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Ideas@LRG Newsletter-2009 Summer

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A Virtual Library of Industry Insights & Information Intended to be Shared

JR09Writing a Good Creative Brief
Ensures Project Success

By John “JR” Rickinger

There’s an art to writing a creative brief that outlines the intent, scope and ultimate objective of an advertising or communications project. It represents the important first step in getting the project off on the right foot and down the right track. In the end, it’s about time and money. Read more.

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dean09Five Reasons to Invest in Marketing
in a Down Economy

By Dean LePoidevin

I believe we’ve all heard this before: Reducing or eliminating marketing expenditures — for even a short period of time — in a down market is a bad decision. Yet, it’s a determination that’s made every day by decision makers in a variety of industries. Read more.

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Judson09Market Research Can Provide Critical
Intelligence in a Down Market

By Judson Luke

You can’t turn on the news without hearing about foreclosures or a dropping Dow. Now I’m bringing it up again. The last thing I’d like to do is scare anyone, but now is definitely a time for prudent decisions. So understandably, U.S. businesses are apprehensive and looking hard at their marketing budgets. Read more.

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stevew09Simplicity is a Public Relations Strategy

By Steve Wilcox

Isn’t commercial public relations strategy supposed to be this mob of nascent ideas set against a sea of compelling torment and conflict? A tangle of integration so tight you can bind hay with it? A complexity so intense that Einstein would need a user’s guide just to follow along? Read more.