4 Step Process
What Are Creative Mandatories™?
Creative Mandatories™ include those Graphic Treatments and Copy Points that represent the optimum presentation of your Brand, and those Response “Triggers” important to your Target
Graphically, they include the configuration of your advertising Template, your Logo, photography, renderings, line art, etc.
Copy-wise, they encompass the Brand Characteristics, the USP, the Tagline and the style in which you communicate your offering
From a stimulus / response perspective, “Triggers” included in your Creative Mandatories™ are those “Selling” components that your Target responds to best
Creative Mandatories™ are the basic essentials in building a company’s “Brand Book”
How are they used?
Most advertising breaks-down into standardized formats called “Live Areas”. Your advertising within these formats are dictated by your Creative Mandatories™
Whether your advertising is created by an agency art director and copywriter, or in-house staff members, Creative Mandatories™ ensure all critical Brand and messaging components are included
Creative Mandatories™ are “organic” and change as the company advances within the competitive hierarchy, and/or employs new strategies impacting its USP
It serves as a “Design Protocol” for all types of media, ensuring consistent messaging
Creative Mandatories™ answer any conceivable question about your brand as it applies to advertising
What is their value?
Creative Mandatories™ translate to real savings in advertising dollars, as they accelerate company and product Impression
Presentation of your Brand in a recognizable environment contributes to maximizing Brand and product recognition
Utilization of graphic and copy components that best communicate your USP ensures the most effective “Story” is being employed
Target “Triggers” include industry-related jargon, buzz words, offers, etc. that speak to your audience in “their language”, communicating credibility and expertise
Advertising strategies that employ Creative Mandatories™ results in messaging continuity and allows for capitalizing on the “Residual Effect”
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© 2012 McGregor | Graham Advertising Agency
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