reverse engineer the process used to arrive at the creative execution/s. https://static1.squarespace.com/static/5c7ee0ad272…
REPLICATE THE DOC BELOW
1: What was the initial problem statement or definition?
2: What type of research could the advertising agency have used to help the brand arrive at the creative solution? Can you guess what their research questions or hypotheses were?
3: What key insights do you think were drawn from the research results that led to the creative strategy?
4: What do you think the get/to/by brief looked like?
INFO:
GET / TO / BY
Get-To-By translates the marketing brief and other key research into a creative brief
Taking it from a business problem to a human problem
It’s one of the best creative briefs because it trims the fat and includes the need-to-know details in a clear, logical way: BRIEF FORMAT IS SIMPLEGET – Target consumers who – Consumer problems standing in their way – Desired mindset or behavior – Message/action the brand can communicate
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