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How to tackle a digital briefing - MacGyver Style

This presentation goes through digital briefings and how time should have changed them throughout the years. Some questions to challenge the briefing you're about to send out to your agency.

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How to tackle a digital briefing - MacGyver Style
How to tackle a digital briefing - MacGyver Style
How to tackle a digital briefing - MacGyver Style
How to tackle a digital briefing - MacGyver Style
How to tackle a digital briefing - MacGyver Style
How to tackle a digital briefing - MacGyver Style
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How to tackle a digital briefing - MacGyver Style

  • 50. Creative briefing : Job n° : Briefing Date : Brand : Campaign Date : BRAND BACKGROUND WHAT’S THE COMPANY’S TRADITION ? In a few words, explains what defines the best the company’s culture. What is its origin, why is the company recognized and appreciated by the customers. WHAT’S THE BRAND’S TERRITORY ? In a short sentence, what is the main idea behind the positioning of the brand? E.g. Axe : the man deodorant that is very effective in female attraction. WHAT’S THE BRAND’S CONTEXT ? Short explanation of the marketing situation of the brand. E.g. The brand is leader for decades, but a new competitor is gaining share of market among the young consumers. MARKETING CHALLENGES / OBJECTIVES WHAT’S THE MARKETING CHALLENGE ? What are the key objectives of the client in the short / long term? E.g. Increase sales by +15% among the 18-25. Increase the frequency of purchase from 1/month to 3/month. Give some key figures the client wants
  • 51. that is very effective in female attraction. WHAT’S THE BRAND’S CONTEXT ? Short explanation of the marketing situation of the brand. E.g. The brand is leader for decades, but a new competitor is gaining share of market among the young consumers. MARKETING CHALLENGES / OBJECTIVES WHAT’S THE MARKETING CHALLENGE ? What are the key objectives of the client in the short / long term? E.g. Increase sales by +15% among the 18-25. Increase the frequency of purchase from 1/month to 3/month. Give some key figures the client wants to reach. COMMUNICATION CHALLENGES WHAT’S OUR CHALLENGE ? What should the communication do to meet the marketing objectives? WHAT EMOTION SHOULD BE PROVOKED? WHAT’S THE WELCOME PROPOSITION ? In 1 short sentence what should the brand claim that will touch the people and will influence their perception/behaviour. SOURCE OF INSPIRATIONS? Give some campaign reference that could help the creative process, inspire the creatives or give a clear guidance.
  • 52. CONNECTION STRATEGY WHO ARE WE REALLY TALKING TO ? Who are they? Describe them as a person, a character, not only in figures. What’s the insight related to the brand or to the category? HOW DO WE SPEAK WITH THEM TODAY? What’s the connection-mix the client uses traditionnaly? What are the connection points we can use next to the existing ones? WHERE ARE THEY? WHERE DO THEY “USE” THE BRAND? WHAT IS THEIR BEHAVIOUR WITH THE BRAND? HOW CAN WE MAKE THEM PARTICIPATE WITH THE BRAND? WHAT CAN WE DO FOR THEM? HOW CAN WE CREATE VALUE? WHAT WANT WE THAT THE CONSUMER DOES? TIMINGS TIMINGS Give a short backtiming. Check if the ambition of the brief is matching timing reality!
  • 53. WHAT CAN WE DO FOR THEM? HOW CAN WE CREATE VALUE? WHAT WANT WE THAT THE CONSUMER DOES? TIMINGS TIMINGS Give a short backtiming. Check if the ambition of the brief is matching timing reality! MANDATORIES MANDATORIES Everything we should include or not forget that is absolutely necessary to keep in mind.