Onur Kece, Chief Creative Officer, The Refreshment ClubLet’s just say it how it is: Since the rise of social and digital media some fifteen years ago, strategy and ideas have been slowly chipped away at and replaced by the new god in advertising: content.
I entered the world of advertising just before this shift took place. Back then, campaigns took months upon months, built on rigorous strategy. We worked from a creative brief with a single-minded proposition, a deep understanding of the brand’s role, the product’s role, and most importantly, the consumer.
Once we absorbed the brief, the rituals of finding a way in would begin: word games, random sketches, playful juxtapositions, maybe a game of foosball to let the thoughts settle. R
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