6 How to write a creative brief

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A quick and easy presentation on how one can write more effective creative briefs.

Published in: Marketing, Technology, Business

6 How to write a creative brief

  1. 1. FRIDAY EXPLORER HOW TO WRITE A CREATIVE BRIEF
  2. 2. OUR CLIENT SAYS…
  3. 3. WHAT GOES IN OUR MIND…
  4. 4. Need 1 mailer…ye brief hai ??!!?? How should I convey it to the creatives ?? Shitt yaar… Brief agaya
  5. 5. CREATIVE BRIEFING aka GRILLING SESSION…
  6. 6. Kya Laye ho… Kyu Laye ho… Last time to yeh hi kia tha… We don’t understand… Please get some clarity on the brief… Umm.. Par main… Par wo toh… Par suno toh…
  7. 7. MOMENT OF TRUTH… CREATIVES ARE DELIVERED TO SERVICING
  8. 8. ACCOUNT EXECUTIVES V/S CREATIVES
  9. 9. BRIEF CAN MAKE IT OR BREAK IT… Wrong Brief Hang him, not let him go Right Brief Hang him not, let him go
  10. 10. WE CAN AVOID ALL THESE… HAVE A STRUCTURED APPROACH
  11. 11. What is Creative Brief ? • A creative brief is a one-page document that puts in writing all the key information you want the creatives to know before working on the creative campaign • It is the bridge that connects strategic thinking and creative execution and is the key tool with which the account managers can unlock the imagination of creative people and give them a direction for execution • It is the first ad of the campaign
  12. 12. History • Coined in 1863 • For Abraham Lincoln’s speech for the dedication of the new Soldiers National Cemetery in Gettysburg, Pennsylvania
  13. 13. What is it’s Role ? • To Liberate the creative process. Not control. • To provide a springboard for ideation • Inform. Interest. Persuade. Guide.Inspire.
  14. 14. Elements of Creative Brief Background Mandatories Objective Creative Brief Single Minded Proposition Desired Response Target Audience Creative Insight
  15. 15. Background
  16. 16. • What is the scenario of the market? • What is the Big Picture?
  17. 17. Example  ICICI Bank Retention Mailers ICICI Bank iMobile app facing a unique problem Users do not make financial transactions on iMobile..
  18. 18. Objective
  19. 19. • What is the problem of the client that we need to solve? • What do we want to achieve as a result of the communication?
  20. 20. Example  Effective  "The purpose of this campaign is to position ElectroQuick as a less expensive, equally effective alternative to BigBrand." Not Effective  "The purpose of this campaign is to raise awareness, generate blogger buzz, and create excitement for the client's new ElectroQuick by positioning the client as a leader in innovative global technology with a uniquely humanistic yet professional and sophisticated brand image that compares favorably to BigBrand."
  21. 21. Single Minded Proposition
  22. 22. • What is the one thing that you want to convey? “Throw someone a tennis ball and he will catch it. Throw five and he’ll drop them all.” Adrian Holmes
  23. 23. Example   Avis : We are no. 2, we try harder.  Nike : Just Do it.  Nerolac : Healthy Home Paints  Rolls-Royce : At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock’
  24. 24. Target Audience
  25. 25. • Who are we trying to influence? • What He / She would be doing right now? • What is their Behavior towards the Brand, Category ?
  26. 26. Example  DILO  Nerolac Home Painting Solutions  Mr. Nayak, a Investment Banker lives in South Delhi with his wife and two kids. He is a busy man with high disposable income whose parents are based out of Pune. He care about his parents and does whatever he can to make their life comfortable and pleasant
  27. 27. Archetypes
  28. 28. Examples   Nike –> The Hero  Harley Davidson –> The Outlaw  Pampers –> The Helper  Virgin –> The Jester  Ben & Jerry’s –> The Innocent
  29. 29. Consumer Insights
  30. 30. • It is an intrinsic need, desire or a hidden truth of the consumers which is not obvious and helps understand their buying behaviour • "Insight" can be derived from classical market research understanding or from psychological knowledge about emotions and behaviour in relation to the brand.
  31. 31. Examples  “Wives and Girlfriends are more likely to buy men’s body wash than men”
  32. 32.  “ Children love to emulate adults”
  33. 33. Mandatory Elements
  34. 34. • Brand Guidelines to be followed • For ICICI Bank Mailer – – – – – – – – – Logo on the top right Zurich BT / Arial font Orange, Maroon, Blue, Grey, White only to be used ICICI Bank Template Terms & Conditions Offer Period Clean Shaven faces of models to be used Letter format for the content Complete image, no cut outs
  35. 35. How should it be ? If the creative brief is not itself creative, if it does not suggest solutions to problems, present information in an expansive and interesting way, and interpret that information with imagination and flair, then its authors and presenters have no right to expect anything different from their creative teams. John Steel
  36. 36. Do’s • • • • • • • Creative & Brief Single Minded Proposition (SMP) Single Page K.I.S.S. Strategic Inclusion of Facts & Figures Brief in person
  37. 37. DONT’S • • • • • • • One size fits all Should not be like a filled form Tactical Dull Technology Driven, Code crunched Instruction based A list a statistics
  38. 38. WHAT WE FOLLOW…
  39. 39. 6.5 STM Brief
  40. 40. Activation Mailer Brief ICICI Bank iMobile
  41. 41. Brief Buddy – A Brief Cracking Mobile App
  42. 42. I Am Statements • A single line Brief written by stepping into consumer’s shoes from their perspective.’ • They are not descriptive “personas.”
  43. 43. SUGGESTION Initiation of Best Brief Awards in our Agency
  44. 44. HENCE CREATIVE BRIEF – A FOUNDATION THAT MAKES THINGS RIGHT

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