A Lecture on Fundamentals of Creative Development
Thought I’d share a lecture I used to in my first week of teaching Fundamentals of Creative Development at Boston University’s College of Communication. If you are an advertising student or professor you might find it useful.
Some background. As many of you know, I’ve joined BU as a Professor of the Practice in Mass Communication, Advertising and Public Relations.* Not to worry. That does not mean I am teaching unwelcome, interruptive message-based marketing. Quite the contrary. The future of advertising — digital, social, mobile, ad-tech and emerging media — is what interests me. And it’s certainly what the next generation cares about.
In fact take a look at this. BU Room Swap. A student in Strategic Creative Development, a course I teach during the spring semester, conceived it as part of an assignment to solve a marketing problem with an invention rather than with an ad campaign. The new platform is now up and running, helping students find better housing.
Nevertheless, anyone coming into this crazy, wonderful and often maligned industry (sometimes justifiably so) needs a basic understanding of why brands advertise, the role of creativity, and the characteristics that separate great ideas from the mediocre ones.
And, yes, it’s probably wise to learn something about the creative revolution along with the evolution of media and consumer behavior that led to where we are today.
Take a look. As always, thoughts and comments welome.
*Note that I remain at Mullen, my professional home for nearly 30 years, as part-time chief innovation officer. But with an amazing new management team emerging as the agency’s next generation of leaders, Mullen doesn’t need me full-time anymore.
Also note: Other than Jet Blue, Monster.com and Google Nexus, the work in the deck is not Mullen work or my work. I did not add detailed credits or agency credits as the work is all over the web and in award shows. If you want credits, they are easily found. But it’s important to say that I take no credit for the work presented in the lecture.
As a student whose just switched her major from photo to advertising I really appreciate the points you made on the importance of creating inspiring creative advertising. It gives me hope for the community and advertising business as an inspirational creative professional. Very concise and inspiring lecture.
Slide 107 was quite reassuring to me as a young creative professional. As someone who has grown up a "native speaker" of technology, a number of the "skills we need" have come somewhat natural to me. As the younger generation inherits the world of advertising, do you feel that the generalist (those who do not simply brand themselves as art director, copywriter, etc) will find the most success, or is the multi-disciplinary creative a pipe dream of us sugary, overstimulated Millennials?
Great, insightful lecture.
kyle_werstein Kyle, Great question. I am working on post on it this moment. See the new book called Mash Up by Ian Sanders. Talks about this. But, you do need a specific skill. As Ben Malbon at Google says "fluency in one, but literate in many." Multi-disciplinary does not mean that you aren't an expert at something.
Thanks for Sharing this Edward. Interesting lecture and you make valid points - understanding the "why" to marketing will help you be a better marketer for your clients. seowestcp