Agency: IMP | Author: Marion Harding |
'Creating the Right Image'
This paper demonstrates how a basic tool such as stock imagery, can be brought to life to reach the soul of the creative individual. Planning was instrumental in bringing to light the way in which creatives think and work within the context of choosing imagery. The role of planning was to develop the brand insight and provide a platform from which the creatives could develop a leverageable campaign.
NB: The term 'creatives' used throughout this document, is a generic term that refers to anyone who is involved in choosing...