Karen Hand - March 2012 -Presentation to the Marketing Society on Better Briefs and Briefing

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Briefs and Briefing are deceptively simple processes but the shift of power that occurs means that people need to be careful of what briefs lead to , rather than just seeing it as a chance to pass the puck.

Marketing

Briefs and
Briefing
Throwing Down
the Gauntlet?

Briefs and Briefing
Critical shift of Focus

The End
of the
Beginning

Creative Brief
Creative Briefing

‘What’ we Say

The
Beginning
of the End

‘How’ we Say it

What

How

Boddingtons
is the ultimate
smooth-drinking
pint

less this

more this

Outcome

What

How

Easy insurance for
young value-conscious
Irish people

Tapping into
the Irreverence of
the Ryanair generation

Outcome

‘The key to all story endings
is to give the audience what
it wants, but not in the way
it expects’
Adventures in the Screen-Trade
William Goldman

One Brief
owned by ALL
Stakeholders
in Creative
Process

66%*
communication
of

is

non-verbal

* Social Psychologists cannot
agree on the exact figure you’ll hear estimates from 66%
up to 95% but I have erred on
the conservative side

Proposition A

Proposition
Smoposition

IBM new range of
advanced computers
will put you ahead
in the human race

Proposition B
IBM computer
features are
solutions to your
work problems

Great
Briefs
Contain
Tension
Cirque Du Soleil Rage Against the Machine

Great
Briefs
are
Resonant
Orange
Let it be a beam
of hope

The
Elevator
Pitch
What exactly is
the communication
trying to do ?

What is
the Exact
Role for
Advertising?

Got Milk
To remind people
of the horror of
running out of milk.
Lynx
To dramatise getting
ahead in the mating
game in a credible
knowing way
Stork Margarine
To put the joy
back into baking

Rigour
Shared Ownership

Ingredients
of Good Briefs
and Briefing

Iterative Process
Honesty and Feedback
at All Stages
Constructive Debate
Throwing Down
the Gauntlet

BBH
Challenge
to Lynx
U.S. Client?

Red Pill ?

Blue Pill?

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Karen Hand - March 2012 -Presentation to the Marketing Society on Better Briefs and Briefing

1. Briefs and Briefing Throwing Down the Gauntlet?

2. Briefs and Briefing Critical shift of Focus The End of the Beginning Creative Brief Creative Briefing ‘What’ we Say The Beginning of the End ‘How’ we Say it

3. What How Boddingtons is the ultimate smooth-drinking pint less this more this Outcome

4. What How Easy insurance for young value-conscious Irish people Tapping into the Irreverence of the Ryanair generation Outcome

5. BRAND PRODUCT/PROCESS Insight is NOT Confined to Consumers COMPANY ETHOS ‘Discovery consists of looking at the same thing as everyone else and thinking something different’ Albert Szent-Gyorgi CULTURE CONSUMER/TRADE COMMUNICATION

6. ‘The key to all story endings is to give the audience what it wants, but not in the way it expects’ Adventures in the Screen-Trade William Goldman

7. One Brief owned by ALL Stakeholders in Creative Process

8. Collaboration Stereotypes

9. 66%* communication of is non-verbal * Social Psychologists cannot agree on the exact figure you’ll hear estimates from 66% up to 95% but I have erred on the conservative side

10. Making the Brief Tangible

11. The Ice-Rink Cometh

12. Proposition A Proposition Smoposition IBM new range of advanced computers will put you ahead in the human race Proposition B IBM computer features are solutions to your work problems

13. Great Briefs Contain Tension Cirque Du Soleil Rage Against the Machine

14. Great Briefs are Resonant Orange Let it be a beam of hope

15. The Elevator Pitch What exactly is the communication trying to do ?

16. What is the Exact Role for Advertising? Got Milk To remind people of the horror of running out of milk. Lynx To dramatise getting ahead in the mating game in a credible knowing way Stork Margarine To put the joy back into baking

17. Sometimes the Brief is off-Brief

18. Rigour Shared Ownership Ingredients of Good Briefs and Briefing Iterative Process Honesty and Feedback at All Stages Constructive Debate Throwing Down the Gauntlet

19. BBH Challenge to Lynx U.S. Client? Red Pill ? Blue Pill?

20. So what are WE prepared to DO?

Karen Hand - March 2012 -Presentation to the Marketing Society on Better Briefs and Briefing

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