Creative Strategy Development

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10/15/2013 VB

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

• Consumer 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



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,butwhich 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)


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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



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)

• 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



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



Consider Future requirements

1. Estimate when next execution will be required

2. Estimate development time for next round of creativedevelopment

3. Determine start date

4. Identify opportunities for using part of existing execution

5. Determine how to measure effectiveness of newexecution



Manage Production process & Final testing

1. Get approvals from management,legal

2. For TV,hold “Storyboard meeting”

3. Creative Agency selects Director and get productionhouse quotes

4. “Pre-Production” meeting

5. Shoot

6. Agree rough edit

7. Agree finished Ad

8. Research Finished Ad



Start Ad & Measure its Effectiveness

1. Confirm Start date & creative rotation(if applicable)

2. Confirm how to measure effectiveness of new execution

Creative Strategy Development

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