👉 Earned/Big Idea Checklist
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✅ #1
Start with an insight to lead each creative territory and show how it would work and why customers and media would care.
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✅ #2
Make sure each insight/idea drives tension between what customers want and their product needs. Aka, how are you solving a problem customers are facing?
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✅ #3
Make sure insights/ideas are very direct to the target audiences listed in the brief.
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✅ #4
Make sure your insights/ideas are truly specific to the brand’s product(s) in the brief so competitors can’t make the same claim.
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✅ #5
Show how each creative platform could scale to a bigger moment and be followed by smaller momentum ideas.
What’s exactly is an insight?
An interesting reason behind an interesting observation.
Or…