Creative Opportunity #49: That’s not creative direction

Creative Briefs that miss the inclusion of strategic information are really just about assignment facts. Work gets done because there is a due date. But it’s not as good as it should be. And people are unhappy.

Creative Opportunity #26

The competition in your creative strategy is not necessarily your sales competitor. And making that decision can have a huge impact on the message. Think about what the target audience might really be doing instead of choosing to use your product or service.

Creative Campaign Idea or Executional Schtick

There is something called a “Campaign Idea,” and it’s really important to the success of the communications effort. It is the creative idea that lets a campaign continue under the same strategy. What it is and why it’s important.