@TejDesai
hello        @TejDesai
A session on writing Creative           Briefs          EMDI Institute          January 10, 2013                          ...
Role of Advertising:Make new things familiar           and familiar things new!                           @TejDesai
@TejDesai
What is a Creative Brief?           (Discussion)                            @TejDesai
According to Webster’s…1cre·a·tive,adj. (krē-ˈātiv, ˈ                         -     krē-ˈ)1.   : marked by the ability or ...
However in reality… Source: Angela Koch, Invitro Innovation                                           @TejDesai
However in reality…                      @TejDesai
However in reality…                      @TejDesai
And sometimes you get lucky…                           @TejDesai
@TejDesai
In simple terms…What?             Who?  PROBLEM    Where?   Client            Brief      Agency                           ...
Thus…Smart Strategic Thinking           Great Advertising                                            @TejDesai
Thus…Smart Strategic Thinking              that appeals on both                                   Rational & Emotional lev...
Main task of the Briefing                            @TejDesai
NOTINFORM    @TejDesai
BUTINSPIRE     @TejDesai
Thus a good brief must provide…• The creative team a realistic view of what their advertising  needs to, and is likely to ...
Having said that …• Planning and Briefing processes work best, when creative  thinking and interpretation commonly precede...
To illustrate this point better…    Steven Johnson – On where good ideas come from                                        ...
5 potential pit-falls…• Clients should NOT participate in Agency/Creative briefings  (though its imp. to get their thinkin...
Adapt the Twitter format to Briefs!                                      @TejDesai
Some Global Brief Templates                              @TejDesai
@TejDesai
Jung von Matt   @TejDesai
@TejDesai
M&C Saatchi   @TejDesai
BBH   @TejDesai
Crispin Porter + Bogusky   @TejDesai
Essentially, structure yourthought-process                              @TejDesai
Failing which, you risk…                           @TejDesai
How the Client        How the Account           How the Strategic    How the Creative       How the Business Headexplained...
The Fundamentals of a Brief• Why are we doing this?   – (Campaign Measurement – MMOs + MCOs)• Who are we talking to?   – (...
EXERCISE 1 (20 MIN)                      @TejDesai
Exercise 1• Write a Creative Brief to drive a Toothpaste Launch that  has both Hot and Cold sensations:   – Hot gel kills ...
DISCUSSIONS              @TejDesai
However living in a trans-mediaenvironment means…                                  @TejDesai
...a need for briefs that enable relevant, trans-mediastory-telling creative solutions!                                @Te...
“I fear the day thattechnology will surpass ourhuman interaction.The world will have ageneration of idiots.”           ~ A...
“Transmedia storytelling is aprocess where integral elementsof a fiction get dispersedsystematically across multipledelive...
Henry Jenkins – On Transmedia                                @TejDesai
*                           Transmedia Brief• What are the campaign goals and/or communication tasks?  A very clear outlin...
*                           Transmedia Brief• How does the creative foster a social experience?  Is the creative designed ...
*                           Transmedia Brief• How long do we have before the paid media begins?  This is a timing question...
EXERCISE 2 (20 MIN)                      @TejDesai
Exercise 2• Write a Transmedia Creative Brief to drive a Toothpaste  Launch that has both Hot and Cold sensations:   – Hot...
DISCUSSIONS              @TejDesai
Thank     youTej DesaiInteractive & Engagement   Director, Lowe MENA         @TejDesai      @TejDesai
References & Credits• Jon Steel – Author, Truth, Lies and Advertising   http://www.amazon.com/Truth-Lies-Advertising-Accou...
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Writing Communication Briefs

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  • Jeff Goodby described Creative Briefing using a Fishing analogy. Its an equivalent of a Fisherman’s guide – a person who takes you to the best place on unfamiliar water, shows you where to fish, and has some ideas about the best flies to use. The guide doesn’t do any fishing but makes sure the fisherman has an enjoyable and successful time.
  • The world of Harry Potter appears in books, movies, video games, clothing lines and much much more.The Matrix unfolds over features, animated shorts, comic books and video games. Heroes is a tv series, web series, graphic novels, books and online gamesStar Wars: Consumers became involved in the “story” through not only the films but also the comic books, novels, videogames and toys. And perhaps another example – Doctor Who.
  • In essence, it simply means using different media formats to create lots of points of engagement for the consumer to get involved in.  One well-known example is Star Wars.  Many people consider the franchise to be the ultimate example of transmedia storytelling in that consumers became involved in the “story” through not only the films but also the comic books, novels, videogames and toys.  And perhaps another example – Doctor Who.It seems obvious today that any brand must have a “transmedia” story to tell in order to survive in our ever-fragmenting media world.
  • Writing Communication Briefs

    1. 1. @TejDesai
    2. 2. hello @TejDesai
    3. 3. A session on writing Creative Briefs EMDI Institute January 10, 2013 @TejDesai
    4. 4. Role of Advertising:Make new things familiar and familiar things new! @TejDesai
    5. 5. @TejDesai
    6. 6. What is a Creative Brief? (Discussion) @TejDesai
    7. 7. According to Webster’s…1cre·a·tive,adj. (krē-ˈātiv, ˈ - krē-ˈ)1. : marked by the ability or power to create : given to creating <the creative impulse>2. : having the quality of something created rather than imitated: IMAGINATIVE <the creative arts>3. : managed so as to get around legal or conventional limits <creative financing>; also : deceptively arranged so as to conceal or defraud <creative accounting>1brief,adj. (ˈbrēf)1. : short in duration, extent, or length2. a : CONCISE b : CURT, ABRUPT @TejDesai
    8. 8. However in reality… Source: Angela Koch, Invitro Innovation @TejDesai
    9. 9. However in reality… @TejDesai
    10. 10. However in reality… @TejDesai
    11. 11. And sometimes you get lucky… @TejDesai
    12. 12. @TejDesai
    13. 13. In simple terms…What? Who? PROBLEM Where? Client Brief Agency @TejDesai
    14. 14. Thus…Smart Strategic Thinking Great Advertising @TejDesai
    15. 15. Thus…Smart Strategic Thinking that appeals on both Rational & Emotional levels @TejDesai
    16. 16. Main task of the Briefing @TejDesai
    17. 17. NOTINFORM @TejDesai
    18. 18. BUTINSPIRE @TejDesai
    19. 19. Thus a good brief must provide…• The creative team a realistic view of what their advertising needs to, and is likely to achieve• A clear understanding of the people that the advertising must address• Clear direction on the message• Instill a belief in the team that a great campaign is possible before they can begin to create it. @TejDesai
    20. 20. Having said that …• Planning and Briefing processes work best, when creative thinking and interpretation commonly precede the official creative briefing stage – And information gathering never really ceases, as one stage of campaign development merges seamlessly into next.• Thus ideally creative people should be involved not as passive recipients but as active participants as their thinking at an early stage improves the quality of the brief and act as a catalyst for the process of creative development itself. As the Brief is merely a Means to an End! @TejDesai
    21. 21. To illustrate this point better… Steven Johnson – On where good ideas come from @TejDesai
    22. 22. 5 potential pit-falls…• Clients should NOT participate in Agency/Creative briefings (though its imp. to get their thinking >> the brief’s foundation)• Most importantly learn to filter information received from clients & consumers. Boil it down to the few most useful nuggets.• Bear in mind, the purpose of the brief is NOT a Sales pitch but to translate these benefits into a relevant content that the consumers would seek• Creatives write From a brief, NOT TO IT! (Don’t limit them, liberate them!)• A Brief tends to succeed in direct proportion to the level of creativity present in both its ideas and presentation. @TejDesai
    23. 23. Adapt the Twitter format to Briefs! @TejDesai
    24. 24. Some Global Brief Templates @TejDesai
    25. 25. @TejDesai
    26. 26. Jung von Matt @TejDesai
    27. 27. @TejDesai
    28. 28. M&C Saatchi @TejDesai
    29. 29. BBH @TejDesai
    30. 30. Crispin Porter + Bogusky @TejDesai
    31. 31. Essentially, structure yourthought-process @TejDesai
    32. 32. Failing which, you risk… @TejDesai
    33. 33. How the Client How the Account How the Strategic How the Creative How the Business Headexplained it Executive understood it Planner wrote it understood it described itHow the project was What the Oprtns / How the Client was How it was supported What the Client reallydocumented Production installed billed @TejDesai needed
    34. 34. The Fundamentals of a Brief• Why are we doing this? – (Campaign Measurement – MMOs + MCOs)• Who are we talking to? – (What do we know about them? – Insight)• What is the message?• How are we going to talk to them? – (Thought Starters)• Where are they most susceptible to receiving this message / making a change?• Practical considerations – Brand Guidelines – Specific deliverables – Budget @TejDesai
    35. 35. EXERCISE 1 (20 MIN) @TejDesai
    36. 36. Exercise 1• Write a Creative Brief to drive a Toothpaste Launch that has both Hot and Cold sensations: – Hot gel kills bacteria – Cold gel gives freshness (Make your own assumptions of the Category, Objectives, TG etc) And your time starts now… Tick… Tock … Tick… tock… @TejDesai
    37. 37. DISCUSSIONS @TejDesai
    38. 38. However living in a trans-mediaenvironment means… @TejDesai
    39. 39. ...a need for briefs that enable relevant, trans-mediastory-telling creative solutions! @TejDesai
    40. 40. “I fear the day thattechnology will surpass ourhuman interaction.The world will have ageneration of idiots.” ~ Albert Einstein @TejDesai
    41. 41. “Transmedia storytelling is aprocess where integral elementsof a fiction get dispersedsystematically across multipledelivery channels for the purposeof creating a unified andcoordinated entertainmentexperience.” ~ Henry Jenkins Former MIT Media Studies Professor @TejDesai
    42. 42. Henry Jenkins – On Transmedia @TejDesai
    43. 43. * Transmedia Brief• What are the campaign goals and/or communication tasks? A very clear outline of communication tasks, and how they will be measured. This could include CRM, conversions, sales goals, awareness or good will for the brand/product.• What is remarkable about the Brand, Product or Service?• Who is the target audience? Which audience will actually deliver on the brand’s business objectives? What is the desired action? Think of this audience as your aspirational audience.• Is there another group of people that has more persuasion over the target audience? This group of people might be more likely to engage with the creative assets or act on the creative to influence the real target audience. Think of this audience as your inspirational audience. Source: Griffin Farley @TejDesai
    44. 44. * Transmedia Brief• How does the creative foster a social experience? Is the creative designed to entertain, or to act as a branded utility? To challenge participants to submit and share responses? To spawn user generated content, etc.• Why would someone want to pass something like this to others? This is an area to reference social theories (i.e. custom or personalized, gift economy, peer production, random acts of kindness, pay it forward, etc.) to inform why this creative might be shared and passed along among friends.• What are the existing creative assets (if any)? List the creative assets that already exist, and allow room for them to be used in new ways. Do new assets need to be created to help extend the narrative? Source: Griffin Farley @TejDesai
    45. 45. * Transmedia Brief• How long do we have before the paid media begins? This is a timing question that references how to use Owned, Earned and Paid media appropriately.• What are the benchmarks and metrics will we be following? Are there platforms the client feels are most important to measure success (acquisitions, Facebook or Twitter followers, video views, etc.)? If not, identify the metrics that you will follow including impressions, reach, interaction and most importantly sentiment. Source: Griffin Farley @TejDesai
    46. 46. EXERCISE 2 (20 MIN) @TejDesai
    47. 47. Exercise 2• Write a Transmedia Creative Brief to drive a Toothpaste Launch that has both Hot and Cold sensations: – Hot gel kills bacteria – Cold gel gives freshness (Make your own assumptions of the Category, Objectives, TG, Media Habits etc) And your time starts now… Tick… Tock … Tick… tock… @TejDesai
    48. 48. DISCUSSIONS @TejDesai
    49. 49. Thank youTej DesaiInteractive & Engagement Director, Lowe MENA @TejDesai @TejDesai
    50. 50. References & Credits• Jon Steel – Author, Truth, Lies and Advertising http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626• Henry Jenkins – Former MIT Media Studies Professor http://henryjenkins.org/• Steven Johnson – Author, Where Good Ideas Come From http://www.stevenberlinjohnson.com/• Griffin Farley – Strategy Director, Engagement Planning Lead, BBH NY http://griffinfarley.typepad.com/• Leon Phang – Creative Planner, Jung von Matt http://www.theplanninglab.com/ @TejDesai

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