The two basic questions to ask before developing an ad

I had a nice chat the other day with a friend who started out as an Ad Exec in England, moved to client side for Colgate, then came to Canada as a client, then ran the Canadian branch offices of what was then a VERY big Canadian agency, then went back to client side…he has lots of experience.

He told the story of a crusty Creative Director he worked with who had junior  Account Executives quaking in their boots at the thought of having to go see him. He would glare at them, let them tremble as they worked their way through whatever piece of business speak they were supposed to run by him, and then he would say:

I only want the answer to two questions:

WHO do we want to talk to?

HOW will this make her/his life better. (or put a different way WHAT’s in it for them.)

And when you think of it, the rest – media strategy, tone and personality, even the overall strategy, always boil down to those two things:

WHO do we want to talk to?

HOW will this make her/his life better.

 

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