Conceptual Thinking for Advertising Campaigns
Research
A course by Keenon Daniels , Copywriter
Joined June 2021
About the video: Research
Overview
“Let’s see how to get a clearer picture of the product landscape. We’ll analyse our main competition and see the kind of messaging they put out. We'll also take a look at what our own client has done previously.”
In this video lesson Keenon Daniels addresses the topic: Research, which is part of the Domestika online course: Conceptual Thinking for Advertising Campaigns. Develop a powerful campaign from start to finish by learning how to think strategically and write captivating copy.
Partial transcription of the video
“Research In this lesson, we'll go through the research component of your process, researching the whiskey category and researching the competition. When it comes to the whiskey category, it's important to know which actors and characters are involved in the space i.e. who is your competition? How many of these competitors exist? Are they similar to your brand? In which ways are they similar to your brand? Are they similar in price? Are they similar in taste profile? Are they similar in terms of the audience they target? These are all of the questions that are important to ask and that are i...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Conceptual Thinking for Advertising Campaigns
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Category
Marketing & Business -
Areas
Advertising, Communication, Content Writing, Copywriting, Creativity, Marketing
Keenon Daniels
A course by Keenon Daniels
Keenon Daniels is a South African copywriter and conceptual thinker based in Sweden. As a child, he always enjoyed watching creative adverts on TV and went on to study copywriting at the AAA School of Advertising in Capetown. After graduating, he worked as an intern at one of South Africa's leading agencies at the time, The Jupiter Drawing Room. There he had the opportunity to work on real-world projects, one of which he won an award for.
Since then, Keenon has won multiple other creative awards, been a judge for the D&AD Awards, and worked in both local and global advertising agencies across two different continents. He currently works as part of an in-house creative team in a tech company. Throughout his career, he’s collaborated with well-known brands including Kia Motors, J&B Whiskey, Hyundai, adidas, Listerine, Schick razors, and more, helping them to communicate creative solutions that improve people’s daily lives.
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