The One Week Crash Course to winning ADCN's Strategy Lamp

1. The one week crash course
to winning ADCN’s Strategy Lamp

2. What it is
Rigorous analytical thinking, problem definition and chosen objectives
Creative use of data and research that leads to an original and convincing insight
Excellent case writing, creating a coherent argument from problem, to insight, to strategy

3. An award for awesomely smart ideas
An award just for long term brand platforms
An effectiveness award
What it’s not

4. Let’s start our week…

5. The challenge:
Every story needs a hero.
And every hero needs a major challenge.
What’s yours?
Monday

9. The objective:
Judging strategy is looking at success through a rear-view mirror.
Clearly define your goal.
And what was needed to get there.
Tuesday

14. Wednesday
The data:
An observation is not yet an insight.
Wisdom comes from combining multiple sources of data to find
the ‘why’ behind the ‘what’.

19. Thursday
The insight:
A strong insight tells you something new
about something familiar.

24. Friday
The strategy:
Strategy is as much about what you do,
as about what you don’t do.
Show how your strategy enforces creative choices in the campaign.

27. Saturday
The idea:
This is not just about brand strategy.

32. Sunday
The writing:
How would you explain your work to your friends?
Don’t talk marketing, tell how strategy and creativity
lead to break-through thinking.

37. And, last but not least:
Ask someone else to read your case.
(someone that wasn’t involved).

38. Thank you.