Pitch Dictionary by pitch.dog
Campaign concepts & creative assets · Core

Execution

Also called: creative execution

ELI5

A specific way the underlying advertising idea is realised in one film, asset or channel.

Used in conversation

“The agency wants the execution addressed clearly in the next round.”

Pitch context

You may hear this during a commercial brief, treatment, bid, award or pre-production process.

Why it matters: Helps interpret the brief, director treatment, bid, award, production process and campaign deliverables.

Connected terms

  • Big ideaThe big idea is the campaign-level organising concept; an execution is one concrete expression of it.
Sources & evidence · 6

Direct term-level sources and supporting source families.