8. Worked on repetitively until the creative muscles are built
A permanent brief between you and your client
A natural company priority
A consistent strategic need
A persistent business problem
9. Permanent Brief: Gillette
Understand, champion and promote the Father Son relationship
A natural company priority: Men
A consistent strategic need: Fathers Day
A persistent business problem: Brand Love
BIG BRAND
13. Permanent Brief: VZP
Being the backbone of the Czech Health Care System
A natural company priority: Health and wellbeing of Czechs
A consistent strategic need: Prevention
A persistent business problem: Growth as category leader
BIG BRAND
18. Fundamental
Design
Everything else
you do together
Core
Strategy
How to achieve
permanence of the brief
And become co-owners of
the total creative agenda
with your client.
Stretch
Project