kom

1. Modul ke:
Fakultas
Program Studi
Prinsip Penulisan Pesan Iklan
Mata Kuliah
- Perencanaan Kreatif-
Ardhariksa Z, M.Med.Kom
FIKOM
Marketing
Communication
and Advertising
06

2. How to write a strategy
Some rules you will never follow

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How to write a strategy
This deck was made to share with junior planners and
planning trainees at our agency to give them some sort of
structure to what appears to be a hard nut to crack: writing
The Strategy.
I don’t know what it’s worth, who and how it can help, but if
at some point in time somewhere in the world one of these
slides helps to prevent someone lying awake at night like I
did so many times, I will be a happy man.
Tom Theys
Head of strategy, Publicis Brussels

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What is a good strategy?
It’s a cultural logic
Something that lives in society
where your brand can play a (leading) role in.

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The role of a tagline
The true success of a brand lies within its ability
to add higher emotional value to a true rational value.
It’s lifting a rational benefit up to a higher level.
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The role of a tagline

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The role of a tagline

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The role of a tagline
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The overall intention:
To lift the category
from problem-solution
to enriching discovery

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The role of a tagline
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The overall intention:
To lift a category
from solving a problem
to enriching one’s life.

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Some general rules
and then throw it away
and then throw it away
and then throw them away
and then hold on to it
and then hold on to those words
and then live up to that
Use a model
Come up with a briefing line
Look at the research averages
Find the exception
Tell your idea to your partner
Look for the high ambition

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And now some tips & tricks
A random list of entrances towards
a strategic idea and how to bring it to life.

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1. Find the problem
Ex: IKEA and swedish design in UK

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2. Find the 3rd way
Ex: weekendesk / Bongo

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3. Find a bigger market
Ex: Playstation isn’t a game console, it’s home entertainment

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4. Find a bigger meaning
Aka: what does this say about me?
Ex: Olive oil isn’t about oil, it’s about a healthy ‘ceasing life’-style

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5. Find the brand’s DNA
Aka: is this really us?
Bad ex: Harley Davidson perfume

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6. Revive the brand’s history
Aka: this is where we’re based upon
Ex: Puma, VW Beetle, Levi’s

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7. Look for ‘the other side’
Aka: what is surprisingly uncommon?
Ex: Dove – real women, Ebay – unwanted presents

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8. Define what’s missing
AKA: invent the unexisting need
Ex: mobile phones, …

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9. Make your strategy a story
Ex: The Book of Dreams by Honda

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10. Tell us what we know
AKA: 10 billion flies can’t be wrong
Ex: Mercator – women die older

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11. Tell us your mission
AKA: « I have a dream »
!: take on real challenges that will bring society forward
Ex: Proximus – bringing people closer

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12. Solve the market tradeoff
AKA: are you the first to bring a breakthrough
solution
Ex: Honda GRRR – the first quiet and ecological diesel
IKEA – design furniture now affordable
Ryanair – airline flights for almost nothing

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13. Use a distant parallel
AKA: steal great ideas
« the Rolls Royce of beers », …
Ex: IKEA – shopwalk based on MoMA New York

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14. Prove! Prove! Prove!
AKA: illustrate your strategy in all possible
ways

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15. Deconstruct, reconstruct
AKA: the question battery
What, who, where, why, who else, why not, what if, when, how, whatever?

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16. Be curious. All the time.
AKA: what happens to the light when the
fridge is closed?
Ex: My 2004 Christmas dinner after winning the Marie-Jo lingerie pitch

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17. Do the Post-It board
AKA: stick every tiny little idea to a blackboard.
Then start clustering.

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18. Bring it down to a point of focus.
AKA: In two words, what’s it about?
Ex: Douwe Egberts is all about profound conversations

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19. Cherish the ‘account idea’
AKA: « Maybe I’m stupid, but isn’t it
something like X? »

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20. Share & Check
AKA: jee, that sounded better in my head…
AKA: kill your darlings

33. Terima Kasih
Ardhariksa Z., M.Med.Kom