An effective creative strategy grows from marketing objectives. These objectives grow out
of problems or opportunities, which in turn grow out of strategic facts.

Typically an Agency has to consider
- what are the strategic facts?
- what is the problem or opportunity?
- what is the marketing objective? (i.e. What is the effect the creative is to have on consumers?)

Things we consider in evaluating our creative output

1. Is it consistent with the brand’s …
   - marketing objectives?
   - advertising objectives?
   - creative strategy objectives?
   - target audience?
   - media environment?
2. Does our creative output communicate…
   - what it’s supposed to?
   - a clear, convincing message
3. Does the execution overwhelm the message?

Underpinning all our creative output is the tenets of the Advertising Standards Authority of Ireland (ASAI), namely:

1. Advertising should be prepared with a sense of responsibility to consumers and society
2. Advertising should respect the principles of fair competition generally accepted in business.
3. Advertising should be legal, decent, honest and truthful.