ISSUE 2: DEFINING THE PROBLEM
In advertising, creativity is more than dreaming up new ideas. For us, creativity is coming up with the most intelligent and freshest solution to a marketing problem for our clients. We must continue to dig beyond the brief and be sure we understand the real problems of our clients, even uncover those that remain unseen. By asking the right questions, we can define the problem correctly. And if you define the problem correctly, you almost have the solution.
The DDB & Tribal Amsterdam team turned Heineken’s request for a mobile campaign on its head and created a truly social idea that taps in to people’s natural behavior. DDB Stockholm found its solution for Swedish Armed Forces by asking everyone the question “What are you doing?” In Hong Kong, our team connected with families in a whole new way by understanding the problems of both McDonald’s and their customers. And DDB Tribal Germany found a whole new way for Deutsche Telekom to prove its “Life is for Sharing” brand promise and include users in the development of its pan-European campaign. They all did it by defining the problem correctly and using artistry and creativity throughout the process.
As Bill Bernbach taught us, “Finding out what to say is the beginning of the communications process. How you say it makes people look and listen and believe.”