Creative Strategy:

The Advantage
It is an advertisement for an advertisement. It is crafted by the Account Director to inspire the agency’s creative team to create advertising that delivers. Stemming from the Opportunity, The Advantage converts marketing strategy to creative strategy, seeking to ‘connect’ the consumer with the brand. Though this is an internal document, it is advisable and usually refreshing for clients to use The Advantage, as a yardstick to evaluate the agency’s creative recommendations. It focuses on the key facts of the brand that serve as the springboard to creativity. It is the catalyst to the Big Idea.

A Summary of Creative Strategy

The Purpose: Why are we running this campaign? The key objective or reason.

The Target: Sketch of the consumer we want to talk to via this ad.

The Response: When he/she gets the message, the desired response we want.

The Support: Which aspects of the brand’s benefits will help produce this response?

The Tone: We are talking to someone with a purpose. What is the most suitable tone?

The Advantage: The basis of the big idea, stemming from a distinctive facet of the brand.