Creative Strategy and the Creative Brief
Creative Strategy and the Creative Brief
Creative Strategy and the Creative Brief
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10/12/2006<strong>Creative</strong> <strong>Strategy</strong>: OptionalElements• Physical continuity (All in <strong>the</strong> 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)<strong>Creative</strong> Tactics• Many ways to approach <strong>the</strong> creative taskExperienced creatives have <strong>the</strong> intuitionNew practitioners can use a process such as<strong>the</strong> FCB Grid(6-4)3
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