MKT438.CH8.Vista

MKT438.CH8.Vista - Big Idea and Campaign from strategy to execution Strategy Statement 1 Who is our target 2 Where are we now in the mind of the

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Unformatted text preview: Big Idea and Campaign from strategy to execution Strategy Statement 1. Who is our target? 2. Where are we now in the mind of the consumer 3. Where is competition in mind of this person? 4. Where would be like to be in mind of the consumer? Strategy Statement 1. What is the consumer promise, the big idea? 2. What is the supporting evidence? 3. What is the tone of voice for the advertising? “The most important element in anyone’s portfolio Is ideas.”- Dan Wieden and David Kennedy Unleash your potential. Better Ideas. Better Results. ddb We’re idea-centric. Leo Burnett Our Inspirational Dream: To be revered as the hothouse for world changing ideas that create sustainable growth for our clients. Saatchi & Saatchi We create our ideas for our Clients that people want to spend time with. JWT Welcome to the factory . CP+B Disruptive Ideas. tbwa Buy this product or service and you will benefit this way or enjoy this reward Must be unique to this brand or...
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This note was uploaded on 03/24/2010 for the course MKT 438 taught by Professor M during the Spring '10 term at N. Arizona.

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MKT438.CH8.Vista - Big Idea and Campaign from strategy to execution Strategy Statement 1 Who is our target 2 Where are we now in the mind of the

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