Tuesday, January 8, 2013

“A very important criteria is the brief itself”

The success of an advertising campaign does not depend on one or two factors but on a combination of many factors. However, it is extremely important that the fundamentals are kept in mind first. Once that bit is done, the other factors come into play.

In an ideal scenario, it should start with the right team – team that you think would be perfect for a given brief. A team’s understanding and experience of a category can go a long way towards getting a breakthrough creative. However, that is not to say that someone with zero experience of the category won’t come up with a pathbreaking creative. But if a person has to make a choice and he decides that he wants to take a great opportunity, then there will be questions about his eligibility for the succession. It’s all about retention.

Of course, a very important criteria is the brief itself. A brief needs to open up creative thinking. It doesn’t need to be a written brief. Anything that can trigger off a whole lot of ideas is on target. You just know it when you are sitting on a great brief, as ideas will fight for mindspace, even while you are midway through the process.

Now the most important criteria of them all – the idea itself. The idea needs to be new. More often than not, the creative that stays with you is one that you’ve never seen before. When it comes to ideas, there are two boxes to be ticked – Telling and Selling. It’s extremely important how you tell your story, as you have to first sell your story.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
For More IIPM Info, Visit below mentioned IIPM articles.

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