Writer's Journal #13

This happened working in a Marketing Department for a retailer, we had the assignment of creating an advertising campaign aimed at the company’s employees trying to motivate them and give them tools and suggestion to have a more productive day at work.

The advertising agency we hired for the project created something more close to our branding and marketing for the general public and we had to redraft the whole thing.

First we had to change the tone of the communication, instead of selling a shopping experience, we were going to focus about the company values and mission statement. Then we change the spokesperson, from what usually was a celebrity model in our advertising campaign, we hired a motivator and spokesperson to be the messenger.

We shift the focus from commercial communication, to institutional/educative communication. We selected easier to follow and remind titles, following a step by step sequence.

The final product was a success, easy to understand, easy to deploy and helped boost morale and productivity.