Honors Capstone Project
Date of Submission
Professor Edward Russell
Professor James Tsao
Capstone Prize Winner
Won Capstone Funding
Advertising and Promotion Management
The purpose of account planning is to develop a strategy that guides the creative executions in an advertising campaign. The development of a strategy includes; in-depth secondary research, primary qualitative and quantitative research, discovery of key findings, and the formation of the creative brief. This thesis explores both the creativity and academic rigor necessary to this account planning process.
The thesis is in the form of a creative portfolio. Each campaign included in the book (State Farm Insurance, Burton snowboards, and Libby’s pumpkin) have been reduced to the most visually and verbally concise form. Every campaign tells a cohesive narrative starting with research and continuing all the way through creative executions. The portfolio also explores my individual creative thought process as it applies to strategy development and advertising.
Hicks, Emily, "Planning Portfolio: The Process of Strategic Thinking in Advertising" (2010). Syracuse University Honors Program Capstone Projects. 366.
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