This presentation was presented as part of the Integrate 2012 conference hosted by the WVU IMC program, integrate.wvu.edu
Did you ever look at an ad and wonder about the strategic thinking the communication agency went through before putting it in print or on the air or the web? Are you curious about the insight or the ‘aha’ moment that became the foundation for the agency’s creative work? If so, this breakout session is for you. Here’s your opportunity to examine the communication strategy that fostered some of the most creative integrated marketing campaigns. We promise a lively and interactive breakout session in which you’ll work in reverse from customary agency procedure. You’ll begin by viewing a campaign; you will study and dissect it and then you’ll state what you presume to be its underlying integrated communication strategy. Don’t worry; there are no wrong presumptions. Finally we will reveal the actual integrated communication strategy of the campaigns you analyze.
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