The New Truth® is DPR&Co’s proprietary process for developing creative campaigns for large projects with many stakeholders. Time and again it has proven invaluable for Caterpillar campaigns – this global VisionLink campaign is a prime example.
Complex marketing challenges require clear, simple and powerful solutions. This is especially true for technology campaigns, the most recent example being Cat Grade 3D.
The discipline of the New Truth process enabled us to sift through the jargon and remove complexity so that we could communicate clearly with our various audiences. Our campaign positioning would also need to support micro campaigns and region-specific messaging.
The New Truth workshop sees all participants focussing on the single most important message that we need to communicate. We need to express that message in a way that is both NEW and TRUE (hence the New Truth).
Of course, many other important messages are raised as part of the discussion. The DPR&Co team captures them all – creating a hierarchy of messaging with the agreed New Truth at the top.
The Cat Grade 3D campaign will launch later this year in core markets globally – you’ll see a showcase of the work in an upcoming SHOUTOUT.
If you’re facing a complex marketing challenge, we’d love to hear from you to talk you through The New Truth. Please contact Leanne O’Connor at [email protected]