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PLAN CREATIVE EXECUTION Defining Creative Strategy By Balind Sieber @BalindSieber | Balind.co | [email protected] 1
| Date post: | 21-Oct-2014 |
| Category: |
Design |
| View: | 5,754 times |
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PLAN
CREATIVE
EXECUTION
DefiningCreative StrategyBy Balind Sieber
@BalindSieber | Balind.co | [email protected]
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Creative Strategy is where Planning meets Execution Planning is the Marketing road map for a product or brand - Execution is the deliverables with which the Target engages
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Creative Strategy focusses on targets that have similar Leverage PointsA Leverage Point is a way that the Targets interact with each other *
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* It’s something we can use to influence them
Design is a subset of creative but is often incorrectly referred to as creativeThis is because Design is where the client can judge the creative pieces all together for the first time *
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* In Digital, Creative is the Strategy, Copy, UX/UI Design, and the Front-End Development
Creative Strategy is usually championed by a Planner, Creative Director, or a CopywriterBut it's a skill that can be employed by anyone who can concept a Plan into an Execution
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The role of the Creative Strategist internally:Allow all stakeholders to shape the Creative without altering it’s original vision
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The role of the Creative Strategist externally:Ensure the Creative appears to have come from one mind rather than by committee
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