The Unique Place Methodology

: a methodology to develop advertising strategies at copiaincolla

Abstract

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.

Date of Award	11 Feb 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Alexandre Duarte (Supervisor)