APG Seminars - Creative briefs and briefing
In seara asta a avut loc al doilea seminar din serie: Creative Briefs and Creative Briefing by Bogdana Butnar. Destul de multe lucruri interesante, cateva abordari inspirate propuse, prea putin timp.
Highlights:
- cele 12 arhetipuri de brand si modelul de lifestyle mapping
- un model de brief care se preteaza frumos la interactive (partea tare: merge atat pe interactive planning cat si pe interactive creative) - modelul Naked Comms anume
- o intreaga colectie de variante aici si aici, so go wild, mix and match away
- brief-ul scris in 10 minute pentru pensia privata (da, pe modelul Naked Comms - lucky us)
- unul dintre cele 2 joburi scoase la bataie de Bogdana: digital planner. Nu ca celalalt nu ar fi ok, dar recunoasterea necesitatii unui digital planner reconfirma noul statut al online-ului in industrie. Daca trend-ul iernii a fost lansarea de divizii interactive, McCann se pare ca opteaza pentru integrare. Interesant…
In felul acesta raspund oarecum la leapsa Anei. E cu libera preluare.
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