Class 1

Question 1

Objective

Answer 1

Job to be done

Question 2

Message

Answer 2

What to say based on an insight we have

Question 3

Best way to strategically reach audience and influence

Answer 3

How to say it

Question 4

What is this class about?

Answer 4

• To understand the role and value of creative strategy in advertising and brand communication
• To understand the strategic review process for a brand when planning and conceptualizing a creative campaign
• To develop the skill to plan and pitch a creative strategy for an advertising campaign

Question 5

Strategy

Answer 5

Game Plan

Question 6

What is creativity in the context of advertising?

Answer 6

• The process of connecting previously unrelated ideas to form a unique, compelling concept that effectively communicates a brand’s message.

Question 7

What is strategy in the context of advertising?

Answer 7

Strategy is the planned approach that guides what needs to be achieved, how to do it.

Question 8

What is creative strategy?

Answer 8

Combines “creativity” and “strategy”
- How could we possibly show it by means of creativity (big idea)

Question 10

Most important takeaway from class one

Answer 10

• Creative strategy is the act of aligning innovative ideas with the brand’s goals and audience to create impactful and coherent communications that ultimately drive brand recognition, brand resonance and consumer loyalty.