What’s the business or marketing problem you’re looking to solve? Who are we talking to and why? What do we need to say to them? What makes your brand, product or service unique? These are just some of the questions we need to find answers to before we start to explore and uncover the insight that’s going to open up to new opportunities.
We also need to understand the role of advertising, for example, to build awareness, saliency, arrest share or sales decline, to acquire new customers and convert them?
How can creativity be applied to unlock the potential?
An effective strategy appeals to the senses; reason and emotion.
What’s the strategic approach to unlock and see the problem differently? Strategy is the springboard to creativity. Spend time and energy on the brief and a rich flow of ideas will follow, and way beyond an ad too. Ideas that permeate deep into the business from product innovation, customer service and solution offering.