Advertising direction pack
“What are we claiming, to whom, and how should the advertising carry it?”
Raised ahead of a product launch or a change of market, where production is about to begin and the brief has not been settled.
- Advertising & Creative
- Two to three weeks.
- Fixed scope, agreed in writing
This record describes an assignment CamdenLogic is structured to run. It is not an account of work carried out for a named organisation. Related to Advertising & Creative Direction.
- 01
Settle the claim
We establish the single claim the advertising has to carry, and check it against what the business can actually deliver.
- 02
Fix the audience
The audience is described in terms that a media plan can act on, drawing on existing research or a short research pass.
- 03
Build the message hierarchy
Headline, supporting arguments and proof are ordered so that every channel draws from one source rather than improvising.
- 04
Direct the treatment
Visual and verbal direction is set, with examples of what is on brief and what is not, and the measure the campaign will be judged on.
- 01Positioning and claim statement
- 02Audience definition
- 03Message hierarchy
- 04Creative direction pack and campaign measure
- Current advertising and website material
- Any audience or sales data held
- The commercial target the campaign supports
- Media buying and ad account management
- Asset production, film or photography
- Ongoing campaign operation
Commission OB-03, or ask whether it is the right format.
Tell us what needs to change — a system, process, market, campaign, or decision. CamdenLogic will respond with the most relevant way to begin.