Syllabus for CM 417: Fundamentals of Creative Development

Time to get creative and make some cool shit

The title of this class is Fundamentals of Creative Development.

But the emphasis stands squarely on “Creative.”

If you believe, as do most CEOs, businesses, marketing firms and ad agencies, that no quality is more valuable to an organization than creativity, then this is the class for you.

This is not a class about reading, or memorizing, or feeding back answers that you know are right. This is a class about taking chances, trying new things, and most importantly learning to use your imagination to come up with creative ideas that grab people’s attention and inspire their involvement.

It’s harder than you think. But you can do it. Because deep down you are creative. We all are. If you think you’re not, it’s probably because you’ve had it beaten out of you by a system that asks you to conform, memorize facts, learn the formulas, and do well on standardized tests.

Well guess what? This class ain’t about any of that. This is about the problem you are trying to solve, the strategy you have to develop, and the big, scary blank page waiting for your inventive solution. That’s what this class is all about. And yes, we’ll learn about ads, layouts, headlines, and concepts, too.

The most important lesson you will learn — by thinking and doing — is how to solve advertising problems and challenges with:

Creative ideas worthy of a consumer’s attention, time, and involvement.

Getting there requires:

• problem definition
• strategy development
• concept generation
• rough execution
• appreciation for the details (art, copy, executional considerations)
• an understanding of media (social) habits
• familiarity with the potential of technology

So we will cover, or at least touch on, all of that.

Over the course of the semester you will write briefs, develop a wide range of creative ideas, and hone final presentations.

For starters we will learn the basic “print-like objects”: Despite all of the digital interactions available today, the “print-like object” remains the purest way to express a clever and compelling creative idea, and the model remains relevant in everything from iPad ads, to social media executions and website homescreens. We’ll then move on to video, which includes both TV ads,web content and mobile. And finally we’ll explore digital ideas and experiences that transcend traditional paid media. We’ll apply these exercises to advertising products, driving retail traffic and inspiring positive behavior change.

What you will get out of it…

At the end of the semester you should understand

• The role and importance of the brief (strategy)
• How creative ideas get conceived developed
• The challenges to coming up with an original break-through idea
• The creative development and production process
• The impact of new consumer behaviors
• What makes an idea “creative”
• The tools, tactics and crafts needed to produce creative advertising

Course Objectives

• Learn to think creatively
• Acquire the fundamental knowledge and skills to solve marketing challenges with clear, relevant, creative (effective) advertising.
• Strengthen conceptual and creative problem solving abilities.
• Understand the relationship between strategy, media, message and (creative) execution.
• Explore the wide range of creative solutions necessary in an age of media proliferation and digital connectivity.
• Gain a basic understanding of how visuals, type, design, words, technology, and brand assets unite to produce compelling and engaging communication.
• Learn the value of working collaboratively across all the advertising disciplines (planning, media, creative, social, tech, production)
• Appreciate the value of a brand

How to be successful

• Show up
• Listen (DO NOT MULTI-TASK IN CLASS)
• Participate
• Collaborate with your partner (projects will be teams)
• Be thick-skinned
• Use your imagination
• Take chances
• Believe in yourself
• Work your tail off
• Never settle for mediocrity

Required Texts and Materials

Given that the industry is changing so rapidly, there is no single text that is ideal or up to date on the current state of creative advertising. That being said, the following will be helpful in understanding strategy, concept and idea generation. Please get at least one if not both of the first two. There will be assigned readings and discussion.

The third text is highly recommended. It is a great story about working with the late Steve Jobs and the art and culture of simplicity, a valuable lesson for anyone who wants to succeed in this business.

Required:

In addition to the texts listed below, non-textbook readings will be assigned. Available at the BU bookstore.

Advertising Concept and Copy, third edition

by George Felton

Hey Whipple, Squeeze This! (The Classic Guide to Creating Great Ads)

by Luke Sullivan

Fourth Edition (make sure it’s Fourth Edition)

Digital or print is fine

Recommended (because it’s useful to learn about simplicity):

Insanely Simple: The Obsession That Drives Apple’s Success

by Ken Segall

A Technique for Producing Ideas (how creative thinking works)

by James Webb Young

Only if you want to spend more money and you love to read:

Five Marketing and Creative Books that Stand the Test of Time

Grading and assignments

In addition to early semester warm-up assignments and class participation, there will be three two-person team projects that will require you to develop strategies, conceive campaigns and deliver formal presentations. Each has three components, all of which are graded.

• The Brief: graded for thinking, logic, clarity, and writing
• Roughs/Range: graded for creativity, range and diversity of ideas
• Final campaign: graded for quality of creative and presentation

For each component of the assignment grading will be based on thinking, problem solving, written submissions and (when relevant) in class presentation. This will be like the real world. Quality of ideas, ability to respond to feedback from creative director (me), and willingness to push yourself and elevate your own standards all count toward grading.

Rubric

• 10% Class/Stream Participation (including early semester individual assignments)
• 30% Team project one (8% for strategy; 8% for range of work; 14% for final)
• 30% Team project two (8% for strategy; 8% for range of work; 14% for final)
• 30% Team project three (8% for strategy; 8% for range of work; 14% for final)

How Grading is Determined

Note: There are no right or wrong answers when it comes to creative ideas. But there is logic, relevance and certain agreed-to standards: originality, simplicity, clarity, beauty.

By definition, judging creative products in a class, as in judging creative work in the real world, is subjective. You’ll just have to get used to it.

In this class, while there is peer evaluation and critique, work is graded based on how good I think it is.

Know that there is no A for effort. It’s all about the quality of the ideas you conceive, develop and submit.

Below, how points are earned for each of three key assignments, a total of nine grades. Note that you lose points, as much as a grade or more, for work turned in late. Why? Because in the real world, deadlines are unforgiving.

HOW GRADING WORKS:

A: 4 .0

Close to perfect. Outstanding work. Fulfills the assignment and goes beyond.

A- 3.7

Excellent. Fulfills the assignment at a very high level of proficiency and understanding. Shows original, creative thinking and attention to detail.

B+ 3.3

Some aspect of assignment is very good. All of assignment is better than average. But not as thorough as it should be.

B: 3.0

Good better than average but can be improved both conceptually and made more complete. Still needs sharper thinking and more inventive creative.

B- 2.7

One execution or some of work is there, but overall not at a high enough level of strategic, conceptual thinking, or creative execution.

C+ 2.3

The work shows some promise but isn’t there yet even for this level of expectation. Needs further improvement.

C: 2.0

A notch or two above acceptable to fulfill the assignment. Long way to go.

C- 1.7

Barely acceptable for assignment. You essentially mailed it in.

D: 1.0

Not making enough effort or contribution to the process.

F: 0

See me and we can talk.

Now that we have all that out of the way, it’s time to get creative, have fun, and discover the joy of coming up with new ideas.