring his ideas to life. Currently residing in metro-Atlanta, Robert is an accomplished writer, producer and creative director. His advertising agency has served Fortune 500 accounts and has received several international awards. His work has been exhibited at the prestigious Cannes Lions Advertising Festival. When not riding his vintage Italian racing bike, or working out with free weights, Robert can often be found in the late evening singing or playing drums, guitars and keyboards in the studio.

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