Creative Strategy Development

10/15/2013

VB

Planning & Information Review

1. What is the need for advertising New launch,major brand in heavily advertised category,re launch,new line extension

2. Confirm Budget
Production & Research

3. Develop formal realistic timetable

Takes time, Start in advance

10/15/2013

VB

Planning & Information Review

4. Allocate Information Gathering Responsibilities

Consumer Insight Product Insight MR Dept U & A,Concept Tests,Household panel data,Focus groups,One-on-One interviews Agency Consumer profile research Informal methods Idea generation meets,Personal contacts/interviews,anecdotes Communications group monthly call report Relationship marketing response data

Consumer Insight

10/15/2013

VB

Develop & Evaluate Strategic Concepts

Strategic Concept Is an explanation in consumer language of a possible strategic positioning for a brand It is a proposition to be used as the basis for advertising,but which has not yet had any value added by agency creatives It does not include any polished phrases or clever executional ideas

10/15/2013

VB

How is it different than Advertising idea

Advertising Idea(selling idea) Is a creative expression of concept ,which may include executional elements,and is designed to make the concept more interesting and relevant to consumers It should be memorable,to-the-point,and almost always shorter than Strategic concept

10/15/2013

VB

Develop Creative Brief

What is Ad requirement
What is purpose of this brief?(launch) How many executions are reqd,for what medium?

What problem Ad must solve

What key aspects of Con.Beh.or beliefs must be addressed(fix lack of awareness,tackle below avg penetration amongst particular tgt grp.)

Creative Strategy Required Consumer Response

How we want consumers to change(gain trial,remain loyal,use different occasions)
VB

10/15/2013

Develop Creative Brief

Mandatory Executionary Requirements

Visuals Selling Ideas Legal/Regulatory constraints

Production Budget
Generally speaking ,the cost of making a commercial is in inverse proportion to the strength of its idea David Ogilvy

Time length

Competitive context

10/15/2013

VB

Creative Evaluation & Testing

1. Hold Creative Presentation Meeting,with senior people present

Evaluation on
Strategy (selling idea,how u expect consumers to respond to Ad,is Ad on strategy) Overall impression(like/dislike,persuasion,impact)

10/15/2013

Is Selling idea clear & central(will consumers understand first time,is it central to commercial or just a wrap-up line)
Is the benefit visualized(ask whether pictures alone communicate the selling idea) Is Ad focused on Brand/Product(good branding,pack shot) Does it have dramatic interest(is the product hero of the Ad) Is it simple Does it have relevance
VB

Creative Evaluation & Testing

2. Confirm whether Creative Submission affects Media plan or vice versa 3. Check with Legal,Regulatory 4. Confirm Pre-testing plan 5. For Pre-testing ,develop animatic of the board

6. Review Pre-test results

7. Select Ad for production
10/15/2013 VB

Consider Future requirements

1. Estimate when next execution will be required 2. Estimate development time for next round of creative development 3. Determine start date

4. Identify opportunities for using part of existing execution

5. Determine how to measure effectiveness of new execution
10/15/2013 VB

Manage Production process & Final testing

1. Get approvals from management,legal

2. For TV,hold Storyboard meeting

3. Creative Agency selects Director and get production house quotes 4. Pre-Production meeting 5. Shoot 6. Agree rough edit 7. Agree finished Ad 8. Research Finished Ad

10/15/2013

VB

Start Ad & Measure its Effectiveness

1. Confirm Start date & creative rotation(if applicable) 2. Confirm how to measure effectiveness of new execution

10/15/2013

VB