creative strategy

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An outline of the positioning message: to whom it should be conveyed, together with tone, substance, and objective. This is usually set down in a document called a creative brief, and provides the guiding principles for copywriters and art directors who are assigned to develop the advertisement from a concept to full copy, artwork, and campaign. Within the context of that assignment, any ad that is then created should conform to that strategy and creative brief.

Subjects: Marketing.

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