Transcript
Creative often fails because it tries to target everyone all the time. And too many briefs lack specificity about when and why someone is being targeted. Demand spaces can help with that. They define the moment, the mindset, and motivation that it takes to win. This makes brief sharper, creative more distinctive, and media planning more efficient. Within each demand space, you can design your target with real clarity. For example, what are the consumer needs, consumption occasions, and context. Is the moment more uptempo or is it more down tempmpo? Does it happen in home or out of home? And who’s most likely to want or need to satisfy that demand? By briefing through the lens of the demand space, creative and media teams gain the contextual understanding they need to cut through, even in today’s fragmented world.
