Agency: Abbott Mead Vickers | Author: Drusilla Gabbott |
Lil-lets Tampons - 'It's not what you say, it's how you say it'
INTRODUCTION
This paper demonstrates the role planning played in developing an existing campaign; its contribution was significant. Planning brought the creative team to a much clearer understanding of what teenage girls in the 1990s were really like, something it was almost impossible for any adult to understand without speaking to them directly. In understanding the target audience, planning discovered how the advertising's tone of voice could be used to far greater creative effect in developing...