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Assessing The Big Campaign Idea





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


E.  How to Coach to Add Value


F.  Client-Agency Role Playing

          -- Filming Coaches

          -- Coaching the Coach


G.  Key Learnings


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