All Tigers Have Different Stripes
This course will deep dive into the complex ecosystem of advertising as it really happens in the business. If you are looking for an academic approach, this isn’t your hunt. The importance of branding and positioning, the craft of copywriting, the art of art direction, the key role of account management, winning the fight against impossible deadlines and more will be a part of the course. At the end of the course you should be able to get an insight to advertising agency life and how you should approach your job to be a success. While creating work that wins in the market as well over the juries.
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All Tigers Have Different Stripes | |
LENGTH OF COURSE : 10 WEEKS | |
Course Overview | |
A tiger’s stripes are like a person’s fingerprints – they are unique. No two tigers have the same stripes and every tiger in the world can be identified through its stripes. In an ideal world the same is true of brands and ads. Every brand must have a tone of voice, a visual identity, a purpose that makes it stand out. On the shelves or on the web. And advertising plays a key role in giving a brand its stripes. Over 10 weeks, we’ll go hunting for the techniques that help in making the brand you work for, and you, the lord of the jungle, er, market. | |
Course Goals | |
This course will deep dive into the complex ecosystem of advertising as it really happens in the business. If you are looking for an academic approach, this isn’t your hunt. The importance of branding and positioning, the craft of copywriting, the art of art direction, the key role of account management, winning the fight against impossible deadlines and more will be a part of the course. At the end of the course you should be able to get an insight to advertising agency life and how you should approach your job to be a success. While creating work that wins in the market as well over the juries. | |
Curriculums | |
Week 1 | ALL TIGERS ARE BORN CUBS |
COMPETENCIES: | |
The brief is what gives birth to every great (or not so great) ad. Let’s understand how to crack the brief. | |
DESCRIPTION: | |
“Keep It Simple Silly” is never more appropriate than when writing a brief. Or discussing it. The most technical product, the most complex marketing task must be broken down to easily understandable material before beginning work on it. The ad follows the brief, not the other way around. Just like tiger cubs are born with the exact same stripes they’ll carry for life, the brief has the power to mould the kind of ad that’ll go out into the market. | |
Unit Topics: | |
•Approaching a brief | |
•The importance of discussing a brief | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 2 | TIGERS HUNT WHEN THEY ARE HUNGRY |
COMPETENCIES: | |
The consumer must be given a reason to buy into an ad, and the product. Know how to find one. | |
DESCRIPTION: | |
Just like tigers hunt when they are hungry, consumers need a reason to buy. It can be need (like grocery shopping) or an impulse (like buying an ice-cream while passing by a cart that displays a beautiful poster of a delicious-looking scoop). Every ad should create a trigger for buying in the consumer’s mind. | |
Unit Topics: | |
•Getting into the consumer’s shoes | |
•Creating a want | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 3 | NOT ALL TIGERS ROAR ALIKE |
COMPETENCIES: | |
Great brands have a consistent tone of voice. Learn how to make it distinct and recognisable in the crowd. | |
DESCRIPTION: | |
Like our own voices with people, the manner how a brand communicates is recognisable by consumers. We don’t (or can’t mostly) change our voices when we speak to different people in different places. Similarly, a brand’s tone of voice has to be consistent across media. The content may change, the core tonality shouldn’t. Because that’s a part of its identity. Just like the roar of tiger differs from that of a tigress. | |
Unit Topics: | |
•Tone of Voice | |
•Consistent Communication in a Changing Media World | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 4 | THE EYE OF THE TIGER |
COMPETENCIES: | |
They say that a picture can say a thousand words. Know how to go about picking the right picture. | |
DESCRIPTION: | |
The consumer, to borrow from the lyrics of the popular song, looks at your ad with the eye of the tiger. But, only if you can convince her to look at the ad in the first place. And for that you need something that leaps to the eye amidst all the clutter. The power of the image, art direction in advertising, is immense. As is often quoted, there is no business like show business. | |
Unit Topics: | |
•Creating Visual Drama | |
•Speaking Without Words | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 5 | A TIGER PREYS WITH A PLAN |
COMPETENCIES: | |
Advertising isn’t just an art, it’s commerce too. Find the ability to understand the method in the madness. | |
DESCRIPTION: | |
A tiger doesn’t just go for the kill. It plans well before it makes a move to hunt down its prey. Us advertising folks would call this strategic or account planning. But, whether your visiting card has the word planner or strategy in it or not, you have got to be a strategic planner if you want to create an ad with impact. | |
Unit Topics: | |
•Asking Questions | |
•Planning For Non-Planners | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 6 | THE BIGGEST TIGER DOESN’T ALWAYS EAT FIRST |
COMPETENCIES: | |
Creative Quotient is important but so are EQ and people skills. Also discover your hidden army in the agency. | |
DESCRIPTION: | |
Like all businesses, advertising too has its chain of command. But unlike the great majority of other businesses, advertising is fluid when it comes to individual contributions. The best idea can from anybody. Which makes the case for people skills and emotional intelligence for those in the business. When tigers hunt together, the biggest one doesn’t always eat first, that honour is reserved for the tiger who made the kill. | |
Unit Topics: | |
•Hearing vs Listening | |
•The Team Beyond The Team | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 7 | A TIGER IS BEATEN BY A LITTLE BELL |
COMPETENCIES: | |
Knowledge and experience are good. But it’s important to be able to ignore them at times. Learn how to unlearn. | |
DESCRIPTION: | |
Tigers were often trapped by being lured using a little goat as a bait. A bell would be tied to the goat and the tinkling sound attracted the tiger which arrived for dinner only to be caught by the hunter. The tiger knew domestic animals wore bells and hence the lure of the easy meal. Like it, we too fall prey to our experiences and knowledge. | |
Unit Topics: | |
•Avoiding the Experience Pitfall | |
•Experimenting On The Job | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 8 | TIGERS CAN WAIT |
COMPETENCIES: | |
Deadlines are getting tighter. Do you resist or surrender? Or find a middle path. | |
DESCRIPTION: | |
Tigers are patient animals. They wait a long time for a tasty deer to come their way. But if the deer takes too long they would be happy to pounce on you if you were around. Missed deadlines can be fatal to your career. Hyper-active clients with automated media placement tools can result in creativity challenging deadlines. | |
Unit Topics: | |
•Understanding The Science Of Deadlines | |
•Managing Traffic | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 9 | A TIGER LEARNS FROM THE JUNGLE |
COMPETENCIES: | |
Ads are made in agencies but are often inspired by some place else. Know where to go shopping for ideas. | |
DESCRIPTION: | |
As a cub grows into a tiger, it learns from the jungle around. It learns that a patch with a mix of sunshine and shade camouflages it best. It learns the routine of its prey, the time of day when they would come to the water hole. In the same way, great insights and ideas are often found beyond the agency floor. | |
Unit Topics: | |
•The World Beyond The Agency | |
•Professions That Inspire Ideas | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 10 | TIGERS SELL |
COMPETENCIES: | |
A great idea can look poor as a concept. Know how to get others to buy into your idea. | |
DESCRIPTION: | |
From following a trail of smelly urine to moving in circles around its intended mate, a tiger does a few tricks to sell itself. If the lord of the jungle needs to sell itself, it’s a bit too optimistic to think your idea will sell itself. It may but chances are slim. Concepts need selling (sometimes hard) before others get on board. And its not just the client. Think account head, CD, VP, ECD, CCO, CEO, etc. etc. | |
Unit Topics: | |
•Concepts For Sale | |
•Idea Equity | |
EXAMPLE ASSESSMENT: | |
N/A | |
Course Material | |
An open mind, pens, notepads. |
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