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Creative Strategy and the Creative Brief

Creative Strategy and the Creative Brief. Planning That Persuades. Creative Plan: Basic Elements. Creative Target Audience (Same as Campaign) Creative Objectives Consist of message and media part

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Creative Strategy and the Creative Brief

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  1. Creative Strategy and the Creative Brief Planning That Persuades

  2. Creative Plan: Basic Elements • Creative Target Audience • (Same as Campaign) • Creative Objectives • Consist of message and media part • To establish top-of-mind awareness (message) in 60 percent of the target audience by the end of the first quarter (media) • Creative Strategy • Three key elements • Strategic focal point (See 6-1) • Positioning • Big unifying idea (See 6-2)

  3. Creative Strategy: Optional Elements • Physical continuity (All in the family?) • Slogans/taglines/trade characters • Lead-in or opening line (TV Print) • Do you know me? • Psychological continuity • Theme (Feminist movement) • Attitude • Advocacy (Anti-drugs, Smokey The Bear)

  4. Creative Tactics • Many ways to approach the creative task • Experienced creatives have the intuition • New practitioners can use a process such as the FCB Grid • (6-4)

  5. What is your approach • Are you selling the category or the brand? • Generic strategy (Sells the category) • Preemptive claim (Sells the brand) • Unique Selling proposition (USP) • Brand Image • Positioning • Resonance approach

  6. Functional approach • Focuses on attributes that fit wants and needs (Cars, tools) • Symbolic approach • Focuses on style, prestige, ego values. (Fashions) • Experiential approach • Focuses on the pleasure consumer will derive from the product or service The Big Three Approaches

  7. What Makes Strategy Creative (cont.) • Creative strategy is both special and different • Does it catch people off guard? • Does it reward and surprise? • Does it come in under the personal blocking radar? • Non sequitur or contrast? • It’s not whether you win or lose it’s how you: • Play the game? • Place the blame?

  8. What Makes Strategy Creative (cont.) • Does it engage their interest? • Do you get them involved, wondering what it’s all about. Do they care? • Is it important and salient? • Emotional bonding versus brand image and positioning • Usually based on past experience with the brand or relative to the brand • This kind of advertising relies more on how you say it versus what you say

  9. Put it in writing • The creative brief (6-6)

  10. Don’t Flaunt The Strategy • Don’t say it demonstrate it • Don’t look or sound like an ad • Make the ad the logo • Treat brands like people, make them likeable • Involve the consumer • User humor and sex carefully • Don’t brag: There’s Hertz and not exactly.

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