Topic of Presentation: Creative Thinking Skills For Marketing Managers

Topic of Presentation:
Creative Thinking Skills For

Marketing Managers
By Navish Ahmad
Roll No: 21BAMMB395
Enrollment No: GJ0936
Presented to Dr M Shahzad Alam
What is creative thinking in marketing?
The word "Creative Marketing" emphasises the individual
accountable for an advertisement's graphics, language,
and concept of advertisement campaign. However,
marketing, like other business roles, is subjected to
change as a result of technological advancements there is
a huge increase in complexity and demand.
 The effort of creative marketing may be divided into two
categories:
1) Personalisation
2) Contextualisation
3) Innovation
Importance of Creative Thinking
 Create with the consumer, not just for the consumer
Bearing in mind that customers today are not just consumers,
but active social media users and tech-loving content creators,
creativity in marketing involves working with customers right
from the start. It’s the new definition of being ‘customer-
centric’.
 Make everyone part of the team Creative marketing involves
more than a paid advert in a magazine or newspaper. By
inspiring creativity in others, and treating everyone as an
extension of the marketing team, employees, partners, and even
customers – gives insight into behaviours, tastes and opinions
that serve a marketer’s intention.
 Bring creativity to brand identity
The proliferation of new media channels, platforms and devices
means consumers have greater access to brand stories, and
marketers have more ways to convey their brand’s identity and
vision. From email marketing to video campaigns, this opens up
a realm of creative ways to convey a message, sell a product or
 Rise to the startup mentality
Creative marketers are operating more
and more like entrepreneurs, adopting
similar business practices and work
cultures to Silicon Valley startups; an
ability to be agile and continuously
adjust strategies.
 Honour each part of the end-to-end
experience
Today, businesses must provide an
exceptional customer experience in
order to edge out the competition.
Understand what a positive customer
experience is, and how you can make
it even better.
Skills needed for creative marketing
 Clear understanding of multiple media channels, the
ability to identify opportunities, a sensitivity to the world
at large, a balance of critical and creative thinking skills
and a firm understanding of a company’s values..
 Collaboration, Communicate and solve problems.
Moving away from a focus on ‘left brain’ skills,
marketing needs right-brain creativity too.
 It’s not about how much money a company spends but
rather how the money is spent. Creativity is the vehicle
that allows a message to lead to higher brand recognition
and sales. Marketing is in the unique position to integrate
ideas, insight and creativity to illuminate what people
need and want.
The power of creative storytelling
When done well and intuitively, creative storytelling helps

marketers convey a brand’s values and interests; a means to
connect with an audience in a human or personal way. When
executed successfully, emotional appeal campaigns that draw
attention to and embrace a real, relatable human condition is a
way to draw in a prospective customer; a gut level ‘sense’ of
what a company, product, or service is. The following
examples draw attention to the ways in which creative, human-
centred campaigns can consolidate a loyal brand following:
Dove Real Beauty Sketches
One of Dove’s most famous films, “Real Beauty
Sketches” explores the gap between how others
perceive us and how we perceive ourselves; a
noteworthy example of the way in which
emotion and a shared human experience can
convey a message and break down societal
stereotypes.
 Leveraging on the premise that we are
constantly bombarded by unattainable standards
of beauty – in magazines, TV, advertisements,
on social media – to the point that we
undervalue the true beauty in ourselves, Dove
was able to convey a softer side to the notion of
‘beauty’.
An instant hit, more than 50 million people
viewed the Dove video within the first 12 days
of its release. To date, “Real Beauty Sketches”
has been viewed almost 180 million times and
Coca-Cola “Share a Coke” campaign
Connecting with consumers on a
personal level, as well as
leveraging online marketing and
social media, consumers were
encouraged to not just share their
coke, but also their experience
using the hashtag #ShareaCoke.
Since 2014, the campaign has
introduced new innovations that
relate to the time, including tie-
ins with the FIFA World Cup and
an e-commerce site where fans
can order custom glass bottles.
McDonald's: Pedestrian crossing
During the biggest public festival
in Switzerland, the Zurich fest,
McDonald’s is confronted with
heavy competition by
independent food stalls. So they
needed something to catch the
visitors’ attention.
 During the festival all official
street markings like pedestrian
crossings are taken out of
function, this enabled McDonalds
to reshape the pedestrian crossing
in front of their restaurant into a
portion of french fries.

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When done well and intuitively, creative storytelling helps

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