Develop a strategic advertising brief to enable a communications agency to develop a strategic advertising plan to meet specific advertising objectives.
Easyjet are concerned about their positioning where they are only perceived as a low cost airline competing with price led Ryanair. They want to reposition as the airline of choice for cost conscious business travellers and are considering looking at longer haul destinations – effectively becoming a more cost effective alternative to BA.
You are the Marketing Manager of one of the organisations outlined above. You have decided that alongside repositioning your brand/service you will also take the opportunity to consider other agencies you might work with alongside your existing agency and have decided to invite three other agencies to pitch for this business.
1) Produce a full agency brief to fully cover the repositioning of the brand and inform the chosen agencies of your current thinking. All aspects of the brief should be covered and all agencies to be given the same brief
2) Review the current agency presently working on the account and produce a shortlist of three agencies that will also be invited to pitch. Your review should cover
i) The selection criteria used to arrive at shortlist to pitch
ii) Other clients held by the agency and the type of
relationships which exist in terms of known success, awards won and longevity of client relationships.
iii) The likely strategic fit of the future client/ agency relationship ie areas where the agency could add value to the client now and in the longer term
Task 2 two
As the creative director of one of the agencies invited to pitch for the account prepare a storyboard to illustrate the creative approach that your agency feels is appropriate to move the organisation forward and win the business for your agency
Your story board should be suitable for presentation to the client and have accompanying notes to support your presentation which will be used to
i) Justify the approach taken by the agency in response to the brief
ii) Explain and justify all decisions taken with regard to straplines used , people and environments used within the creative treatment and the emphasis of the message contained within the creative strategy
iii) Assess how the recommendation could be implemented across a range of media tools and the appropriate timings for the campaign to run