Expert: Sean Trapani - 9/3/2004

Question
Hi, my name is Meaga. I hope to pursue a career in creative advertising in my future.  I would like to know, what kind of studies and research take place before launching a new ad campaign?  What factors go into the design of the campaign, and what obstacles do you come across while trying to take it from the drawing board to reality?  That's actually three questions, but I would really appreciate it if you could share your knowledge advice with me!
Thanks!  

Answer
Hello, Meaga.

The studies that take place before launching new advertising usually center around the consumer. Advertisers (the clients of ad agencies) want to be certain that they base their messages on current consumer perceptions. This is a little known nuance in modern advertising. Today, ad agencies do not try and CHANGE people's minds. Instead, the advertising message is built around something that the target audience already believes.

The factors for developing a campaign, be it for broadcast or print, vary wildly from agency to agency and client to client. But, it usually starts with a strategy statement (developed by the account planner), then we "have at it." We take the information from a Creative Brief, which tells us the message and the audience, and then we (copywriters/art directors) get to work.

As for obstacles, again the list is long. But, the worst one, I'd say, is getting sloppy direction -- that can come from the account planner, the account service executive or even the client. The other "obstacle" is the "I just don't like it" response that a client will sometimes deliver.

Work can be judged at three levels:

1. Is it understandable? Will the audience understand our message?

2. Is it on strategy?

3. Do I "like" it? This is the land of pure subjectivity. A client may refuse a logo design because she used to have a cheerleader outfit of the same color (true story, by the way). Also, clients sometime forget that they are not the intended audience for the message.

I hope that answers some of your questions, Meaga. Best of luck.


Sean T.