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Creative Strategy

Creative Strategy. The account planner says, “This is my consumer.”. In the olden days…. Agency president. Account. Creative. Media. Production. Account supervisor Account manager Account Coordinator. Creative Director Art Director Copywriter. Media Planner Media Buyer.

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Creative Strategy

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  1. Creative Strategy The account planner says, “This is my consumer.”

  2. In the olden days…. Agency president Account Creative Media Production Account supervisor Account manager Account Coordinator Creative Director Art Director Copywriter Media Planner Media Buyer Print producer Broadcast producer Research Promotions Public relations

  3. Today… Conglomerate owner Agency Management Team AE AP Production CD CD digital PR CW AD CW AD Media

  4. Brand insight Consumer insight Sweet Spot

  5. The account planners path… Data Information Insight Inspiration

  6. Place your hands under a Brand X hand dryer and it will dry them completely in approximately 15 seconds

  7. Bone dry hands in 15 seconds

  8. Brand X hand dryers have a built in super generator engine

  9. Powerful

  10. Brand X Hand Dryers are the only paperless hand dryers to be approved by various environmental and conservational organizations

  11. ?

  12. Got Milk campaign • Key pieces of data? • Key points of information? • Key insight? • Strategy? • Inspiration?

  13. http://www.youtube.com/watch?v=OLSsswr6z9Y

  14. http://www.youtube.com/watch?v=hnIjgw5A-iI

  15. http://www.youtube.com/watch?v=IJHxsAhjKAA

  16. http://designerscouch.org/view-collection/Outstanding-Ad-Campaign-by-The-Economist-326http://designerscouch.org/view-collection/Outstanding-Ad-Campaign-by-The-Economist-326

  17. “I never read the Economist” management trainee, aged 42

  18. The pregnant pause. Make sure You’re not the father The Economist

  19. Lose the ability to slip out of meetings unnoticed The Economist

  20. In the real world, the tortoise loses. The Economist

  21. Would you like to sit next to you at dinner? The Economist

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