Millar Hollander's Marketing Team sets the process in motion. Collectively, the team conducts both primary and secondary research to gain a full understanding of the brand, its consumer profile and its competitors to form an analytical base for developing solid marketing strategies. (The marketing team is skilled in orchestrating and conducting research, including observations, experimentations, surveys, in-depth interviews, and public relations).
Utilizing this research, a Single-Minded Proposition - the driving force of the creative strategy - is devised. Every advertising project, whether it is a single piece of art or a multi-faceted campaign, needs glue to hold it together. The Single-Minded-Proposition can be, but is not necessarily, a slogan. It is the mechanism that drives the campaign.
Once the Single-Minded-Proposition is developed, the next step is to compose the advertising plan. This plan includes an analysis of the current situation and target market, the message strategy and the determination of the appropriate creative approach.
To be a truly effective campaign, the creative concept must have legs. This means that the central theme of the concept can endure for an extended period of time without losing its creative edge. Millar Hollander calls a multi-media campaign with legs a "spider." A "spider" is a campaign that can be effectively applied to many different formats and be driven by the same theme.
