Abstract
Building an advertising campaign requires a great deal of advice. You are not going to venture to communicate for a company without knowing its needs perfectly. It works on the same for products or services. This exploration work, which is realized upstream, has to be realized minutely. Its history and culture are very important but there are also the history and culture in which the client is enrolled. Without a general culture, there is no salvation for communicants. This is thanks to this culture that we are going to define the best we can as the adequate balance between service, product, brand on one part and the client on another part.
Nevertheless, creatives are not artists and if all the work that conducts to the result (the concrete advertising) is rich and deep, you don't have to forget that the result is most of the time poor and ephemeral.
