With Your Next Creative Brief, Linger On The Problem. Then Use It.

By Mark Pollard

With Your Next Creative Brief, Linger On The Problem. Then Use It.

Problems can fix creative briefs. But how can something broken make something else work?

In this mini lesson, I define the word "problem" as I use it in advertising strategy (or account planning), why you need to be careful when you use the word, and six examples of a problem statement being solve with a strategy statement to help greyhound dogs find new homes.

To listen to two of these strategies happen live, listen to the episode with Cait Dorombozo.

If you have ideas for other problems that greyhound adoption agencies might need to address plus ways to solve them, tag me on Instagram @markpollard with your thinking.

You can find Cait here: https://www.instagram.com/caitdorombozo/

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