Band 1: Unclear & Undeveloped
Band 1 campaigns can represent two scenarios: the beginning of the ideation process (the creative team just received its brief) or a campaign that has received some negative reactions to an already publicized campaign.
It encapsulates many reactions: tone deaf marketing, offensive language or depictions, gross diversion from the meth brand ethos, or simply a one-off faux pas. The good news is that every campaign starts here, but shouldn't stay there.
CLEAR
DEVELOPED
CLEAR
UNDERDEVELOPED
UNCLEAR
DEVELOPED
UNCLEAR
UNDERDEVELOPED
Band 2: Unclear & Developed
Band 2 campaigns often represents the part of the creative process where a team develops an incredible execution idea, but has a weak connection to the core insight. There is often high production value without a central message (i.e. celebrity talent, premium location, and expensive assets, etc.), but no clear connection to the insight or brand purpose.
CLEAR
DEVELOPED
CLEAR
UNDERDEVELOPED
UNCLEAR
DEVELOPED
UNCLEAR
UNDERDEVELOPED
Band 3: Clear & Underdeveloped
In a Band 3 campaign, audiences understand the “what” but not the “why”. They are confused about the execution because it feels incomplete, isolated, and/or short-lived. As a result, there is a smaller opportunity to integrate across channels and media. In essence, the idea is strong, but the build is weak.
Many campaigns fall into Band 2 when a creative team has developed a strong idea and is deliberating on the best execution for it. Clear and Underdeveloped campaigns represent the start of the Creative process in the funnel.
CLEAR
DEVELOPED
CLEAR
UNDERDEVELOPED
UNCLEAR
DEVELOPED
UNCLEAR
UNDERDEVELOPED
Band 4: Clear & Developed
In a Band 4 campaign, the audience can accurately articulate the intended message without prompting. The first impression is clear; the strategic insight (i.e the “point”) is evident and consistently express. There is a clear connection between the research and the campaign idea.
The execution has legs and is scalable across formats and audience without diminishing the message. Its meaning strengthens over time, and touchpoints and brand equity are reinforced.
CLEAR
DEVELOPED
CLEAR
UNDERDEVELOPED
UNCLEAR
DEVELOPED
UNCLEAR
UNDERDEVELOPED
