1. Creative Strategy: The Young & Rubicam Creative Work Plan
A strategy format

2. Why the Y&R format?
Simple
Specific
Durable
Advertisable

3. The Y&R CWP
1. The Key Fact
2. Consumer Problem the Advertising Must Solve
3. The Advertising Objective
4. Creative Strategy
a. The Prospect Definition
b. Principal Competition
c. The Key Consumer Benefit
d. The Reason Why
5. Mandatories & Policy Limitations

4. 1. The Key Fact
A single-minded statement that sorts out from all the information about product, market, competition, etc. the element that is the most relevant to advertising.

5. Helpful ways to think about the Key Fact:
the biggest opportunity that advertising can help a brand to seize at that time, or
the biggest obstacle that advertising can help a brand overcome, if the brand is going to survive and be successful.
A key fact can come from many places, and if the key fact isn't right, the rest of the work plan usually doesn't hang together.

6. Key Fact is often the client’s perception of a problem.
Why they need advertising!

7. 2. Consumer Problem the Advertising Must Solve
A real problem the consumer has which, by taking an action as a result of advertising, can be solved.

8. About the Problem: Related to the Key Fact Consumer’s point of view
A problem advertising can help correct
What keeps the consumer from buying/trying the product?

9. 3. The Advertising Objective
A clear, concise statement of the effect you hope advertising will have on the consumer ... to solve the stated problem.
What you will do to overcome the consumer’s problem (& the client’s problem).

10. The Key to a Good Objective
be specific
Too general:
"We want to convince people that we are the best, the premier brand in our category."

11. Consumer
Problem
Key Fact
Advertising
Objective

12. 4. Creative Strategy a. The Prospect Definition
b. Principal Competition
c. The Key Consumer Benefit
d. The Reason Why

13. a. The Prospect Definition
Who are the prime prospects?
Demographics
Product Usage
Psychographics
NOTE: not all these things

14. b. Principal Competition
a clear, crisp statement of the arena in which your product will do battle.
Brands: Who are they? What benefit do they offer?
Consumer’s mind: What does the message compete with?

15. c. The Key Consumer Benefit
(the Promise) The best argument your brand can offer.
the primary message to be communicated

16. About the Benefit: specific to target as competitive as possible
a consumer benefit, not product attribute

17. More about the Benefit:
any ad/commercial's effectiveness should be evaluated, to a significant degree, on registration of the key consumer benefit.
Bill Westbrook: The Single Sentence should be written from the consumer perspective and should encapsulate the one thought we want the consumer to have about our product or service.

18. d. The Reason Why
the one reason it will do what you promise.

19. The Reason Why = Support
Why can we make the offer?
Should come from product performance.
Be as competitive as possible.
A single fact.

20. 5. Mandatories & Policy Limitations
(If Necessary) Restrictions or client data which are necessary to a clear under-standing of creative direction.

21. It must be a real mandatory:
legal restrictions / cautions
carry-over of a successful slogan
items of a line to feature
type of casting acceptable
corporate tags
media mandatories
none