“If you did your job perfectly, what would the audience take away from the communication?” asks Anomaly’s Strategy Director Fadi Dada during his session for D&AD’s How to Land a New Blood Pencil live webinar series. “Do we need them to see our brand in a new light? Are we trying to change their mind about something? What’s the persuasive argument for getting them to think that way? This is often something that people forget to do. They say something but they’re unable to show the judge how they’ve understood the problem. If you’ve clearly defined the problem, this part should be easy: the problem is X and the solution is Y.”
If you missed it, watch the full talk here to learn how to crack your brief and land that New Blood Pencil.
Sign-up here to catch the next session in D&AD’s How to Land a New Blood Pencil live webinar series.