Background

Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and effective campaigns. Recently however, Focus's reputation was damaged when two major clients changed to rival agencies. Focus now needs to convince potential clients that it still has plenty of creative ideas to offer.

At present, Focus is competing against some well-known agencies for several contracts. It has been asked to present ideas for advertising campaigns to the managements of the companies concerned. Concepts are required for the following advertising campaigns:

• A sports car A high-priced, hand-finished model with a classic design. The car was popular in the 1950s and 60s. An American firm now wants to re-launch it. (Target consumers will be high-income executives with a sense of fun and style.) Aim: An international campaign, with advertising adapted to local markets.

• A perfume A unisex perfume, with bio-degradable packaging. Produced by a well-known up-market manufacturer. The company now wishes to enter the lower end of the market.

Aim: Launch the perfume in an English- speaking country.

• A chain of eight London restaurants The restaurants (specialising in your national cuisine) are in prime positions and offer extensive menus. They are reasonably priced, but are not attracting enough customers.

Aim: A creative campaign to improve sales.

• A major bank The bank (in an English- speaking country) wants to advertise the following new services:

1 Competitive low-interest mortgages

2 Direct telephone banking

3 A foreign travel service

It has also asked your agency to suggest others.

Aim: Develop loyalty among existing customers and attract new ones.

Task

You are members of an advertising team at Focus. Prepare an advertising campaign for one of the products or services. Use the Key questions below to help you. Then present your campaign to the management of the company concerned. (At this stage, you have not been asked to prepare a budget.) When you are not presenting your campaign, play the role of the company's management. Listen and ask questions. Use the Assessment sheet below to choose:

a) the best campaign concept

b) the most effective presentation.

KEY QUESTIONS (ADVERTISING TEAM)

What is the campaign's key message?

What special features does the product or service have?

What are its USPs (Unique Selling Points)?

Who is your target audience?

What media will you use? Several, or just one or two?

If you use:

an advertisement - write the text and do rough art work.

a TV commercial - use a story board to illustrate your idea.

a radio spot - write the script, including sound effects and music.

other media - indicate what pictures, text, slogans, etc. will be used.

What special promotions will you use at the start of the campaign?

ASSESSMENT SHEET (MANAGERS)

Give a score of 1-5 for each category: 5 = outstanding 1 = poor