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We follow standard agency procedure to the hilt – our client servicing team under the guidance of the core management team sits down in detail and works out in detail a creative brief, which in turn is discussed with the creative team. The brief is all encompassing – right from understanding the advertising objective to the understanding of the core target audience to the evolution of the brand platform… after which the ‘creative leap’ is taken. This results in the brand persona being evolved, keeping competitive brand personalities in mind. Next, the natural corollary to this step is formalizing the tone and style of advertising in defining the key advertising message. Accordingly, both the layout as well as the copy with the relevant headlines is designed…the criteria always being to “keep it simple”.
 
 
 
 
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