Creative
Doritos brand:
Creative Brief
- Objective – what do you want to accomplish?
- Target – who are we talking to?
- Current position – what do they think now?
- Reinforce current position or reposition? What do we want them to think?
- Benefits/features – why should they think this?
- The One Thing – what is our message?
team workshops
March 10
Advertising Creativity
ADV 3101
Photographer? April 8, 9, 10
1
Emily PDQ
Erin Peacock
Derek Tampa Bay Rays
Yasmine Hershey’s
Maria Cold Stone
Dr. Kathy Fitzpatrick, Director, Zimmerman School of Adv and Mass Com
2
.
Consider your team
Consider a designated role
for each member
Will take lead
on specific responsibilities
Whole team participates
Thursday 10 March – hear your role decisions
3
Integrated brand campaign elements.
SWOT
Strategy
Big idea
Campaign executions
A presentation
A campaign book
Designated role responsibilities.
Everyone participates in everything!
Account Leader
Planner/Strategist
Creative Director*
*Copywriter/Art Director
Promotions/Guerilla Marketing Director
Acct Leader email me team members.
5
Designated role responsibilities.
Everyone participates in everything!
SWOT Acct Leader/Planner
Strategy Planner/Acct Leader
Big idea Creative Dir/Planner
Executions Creative team
Promotions/Guerilla Promotions Dir
Presentation Acct Leader/Team
Campaign book Acct Leader/Creative Dir
10 March Brand choices – class
Team roles
24 March SWOT, brief, early work – class
5 April Creative work – class
Prelim presentations – class
7 April Presentations – class
Campaign Books
12/14 April Team presentations
21 April Peer evaluations
Advertising Creativity
ADV 3101
Next class:
Social media
ch 12
22 March
Advertising Creativity
ADV 3101
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