BBC World will air 'The Ad Factor', a show that traces the planning and design stages of the advertising process through to the rollout and consumption of the final product, today. Using examples from the campaigns of Psion, Guinness Ireland and Doctor Martens, the three part series will highlight the months of planning and thousands of hours of work that go into making a single advertisement.
This three-part series will be telecast as part of the 'Branded' season of programmes, dedicated to the power of brands and the industry, which supports them. The first episode, 'The Pitching Process', today at 7:40 PM, will follow the staff at hi-tech communications firm, Psion, as they go through the process of selecting an advertising agency to launch their new product. As the battle deepens for this contract, the tension increases as only one advertising agency from the eight invited to tender can win the contract.
The second episode 'The Creatives' highlights on the creative process. Cameras follow the creative team at agency Hal Henry as it puts together its forthcoming campaign for Guinness Ireland, based on the Irish national sport of hurling. Armed with little more than a curious mind and a heap of product research, the episode focuses on how these agencies can come up with a plan that the client will be happy to back.
The third and the final episode, 'The Roll Out' concentrates on the rollout stage of the project - when the campaign finally hits the streets. The focus is on the 'World of Feet' cinema and stills campaign for Doctor Marten's footwear, where the drawings and the creative ideas of the campaign team are put together to make the final product that will appear in magazines, cinemas and poster sites across the UK.