Creative strategy in 10 words or less?

Help!

I’m applying for an internship for Sullivan Higdon & Sink (www.wehatesheep.com). I have to complete a writing test: a sample advertising campaign for Jumex Guanabana Nectar. Random, I know.

Here are the rules:I have to come up with three print ads, ambient marketing ideas, and a direct mail piece in 48 hours. They also want a creative strategy statement in 10 words or less.

I’m not sure what they mean by strategy statement. Anyone in advertising or marketing familliar with this idea? I searched the web but haven’t found much yet. Any help would be great. What do I include? The visual appearance, target audience, message?

Optimize brand awareness through visible channels to positively impact ROI.

Exactly 10.

Basically, they are asking what you plan on doing with their brand & why they should choose you to represent them. A strategy statement can be a very broad and cookie cutter statement about where you want to take the product/brand/identity.

3 Responses to “Creative strategy in 10 words or less?”

  1. J.O-Blaze 31. Jan, 2011 at 8:33 pm #

    All out, all the time. (AOATT)

    I believe that is for the Navy Seals

    Why do they hate sheep?
    References :

  2. CoronaGirl 31. Jan, 2011 at 9:04 pm #

    Optimize brand awareness through visible channels to positively impact ROI.

    Exactly 10.

    Basically, they are asking what you plan on doing with their brand & why they should choose you to represent them. A strategy statement can be a very broad and cookie cutter statement about where you want to take the product/brand/identity.
    References :
    marketing

  3. CouchTomato 31. Jan, 2011 at 9:35 pm #

    This is derived from the brand promise and value proposition. The creative strategy statement gives you the essence of all the current and future commercials. Think of the Bud "wazzup… true" commercials. Think of I’m a Mac, I’m a PC commercials. Think of other popular series of ads. What did those commercials have in common? Practice writing that down in one sentence and then do this for your own idea.

    Advertising is a very tough industry to break into where you have to come up with 5 ideas per minute. You need practice.
    References :

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