Truth, Lies & Advertising

“At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature”.

Therefore, the best and most effective advertising sets out to involve consumers. Consumer’s opinions have to be understood before they can be manipulated. The role of creativity is to gain entry to consumers' minds. Understand their feelings, habits, motivations, insecurities, prejudices, and desires. Collect a range of information, Sshuffle it around, rearrange it in new patterns until something interesting emerges. It is a Planner’s job throughout the strategic development process to filter information and boil it down to the few most useful nuggets. Nuggets to make ideas happen. Creative people should be involved as active participants in this idea development stage. This will result in the creative briefing, that must inform the creative team and inspire them.

“There is only one reason, for anyone, to write a brief or engage a creative team in the briefing stage, and that is to help make the advertising better”.