Planning the completecampaign

Chapter overview

This chapter will discuss the advertising process as a complete strategy, from campaign brief to evaluation and should be read in conjunction with Case study 3.1 which details how Publicis Eureka constructed a campaign for the Hard Rock Hotel which opened in Bali in 1998. A clear, well planned strategy should provide the starting point and blueprint for a campaign, and the centre point of that strategy must be a clear proposition which serves to frame and develop the advertising. Of course, intuition (from both agency and client), as well as logical process is critical to the production of strong creative work (as we will see in Chapter 7), but this must be produced within the framework of a sound ...

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