Lynx/Axe – Clicking from the beginning
Planned by: Gavin MayAgency: Bartle Bogle Hegarty
SUMMARY
Planning is constantly trying to bring freshness to the ways it helps develop communications. This paper describes how planning created a new way of developing communications for the launch of Axe Click by getting involved in a process in which it normally plays no part. This involvement reaffirms the importance of starting off on the right foot, but critically, shows that the creative brief is not that start point – the NPD process itself is.
Specifically, it describes how hardwiring consumer insight and...