Better Creative Briefs Workshop

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Course Materials for a 2 day course in Creative Brief Writing for Account Managers. I deliver this course in Singapore, Malaysia, Hong Kong, Taiwan, China, Thailand and Indonesia.

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Better Creative Briefs Workshop

  1. 1. Objectives: Understanding the importance of thebrief and learn to write a better creative brief CreativeWho: Junior and Senior Account Management/ BriefPlanners WritingDuration: 2 daysKey Modules Sharing stories of Introducing Killers of What makes the journey the CBW Creativity a Good Brief to great Assignment work 1 2 3 4 Creative The Brief Practice: Case Study Briefing Filling the The CBW Forms boxes Assignment 5 6 7 8 By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 2
  2. 2. By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 3
  3. 3. Creative BriefsStories from the Field By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 4
  4. 4. Client Brief We need a new Lux TVCWe need a new TVC for Lux.Signed,(Name Withheld)Lux Marketing Director By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 5
  5. 5. Client Brief Tell people how tasty and healthy our Veggie Burgers are. Not just for Vegetarians!By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 6
  6. 6. By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 7
  7. 7. Client Brief:Create Awareness for CityLink Mallwith the positioning of “Singapore’sFirst and Only Subterranean Mall”Client wanted to use Taxi Advertisingto broaden awareness By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 8
  8. 8. The Real Problem –Loads of people traffic, just noshoppers!Solution:Loyalty Card By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 9
  9. 9. Where are our briefs now? 3 4 2 1 5 Crea%ve  Brief   Quality  Meter   By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 10
  10. 10. Where are our briefs now?•  In most agencies: –  Good briefs, more exception not rule –  Overall briefs are too general –  Information overload –  Lacking imagination or choicefulness•  Good Communication happens in spite of the brief not because of the brief By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 11
  11. 11. Killers of Creativity By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 12
  12. 12. 1. The Hermaphrodite Brief–  Wants to play for both teams–  The infamous “exciting but steadfast” “traditional yet modern”–  Total creative compromise By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 13
  13. 13. The Ground Hog Day Brief 2. The Repetition Brief•  Like a skipping CD•  A single thought or idea expressed in a number of ways – but all saying the same thing repeatedly.•  Yet only to appear again in a slightly different fashion in a new box somehow trying to convince you that by repeating it slightly differently in a new box or paragraph that it’s a really different thought. But it’s not, it’s the same thing just said further down the page kind of like this… By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 14
  14. 14. 3. The Lazy Bastard Brief•  Information pretending to be insight, lacking in imagination By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 15
  15. 15. 4. The Kitchen Sink Brief•  Verbose without committing to an idea or position•  If I tell you everything I know perhaps something will spark a thought?•  Need to show all your homework By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 16
  16. 16. 5. The Smarty-Pants Brief• Aren’t I bloody impressive, jargon filled brief• Total creative confusion – creative priority now on shelf talker level.*English translation: “Mom’s prefer store brand salad dressing because they’re cheaper. We want them toconsider us instead.” By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 17
  17. 17. 6. The Prescriptive Brief•  Allows only one way for it to be executed•  Long list of support points all mandatory•  Lots of mandatory art direction•  No creative teams required By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 18
  18. 18. What is a creative brief?cre·a-tive (krea tiv), adj. 1. having the quality or power of creating. 2. resulting from originality of thought; imaginative.brief (bref), adj. 1. lasting or taking a short time. 2. using few words; concise: a brief report. 3. abrupt; curt. 4. a short and concise statement or written item. By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 19
  19. 19. What makes a Good Brief? By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 20
  20. 20. THE IMPROBABLE HEADLINE PLANNER WRITES BRILLIANT BRIEF! By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 21
  21. 21. AdvertisingStrategy The bridge between smart strategic thinking and great communication By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 22
  22. 22. Great Briefs are Triumphs of SIMPLICITY To simplify means to eliminate the unnecessary so that the necessary may speak. ~Hans Hofmann By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 23
  23. 23. Great Briefs are Triumphs of SIMPLICITY Everything should be made as simple as possible, but not simpler. ~Albert Einstein Alessi’s Hot Bertaa By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 24
  24. 24. A creative brief should improve your chancesof having lots of good ideas Its the equivalent of a fisherman’s guide (Jeff Goodby) By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 25
  25. 25. Creatives write FROM A BRIEF not TO A BRIEFInspiration to flow from NOT A Bucket to be filled LIBERATE LIMIT By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 26
  26. 26. A Creative Brief represents the first Creative Thinking The creative brief does sit outside the creative process, it is the beginning of the creative process . Planners and Account Managers take the first imaginative leap The creative team must believe that a great campaign is possible Think of the creative brief is the first ad, an ad to influence the creative team By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 27
  27. 27. A Brief represents the first Creative Thinking Single minded proposition as Ad Headline Highest ground clearance of its class. By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 28
  28. 28. By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 29
  29. 29. A Creative Briefing is not:- a single meeting- an email- nor is it a brief slipped under a door! By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 30
  30. 30. The Creative Brief and Briefing can be usedinterchangeably to refer to a larger process ofaccount and creative people molding thedirection communications should take. -  ummarise the S -  utline communications problem O content of meeting -  ow to go about solving it H By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 31
  31. 31. xClients DO NOTparticipate in Creative Briefings- They need to agree to theobjectives and general direction- The detail does not concernthem By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 32
  32. 32. The Key Job of the Brief is to FILTERinformation•  Too much information can be as damaging as too little information How much the What goes Account into the person brief knows By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 33
  33. 33. The Key Job of the Brief is to FILTERinformation•  The Brief is not an opportunity to show how hard you’ve been working –  As Account Mgr / Planner, you are judged by the quality of the communication you helped create NOT the amount of work you put into a brief By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 34
  34. 34. The Key Job of the Brief is to FILTERinformation•  If its not relevant to the consumer, its not relevant to the brief•  Distinguish between “orientation” and the brief•  A brief is NOT an Ode to the product By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 35
  35. 35. Summary - Great Creative Briefs…Means to an EndBridgeSimpleFilter informationLiberateAre part of a larger processAre the first creative thinkingImprove your chances of having ideas By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 36
  36. 36. A Creative Brief should reflectthe best thinkingto solve a client problem withcommunication By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 37
  37. 37. Case Study By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 38
  38. 38. The Problem•  Concerned with long-term declining milk sales By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 39
  39. 39. The Ineffective Strategy•  The California Milk Advisory Board (CMAB), had for many years produced the "Milk Does a Body Good" ad campaign.•  93% of the people already thought milk was good for them•  90% said it had calcium•  The problem was that the old ads didnt change consumers behaviour.•  Since people thought milk was good for them but sales volume was falling anyway, it was decided to abandon the nutrition theme. By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 40
  40. 40. The Strategy•  Focus on the 70% of Californians who claimed to drink milk frequently –  People who drank milk tended to think of it as an accompaniment to certain sweet and sticky foods that they loved.•  Rather than selling milk as a complement to certain foods, the strategy became to remind milk drinkers of the anxiety and disappointment that came when milk wasnt available at crucial moments. Don’t be “wholesome” By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 41
  41. 41. The Communication Solution Play Anton Burr/ HeavenBy Angela Koch, Chief Ideas Facilitator, Invitro Innovation 42
  42. 42. The Result•  In 1994, Californias milk sales increased for the first time in over a decade•  Within months, the "got milk?" advertisements became famous.•  The tagline, "got milk?" spawned countless imitations.•  One of the longest running campaign’s in Advertising History By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 43
  43. 43. Discovering the Client BusinessProblemSome Questions you could ask:•  How does Brand X make money?•  Where are they currently underperforming? –  Do potential customers know of them? –  Is Brand X relevant? –  How do they feel about Brand X? –  Have they the opportunity to purchase Brand X?•  How can communication help? –  How much time and resources do we have to solve this problem? By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 44
  44. 44. Tips for Solving ChallengingBriefs By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 45
  45. 45. What if your problem is really big andyou dont have a strong case? Or muchtime?– Healthy Snack vs regular snacks– Recycling vs doing nothing– People vs. OJ Simpson By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 46
  46. 46. What sequence was triggered for the2 milk campaigns? 47 By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 47
  47. 47. How to get kids to snack healthy? 48 By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 48
  48. 48. Think About the CommunicationsCampaigns you have been part of… Can you think of any that DID NOT start with THINK? 49 By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 49
  49. 49. Creative Briefing Formats 50 By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 50
  50. 50. Source: http://theplanninglab.typepad.com/http://theplanninglab.typepad.com/theplanninglab/2009/04/a-totally-subjective-creative-brief-template-review-.html By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 51
  51. 51. Our Common Goal: Concept Idea: Root Message: Root Element:Source: http://theplanninglab.typepad.com/ By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 52
  52. 52. Describe the Audience? Why arent they doing what we want them to do? Why should they? Describe the brand character we want What must the advertising include?Source: http://theplanninglab.typepad.com/ By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 53
  53. 53. Source: http://theplanninglab.typepad.com/ By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 54
  54. 54. Source: http://theplanninglab.typepad.com/ By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 55
  55. 55. Source: http://theplanninglab.typepad.com/ By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 56
  56. 56. Forms and Templates are insurance against incomplete information•  Just as advertising templates don’t inspire great communication•  Brief Templates do not inspire great briefs•  They are Insurance against VERY BAD BRIEFS By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 57
  57. 57. A Brief in whatever format Should Provide Answers to the following•  What’s the real problem?•  Who is this among?•  What do we know about their relationship with the category or brand?•  How might we best approach solving this? –  Exploiting our brand assets / or creating new ones By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 58
  58. 58. I think it is what you do before, during and after the brief / briefing that is vastly more important than what boxes are we filling in. UK Planning Director By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 59
  59. 59. Is this a Good Brief?•  Is there a clear understanding of what the brand represents?•  Is there a clear business strategy?•  Is the target audience perceptively described?•  Does the insight grab you?•  Does the proposition tell you the answer or pass on the problem?•  Is there a clear benefit to the consumer?•  Does it have an idea in it?•  Is it ownable?•  Could you write ads to it?•  If you were a creative, would you be excited with this brief?•  Will it create the type of advertising that you think is right?•  Is it simple, practical? By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 60
  60. 60. If you can remember just onething from this Creative BriefTraining it’s this:MAKE YOUR BRIEFINSPIRING By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 61
  61. 61. •  Believe in the power of the brief, which is to address a fundamentally important business issues in a creative, innovative way.•  Take on the challenge of fresh thinking. If you can show the creative team how to break the rules - and which rules you can break - they will love you for it.•  Be ambitious. Be confident. Believe that you can really change the marketplace, and hopefully your clients will also share your ambition. By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 62
  62. 62. By Angela Koch, Chief Ideas Facilitator, Invitro Innovation 63

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