MAXIMUM UTILITY OF
We should look
at each problem
from
We should look
at each problem
from 4
We should look
at each problem
from 4 DIFFERENT
We should look
at each problem
from 4 DIFFERENT LENSES
AS
AS
AS THE
AS
Divide the
Creatives
Divide the
Creatives into
Divide the
Creatives 4 into
Divide the
Creatives 4 into multi-
disciplinary
teams
Divide the
Creatives 4 into multi-
disciplinary
teams
WHAT KIND OF SHOW
DO I WANT TO WATCH?
WHAT KIND OF SHOW
DO I WANT TO
ADVERTISE WITH?
WHAT KIND OF SHOW
CAN SOLVE MY
BUSINESS OBJECTIVE?
WHAT KIND OF SHOW
WILL I BE HAPPY TO MAKE?
Identify Audience Profile,
Audience Behavior,
Household Dynamics
Identify active advertisers.
How do they prefer to
communicate? How can a show
serve these advertisers?
Pinpoint the business objective
3-Way Test: Will I watch it?
Will my parents watch it?
If I have children,
will I let them watch it?
MAXIMUM UTILITY OF