Strategy: general message about the brand to a particular group of consumers. Communication goals, agreed upon by client and agency.
Concepting: brainstorming ways to best communicate strategy message to the intended audience.
How current customers use the brand.
What’s the current opinion […]
In order to break through the clutter, Bill Bernbach inspired Helmut Krone to create a completely new looking page, using the same old elements, with every campaign. Includes example ads from their classic Polaroid, VW, Avis, Scotts, Porsche, Chanel and other campaigns.