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Creative Strategy:

The Young & Rubicam


Creative Work Plan

A strategy format
Why the Y&R format?
Simple
Specific
Durable
Advertisable
The Y&R CWP
1. The Key Fact
2. Consumer Problem the Advertising
Must Solve
3. The Advertising Objective
4. Creative Strategy
a. The Prospect Definition
b. Principal Competition
c. The Key Consumer Benefit
d. The Reason Why
5. Mandatories & Policy Limitations
1. The Key Fact
A single-minded statement
that sorts out from all the
information about product,
market, competition, etc. the
element that is the most
relevant to advertising.
Helpful ways
to think about the Key Fact:
the biggest opportunity that
advertising can help a brand to
seize at that time, or
the biggest obstacle that
advertising can help a brand
overcome, if the brand is going to
survive and be successful.
A key fact can come from many
places, and if the key fact isn't
right, the rest of the work plan
usually doesn't hang together.
Key Fact is often the
clients perception of a
problem.
Why they need advertising!
2. Consumer Problem
the Advertising Must
Solve
A real problem the consumer
has which, by taking an
action as a result of
advertising, can be solved.
About the Problem:
Related to the Key Fact
Consumers point of view
A problem advertising can
help correct
What keeps the consumer
from buying/trying the
product?
3. The Advertising
Objective
A clear, concise statement of
the effect you hope
advertising will have on the
consumer ... to solve the
stated problem.
What you will do to overcome
the consumers problem (&
the clients problem).
The Key to a Good
Objective
be specific
Too general:
"We want to convince people
that we are the best, the
premier brand in our
category."
Consumer
Key Fact Problem

Advertising
Objective
4. Creative Strategy
a. The Prospect Definition
b. Principal Competition
c. The Key Consumer
Benefit
d. The Reason Why
a. The Prospect
Definition
Who are the prime
prospects?
Demographics
Product Usage
Psychographics
NOTE: not all these
things
b. Principal Competition
a clear, crisp statement of the
arena in which your product
will do battle.
Brands: Who are they? What
benefit do they offer?
Consumers mind: What
does the message compete
with?
c. The Key Consumer
Benefit
(the Promise) The best
argument your brand can
offer.
the primary message to be
communicated
About the Benefit:
specific to target
as competitive as possible
a consumer benefit, not
product attribute
More about the Benefit:
any ad/commercial's effectiveness
should be evaluated, to a
significant degree, on registration
of the key consumer benefit.
Bill Westbrook: The Single
Sentence should be written from
the consumer perspective and
should encapsulate the one
thought we want the consumer to
have about our product or service.
d. The Reason Why
the one reason it will do what
you promise.
The Reason Why =
Support
Why can we make the offer?
Should come from product
performance.
Be as competitive as
possible.
A single fact.
5. Mandatories & Policy
Limitations
(If Necessary) Restrictions or
client data which are
necessary to a clear under-
standing of creative direction.
It must be a real
mandatory:
legal restrictions / cautions
carry-over of a successful
slogan
items of a line to feature
type of casting acceptable
corporate tags
media mandatories
none