Creating a Successful Ad Campaign


It is not necessary that an ad campaign be unified across all media. Certainly, many agencies and advertisers have had great success with the philosophy that each medium is so unique it requires the best possible creative, even if it departs from the overall campaign.

It must be acknowledged, however, that a campaign managing to unify the creative for all its media outlets under one cohesive message will possess unbelievably powerful synergies. Accordingly, it seems incumbent on creatives to work harder at that unified message before succumbing to a more “media-specific” approach.




The Art of Advertising. CEOs from BBDO, Mullin Advertising & More on Generating Creative Campaigns & Building Successful Brands
The Art of Advertising: CEOs from Mullen Advertising, Marc USA, Euro RSCG & More on Generating Creative Campaigns & Building Successful Brands (Inside the Minds Series)
ISBN: 1587622319
EAN: 2147483647
Year: 2002
Pages: 68

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