#creative-strategy

Develop breakthrough creative campaigns using systematic ideation process. Research phase: 1. Audience insights: demographics, psychographics, media consumption habits. 2. Competitive landscape: existing campaigns, white space opportunities. 3. Cultural context: trends, zeitgeist, relevant cultural moments. Concept development: 1. Big Idea generation: single-minded proposition that drives all executions. 2. Creative territories exploration: 3-5 distinct strategic directions. 3. Execution possibilities: how idea translates across touchpoints (TV, digital, OOH, social). Evaluation criteria: 1. Strategic fit: aligns with brand objectives and target audience. 2. Breakthrough potential: cuts through clutter, memorable. 3. Scalability: works across multiple media channels. 4. Executability: realistic within budget and timeline constraints. Presentation format: concept boards with key visual, headline, rationale, media applications. Testing: focus groups, online surveys, A/B testing for digital elements.

Write effective creative briefs that inspire breakthrough creative solutions. Brief structure: 1. Background: business context, market situation, competitive landscape (2-3 sentences). 2. Objective: single, clear, measurable goal (increase brand awareness by 20%). 3. Target Audience: primary persona with demographics, psychographics, media habits. 4. Single-minded proposition: one key message/benefit to communicate. 5. Support: reasons to believe, proof points, features that deliver benefit. 6. Tone of voice: personality attributes (professional, playful, authoritative). 7. Mandatories: logo requirements, legal disclaimers, budget constraints. 8. Success metrics: how creative effectiveness will be measured. Writing principles: 1. One page maximum for focus. 2. Inspiring language that sparks creativity. 3. Clear constraints that channel thinking productively. Review process: stakeholder alignment before creative development begins. Tools: brief templates, stakeholder workshops for input gathering.