Creative Strategy and the Creative Brief

10/12/2006Don’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 themlikeable• Involve the consumer• User humor and sex carefully• Don’t brag: There’s Hertz and not exactly.Objectives• Having completed this class you are able to: Recall that the creative target audience and campaigntarget audience are one in the same Recognize the parts of a creative strategy objective Identify the 3 key elements of a creative strategy andthe optional elements that can accompany them Apply experience or, lacking that, a tool, such as theFCB Grid to approach the creative task Determine if you are selling the category or brand. Describe the big 3 creative approaches and what theyfocus on Explain what makes a creative strategy both specialand different Use the elements of the creative brief7