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Company: Dry
Idea Advertising
(A)
Group-4
Samarth Goyal (45)
Divyanshu Jain(312)
Kuldeep Kale (315)
Shiba Majhi (343)
Soumya Barman(348)
Charlotte Caleca (IE/19/011)
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Answer
Major issues
BBDOs
recommendations
FIRST RECOMMENDATION
Conduct a strategic test free of
executional
variables
for
deeper
understanding of the strategic issues
SECOND RECOMMENDATION
Running Start to Finish for an interim
creative for a short term (6-12months)
Closer
strategic
consistence
with
current
Challenge campaign
There is a brand personality
It
can
be
extended
later.
It
would
BBDOs
recommendations
It only communicates no water, which is
attribute oriented and no meaningful customer
THIRD RECOMMENDATION
Spokesman campaign should not be
run for an interim
benefit
It was not meant to be aired and was a concept
and was for ASI
It gives a no water strategic direction which
can not be further extended for solids and
aerosol
Gillettes
Recommendation
FIRST RECOMMENDATION
Spokesman campaign to be run until
a new and better creative is prepared
SECOND RECOMMENDATION
Should not go with start drier
CONCLUSION: They agreed upon spokeman to be run until a new and better creative is
available
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Answer
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