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creative team

copywriters and art directors working in a team

creative concept

the unique creative thought behind a campaign that is turned into ads


the process of expressing the values and benefits a brand has to offer via verbal or written descriptions

creative plan

a guideline used during the copywriting process to specify the message elements that must be coordinated during the preparation of copy


leading sentence of an ad that gains attention and can convince the consumer


shot-by-shot depicting the visual scenes and cop that will be used in a tv ad


short phrase that helps establish an image, identity, or position for a brand or an organization

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