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Fuck the brand! Fuck the client! ...

Fuck the brand! Fuck the client!

PEOPLE GO FIRST is a short guide to write creative brief from a consumer perspective.
Someone has to stand for the people in the advertising industry. So, fight the good fight.

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People Go First Presentation Transcript

  • 1. People go firstShift from brand to consumer point of view – A GUIDE TO WRITE A CREATIVE BRIEF –
  • 2. INDEX1. Brand – consumer2. Agencies shift3. The brand goes second4. Creative brief5. Voice of the consumer
  • 3. BRAND – CONSUMERA well-known connection
  • 4. BRAND - CONSUMER Brand Creativity ConsumerWe all know that the role of advertising is to connect BRAND and CONSUMERwith CREATIVITY
  • 5. BRAND - CONSUMER Brand Creativity ConsumerBut we also know that without consumer a brand has no reason to be.
  • 6. BRAND - CONSUMER Consumer Creativity BrandSo, lets give the consumer the attention it deserves: The consumer goes first.
  • 7. AGENCIES SHIFTA global change
  • 8. AGENCIES SHIFT. PEOLE GOES FIRST FOR W+K AND BBH ASIAA few weeks ago, BBH and W+K made clear that the West is still prettyold school, while the East puts well the consumer in first place. ASIA 24 APRIL 2012 http://www.slideshare.net/Robertc1970/ame-2012-presentation
  • 9. AGENCIES SHIFT Insight  solutionThe biggest agencies have already shifted into using theconsumer insight as main door for a creative solution.
  • 10. AGENCIES SHIFT. DIFFERENT INSIGHT APPROACHES BRUTAL SIMPLICITY OF THOUGHT TARGET AUDIENCE CONVENTION / DISRUPTION CREATIVE STARTERS MAKE SOMEONE’S DAYEvery agency takes a different approach at understanding the function and useof the consumer insight.
  • 11. BBH approach says: INSIGHTS COME FROM ANYWHEREBBH understand the brief as facilitator of ideas, so it collects different number ofconsumer insights. We’ll see it in a few slides.
  • 12. THE BRAND GOES SECOND A new perception
  • 13. THE BRAND GOES SECONDUsually, when we get a client brief we spend most of the timetrying to understand the client and its brand/product:
  • 14. THE BRAND GOES SECONDAll those elements constitutethe creative brief!
  • 15. THE BRAND GOES SECONDSo, what’s wrong?
  • 16. THE BRAND GOES SECONDWe do not need tounderstand the client butthe consumer
  • 17. THE BRAND GOES SECONDWhat we are proposing here is a simple shift when looking at the brief: Look at the brief from the consumer’s point of view
  • 18. THE CREATIVE BRIEF A translation
  • 19. THE OLD WAYFrom a brand point of view
  • 20. BUSINESS CHALLENGE What is the brand’s objective? Why are we doing this?COMMUNICATION TASK What do we need to do to achieve the brand objectives?MARKET INSIGHT BRAND INSIGHT CONSUMER INSIGHT CHANNEL INSIGHTWhat are the What does the brand Who is the target What channels andpatterns in the stand for? What’s the audience? media has themarket, brand brand personality /tone of brand/client told us?competition, market voice? What media do weseasons, etc. recommend? WHAT DO WE WANT TO COMMUNICATE? What is the single minded message?PRACTICALSDo we have a brand book? What other information could be relevant for the creatives?
  • 21. THE NEW WAYFrom a consumer point of view
  • 22. CONSUMER BACKGROUND/PROBLEM What is the consumer’s problem/need? Why would theconsumer want to use our brand now?ROLE OF THE AGENCY How could the agency help the consumer? What kind of solution doesthe consumer need?MARKET INSIGHT BRAND INSIGHT CONSUMER INSIGHT CHANNEL INSIGHTHow does the target What does the target How does the target What kind of mediaaudience see the audience think/say/does audience lives? What’s does the targetmarket? What do of the brand? their attitude in life? audience usuallythey What’s the role of the What are they uses/sees? What is thethink/like/dislike brand in the target interested in or use of that specificabout the audience’s life? worried about? media? What does thecompetition? How consumer think of thatdo they behave with media? What are thethis category of patterns in that specificproducts? media? MAIN INSIGHT What is the main thing the consumer says, feels or does in reference to the problem?PRACTICALSWhat other information can help to support the main insight?
  • 23. CREATIVE BRIEF The template
  • 24. CREATIVE BRIEF Client: Brief name: Date: CONSUMER BACKGROUND/PROBLEM ROLE OF THE AGENCYMARKET INSIGHT BRAND INSIGHT CONSUMER INSIGHT CHANNEL INSIGHT MAIN INSIGHTPRACTICALS
  • 25. BRIEF SPECIFICATIONS DEADLINE: BUSINESS/LEGAL SPECIFICATIONS CREATIVE SPECIFICATIONS BUDGET/TECHNICAL/MEDIA ADDITIONAL APPROVALS Creative Director: Business Director: Client:
  • 26. THE VOICE OF THE CONSUMER How to write a creative brief
  • 27. THE VOICE OF THE CONSUMERFIRSTIdentify who is the consumer/target audienceIt is highly recommended to define the consumer byattitude and behaviour more than demographically.
  • 28. THE VOICE OF THE CONSUMERSECONDDo research about the consumer to answerthe brief with consumer’s perceptions
  • 29. THE CREATIVE BRIEFSIMPLIFYDo not answer all the questions in each section ofthe brief. The goal is to be short and simple.BE STRATEGICYou have to make a choice of information. Thiscreates a strategy.EXCITEAnother goal is to make the brief interesting,entertaining and challenging for the creatives.
  • 30. Hope it helps!For any doubt or discussion blancoandco@gmail.com