An Introduction into (Digital) Creative Briefing

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This is a deck I presented to a group of Junior Planners at this year’s Account Planning Group Workshop in Hamburg. The presentation is a general and very rough introduction into one of the key tasks of a strategic planner - the creative briefing. Coming from a digital agency, they asked for a digital perspective on the topic. From my point of view there is no big difference as planners should approach any project from a medianeutral perspective.

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An Introduction into (Digital) Creative Briefing

  1. 1. You’re holding a handbook for visionaries, game changers, and challengers striving to defy outmoded business models and design tomorrow’s enterprises. It’s a book for the… written by Alexander Osterwalder & Yves Pigneur co-created by An amazing crowd of 470 practitioners from 45 countries designed by Alan Smith, The Movement (DIGITAL-)BRIEFING s[cubed] APGD Junior Planning Workshop Hamburg 12/11/2010
  2. 2. Why digital briefing?
  3. 3. Creative Brief cre·a-tive (krea tiv), adj. 1. having the quality or power of creating. 2. resulting from originality of thought; imaginative. brief (bref), adj. 1. lasting or taking a short time. 2. using few words; concise: a brief report. 3. abrupt; curt. 4. a short and concise statement or written item.
  4. 4. Agenda GENERAL CLASSICAL DIGITAL
  5. 5. 1. GENERAL
  6. 6. A briefing is no end in itself. It has two core functions.
  7. 7. Giving direction
  8. 8. Inspiration
  9. 9. A briefing is a lot but not a set form
  10. 10. A briefing should be fun to work with
  11. 11. 2. CLASSICAL
  12. 12. Writer of the Creative Brief The brief is widely considered to be the plannerʼs main product – or ʻkey tangible deliverableʼ to the creative development process. Source: APG UK, WhatIsAccountPlanning_Nov2007revised.pdf
  13. 13. Writer of the Creative Brief One of the myths is that all planners do is transcribe the clientʼs marketing jargon into baby talk so the creatives can understand it. Source: APG UK, WhatIsAccountPlanning_Nov2007revised.pdf
  14. 14. Writer of the Creative Brief Thereʼs considerably more to it than that of course; clarity, brevity, and fertility being the hygiene factors of a good creative brief. Source: APG UK, WhatIsAccountPlanning_Nov2007revised.pdf
  15. 15. Writer of the Creative Brief And as the creative brief has the power to spark ideas – and ideas is what our business is all about – then that is a pretty important role. Source: APG UK, WhatIsAccountPlanning_Nov2007revised.pdf
  16. 16. Different agencies, different approaches
  17. 17. We ask & answer the right questions: ‣ Description of the problem: What is really the problem that we try to solve? ‣ Objective: What do we try to achieve? ‣ Brand: What are the strengths/weaknesses we need to take care of? ‣ Competition: Against whom to we try to win? ‣ Target: Who are we trying to address and what do we know about them? ‣ Key Message: What is the single central key thought? ‣ Reason Why: Why should someone believe that? ‣ Reaction: What should people think/do after we reached them? ‣ Tonality: How do we want to communicate? ‣ Channels: Which media and touchpoints are most relevant? ‣ Measurement: What are the key performance indicators? ‣ Task: What should the team do?
  18. 18. 3. DIGITAL
  19. 19. Same same but different
  20. 20. Nowadays we also have to consider many new internal audiences – not just “creatives” but technologists, programmers, project managers, event organisers, editors ... Source: APG UK, WhatIsAccountPlanning_Nov2007revised.pdf Writer of the Creative Brief (continued)
  21. 21. This means the briefs have to be multi- functional and, more importantly, agreed by many more people. The plannerʼs job here is not just to produce the brief but facilitate the process. Source: APG UK, WhatIsAccountPlanning_Nov2007revised.pdf Writer of the Creative Brief (continued)
  22. 22. Reason to Believe -> Reason to Bind Target Audience -> User  Consumer Insight -> Media Usage Insight Competition -> Content Objective -> Challenge Statement Digital focus
  23. 23. From planning cycle to creative process
  24. 24. Focus on a clear challenge statement
  25. 25. Write it as a definite question, beginning “In what ways might I…” Vary the wording of the challenge by substituting synonyms for key words. Stretch the challenge to see the broader perspective. Squeeze the challenge to see the narrow perspective. How to perfect a challenge statement?
  26. 26. website: www.scubed.de twitter: @schauerte Contact

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