gwendolyn faith is not a crayon.

Hello, I’m Gwen.

I work in advertising. I play in the kitchen.

I’m part tweenager. (Look at my iTunes playlist.)

I’m part Grandma. (Look at my oversize cardi collection.)

I’m part Romy or Michelle. (Look at the height of my hair.)

I love the Lord even more than I love cheese. So, a lot.

I wish my life were a musical, but other than that, I’m pretty content.

Recent Tweets @gfaithd
ideabasis: Agency:  Arnold, Boston, USACopy: “Surprising power. Do stuff.” PERCEIVED CREATIVE BRIEF Advertising Strategy Cognitive: RadioShacks has batteries and they’re just as good, if not better, than the name brand guys. Affective: Curious and excited about how their toys will perform with RadioShack. Conative: Compare the strength of RadioShack batteries verse the other brands by buying a set. PositioningRadioShack is often associated with just electronics and electronics parts for tinkerers, but really it offers everything your electronics might need, including proprietary batteries. To raise awareness of RadioShacks batteries and their strength, this campaign seeks to engage the viewer by evoking the playful inner child and imagination. By showing how electronics using Radioshacks batteries might perform, the campaign will appeal to this target markets natural pretension to curiosity and imagination, creating a perceived affect of greater strength from Radioshack batteries. Consumer PromiseRadioShack batteries are so strong they will make your toys perform like the real thing. Something else for advertising types: On the blog Idea Basis, an art director picks ads he likes and works backward to write a creative brief for each one. That’s actually the method my professor used to show us how strategy and insight drive creative executions. We called it “backing into the creative brief.” I occasionally do it on my own, an exercise in thinking strategically, keeping a common thread and bringing the target to life throughout the brief. (Actually, I’m adding that to my to do list. I should probably write one or two this week while I still have free time!)

ideabasis:

Agency:  Arnold, Boston, USA
Copy: “Surprising power. Do stuff.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

  1. Cognitive: RadioShacks has batteries and they’re just as good, if not better, than the name brand guys.
  2. Affective: Curious and excited about how their toys will perform with RadioShack.
  3. Conative: Compare the strength of RadioShack batteries verse the other brands by buying a set.

Positioning
RadioShack is often associated with just electronics and electronics parts for tinkerers, but really it offers everything your electronics might need, including proprietary batteries. To raise awareness of RadioShacks batteries and their strength, this campaign seeks to engage the viewer by evoking the playful inner child and imagination. By showing how electronics using Radioshacks batteries might perform, the campaign will appeal to this target markets natural pretension to curiosity and imagination, creating a perceived affect of greater strength from Radioshack batteries.

Consumer Promise
RadioShack batteries are so strong they will make your toys perform like the real thing.

Something else for advertising types: On the blog Idea Basis, an art director picks ads he likes and works backward to write a creative brief for each one.

That’s actually the method my professor used to show us how strategy and insight drive creative executions. We called it “backing into the creative brief.” I occasionally do it on my own, an exercise in thinking strategically, keeping a common thread and bringing the target to life throughout the brief. (Actually, I’m adding that to my to do list. I should probably write one or two this week while I still have free time!)

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