How Cadbury turned "Glass and a Half in Everyone" into one of the most effective campaign ideas in the world
Uncensored CMO
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The Power of Briefing in Creative Campaigns
This chapter emphasizes the essential role of a well-crafted brief in the creative process, emphasizing the need to understand consumers, brand, and business challenges for effective campaigns. It discusses the dynamic between strategy and creativity, highlighting the importance of deep human insights for impactful work. The chapter also showcases a successful campaign that reinvigorated Cadbury's brand identity, leading to significant growth and consumer appreciation.
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