This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: • IBP Campaign Report o Guerrilla marketing – edgy, inexpensive promotional initiatives executed in major urban markets Generate conversation value and buzz PR used to spike media coverage Web site tie-in Inexpensive Coordinated with the launch of “dogs rule” Rain washed away so it is a risky business • Textbook notes are on blackboard • What is this course about? o Developing big IBP campaign ideas o American express portraits campaign won all creativity awards o Intriguing leibovitz photos + brief spread o My Life. My Card. Campaign • Where do big ideas come from? o “idea spotting” – you don’t have to come up with great communication ideas Jared and subway...
View Full Document
- Spring '07