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Authors
Advisor(s)
Abstract(s)
Advertising agencies all over the world tend to follow a particular methodology to produce
advertising strategies for their clients. On the contrary, copiaincolla, an Italian advertising
agency located in Mantua, never dealt with methodologies, nor proper research before.
After a period of apprenticeship in the role of account planner, the presence of a discipline
appeared to be a necessity in order to develop strategies based on research and consumer
insights, as well as to satisfy copiaincolla’s current necessities of investing more time to
capture the interest of prospective clients. Thus, the aim of the present internship report is
to provide a functional custom-made methodology for copiaincolla to produce advertising
strategies more effectively and able to adapt to the existing workflow of the agency. This
methodology called “Unique Place Methodology” finds its bases in the most famous and
classic advertising books written by experts in the sector as David Ogilvy, Jean-Marie Dru,
Luke Sullivan, Adam Ferrier and others, plus updated studies and researches. In its
entirety, the methodology was formed through the data obtained from the advertising
strategies we developed during five months at the agency, and the implementation of the
theories and researches reported before.
Description
Keywords
Advertising strategy Advertising methodology Advertising agency Strategic communication