1. Brief
This document serves as a roadmap for the agency or the creative team. It typically includes information about the product or service, the campaign goals, the target audience, the desired tone, and budget and time constraints. A good brief is essential for guiding the creation and ensuring that the message is clear and aligned with the client’s expectations.
2. Insight
Insight is one of the cornerstones of advertising. This term refers to a deep and often unexpected truth or observation about consumer behavior or motivations. Insight allows for the creation of campaigns that emotionally connect with the target audience. It is the starting point for developing a powerful creative concept. For example, an insight for a coffee campaign could be: “People don’t just drink coffee to stay awake, but also to socialize and connect with others.”
3. Creative Concept
The creative concept is the central idea that guides an advertising campaign. It is a strong and original idea that translates the insight into a compelling message. This concept adapts to different formats and media, but the core idea remains consistent. For example, the creative concept for an eco-friendly car campaign could be “Drive toward a greener future,” adapted to visuals, videos, and slogans.
4. Art Director (DA)
The Art Director, known as “DA,” is a key member of the creative team. They actively participate in the conception and execution of the creative campaign and are responsible for the aesthetic aspects, whether for a TV ad, a poster, or a digital campaign. Their role is to translate the creative concept into visual images and designs. They work closely with the copywriter to ensure that the visual elements and text are harmonious and effectively convey the desired message.
