12 May DID THIS CREATIVE INTEGRATE WITH OTHER MARKETING APPROACHES MANAGED BY THE CLIENT?
Analyse a creative campaign. use the Tourism Australia ‘There’s Nothing Like Australia’ a or another campaign Of
your choice
Evaluate and Review the creative campaign, and determine what the client brief was and how the creative agency
responded to this.
Key issues to address include
– Name of Client and purpose of operation
– Name of Agencies who supported the campaign i.e. media, creative, public relations etc.
– Name of stakeholders who needed to be consulted on the project and the type of
tactics the client / agency would have used to win their support.
– When was the campaign produced and how much / what type of media was used to support the campaign?
– Was there anything that the agency and client needed to take into consideration
(past, present or future) for the campaign to be a success?
– What were the complementary marketing activities that support the creative? Which ones were the most successful
and which ones were not?
– What was the Client’s consideration and decision in choosing this creative? Was it the right decision or not?
Would you have made a different decision?
– Did this creative integrate with other marketing approaches managed by the Client?
– How successful was the creative campaign (explain how this is measured)?
– Has the Client remained with this Creative Agency? Do you think the project would have changed the relationship?
For the better or worse?
– Has it altered the way the Client has approached its communications since? What
are your thoughts on subsequent communications?
– Did the creative have an impact on industry standards and approaches? Did it have an effect on consumers, an
industry or the Government?
– If you were the agency and/or client what is the one thing you would ‘continue’ to do with this campaign?
– If you were the agency and/or client what is the one thing you would ‘stop’ doing
with this campaign?
– If you were the agency and/or client what is the one thing you would ‘start’ to do with this campaign?
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