The old model was long, linear, and often laborious.
Most marketing campaigns began with a Planner who would attempt to crawl inside the mind of the target— usually a composite of both demographics and psychographics wrapped up in a descriptive moniker: “Soccer Moms”, “Hard Hats”, “Urban Strivers”… as but a few examples.
After peering into the soul of the target, planners would then write a brief for the kind of messaging required to connect most profoundly with the intended audience.
Enter the creatives.
Teams of writers and designers would work for weeks to get the wording, imagery (even for radio), and most importantly, the USP just right. The Unique Selling Proposition was that signature feature or benefit that set the product or service apart from all competitors.