MDIA1003 Lecture Notes - Lecture 6: University Of New South Wales, The Briefing, List Of Fables Characters
1 Sep 2018
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Strategy and tactics: you will pick up as you go along with your degree, throughout semester. The client briefs the agency: creative brief. The agency briefs itself about the creative work. Two things flow from the client brief: practitioners interrogate, analysis and deconstructs the brief, behind research. Research underpins everything that comes after, strategy, tacts, messages, media, etc. Research is essential to what practitioners take back to the client when they pitch solutions. What is the movement from briefing and research : the briefing process establishes the needs of the client and the relationship with the agency, research then defines and understands the target audience. Essay: lecturer (cid:449)o(cid:374)(cid:859)t be answering questions after friday! Use the course readings and your own research. Proofread before submission: week 9 is client briefing. Defining strategy and tactics: strategy: big picture plan for goal, built on research based on situation and audience, tactic: specific actions you will take to get you there.
