With Your Next Creative Brief, Linger On The Problem. Then Use It.

2021-02-03

Problems can fix creative briefs. But how can something broken make something else work? In this mini lesson, I define the word "problem" as I use it in advertising strategy (or account planning), why you need to be careful when you use the word, and six examples of a problem statement being solve with a strategy statement to help greyhound dogs find new homes. To listen to two of these strategies happen live, listen to the episode with Cait Dorombozo, which you can find here:...

Problems can fix creative briefs. But how can something broken make something else work?

In this mini lesson, I define the word "problem" as I use it in advertising strategy (or account planning), why you need to be careful when you use the word, and six examples of a problem statement being solve with a strategy statement to help greyhound dogs find new homes.

To listen to two of these strategies happen live, listen to the episode with Cait Dorombozo, which you can find here: https://www.sweathead.com/blogs/podcast/30-minutes-to-a-greyhound-adoption-campaign-strategy-cait-dorombozo-graphic-designer.

If you have ideas for other problems that greyhound adoption agencies might need to address plus ways to solve them, tag me on Instagram @markpollard with your thinking.

Find the book "Strategy Is Your Words" and 100 strategy classes at Sweathead here: http://www.sweathead.com

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