To ensure the success of an advertising creation, it is important to define precisely the communication problem to be solved. This is clearly set out by a professional in specifications commonly known as a “briefing”, the elements of which include,
- the context,
- your competitive environment,
- your strategy,
- your constraints,
- your objectives,
- the targets,
- etc.
Advertising creation also involves ensuring that the creative team can work in the best possible conditions (deadline, time allowed, adequate information, etc ...). The knack with creation is to define the relevant benefit for the consumer, the reasons for believing in it and therefore the message that will hit home ! All this can then be reflected in images and/or simple, effective, original and snappy messages or slogans.