Creative planning, media planning, and defining brand objectives often happen in siloed paths when kickstarting a creative campaign. When this happens, the marketer can end up with creative that does not align with the media plan or the brand objectives leading to ineffective campaigns, unnecessary change orders, and wasted money. The purpose of this guide is to highlight the key steps that marketers should consider before campaign kick-off.
5 Steps to kickstarting creative success
1. Understand the marketer objectives and the target audience
A marketer must first map out a clear objective for the campaign (i.e. store traffic, app downloads, brand awareness, etc.). Then they need to define their target audience and understand the consumer insights that are tied to that . . .
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