This set of slides illustrated the first session of the HYPE course;an introduction to account planning, organized by APG Belgium.This session was about making and giving a strategic presentation.The session took place on October 12, 2010.Please keep for personal use only.
Yves Van Landeghem Tom TheysSaatchi & Saatchi Brussels Publicis Brussels
War comes at great loss• 107,152 civilian deaths as a result of the Iraqi conflict• 4.404 American military forces have died on the battlefield• Many of which leaving their families behind without a father or a mother• It is impossible to tell how many people are affected directly by the war.• Post-war trauma can lead to severals of thousands indirect casualties in the years to come.
Pick one, then come up with a story for the chosen brand/service/issue: Objective: When would you be happy with the results? Problem/Issue: Why aren’t we achieving these today? Insight: What’s the target group?What do we know about them that helps us to defy the issue? Creative challenge: What do ideas need to make happen?
The end result:An attractive place for creatives to start from