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Strategy Toolkit module 6: Building a campaign

This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.
  • Creativity & effectiveness
  • Briefing agencies, contracts
  • Developing client-agency relationships
  • Channel planning, media mix selection
  • Integration strategy
  • Theories & ideas of media planning
  • Ad testing theories & ideas
  • Biometric research
  • Account planning, strategic planning
  • Role of the planner, strategist
  • Communications development research
  • Creative briefing
  • Creativity & research
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