How to write a creative brief

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HOW TO MAKE YOUR AGENCY WORK

PLAN

Introduction

What is PR

How to write a brief

Practice makes perfect

PRT

We are storytellers

PR

Event

Digital

3 FACTS ABOUT PRT

Clients stay for long

80% on retainer

60% PR & Digital

UNILEVER PARTNERSHIP

WHAT IS PR

WTF

PR is an art of brand related

storytelling

WHAT IS PR

HOW IT WORKS

Our products are

natural

It`s farmer`s

choice

Farmers call Unilever

brand of choice

Farmers choose it, so

will I

WRITING A BRIEF

WHAT IS A BRIEF

Encode Decode

WORKFLOW

Brief

I guess

everything is

clear

I guess they

want this and

this

Proposal

Mother of god,

what is this?

BAD BRIEFS RESULTS

He delivered the wrong

message

She thought she could “modify

timings”

WHAT A GOOD BRIEF DOES

We understand

what and how

should we do

SINGLE MINDED

Good brief gives single direction

SINGLE MINDED

Our key audience are men,

but consider woman

important too

We should drive our new

SKU, but old ones are

important too

We need to support new

product launch

35 y.o. men are our core

target

SHORT

1-2 A4 papers

No repetitions

CLEAR

Less marketing slang

No graphs & numbers

Only valuable info

POINT OF VIEW

Good brief gives point of view

POINT OF VIEW

Propose your ideas about our

target audience

Use any appropriate channels

for communication

Focus on woman glossy

press

Bloggers should be key

channel of our

communication

LET`S CREATE A BRIEF

NAMELESS KETCHUP

HOW BRIEFS ARE BORN

Briefs are born from templates

BRIEF TEMPLATE

What is the background

Why are we communicating

Who are we talking to

What is the insight

What is the one thing we want to say

Why should people believe

Mandatory elements

Timing & Budget

List of deliverables

WHAT IS THE BACKGROUND

Describe the situation and brand

WHAT IS THE BACKGROUND

Marketing research excerpts

Market overview with graphs

and competitor stats

Brand history from the

beginning of time

A new ketchup created from

cherry tomatoes. Imported from

Spain. Mixed in sterile

conditions, without heat

procession. Contains 100% of

cherry tomato vitamins. Used in

Uiliam Lamberty`s restaurants.

Designed for those who eat food,

not nutrition

WHY ARE WE COMMUNICATING

Describe the goal of

communication

WHY ARE WE COMMUNICATING

Current belief

Current action

Message

Reason to believe

Preferred action

Preferred belief

WHY ARE WE COMMUNICATING

Our goal is to create a picture in the

head of our consumers

WHY ARE WE COMMUNICATING

To sell more ketchup

To tell people our ketchup is

great

To raise awareness about our

ketchup

To launch our ketchup in

Russia

To make our ketchup the only

ketchup trendy people consider

worth buying

TARGET AUDIENCE

Describe them as individuals,

not as demographic group

TARGET AUDIENCE

Tell us about their relationship with the

brand or category

TARGET AUDIENCE

A short story about their life will

be perfect

TARGET AUDIENCE

Men & woman

18 – 35

Middle to high income

Health geeks

Foodies

Mary & Paul are young and

successful urban professionals.

Both of them enjoy healthy food,

but sometimes they just want to

have something simple. Ketchup

is a low level guilty pleasure for

them

INSIGHT

Insight is a secret knowledge and an

ultimate source of inspiration

INSIGHT

Good insight tells something

personal about people:

thoughts, fears, desires,

passion

INSIGHT

Insight should be told correctly, you

need to feel it. Wording is critical

INSIGHT

Insight is not a:

Fact

Idea

Problem

Notice

INSIGHT

Yes, it`s true

No, these are not

insights

Young girls like to make selfies

Mothers feel responsible for the

health of their children

Most of low income men in Russia

live boring eventless life

INSIGHT

Insight is a simple but deep

truth about human behavior

Insight builds an emotional

bond between brand and

consumer

INSIGHT FORMULA

Insight = need + barrier + solution

EXAMPLE 1: DOVE

All woman want to be

beautiful

Some woman have problems

with self confidence

Beauty standards are artificial

Woman are one`s most vicious

critics

DOVE REAL BEAUTY SKETCHES

“Dove Real Beauty Sketches”

is a world phenomena gone far

beyond marketing

EXAMPLE 2: AXE

I want to be attractive to opposite

sex

Every man dreams of a woman

making the first step

AXE: AXE EFFECT

“Axe effect” is an iconic marketing

campaign with tones of monumental

activations

INSIGHT CHECKLIST

This looks like an

insight

Personal

Non obvious

Touching

Creating visions

NAMELESS KETCHUP

I want to eat healthy & tasty food

I want to eat high quality

products

Cherry tomatoes are considered

premium

MESSAGE

What do we want to say. All

information from the brief is

expressed with message

MESSAGE

Message should be short & clear

MESSAGE EXAMPLES

Nameless ketchup is the only

cherry tomato ketchup containing

100% vitamins because of it`s

unique & innovative sterile

production technology

Nameless ketchup is the only

ketchup you can consume

staying trendy

MESSAGE

Message is not as slogan, it should not “sound”, it

should carry “meaning”

MORE MESSAGE EXAMPLES

Nameless ketchup: stay

cherry, stay trendy

Nameless ketchup: made

with less steam and more

vitamin

Nameless ketchup is the only

ketchup you can consume

staying trendy

MESSAGE

Message should be connected with all other parts of the brief

REASON TO BELIEVE

RTB is a piece of info about

the brand that supports the

message and make it sound

true

WHERE RTB IS BORN

Brand facts: ingredients, technology,

acknowledgment

What brand does: save your time,

heals wounds, refuels you

How it makes you feel: healthy, sexy,

elite

Where it comes from: Marlboro

country, Alps, Spain

CHOOSE THE CORRECT RTB

Made from cherry tomatoes

Preferred by Uiliam Lamberty

Imported from Spain – land of sun

Preserve 100% tomato vitamins

TECHNICAL DETAILS

MANDATORY ELEMENTS

Tell us about things we should

consider

MANDATORY ELEMENTS EXAMPLES

Category seasonal aspects

Guidelines

Blogger relations

Glossy press focus

Campaign time

No press tours

Gifts max budget: 5k

No wonderzine

No Artemy Lebedev

DELIVERABLES

Describe what materials you expect to

receive

DELIVERABLES EXAMPLE

3 big ideas for 360 campaign in PPT

Launch event proposal in PPT

2015 detailed PR strategy in PPT

Detailed budget in excel

Team credentials

SMM strategy

TIMING

When do you want to see our proposal

When proposal should be sent

Date of presentation

Results

Work start

BUDGET

No budget forecast – no good

proposal

KPI

How will you measure results

NAMELESS KETCHUP

NAMELESS KETCHUP

LET`S PRACTICE!

WE ARE STORYTELLERS

Thank you!

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