From the course: Developing Ideas and Advertising Concepts

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Doing your research

Doing your research

From the course: Developing Ideas and Advertising Concepts

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Doing your research

To find the full project potential for our client Kinetico, it'll be helpful if we can scan the landscape a bit further. Even with the client and project brief in hand, there's always more to learn about your client. With every new creative project we encounter, there are a few questions we should ask that will help us assess any known competition and examine what's been done in the past. First, we need to ask, how wide is the array of competition that offers similar products or services? In essence, what makes our client so special? The answer will provide us the opportunity to size up the other teams. Each competitor has strengths and weaknesses and we'll need the intel on that. Also, there may be times you find yourself saying under your breath, our client doesn't necessarily offer anything new or innovative. On the surface that may appear true but by digging further you're likely to find some differences. For example, you might find your client has a bunch of five star rave…

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