Having worked with over 70 of the top 100 advertisers, in most cases within my own experience, the creative that will be on the air 13 weeks from any given point in time exists only as the vaguest of ideas. Today’s ads tend to be part of a somewhat longer-range vision of the brand’s USP and image. There are no standards for USP and image, nor should there be, but as a result USP and image are not necessarily rigorously defined. Put all of these things together and the result is creative briefs which could probably be made more specific, leading to a series of ideas which could be unfolded over a series of campaigns.
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