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Before. It gives the creative team context on what you're trying to accomplish and where creative will live.
This all day and twice Sunday
After brand idea, before creative ideas.
I almost think there’s two comms deliverables then... one as you’ve said, to guide overall comms approach, and one after creative ideas to show ecosystem plan and rollout (how, where and when everything works together). Would you agree?
Well you have to give creatives a vision of where the idea will live but I've found that creatives are stifled if you give them a Comms plan first.
Big brand ideas first...then maybe a comms plan before getting into media specific ideas...
Many CRM agencies get this all wrong and the planners end up doing half the creative..which is just stupid
Both. Early plans should use known deliverables to set context for creatives to make the best work possible/the right work for the audience. After a creative idea comes into play, the Comms person should take that as a brief and provide creative teams with additional places and spaces where the idea makes sense.
If you're doing it all before, you will likely get a solid campaign but not a tremendously exciting one. After the brand idea and working hand in hand with creatives/media/digital can yield something greater...if they listen to you. That's the real difficult part haha.
This was validating to read.
My most successful expressions of a comms plan have been developed in parallel with creative. It can be a messy process, but it results in a more tightly-integrated campaign. Whether or not the client buys all of it is another matter, but usually when they don't buy all of it, it's mainly lack of budget/resources.
The more I move over to this role, my suggestion is before.
Knowing what media has been booked and where the audience is and how they purchase/use/consume the product/service provides context for creative
Also, I think it speeds up the process and eliminates a lot wasted time and back and forthing
It provides clearer budget options and efficiencies to enable and to trial other channels and options
Finally I think a good creative idea should be flexible enough to then seamlessly work across and be adapted for the channel it lives in or when a new opportunity arises
Caveat - depends on the business strategy. Each channel will advocate for their slice of pie - so Strategy might find a different problem/opportunity not specific to advertising or better suited to another shop. Would an agency give that up? Not so sure.
Listen to On Strategy- Fergus Carroll and Gareth Kay to get a clearer indication of what I’m alluding to.
The fact this is a debate in this bowl is an embarrassment- the question should be whe does it happen not when should it happen. 🤦♀️
?
What are you talking about svp? Have your read the actual thread? Where's my jump to conclusions mat?
A little bit of both. At it’s best it should be an iterative process.