Ask the Board – February 13, 2017 | RICK ROBINSON

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Can you walk us through the steps for a creative brief and pitch for accounts that require multiscreen solutions?”


Starts out with the same discovery as all pieces of advertising: 

1) What is the product?  

2) Who buys it and why?  

3) Who doesn’t and why not?  

4) What’s your competition doing?  

5) What is the opportunity?

With this exercise complete, the hard work begins. You’ve got to commit to the story — to the key insight — to the single most important thing you want to say. One Idea. Not two. Only one.

It’s easy to get misdirected. There’s a common assumption that multiple screens justify multiple stories. I disagree. You’ve got to stick to only one story across multiple screens. Just one.

What multiple screens offer is the adventure of multiple touch-points, presumably queuing up a wide variety of contexts and viewing experiences, all working together over time to tell your story.

And that can come true in a perfect world. Yet, they also can create multiple opportunities for failure, disconnection, confusion and irrelevance. The trick is to make each environment work as a standalone while contributing to a larger multi-screen narrative.  This requires not only a deep understanding of each venue and their relationship to each other, but also the balance of the integrated media plan (Mobile, Social, TV, Video, etc.)  In this reality, the media plan truly becomes part of the message, forcing creative and media to not only work together but also harmonize and enhance each other.

 

About Author

Partner, Chief Strategy Officer
Billups

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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