STRAT SESH

Good ads don’t just sell stuff.

Good ads don’t just sell stuff. Good ads make you feel something.

Nike doesn’t just sell shoes.

Nike doesn’t just sell shoes. It fuels the athlete in everyone.

Always doesn’t just sell pads and tampons.

Always doesn’t just sell pads and tampons. It inspires confidence in girls.

Axe doesn’t just sell bodywash and cologne.

Axe doesn’t just sell bodywash and cologne. It celebrates masculinity in all its forms.

Good advertising begins with good strategy.

Ok, so what is strategy?

In a nutshell, it’s turning business problems into creative opportunities.

And it starts with the brief.

A brief can be anything. A story told in pictures, a manifesto, a conversation, a single line. But it usually answers these questions:

PROBLEM // What problem are we really solving?TRUTH // What is a truth about culture, people, our category, or our brand that can help us solve our problem?AMBITION // What is the most remarkable thing we can say about our brand ?

PROBLEMThis is where you must go beyond the obvious. Try to capture something people think or feel about the brand that must change.

We need to sell more baby carrots.People don’t eat baby carrots because vegetables feel like a punishment.

NOTTHIS THIS

TRUTHThis isn’t a truth you can Google. This is where you prove you’re good observers – of people, culture, a category, or a brand.

Baby carrots are 127% more popular than other vegetables.

They’re crunchy, small, and bright orange. Baby carrots are more snack than vegetable.

NOTTHIS THIS

AMBITIONThis is your chance to say something remarkable and unexpected about the brand, something that will change minds. Don’t be modest. It doesn’t have to be true today because you’re going to make it true tomorrow.

They’re crunchy. The ultimate crunchy snack.

NOTTHIS THIS

OK, PROVE IT

PROBLEM:If Kraft Mac & Cheese wants to sell more boxes, they need to grow beyond the kid’s food category.

TRUTH:Adults love Kraft Mac & Cheese, but they won’t admit it.

AMBITION: America’s favorite family food.

PROBLEM:The OLTA category is a soulless sea of sameness that operates on price and promotion.

TRUTH:Hotels.com is an OG among online travel agencies.

AMBITION: The obvious choice.

PROBLEM:People think pizza is just food

TRUTH:Domino’s believes pizza is more than just pizza.

AMBITION: Pizza is magic.

WHAT DO YOU THINK?

YOUR TURN