i mplementation

campaign roll-out

Campaign design

“Once upon a time…” & “They lived happily ever after” are something done, gone. It’s what Disney told to the world many decades ago. Yes indeed, for most of people it’s their perception about how a story (from a book or a movie) looks like. But the world of today has changed. Nowadays, it’s not about storytelling anymore. It’s about storydoing. People don’t watch a campaign. They are. People don’t watch the news, they make it.

We often talk about Copywriter, Art Director, Strategic Planner, Account, Creative Director etc. We could talk about Campaign Design as well. That is ability to design a campaign with data & human behavior as medium.

Right balance

People usually think about it in a rational way (how to make everything runs together). A kind of “what is the right mix”? Another way to approach it could be, it’s not a plan. It’s an Art. Some clients event don’t care about the idea. They only care about what is the campaign roll-out, what is the media plan. In a some way, it’s something understandable. Clients look for efficiency, it’s about the money of their company. We could be tempted to propose in advance exactly what the clients want (so we are more likely to win the pitch). But, if we are not careful, we become the clients & don’t add values. Clients should keep their role, and agencies likewise. Hence it’s all about finding the right balance between clients’ expectations & agencies/creatives keeping their conviction.

Maestro

The one who does the campaign roll-out in the agency can be sometimes the Strategic Planner, the Account or the Creative Director (ideally all together). It can be many different types of people, depending on the agency’s culture. But those people have something in common. They adopt the mindset of a Maestro - the guy command a bunch of different musicians in a concert. It’s all about orchestration. That ability makes all those kind of people or elements play music together, at the same place, at the right time. So, each campaign is an artistic performance like a Maestro does. Approaching a campaign like a Maestro could do, may help to create something truly unique.

- KEY TAKEAWAY -
There are many ways to plan a campaign roll-out. It’s about using tactics, strategies, media booking, influencers and so on. Creating a campaign roll-out is like performing in a symphony orchestra (all assets have to work together at the right place, at the right time).
So, think like a Maestro.