Agency: Fallon McElligott Author: Laurence Green

BBC Radio 1 'From 'As It Is' to 'as it is'

SYNOPSIS

This paper attempts to demonstrate how strategy development inspired creative advertising for a public service broadcaster, and much more. (It is, in truth, an example of how planning can drive brand understanding, direction and execution in the round, not just in advertising.)

At a time when advertising strategy is but a small part of the overarching communications strategy we must now strive for, and when the ad agency is no longer the automatic home of brand strategy or guardianship, we make no apologies for this.

Our case is a classic piece of creative planning, not least because the unique circumstances of big pitch meets fledgling agency forged an atypically close collaboration between creatives and planning.