Things that needs to be remembered in advertising when taking up the big projects

Things that needs to be remembered in advertising when taking up the big projects

                                                                  Masters are not born, evolved.  Also Rome is not built in one day. Coming to the advertising, we all know the whole execution depends on agency brief from account executives. So recall what are all the elements your account executive mentions in his/ her draft and raise your hands to pinpoint him about the untold stories by reading out this article. The key for all successful advertising campaign will always relay on the agency brief, creative brief and advertising task. The whole team work involves hidden marketing strategy and the master minds ideal & critical thinking.

 Agency brief draft tends to feed the creative persons brain storming session in addition to all critical questions they ask themselves. Before jumping into the script, find time to sit and relax with a cigarette or even a direct conversation with your colleagues about the past election. Then forget the online sources think what justifications can be done for the advertisement to market the product; nothing is best source than the inherent cognitive mind. 

Research online about the competitor’s product and observe some baby stuff feeds for boosting your mind. Firstly go through the agency brief with patience and pick out the highlights and attractions you could find on draft. Then decide what kind of strategy can be applied to the product, Point out the sensible and logical user selling proportions for the brand or the product, all your points don’t have to be noteworthy.

Here is some stuff from the book of Ms June valladares – A Craft of Copy Writing

(Credits to Ms June valladares for the agency brief, creative brief, advertising tasks)

Agency Brief

1.    About the Clients company

2.    About the client product

3.    About the client’s marketing policy and objectives

4.    Everything about the client’s sales policy

5.    About clients management policy

6.    About the clients competition

7.    About the client’s current/ prospective consumers

8.    About clients Future plans

9.    About any research the client undertaken

Strategy can be seen from marketing point of view, cost effectiveness, classiness, brands nature, rarity and trust. Validate to your colleagues who is unaware of this scenario, they are the exact neutral judges between consumer and the product/brand. Be polite and be prepared to expect positive and negative reviews.

Creative Brief

The creative Strategy

The Competition

The Market

Consumer Profile

Marketing Objectives

Advertising Objectives

Agency strategy or advertising objectives determines the winning percentage of an ad. Here one should specify clear cut USP, positioning and creative blue print. Creative blue print might be a written or scribbled diagram, the art director & graphic designer might understand. Samples from conceptualizers creative might have no curved lines and astonishing sketches but ideas stands out in market.

Agency Strategy (Advertising objectives)

Setting advertising strategy

Statement of advertising objectives

Product positioning statement

List of reasons to buy

Creative blueprint

 Then revise the points with the inputs from colleagues. Here you go, now you are slightly close enough to start thinking about the advertising tasks. The prepared USP is the top priority as well as the guidelines to execute advertising task. Once the advertising task is completed, cross check needs to be done from all perspectives. Yes, your senior can find a hole even in a past successful campaign, so beware before showing it to the seniors.

Graphic Designers are the eleventh player who executes the ideas of all the above mentioned Big B’s. Most of the time the designer  will bring out the most relevant  visuals better than the imagined one of the Big B’s, Still the B’s won’t get satisfied, will look out for betterment.  

Final Agency version is validated by the account executive or client service person. Somehow they will find some hole in the art. Corrected version will be sent to the client. In many cases the creatives sent will have three to four options in which only one will have the tendency to win over the race, as I said it’s the agency strategy.

Share the ideas with your agency mates, its better if you have your friend working for competitive agency. Put your effort and involvement in one project and must not forget the deadline of others. Don’t imagine your client as fool, they decide what color and communication is apt for your creative. In fact they also provide a valuable feedback.  If you win over the client, the Client will eat out of your hand.  Bonding with your teammates will improvise the chance of agency growth as well as yours. Involvement matters in all typical agency work, placing a paper in the Xerox machine also require involvement. Be sportive, optimistic, don’t stare, and be friendly to evoke the inherent love & passion for advertising.  Pose and act yourself as an advertising tycoon without throwing an attitude that will kick your butt and raise you to the skies. 

_ Lingaraja Sivanaiah