Chapter 11

Management and creative strategy


This chapter is intended to help you:

  • Understand what strategy is.

  • Understand the different strategic choices a brand has.

  • Learn about the concept of a creative brief and the account manager’s role in developing one.

  • Identify what a good creative brief is.

Strategy is a key component to every advertising campaign, and to every brand. When talking about brands, there are many different strategies at play. The first is the long-term strategy of where a brand fits into a company’s (and an agency’s) business. There’s a medium-term strategy of what the brand wants to achieve in the next year. And, finally, there’s the short-term strategy of what the brand wants to achieve with the ...

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