Screw briefing2

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a presentation to find a better way of briefing in the wide digital arena.

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Screw briefing2

  1. 1. SCREW BRIEFING!agendaParts of briefing.Interesting thing about briefing.What IS the problem with briefing?Briefing loves & briefing hates.What next.
  2. 2. M creative to clien P PM t team toclien to t tea pr am m to og crea ram tive te ive me M to c reat am rs te nt P nt ie c liecl to nt c lie
  3. 3. AGREEING WHAT WE do doING WHAT WE’VE AGREEd
  4. 4. AGREEING WHAT EE d: WE ALL AdoGR a re pu tat ion VE doING WHAT d W E’ k to buil AT or at w H WE’VE AGREEd gre W Cre ate
  5. 5. i gn d es s py ger Co ana nt m Clie g P rogrammin Productio n Pro ject Interesting thing about briefing Se man We choose to meet in interesting places seven dials 1872 U arch age rs sa teInteresting thing about briefing bi chBrings different people together lit ni y cia nsInteresting thing about briefingIt’s up to us to define the emotional Interesting thing about briefingand phyisical spaces we meet up in We get forced to meet in uninspiring conditions boardroom 2006
  6. 6. most enjoyable part of briefing
  7. 7. the easiest most enjoyable
  8. 8. What’s the easiest part of writing a creative brief
  9. 9. What makes it easy to work with a brief
  10. 10. What causes the most headaches writing a creative brief
  11. 11. What makes it difficult to work with a brief
  12. 12. What’s the hardest part of briefing
  13. 13. hardest part of being briefed
  14. 14. “The formulation of a problemis often more essential thanits solution.”The problem with briefing
  15. 15. Audience as a human INSERT INFO HEREAudience as a profession INSERT INFO HERECompany, service or product INSERT INFO HEREMarketplace INSERT INFO HERECompany objectives INSERT INFO HERECompetition landscape INSERT INFO HERE AN EDUCATED DECISION whatever route Unclear brief GUESS? GET? Unclear idea Unclear execution cre Medio
  16. 16. The briefs are not the problemBehavioural change, not a change of template It’s not about the templateIt’s about the journey Client need Final work The problem with briefing we see it as a handover
  17. 17. It’s not a handoveror a raceIt’s a journeyand an exploration togetherand we’re all in itClient Client team CreativeThe problem with briefing
  18. 18. IDEA DOING IT INFORMATION INSIGHTThe problem with briefing
  19. 19. IDEA DOING IT INFORMATION INSIGHT IDE AL WO RL DThe problem with briefing
  20. 20. IDEA DOING IT INFORMATION INSIGHT RE AL WO RL DThe problem with briefing
  21. 21. IDEA DOING IT INFORMATION INSIGHT NE W WO RL DThe problem with briefing
  22. 22. kEY MESSAGE IDEA FULLY IDEA FULLY IDEA FULLY DESIGNED DESIGNED DESIGNED IDEA pROGRESSED better exp kEY MESSAGE kEY MESSAGE kEY MESSAGE loration to get her AUDIENCE IDEA SCRIbbLE IDEA SCRIbbLE IDEA SCRIbbLEThe problem with briefing more effective idea finding IDEA pROGRESSED better focus on execution AUDIENCE
  23. 23. Client teams are the only But we need to collaborate Creative teams need to:ones that can: with each other to deliver:• Question the client and change • Required emotional response • If we’re involved in briefing expectations (insight) rush to the brief not rush to the idea• Define the strategy • Required rational response (info/insight) • Understand our role in the• Supply the background info ‘team’ when it comes to (what the client does, what • Required technical response definining the brief the product/service is) (info/behavioral insight)• Technical info (what the • A richer understanding of the requirements are) target (insight)• Objective info (business and • A richer understanding of the project – what the problems marketplace (insight) are) • Possible key emotional• Brand info (what the brand benefits (insight) and what that means to their behavoiur) • A selection of propositions (creative thinking) • When we review creative ideas look for reasons why we can make things work rather than look for reasons to push them off the table.
  24. 24. CLIENT TEAM CLIENT TEAM CLIENT TEAM CREATIVE TEAM CREATIVE TEAM CLIENTTechnical details of Work together to find Share directions Work on executionthe job; variety of messages/ on variety of of routes. stories. messages/storiesie: what the product and agree 1 route Give justification forservice is/how the (or 2 routes) to choices taken.product service progress.works.NEED NEED NEED: NEED:To get all the basic info to ensure we’re Understood process: Written doc on client feedback Executions based on agreed ideasnot going back to the client again and (issues with routes, not with client steering. Created as closeagain in a disorganised manner. Client team discusses challenge with suggestions). to finshed work as reasonable. creative lead.‘BASICS’ brief written for Creative read and understand f ‘EXECUTED’ work presentationcreative team. Creative lead involves as many client feedback immediately. If creatives as poss for a short amount of considered worth argueing then time in brainstorming. reasons given to client team instantly to reason with client. Outcome shared with client team at end of brainstorm. ‘STEERING’ doc created with client issues ‘IDEAS’ presentation created for client.TIME SAVEd FRoM TIME SAVEd FRoM INTESIVE WASTE SAVEd FRoM NoT TIME SAVING ANd BETTERSTRUGGLING To FINd BURST oF BRAINSToRM EXECUTING IdEAS To WoRK PRodUCEdPRoPoSITIoNS ENERGY THRoW AWAY FRUSTRATIoN SAVING FRoM FRUSTRATIoN SAVING UN-PRoGRESSEd IdEAS FRoM CLIENT
  25. 25. oVER To YoU...

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