1. Hi. I used to write a blog about advertising ages ago. It
was called AdGrads but I somehow lost interest and I fell out of
love with it. Whether it was because at the time I was running out
of things to say or I was busy trying to focus getting my head
around planning Im not sure. Probably both. Now, quite a few years
later Im somewhat more (happily) battered and bruised from planning
with a bit more to say and with a bit more authority to say it.
Rather than a well thought out space and agenda, this time around
is going to be more of a chaotic jumble of things I find useful.
Things and thoughts I like to play around with, more of a Toy Box
than a professional bog I guess. To kick things off I thought Id
share this presentation I put together for my junior planners and
account managers (though really its applicable for all depts)
regarding writing the creative brief. It remains one of the oldest
and most useful tools (toys) in the box and regardless of where you
work will need to grasp the fundamentals. The following slides are
just that, the fundamentals. Its far from exhaustive especially
given the need for integrated solutions. However, I strongly
believe in getting the foundations right and this is what this
created to do. The examples used are TV centric and may seem dated.
The reason being that they are able to quickly demonstrate the
point and are solid executions from solid briefs. Hopefully Ill get
around to a more integrated version at some point. All of which you
read (I have tried to keep slides text light, so this slide is
bothering me) are my own views and conclusions and not of the
agency I work at. Finally and more importantly I hope you find it
interesting, maybe entertaining (as Ive tried to have fun with a
well trodden topic) and possibly useful if are giving similar
training or just starting out in planning. Please feel free to
steal away as Ive read thats what geniuses do. A x THE PLANNERS TOY
BOX www.theplannerstoybox.wordpress.com
2. Tools to do stuff Stuff to remember
3. https://www.youtube.com/watch?v=alPSq9nkLv4
4. THE PLANNERS TOY BOX
www.theplannerstoybox.wordpress.com
5. https://www.youtube.com/watch?v=VvC_KHU4AqE Ad credit: BBH,
Vodafone Mayfly
6. Ad credit: BBH, Birds Eye Frozen
7. https://www.youtube.com/watch?v=APwwWV1N9ko
8. https://www.youtube.com/watch?v=yMfvzlf9Uus
9. 3. THE QUEST FOR THE SINGLE MINDED PROPOSITION
10. THE PLANNERS TOY BOX
www.theplannerstoybox.wordpress.com
11. THE PLANNERS TOY BOX
www.theplannerstoybox.wordpress.com
12. THE PLANNERS TOY BOX
www.theplannerstoybox.wordpress.com
13. https://www.youtube.com/watch?v=0_bx8bnCoiU Ad Credit:
Fallon, Sony, Balls