With that question, Ralf Langwost, founder/CEO of IdeaManagement, discussed the most successful and effective work and thinking patterns of top creatives worldwide, to gain first-hand knowledge of ‘how to catch the big idea’ for his workshop at Spikes Asia.
Beyond his initial quest, Langwost delved into the question of whether great ideas work. He researched and analysed a few hundred ‘double champions’ - agencies and creatives who have won both a national effectiveness award and a leading creative award - and distilled the principles of ‘creative effectiveness’.
At his workshop titled ‘The Creative Effectiveness Report 2010’ Langwost showed participants the ‘structure of ideas’, and laid out the discrete steps and patterns involved during the entire creative process: from briefing to evaluation to manifestation of the idea into channels. He gave examples to illustrate his points.
Langwost argued that by learning about the structure of ideas and their creation, agencies and clients will be able “to reduce coincidences in having a great idea”, be able to know exactly how great ideas sell and improve the creative process.
For Langwost ‘creative effectiveness’ is nothing more than the unexpected combination of facts. “It’s not about searching for new information, but using old things,” he said, uniquely connected with a product or brand aspect, and shows the consumer an unusual perspective on a relevant message.
Langwost said it’s important to “build the energy of a creative effectiveness idea” by finding differentiation, a relevant proposition and a rule-breaking interpretation.
At length, Langwost outlined in his comprehensive two-hour workshop the seven factors why a creative effectiveness idea connects with a consumer and the seven success factors of a creative process (inspiring process factor, assignment or client brief, origins of information, using the five senses, idea finding, idea evaluation and idea protection)
Langwost said he believed that with the tools of IdeaManagement at their disposal, agencies and clients alike will achieve a good ROI.
Follow all the action of Spikes Asia on Twitter using hashtag #spikes09 - posts featuring that tag will appear on www.media.asia.
Also, Media is opening up its online Spikes photo gallery to readers. Send your Spikes pictures to spikes.photos@media.asia to include them.
Spikes Asia is organised in conjunction with Haymarket Media. The full programme can be found at www.spikes.asia.
