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The Ad-Makers by Tom von Logue Newth

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Chapter 1

Corporate Conception to Creative

To begin the process of making an advertisement, there must be a brief formulated by the client corporation. This is the brand message that needs to be conveyed by the overall advertising campaign, and it will often include specific requirements for the filmed commercial. It may well also include potential problems, selling points, demographic information, and anything else that defines the marketing mission. Usually, it is literally brief.

Overall Campaign Plan

The brief is handed over to the chosen ad agencies, who bid for the job, and the more specific it is, the easier it is for them to address the client’s needs. Often the client company will involve the creative director of the chosen advertising ...

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