Strategy Toolkit module 6: Building a campaign

This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.
  • Previous sections of the Strategy Toolkit have looked at the process of devising the brand’s strategy.
  • This section looks at the nuts and bolts of bringing that strategy to life, with guidance on some of the most common stages of campaign development....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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