Marketing Speak
This document is written before any creative begins, aligns the team on target audience, messaging, tone, and objectives.
Creative Brief
"The best briefs are one page or less."
Anyone who's written a 20-pager has to defend themselves...now
Wieden+Kennedy created this iconic athletic campaign in 1988. At just three words, it became one of the most recognized taglines in history.
Just Do It
The team responsible for keeping the client happy, managing timelines, and sitting in every single meeting.
Account Management
Name someone on your team whose hidden talent has absolutely nothing to do with advertising.
Introduce them to everyone!
This agreement spells out exactly what work will be delivered, by when, and for how much — and is the first thing you pull up when a client asks for "just one more thing."
Scope of Work (SOW)
"Print is dead."
Agree or disagree?
Apple's '1984' Super Bowl ad introduced this product and was directed by Ridley Scott.
The Macintosh computer
This job title may sound a little like they build houses, but they actually build timelines, wrangle together everyone's schedules on the creative team, managing expectations and the occasional meltdowns.
Project Manager
Describe your agency's culture in exactly THREE words.
Try to stick to just 3!
This set of rules governs how a brand looks and sounds across every touchpoint — fonts, colors, tone, logo usage — so nothing goes rogue once it leaves the agency.
Brand Guidelines
"The Super Bowl is the only time people actually want to watch ads."
Thoughts?
In 2004, this personal care brand stopped using supermodels in their ads and started featuring real, everyday women instead and the world took notice. Name the brand and the campaign.
Dove, the "Real Beauty" campaign
This person spends their day making things beautiful, then watches a client ask to 'make the logo bigger.' Their soul quietly leaves their body.
Creative Designer
What's the wildest client request your team has ever received?
Share with the group!
This term describes the specific metrics that define whether the campaign was worth a dime.
KPIs (Key Performance Indicators — the agreed-upon metrics used to measure campaign success)
"A great client relationship makes the creative work better."
True or just a nice thing to say?
This fast food chain asked America 'Where's the beef?' in 1984, making a 81-year-old actress a pop culture icon.
Wendy's
This person gets paid to think deeply about why a brand exists, who it's talking to, and what it should say — then writes a 40-slide deck no one reads past slide 12...Just kidding!
Brand Strategist
Tell us about yourself!
Shares your title and why you got into advertising!
This practice divides a target audience into smaller groups based on shared traits (demographic, behavioral, or psychographic, etc.) so messaging feels personal, not generic.
Audience Segmentation
"The tagline is the most important part of any campaign."
Agree or disagree? Do you have a tagline that proves your point?
This insurance company has a talking mascot that has been a staple of their advertising since 1999. What animal is he — and what's his accent?
A gecko with a British accent
This person speaks fluent spreadsheet, lives in dashboards, and is the first one called when the campaign numbers look weird — and the last one thanked when they look great.
Data Analyst
Share a favorite campaign you worked on during your time at the agency.
And why was it a favorite of yours?