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‘Strategy Before Creative For Effective Advertising’ – Sanjay Arora, Shells Advertising
He goes on to elaborate “The most critical part of advertising begins much before you start thinking in terms of ideas and what visuals or words to use. The process starts with analyzing the category and the market in which the product is competing. Every little detail helps. Then you look at the consumer; carefully understanding her beliefs, drives and behavioral patterns, gaining deep insights into them. This research ideally should lead to the identification of that one thing that you would want to communicate to your target audience which will move her closer to your brand vis-à-vis the competition and multitude of choices in the marketplace.’
“This is your ‘Communication or Creative Strategy’, which forms the corner stone or the raw material for the creative team. They have to then generate ideas to communicate this one proposition as vividly, persuasively and memorably as possible. The success of the campaign can only be judged on this one yardstick.”
“The most brilliant creative cannot help a brand if its strategy isn’t well thought of. In fact I’ve always maintained that nothing can ruin a brand faster than great creative built on a wrong strategy. It pains me to see some really amazing creative work wasted on poor strategic thinking. At Shells we ensured that strategy was built into our DNA right from our inception in 1987. It is because of this equal focus on strategy and creative that we have been not only able to build some great brands but in an industry with extremely high mortality it has been our reason for survival and constant growth.”
It is worth mentioning that Shells Advertising Inc. is an integrated marketing communication powerhouse offering the entire gamut of services from brand name & identity development, creative advertising campaigns for print, outdoor & electronic media, digital & social media marketing, development of websites, SEO & SMM services and below-the-line print, production & collaterals etc.
Shells currently have offices in Dubai, UAE & Nagpur, India from which it services Indian, Emirati and international clients. It has a unique global account management model, with rich experience of 27 years of managing FMCG, Durables, Realty, Education, Financial services etc
It takes just one email or call to initiate the uniquely Shells’ delightful, professional service experience.For more details you can visit our official Website : http://www.shellsindia.com
Shells Advertising Inc