Creative work plan

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The creative work plan is a more detailed version of the copy strategy. The copy strategy, as a reminder, is a set of specifications that a company creates for its advertiser. A true reference document, it :
– defines the broad outlines of the company’s project,
– provides the elements of understanding useful for the creation of the message to be transmitted and the tone to be adopted,

The copy strategy includes several essential pieces of information, including the promise, the proof, the message tone, the consumer benefit and the residual message.

In addition to these basic elements, the creative work plan talks about:
– the main fact,
– the objectives of the advertising campaign,
– the competition,
– the targets, and the constraints to be met during the creative process.