Strategy

When creating a advertisement their must always be a strategy line in order to create an advertisement that would be successful. You must first look at the proposition, this will come with the brief and then you must make sure that you some up with a strategy that will get this proposition across. In this module we got given different brands that had propositions and we had day briefs that consisted of coming up with a strategy line that would work well with the brand and meet the proposition. i struggled a lot with the first few brands because i was trying to make my strategy witty and trying to play off words etc. i realised that this didn't work because it didnt get the proposition across in a clear and concise way. I finally hit the nail on the head with my strategy for FEDEX, the proposition for this particular advertisement was 'guaranteed next day delivery' i came up with the strategy 'FedEx today. Yours tomorrow' i think this works well because it is clear and straight to the point. unfortunately the advertisement i came up with to run alongside this was not very strong, this is when I realised that I am a Copywriter.