Sound, strong strategy that is based on solid primary or secondary research.
Define a single message based on a single key benefit that is crafted around an ingenious reason to believe. Inspiration for the empowering portions of the creative brief.
Not just a concept. Not just
Make it an innovation. Break through is a given. It should almost be psychic. Make it single minded, clear, and overwhelmingly compelling to an action.
The dig down and get dirty part of the work.
Immerse yourself in the elments of the brief. Develop mood boards, headlines, body copy. Become the target and walk in their shoes. Brainstorm constantly, sketch madly, and write copy in