How to tackle a digital briefing - MacGyver Style
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How to tackle a digital briefing - MacGyver Style

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This presentation goes through digital briefings and how time should have changed them throughout the years. Some questions to challenge the briefing you're about to send out to your agency.

This presentation goes through digital briefings and how time should have changed them throughout the years. Some questions to challenge the briefing you're about to send out to your agency.

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    How to tackle a digital briefing - MacGyver Style How to tackle a digital briefing - MacGyver Style Presentation Transcript

    • Creative briefing :Job n° : Briefing Date :Brand : Campaign Date :BRAND BACKGROUNDWHAT’S THE COMPANY’S TRADITION ?In a few words, explains what defines the best the company’s culture. What is its origin, why is the companyrecognized and appreciated by the customers.WHAT’S THE BRAND’S TERRITORY ?In a short sentence, what is the main idea behind the positioning of the brand? E.g. Axe : the man deodorantthat is very effective in female attraction.WHAT’S THE BRAND’S CONTEXT ?Short explanation of the marketing situation of the brand. E.g. The brand is leader for decades, but a newcompetitor is gaining share of market among the young consumers.MARKETING CHALLENGES / OBJECTIVESWHAT’S THE MARKETING CHALLENGE ?What are the key objectives of the client in the short / long term? E.g. Increase sales by +15% among the18-25. Increase the frequency of purchase from 1/month to 3/month. Give some key figures the client wants
    • that is very effective in female attraction.WHAT’S THE BRAND’S CONTEXT ?Short explanation of the marketing situation of the brand. E.g. The brand is leader for decades, but a newcompetitor is gaining share of market among the young consumers.MARKETING CHALLENGES / OBJECTIVESWHAT’S THE MARKETING CHALLENGE ?What are the key objectives of the client in the short / long term? E.g. Increase sales by +15% among the18-25. Increase the frequency of purchase from 1/month to 3/month. Give some key figures the client wantsto reach.COMMUNICATION CHALLENGESWHAT’S OUR CHALLENGE ?What should the communication do to meet the marketing objectives?WHAT EMOTION SHOULD BE PROVOKED?WHAT’S THE WELCOME PROPOSITION ?In 1 short sentence what should the brand claim that will touch the people and will influence theirperception/behaviour.SOURCE OF INSPIRATIONS?Give some campaign reference that could help the creative process, inspire the creatives or give a clearguidance.
    • CONNECTION STRATEGYWHO ARE WE REALLY TALKING TO ?Who are they? Describe them as a person, a character, not only in figures. What’s the insight related to thebrand or to the category?HOW DO WE SPEAK WITH THEM TODAY?What’s the connection-mix the client uses traditionnaly? What are the connection points we can use next tothe existing ones?WHERE ARE THEY? WHERE DO THEY “USE” THE BRAND? WHAT IS THEIRBEHAVIOUR WITH THE BRAND?HOW CAN WE MAKE THEM PARTICIPATE WITH THE BRAND?WHAT CAN WE DO FOR THEM? HOW CAN WE CREATE VALUE?WHAT WANT WE THAT THE CONSUMER DOES?TIMINGSTIMINGSGive a short backtiming. Check if the ambition of the brief is matching timing reality!
    • WHAT CAN WE DO FOR THEM? HOW CAN WE CREATE VALUE?WHAT WANT WE THAT THE CONSUMER DOES?TIMINGSTIMINGSGive a short backtiming. Check if the ambition of the brief is matching timing reality!MANDATORIESMANDATORIESEverything we should include or not forget that is absolutely necessary to keep in mind.