In advertising, strategy is the way you plan to sell the product, not the words and pictures you use to sell it.

The marketing process sets the communications objectives after selecting a specific brand positioning. Now it is necessary to find a way of effectively communicating the brand position.

A creative idea is the choice of an interesting way to express the brand position in any advertising format. The creative idea must not change the positioning statement itself. Adherence to the positioning strategy turns the creative idea into an effective ad rather than just a creative ad.

The main input to creative strategy is the brand’s positioning!

A creative idea or “BIG IDEA” is not an ad. Rather it is a ‘prescription’ for an ad, or for a series of advertising executions. The functions of the creative idea are to command attention & then to dramatise the brand’s positioning strategy.

Idea evaluation challenges decision making at every level of the organisation. Too often, big ideas and creative for advertising executions are influenced by personal subjective opinions and individual viewpoints. R+R use the following criteria to ensure an objective approach to evaluate ideas with unbiased analysis.

SO; WHAT MAKES A GOOD IDEA?

These criteria have been developed as check list to ensure campaign ideas and concepts are top shelf. Ideas need to be innovative and considered for process of implementation and successful execution. 

If your idea ticks these 6 criteria, pull it apart here and if it passes the test you’re onto a winner!