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Case Study 7 Professional sportsman's union

Issue
Wanted corporate video/ CD-rom to explain mission to members etc in advance of tv negotiations
Thinking & understanding
Who is main audience? What are their characteristics? What action / reaction do we wish to provoke?
A strategic spine
Audience has low attention-span, so strip messaging down to bare essentials and be aggressive and assertive
Sharp creativity
Split creativity into 1-min ‘commercial’ and 10-min ‘infomercial’ – compelling, simple words, graphics & soundtrack
Direction & control
Wrote words, chose pictures, led ‘sale’, drove production house
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