After reading the creative brief, I or the creative team have always written a copy platform, a premise or sometimes called the creative strategy. The creative strategy is not of course the same thing as the marketing strategy. I have heard it defined as a one sentance definition of the major meesage.
I have always found all these name to be confusing. I understand it as defined above.
What do you call it? Any thoughts?
Posted on August 3, 2007 at 2:20pm — 1 Comment