FRIDAY EXPLORER HOW TO WRITE A CREATIVE BRIEF

OUR CLIENT SAYS

WHAT GOES IN OUR MIND

Shitt yaar Brief agaya

Need 1 mailerye brief

hai ??!!??

How should I convey it to

the creatives ??

CREATIVE BRIEFING aka

GRILLING SESSION

Kya Laye ho

Kyu Laye ho

Last time to yeh hi kia tha

We dont understand

Please get some clarity on the brief

Umm.. Par main

Par wo toh Par suno toh

MOMENT OF TRUTH CREATIVES ARE DELIVERED TO SERVICING

ACCOUNT EXECUTIVES V/S CREATIVES

BRIEF CAN MAKE IT OR BREAK IT

Wrong Brief

Hang him, not let him go

Right Brief

Hang him not, let him go

WE CAN AVOID ALL THESE

HAVE A STRUCTURED APPROACH

What is Creative Brief ?

A creative brief is a one-page document that puts in writing all the key information you want the creatives to know before working on the creative campaign

It is the bridge that connects strategic thinking and creative execution and is the key tool with which the account managers can unlock the imagination of creative people and give them a direction for execution

It is the first ad of the campaign

History

Coined in 1863

For Abraham Lincolns speech for the dedication of the new Soldiers National Cemetery in Gettysburg, Pennsylvania

What is its Role ?

To Liberate the creative process. Not control.

To provide a springboard for ideation

Inform. Interest. Persuade. Guide.Inspire.

Elements of Creative Brief

Creative Brief

Background

Objective

Target Audience

Creative Insight

Desired Response

Single Minded

Proposition

Mandatories

Background

What is the scenario of the market?

What is the Big Picture?

ICICI Bank Retention Mailers

ICICI Bank iMobile app facing a unique problem

Users do not make financial transactions on iMobile..

Example

Objective

What is the problem of the client that we need

to solve?

What do we want to achieve as a result of

the communication?

Effective

"The purpose of this campaign is to position ElectroQuick as a less expensive, equally effective alternative to BigBrand."

Not Effective

"The purpose of this campaign is to raise awareness, generate blogger buzz, and create excitement for the client's new ElectroQuick by positioning the client as a leader in innovative global technology with a uniquely humanistic yet professional and sophisticated brand image that compares favorably to BigBrand."

Example

Single Minded

Proposition

What is the one thing that you want to convey?

Throw someone a tennis ball and he will catch it. Throw five and hell drop them all.

Adrian Holmes

Avis : We are no. 2, we try harder.

Nike : Just Do it.

Nerolac : Healthy Home Paints

Rolls-Royce : At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock

Example

Target Audience

Who are we trying to influence?

What He / She would be doing right now?

What is their Behavior towards the Brand, Category ?

DILO

Nerolac Home Painting Solutions

Mr. Nayak, a Investment Banker lives in South Delhi with his wife and two kids. He is a busy man with high disposable income whose parents are based out of Pune. He care about his parents and does whatever he can to make their life comfortable and pleasant

Example

Archetypes

Nike > The Hero

Harley Davidson > The Outlaw

Pampers > The Helper

Virgin > The Jester

Ben & Jerrys > The Innocent

Examples

Consumer Insights

It is an intrinsic need, desire or a hidden truth of the consumers which is not obvious and helps understand their buying behaviour

"Insight" can be derived from classical market research understanding or from psychological knowledge about emotions and behaviour in relation to the brand.

Wives and Girlfriends are more likely to buy mens body wash than men

Examples

Children love to emulate adults

Mandatory Elements

Brand Guidelines to be followed

For ICICI Bank Mailer

Logo on the top right

Zurich BT / Arial font

Orange, Maroon, Blue, Grey, White only to be used

ICICI Bank Template

Terms & Conditions

Offer Period

Clean Shaven faces of models to be used

Letter format for the content

Complete image, no cut outs

How should it be ?

If the creative brief is not itself creative, if it does not suggest solutions to problems, present information in an expansive and interesting way, and interpret that information with imagination and flair, then its authors and presenters have

no right to expect anything different from their

creative teams.

John Steel

Dos

Creative & Brief

Single Minded Proposition (SMP)

Single Page

K.I.S.S.

Strategic

Inclusion of Facts & Figures

Brief in person

DONTS

One size fits all

Should not be like a filled form

Tactical

Dull

Technology Driven, Code crunched

Instruction based

A list a statistics

WHAT WE FOLLOW

6.5 STM Brief

Activation Mailer Brief ICICI Bank iMobile

Brief Buddy A Brief Cracking Mobile App

I Am Statements

A single line Brief written by stepping into consumers shoes from their perspective.

They are not descriptive personas.

Initiation of Best Brief Awards in our Agency

SUGGESTION

HENCE

CREATIVE BRIEF A FOUNDATION THAT MAKES THINGS RIGHT