Karen Hand - March 2012 -Presentation to the Marketing Society on Better Briefs and Briefing

Briefs andBriefing

Throwing Downthe Gauntlet?

Briefs and BriefingCritical shift of Focus

The Endof theBeginning

Creative BriefCreative Briefing

TheBeginningof the End

‘What’ we Say ‘How’ we Say it

How OutcomeWhatBoddingtonsis the ultimatesmooth-drinkingpint

less this

more this

HowWhatTapping intothe Irreverence ofthe Ryanair generation

Easy insurance for young value-conscious Irish people

Outcome

Insightis NOTConfined toConsumers

‘Discovery consists of looking at the same thing as everyone elseand thinking something different’

Albert Szent-Gyorgi

PRODUCT/PROCESS COMPANY ETHOS

BRAND

CULTURE CONSUMER/TRADE

COMMUNICATION

‘The key to all story endingsis to give the audience whatit wants, but not in the wayit expects’

Adventures in the Screen-TradeWilliam Goldman

One Briefowned by ALLStakeholdersin CreativeProcess

Collaboration Stereotypes

66%*ofcommunicationis non-verbal* Social Psychologists cannot agree on the exact figure - you’ll hear estimates from 66% up to 95% but I have erred on the conservative side

Makingthe BriefTangible

TheIce-RinkCometh

PropositionSmoposition

Proposition AIBM new range ofadvanced computerswill put you aheadin the human race

Proposition BIBM computerfeatures aresolutions to yourwork problems

Cirque Du Soleil -Rage Against the Machine

GreatBriefsContain Tension

OrangeLet it be a beamof hope

GreatBriefsareResonant

What exactly isthe communicationtrying to do ?

TheElevatorPitch

Got MilkTo remind peopleof the horror ofrunning out of milk.

LynxTo dramatise gettingahead in the matinggame in a credible knowing way

Stork MargarineTo put the joyback into baking

What isthe Exact Role forAdvertising?

Sometimesthe Briefis off-Brief

Rigour

Shared Ownership

Iterative Process

Honesty and Feedback at All Stages

Constructive Debate

Throwing Downthe Gauntlet

Ingredientsof Good Briefsand Briefing

Red Pill ? Blue Pill?

BBHChallengeto LynxU.S. Client?

So what are WEprepared to DO?