Strategy can be defined as the set of methods chosen to achieve an assigned objective, and we understand that advertising is developed and implemented to achieve communication objectives So good, it's It is clear that advertising needs strategy to achieve its objectives. As Jef Richards (President of the American Academy of Advertising in 2008) says, creativity WITHOUT strategy is called art, while creativity WITH strategy is called advertising... The two fundamental principles for developing good advertising. are: The central axis of communication (the what), or what is the message that will be communicated to a certain target audience The creativity (the how), or the techniques that will be used to communicate it There is Another additional aspect that must be taken into consideration, and this is the way in which it will be communicated: the methodology will help to diagnose what are the real problems that the advertiser has to communicate their way of solving the problems that the end customer has... Knowing them, they can be solved , if all available means are implemented. The fundamental basis of advertising is the satisfaction of the AIDA process: Attention: capturing the attention of the audience we want to be interested in our message, especially rendering it. feeling that we have clearly identified their need, or “problem” you have, and that we can solve it Interest: generating curiosity and a desire to know more about what we are communicating Desire: provoking the desire to get what we offer, having believed that we will know meet your needs Action: provoke a concrete action, desired by usThrough the story of...... middle of paper...... the sameDevelop the briefingAre we getting there?Evaluate the actionsUnderstanding how each element contributes to the resultsEvaluate the results and determine whether communication actions need to be modified and/or reoriented. Curiously, as technology occupies a more prevalent place, brands seek to establish more personalized and human connections. Agency models are increasingly focused on the consumer, and on understanding the human to establish more personalized relationships that are less focused on the product itself. Some examples of how the humanistic trend is integrated into agency models and their philosophies of approach and creation of advertising are the following:Bassat Ogilvy – big ideaLLeo. Burnett – HumanKindTBWA – DisruptionMcCann ERICKSON – Truth Well ToldTime BBDO – The Work. The work. The work.