The creative briefing process and why it matters
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  • 1. Why creative briefs matter
  • 2. THE CLIENT PROBLEM THE BEST POSSIBLE ANSWER
  • 3. THE CLIENT PROBLEM THE BEST POSSIBLE ANSWER THE BRIEF
  • 4. The best brief ever?
  • 5. The creative brief The most important piece of paper in our business (Yep, even moreso than an invoice)
  • 6. Drive sales Create a buzz Generate leads And so on… Launch products Change perceptions Think about why clients engage us?
  • 7. Think about why clients engage us
  • 8. Think about why clients engage us Ultimately they want us to take their business somewhere
  • 9. The brief Gives us a clear sense of where that place is Provides directions to guide us So we can work out the best way of getting there
  • 10. The brief Without it we’re… Second guessing
  • 11. The brief Without it we’re… Second guessing Working in the dark Risk getting lost along the way And likely to miss the mark
  • 12. The client brief The creative brief7
  • 13. The client brief From non-existent to war & peace The level playing field they give every agency The wood, the trees, the leaves
  • 14. The client brief
  • 15. The client brief Insight
  • 16. The creative brief
  • 17. Think &Inspiration Direction
  • 18. The client: Pope Julius II The agency: Michealangelo The project: Sistine Chapel Source: How to plan advertising – The Blue Book APG
  • 19. Brief 1: Please paint the ceiling
  • 20. Brief 1: Please paint the ceiling Brief 2: Please paint the ceiling using red, green and yellow
  • 21. Brief 1: Please paint the ceiling Brief 2: Please paint the ceiling using red, green and yellow Brief 3: We’ve got terrible problems with cracks in the ceiling. Could you cover it up for us?
  • 22. Brief 1: Please paint the ceiling Brief 2: Please paint the ceiling using red, green and yellow Brief 3: We’ve got terrible problems with cracks in the ceiling. Could you cover it up for us? Brief 4: Please paint biblical scenes on the ceiling, incorporating some or all of the following: God, Adam, cupids, devils and saints rk
  • 23. Or… Brief: Please paint our ceiling for the greater glory of God and as an inspiration and lesson to his people.
  • 24. No brief, no excuses I didn’t have time to write the brief… This won’t be the most interesting brief you’ve ever had… Sorry it’s 12 pages long…
  • 25. Every creative brief is an opportunity to do something great
  • 26. Which means? Client: Wow-ed Wins their trust Next brief guaranteed Likely to recommend us Accolades/Awards (for them and us)
  • 27. Which means? You: Feel great
  • 28. The big things So where do you start? The where The problem we’re trying to solve aka. Our destination
  • 29. The big things The who Know the audience intimately Who are we talking to What’s stopping them doing what we’d like What do we know about them What do we want them to think, feel and do
  • 30. The big things The what Think like an onion peeler What’s the most important thing to tell them
  • 31. The big things The why Do you personally believe them? The reasons they should believe us (the proof)
  • 32. The big things The house- keeping Account lead Job number Client lead Key dates
  • 33. The creative brief Supplementary information
  • 34. How to prepare Read Ask Prod
  • 35. And let’s make a pact Written creative brief everytime Circulated 24 hours in advance And read Face-to-face briefing involving the full team – right from the start Use the creative brief as our reference point there on in
  • 36. And there’s more… Think about hosting the briefing out of the office
  • 37. Garbage in…
  • 38. Start with nothing and you get anything. So let’s start with something and who knows where it’ll take us… www.earnest-agency.com @earnestagency