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8/7/2019 Writing good creative briefs2
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Agenda
1. What is a Brief?
2. Filling in the Boxes
3. The Briefing
4. A Case Study
5. Conclusion
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1. What is a Brief?
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What is a Brief?
A creative brief is the most important piece of
paper an account team produces
It is a demonstration of how good you are
Therefore, it is how a creative team
judges/curses you
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What is a brief?
A distillation of everything you have learned
All the information that must be conveyed by
the advertising
A contract for you, the Creatives and the
Client
A team effort
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What it isnt ...
Set in stone
Sole property of the planner
A place to copy out the client brief
A place to show off every fact you know or
marketing term you have learned
Primarily for placating the client
The same as the strategy or the advertising
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TheAdvertising Process
Develop the Strategy
Write the Brief
Write the Ads
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TheAdvertising Process
Advertising tries to get the consumer to do
something that will benefit the client
The Strategy is the plan for achieving this
goal Who do we want to talk to?
What do we want them to do?
What can we tell them about the brand so they will do it?
Wedevelop the Strategyand
the Creatives carry it out
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What Makes a Good Brief?
Direction + Inspiration
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Direction
What is the one thing you want the
advertising to say?
If you cant explain it to your friends in onesentence, start again
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Inspiration
The most powerful advertising contains
insights that truly resonate with the
consumer
One important insight should be at the heart
of your brief
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What makes agood brief?
Direction + Inspiration
One clearand compelling
thought about the brand
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I didnt have time
The Client made me write it this way
There was nothing to say
There were too many things to say
We didnt have enough information
The Account Team couldnt agree
Make No Excuses!
Why Briefs Go Astray
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Believe in the possibilityof every assignment
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Every new campaign is anopportunity to reinvent advertising
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The Goal
The best briefs are so good you cant wait for
the account team to leave your office so you
can get started
Unidentified Creative
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Some GeneralAdvice
Get your story straight beforehand
Take your time
Keep it focused
Be concrete, not abstract
Speak English
Rememberthegoal is always greatadvertising!
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2. Filling inthe Boxes
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Filling inThe Boxes
These can be confusing
What goes where?
What are they for?
Just remember, they all have to lead to one
main thought - the proposition
Include only what is both necessary and
illuminating
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1. Whats the reasonforthis brief?
What you need to explain:
What is the background/context for what we are
doing?
Why the heck are we advertising this brand
anyway?
What do we need the advertising to do for it?
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1. Whats the reasonforthis brief?
Objectives must be realistic
Advertising objectives, not business
objectives
Keep it to the point
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The producthas a severe saliency deficiency so it does
not get into the targets consideration set. The leading
brand sets the category values and our brand is seen
as a me-too because of these dominant associations.
Alternatively, a proportion of the target segmenthave a
dissociated perceptual set with respect to the brand.
The campaign objective is to increase saliency and to
communicate a brand identity which is motivating andmore appropriate to the products experiential
manifestation
1. Whats the reasonforthis brief?
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Cheers main benefit is to keep colours
bright, but most people dont know this. We
need to make them understand so that they
choose it for its own merits and not as asecond best to Tide.
1. Whats the reasonforthis brief?
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2. Who are wetalkingto?
Be as specific and vivid as you can
Women 18-45 not very helpful
Neither is laundry list of meaningless
adjectives and media cliches
Try to describe a real person
But, dont tell whole life story
Include only what will help Creatives totalk to them
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2. Who are wetalkingto?
Young adults 18-25. Someone self-assured, active
and energetic, self-reliant, positive, optimistic,
individualistic, self-centred, not superficial, irreverent,
somewhat cynical, skeptical, savvy, fashion-conscious,
honest, straight-forward, computer-literate,
entrepreneurial, self-indulgent, hedonistic, likes having
new things, doesnt change opinions to please others,
doesnt change behaviour in order to be liked, thinks of
him/herself as an individual buthas a powerful need tofit into a group, preoccupied with sex/gender-related
issues, has short attention span, wants instant
gratification AND likes chocolate bars
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2. Who are wetalkingto?
A 19 year-old guy who likes to thinkhes the life of the
party. Hes into South Park, Mike Meyers, etc. and is
constantly repeating comic catch-phases like he wrote
them himself. Hes a little too mainstream to be truly
hip, buthes still very concerned withhis image.
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3. Whatdo they currentlythink?
This is not about their life in general
Rather, their relationship with the brand, the
category, the advertising
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3. Whatdo they currentlythink?
How interested are they in the product?
How often do they use it?
When do they use it?
How do they feel about it?
How do they feel about our brand vs. the competition?
What do they ultimately want the product or brand to do for
them?
Dontgo overboard: only include what is truly relevant
to the problem theadvertising must solve
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3. Whatdo they currentlythink?
PMB 99
IfIworkhard enoughIwill get to where Iwant, Idont
like taking orders, What brands Ibuy says a lot about
me, Ihate anything that is hype and smacks of
phoniness, If its too perfect, it cant be trusted
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3. Whatdo they currentlythink?
They chew gum all the time but its not
something they think about much. As far as
theyre concerned, all gum is pretty much the
same. Whats more, theyre completely turnedoff by gum advertising which they see as
cheesy and trying too hard. Still, they might be
persuaded that one gum was superior if it made
its point convincingly and actually managed tobe entertaining.
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4. Whats single message shouldthis
communication convey?
Many Creatives dont look at anything else!
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The most crucial to get right and the easiest to go
astray
Remember, the box says single-minded
Be concrete, not abstract Err on the side of simplicity
Distinguish between what you tell them and what you
want them to think
One clearand compellingthoughtaboutthe brand!
4. Whats single message shouldthis
communication convey?
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Single Mindedvs. Double-headed
Mr. Big is the
biggest bar,
bar none
Mr. Big is the big bar
that wont slow you
down, now available
in new Peanut Ripple
flavour
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Concretevs. abstract
Abstract ideas are much harder to
demonstrate
Abstract language can make you sound likeyoure saying something important, even
when you arent
Concrete language makes your point for you,
and doesnt let you hide behind it
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Abstractvs. Concrete
Brand X is a totally
different kind of car
The Second Cup is
the Ultimate Coffee
experience
Brand X is specially
designed for women
drivers
Second Cup coffee is
the strongest coffee you
can buy
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Deep Thoughts vs. SimpleThoughts
These days, its fashionable for advertising to
make Profound Statements About Life
It makes us feel better about selling things to
people
It can also lead to cliched and generic
advertising
More importantto be pertinent
thanto be profound
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Dont be afraid that a simple idea is too dull,
just because it is simple
A simple idea is easier for the Creatives towork with
Its their job to make it interesting
Deep Thoughts vs. SimpleThoughts
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Extra is the gum that
will stick by you intodays hectic lifestyle
Extras flavour lasts
a long, long time
Deep Thoughts vs. SimpleThoughts
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Propositionvs. DesiredResponse
Often confused
Distinction between what you tell them and
what you want them to think
Desired response ultimately more important
to brand
But proposition more relevant to creative
team as a starting point
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Propositionvs. DesiredResponse
Heinz is the thickest,
richest ketchup
Pizza Pops have
a lot of stuff in them
Heinz is the best
tasting ketchup
Pizza Pops will
really fill me up
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The FinalTest
Write it out on a blank sheet of paper and ask
yourself: Can Iwrite an ad from this and this
alone?
If you cant, probably no one else can either.
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5. Kick start!
For proposition to be credible, it must be
backed by evidence
Should be one of most inspirational elementsof brief
Give Creatives ideas they can dramatize
Try to unearth interesting nuggets that might
inspire
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Proposition: Cadbury Milk Chocolate is the
creamiest milk chocolate
Support: Only Cadbury Milk Chocolate containsa glass and a half of fresh milk in every 225g
Holy Shit Factor: All the milk in Cadbury Milk
Chocolate comes from Cadburys very ownherd of Irish dairy cows
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Brand Voice
How you say it, not what you say
Most well known brands have an established
tone - an essential part of their equity
Dont list contradictions: energetic, peaceful
Try and do it in one perfect word
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Creative Considerations
Executional mandatories
Media ideas and opportunities
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Whenyou thinkyouredone:
Re-read it
Sleep on it
Show it to someone older and wiser (not your
Dad)
Get agreement from the Creatives
Sell it to the client
And finally, be sure you havent used any of
the following words...
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Jerk-OffWords to Avoid
Ultimate
Experience
Virtual
Aspirational
Contemporary
Edgy
Synergy
Breakthrough
Savvy
Modern life
Empower
Proactive
Self-actualizing
Hectic
Extreme
Clever
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The more we use language rooted in the real,
ordinary world, the better equipped the
creative team will be to communicate
with it in the advertising
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Briefing
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Paper plus Personality
Both parts of the briefing should inspire and
excite and motivate
One part is notoriously neglected
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What is nota briefing?
Slipping a brief under a Creatives door, or
the old leave-on-the seat trick
A rushed, last minute meeting
Something attended by client
A formal, boring presentation
A spoon feeding
A one-time meeting with your Creatives
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How to Brief
Set aside enough time
Show the packaging
Show historic / competitive ads
Touch, smell, eat product
Get out of the office
Visit the factory
Use images, music, animals
Get drunk together and brainstorm
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In Conclusion
Remember: its your road-map for the
creative team!
Know exactly what you want them to do and
make sure they can understand: Speak English
Include only what is both necessary and
illuminating
Focus on one clear and compelling thought aboutthe brand
Put time and effort into writing andbriefing
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Remember:
Crap in = crap out