Agency: BMP | Author: Dr Alan Crawford |
British Gas
Our job is to simplify, to tear away the unrelated, to pluck out the weeds that are smothering the product messageBill BernbachTHE PLANNING CONTRIBUTION
This paper demonstrates how the planning discipline was critical in the development of outstanding creative work. At all stages of campaign development, planning influence was brought to bear:
- in uncovering a unique positioning that could give the creatives something different to talk about
- in believing in the power of this positioning and fighting for it in the ...