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Assessing The Big Campaign Idea
Agenda

 
 

 

 

Agenda

A.  The BIG Campaign Idea

 

B.  Key Components of the Campaign Idea

     1)  Naked Idea

     2)  Key Copy Words

     3)  The Big Picture

          -- Principles

          -- Examples

 

C.  Identifying Campaign Ideas

 

D.  How To Assess Campaign Ideas -- Exercise using current
     campaigns

 

E.  How to Coach to Add Value

 

F.  Client-Agency Role Playing

          -- Filming Coaches

          -- Coaching the Coach

 

G.  Key Learnings

 

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