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“I’m not
creative”
Every child is an artist.
The problem is how to
remain an artist once
you grow up.
1.CREATIVE PROCESS
2.BETTER BRIEFS
3.EFFECTIVE FEEDBACK
BETTER BRIEFS
MATTER
1.YOUR ROLE
INTHE CREATIVE
PROCESS MATTERS
INFORM TO
INSPIRE
UNDERSTANDING THE
CREATIVE PROCESS
7BILLION
1.Thisisawesome
2.Thisistricky
3.Thisisshit
4.I’mshit
5.Thismightbeokay
6.Thisisawesome
CREATIVE TRIGGERS THAT
GUIDE THE CREATIVE PROCESS
“So what are we doing, again?”
Who are we talking to?
And why are they
going to
believe us?
And how are we
going to tell t...
3 WAYSYOU
CAN HELP INFORM
TO INSPIRE
1.ALWAYS GIVE THE
AGENCYACCESS TOTHE
PRODUCT OR SERVICE
“Have the
product on
your desk”
Taste
Touch
Smell
See
Hear
2.EMPLOY
‘WORD BOMBS’
Wordsarelittlebombs.
Therightonescanexplode
insideus,demandingan
originalandexcitingidea.
Crazy, zany orange drink
Taste the buzz of real oranges
Taste the buzz of real oranges. c.1990
https://www.youtube.com/watch?v=ZyJ5D35Fx4M
Taste the buzz of real oranges. c.2014
‘AARGH!’
https://www.youtube.com/watch?v=Fv_sNJpQM14
3.BE COURAGEOUS
WITHYOUR BRIEFS
SETCREATIVECHALLENGES
TIP No. 1
~ Is there an idea in where it was
made or where the company is from?
~ What if it’s not an ad?
Think social, di...
https://www.youtube.com/watch?v=Fv_sNJpQM14
Is there an idea
in unexpected
humour?
	
  
Create a character
	
  
https://www.youtube.com/watch?v=PoSzcjcRefM
https://www.youtube.com/watch?v=2_YL0HzCCJg
Is there an
idea in celebrity?
https://www.youtube.com/watch?v=KlRjYlsC3bc
Is there an idea
in demonstration?
	
  
https://www.youtube.com/watch?v=nTmbFcXJPb4
Is there an
idea in parody?
Small budgets.
Big ideas.
Is there an idea
using just words?
	
  
https://www.youtube.com/watch?v=koeeo6yAsiI
Is there an idea using animals?
	
  
Maxwell
	
  
Hump day camel
Scapegoat
	
  
https://www.youtube.com/watch?v=hxRoXuPjAKc
https://www.youtube.com/watch?v=jEBdkzelVWY
FUELTHECREATIVEFIRE
~ Always expose the product 
~ Inform to inspire through ‘word bombs’
~ Be courageous and never boring
2.BETTER
BRIEFS
MATTER
“So what are we doing, again?”
CREATIVETRIGGERS
“aproblemwellputishalf solved”
	
  
John Dewey
The what?
How you define the problem defines the solution.
	
  
TRIGGER No. 1
Tips in writing a ‘well put’ problem
_____________________________________________________________________________________...
Who are we
talking to?
CREATIVETRIGGERS
The Archer family
Three things you should consider when
uncovering the customer insight.
1. The Archer families demographi...
The Archer family
The Archer family
THE ARCHER’S PEN PORTRAIT
DEMOGRAPHIC:
AGE:
SEX:
ENTHNICITY:
FAMILY STATUS:
HOME:
JOB:
PSYCHOGRAPHIC:
LIFESTYLE:
HOBBIES:
...
GETTINGTO
THE CUSTOMER
INSIGHT?
The Archer family
Is there a frustration, aspiration, or other a
related need that we can tap into and leverage?
The Archer family
And why are
they going to
believe us?
CREATIVETRIGGERS
The why?
	
  
TRIGGER No. 3
The Prop
THE SINGLE MOST
MOTIVATING THING
WE HAVE TO SAY
SAY IT IN
THE MOST
MOTIVATING WAY
Turning your
observations
into an insight
TIP No.
Observation: what people do or say
People consume chocolate
bars to satisfy their
hunger
	
  
EXAMPLE No.
https://www.youtube.com/watch?v=rqbomTIWCZ8
EXERCISE No. 4
Don’t just list all the features. Draw out the benefits.
Don’t just list all the features, draw out the benefits.
PENCILSAVES MAN’S LIFE
And how are we
going to tell them?
CREATIVETRIGGERS
The how?
	
  
TRIGGER No. 4
TIP No. 4
WHY: Is the insight clear
and true?
~ Does the ‘PROP’ fully answer
the business challenge?	
  HOW: Are all the d...
~ In one sentence state what the agency is
being tasked to do 
~ Bring the customer to life
~ Identify a fresh truth about...
3.HOWYOU
GIVE FEEDBACK
MATTERS
https://www.youtube.com/watch?v=QDadJaSERwg
1.Before
1. BEFORE
SMILE Creative types are nearly always very nervous.
For a smoother presentation be positive, open and engaged.
...
1. BEFORE
EXPECTATIONS Have a clear understanding of the level of
creative that is being presented:
• Adcepts • Creative t...
2.During
2. DURING
BE THE CUSTOMER
You will have just revisited the main areas of the brief including
the target audience, so now i...
2. DURING
THE IDEA Does the creative idea bring to life the proposition
in a memorable or dramatic way?
LEGS Can the creat...
2. DURING
FEEDBACK In the meeting be clear about who, when and
how you will be giving feedback.
• Recognise the good first
...
3.After
3. AFTER
CIRCULATION Attach the brief and identify the level of
presentation when presenting the concepts to the business ...
3. AFTER
OPINIONS Avoid giving the work the good old
‘once round the office’. Other people always have a subjective
opinion...
3. HOW TO GIVE MORE
EFFECTIVE FEEDBACK
~ Recap the brief
~ Be the customer
~ Redirect, don’t rework
Thank you
DA V I D B E L L – E C D M E R C E R B E L L
mercerbell.com.au
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
How to write a great advertising creative brief.
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How to write a great advertising creative brief.

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What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an insurance ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation.
This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight.
Enjoy.
Ps. And please share if you have learnt something from this presentation.

Published in: Marketing

How to write a great advertising creative brief.

  1. 1. “I’m not creative”
  2. 2. Every child is an artist. The problem is how to remain an artist once you grow up.
  3. 3. 1.CREATIVE PROCESS 2.BETTER BRIEFS 3.EFFECTIVE FEEDBACK
  4. 4. BETTER BRIEFS MATTER
  5. 5. 1.YOUR ROLE INTHE CREATIVE PROCESS MATTERS
  6. 6. INFORM TO INSPIRE
  7. 7. UNDERSTANDING THE CREATIVE PROCESS
  8. 8. 7BILLION
  9. 9. 1.Thisisawesome 2.Thisistricky 3.Thisisshit 4.I’mshit 5.Thismightbeokay 6.Thisisawesome
  10. 10. CREATIVE TRIGGERS THAT GUIDE THE CREATIVE PROCESS
  11. 11. “So what are we doing, again?” Who are we talking to? And why are they going to believe us? And how are we going to tell them? CREATIVETRIGGERS
  12. 12. 3 WAYSYOU CAN HELP INFORM TO INSPIRE
  13. 13. 1.ALWAYS GIVE THE AGENCYACCESS TOTHE PRODUCT OR SERVICE
  14. 14. “Have the product on your desk”
  15. 15. Taste Touch Smell See Hear
  16. 16. 2.EMPLOY ‘WORD BOMBS’
  17. 17. Wordsarelittlebombs. Therightonescanexplode insideus,demandingan originalandexcitingidea.
  18. 18. Crazy, zany orange drink
  19. 19. Taste the buzz of real oranges
  20. 20. Taste the buzz of real oranges. c.1990 https://www.youtube.com/watch?v=ZyJ5D35Fx4M
  21. 21. Taste the buzz of real oranges. c.2014 ‘AARGH!’ https://www.youtube.com/watch?v=Fv_sNJpQM14
  22. 22. 3.BE COURAGEOUS WITHYOUR BRIEFS SETCREATIVECHALLENGES
  23. 23. TIP No. 1 ~ Is there an idea in where it was made or where the company is from? ~ What if it’s not an ad? Think social, digital ambient, ambush etc~ Current events~ Trends ~ Is there an idea in showing what happens without the product? ~ Repetition~ Shock tactics~ Metaphor & analogy ~ Surreal & Bizarre
  24. 24. https://www.youtube.com/watch?v=Fv_sNJpQM14
  25. 25. Is there an idea in unexpected humour?  
  26. 26. Create a character  
  27. 27. https://www.youtube.com/watch?v=PoSzcjcRefM
  28. 28. https://www.youtube.com/watch?v=2_YL0HzCCJg
  29. 29. Is there an idea in celebrity?
  30. 30. https://www.youtube.com/watch?v=KlRjYlsC3bc
  31. 31. Is there an idea in demonstration?  
  32. 32. https://www.youtube.com/watch?v=nTmbFcXJPb4 Is there an idea in parody?
  33. 33. Small budgets. Big ideas. Is there an idea using just words?  
  34. 34. https://www.youtube.com/watch?v=koeeo6yAsiI Is there an idea using animals?  
  35. 35. Maxwell   Hump day camel Scapegoat  
  36. 36. https://www.youtube.com/watch?v=hxRoXuPjAKc
  37. 37. https://www.youtube.com/watch?v=jEBdkzelVWY
  38. 38. FUELTHECREATIVEFIRE ~ Always expose the product  ~ Inform to inspire through ‘word bombs’ ~ Be courageous and never boring
  39. 39. 2.BETTER BRIEFS MATTER
  40. 40. “So what are we doing, again?” CREATIVETRIGGERS
  41. 41. “aproblemwellputishalf solved”   John Dewey
  42. 42. The what? How you define the problem defines the solution.   TRIGGER No. 1
  43. 43. Tips in writing a ‘well put’ problem ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ HINTS ‘N’ TIPS No. 3 Try reducing the problem to a challenging question. State the problem, don’t prescribe the solution. Be excited by the problem/opportunity.
  44. 44. Who are we talking to? CREATIVETRIGGERS
  45. 45. The Archer family Three things you should consider when uncovering the customer insight. 1. The Archer families demographics 2. The Archer families psychographics 3. Examine their beliefs TRIGGER No. 2 The who?  
  46. 46. The Archer family
  47. 47. The Archer family
  48. 48. THE ARCHER’S PEN PORTRAIT DEMOGRAPHIC: AGE: SEX: ENTHNICITY: FAMILY STATUS: HOME: JOB: PSYCHOGRAPHIC: LIFESTYLE: HOBBIES: INTERESTS: ATTITUDES: BEHAVIOUR: VALUES: Describe the Archers in relation to the brand and category. ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ The Archer family EXERCISE No. 3
  49. 49. GETTINGTO THE CUSTOMER INSIGHT?
  50. 50. The Archer family
  51. 51. Is there a frustration, aspiration, or other a related need that we can tap into and leverage? The Archer family
  52. 52. And why are they going to believe us? CREATIVETRIGGERS
  53. 53. The why?   TRIGGER No. 3 The Prop
  54. 54. THE SINGLE MOST MOTIVATING THING WE HAVE TO SAY
  55. 55. SAY IT IN THE MOST MOTIVATING WAY
  56. 56. Turning your observations into an insight TIP No.
  57. 57. Observation: what people do or say People consume chocolate bars to satisfy their hunger   EXAMPLE No.
  58. 58. https://www.youtube.com/watch?v=rqbomTIWCZ8
  59. 59. EXERCISE No. 4
  60. 60. Don’t just list all the features. Draw out the benefits.
  61. 61. Don’t just list all the features, draw out the benefits.
  62. 62. PENCILSAVES MAN’S LIFE
  63. 63. And how are we going to tell them? CREATIVETRIGGERS
  64. 64. The how?   TRIGGER No. 4
  65. 65. TIP No. 4 WHY: Is the insight clear and true? ~ Does the ‘PROP’ fully answer the business challenge?  HOW: Are all the details there and correct?  
  66. 66. ~ In one sentence state what the agency is being tasked to do  ~ Bring the customer to life ~ Identify a fresh truth about the customer’s emotion or behaviour, that can be used to solve the problem Thesecretof betterbriefs
  67. 67. 3.HOWYOU GIVE FEEDBACK MATTERS
  68. 68. https://www.youtube.com/watch?v=QDadJaSERwg
  69. 69. 1.Before
  70. 70. 1. BEFORE SMILE Creative types are nearly always very nervous. For a smoother presentation be positive, open and engaged. RECAP Begin by revisiting the four main areas of the brief. • Problem • Audience • Insight • Prop
  71. 71. 1. BEFORE EXPECTATIONS Have a clear understanding of the level of creative that is being presented: • Adcepts • Creative territories • Scamps Vs Full Mac layouts QUANTITY Have agreement on the number of concepts or territories. Three is about right. 1. Safe 2. Surprising 3. Courageous IN PERSON Whenever possible try to have the Creative team present their work.
  72. 72. 2.During
  73. 73. 2. DURING BE THE CUSTOMER You will have just revisited the main areas of the brief including the target audience, so now it is vital that you think like, and assess the ideas as if you were the customer. Be the customer.
  74. 74. 2. DURING THE IDEA Does the creative idea bring to life the proposition in a memorable or dramatic way? LEGS Can the creative idea work well in multiple channels; • film • paper • pixels • social ahhh! Has the idea used the Allianz ‘ahhh’ device in the best way possible? MINUTIAE Don’t stress about a missing comma, worry about a missing idea.
  75. 75. 2. DURING FEEDBACK In the meeting be clear about who, when and how you will be giving feedback. • Recognise the good first • Don’t be afraid to ask questions ‘be a Juror, not a Judge’ • Seek understanding if you aren’t sure about something • Initial feedback is okay and appreciated • However, don’t be afraid to sleep on it and give formal feedback later
  76. 76. 3.After
  77. 77. 3. AFTER CIRCULATION Attach the brief and identify the level of presentation when presenting the concepts to the business for internal approval. THE DE-BRIEF Consolidate all feedback. REDIRECT Resist the temptation to rework yourself. Try redirecting it’s always more effective. AND try separating the amends into mandatory and optional changes. TIMINGS Work with the team to allow a fair amount of time to allow the amends to be made.
  78. 78. 3. AFTER OPINIONS Avoid giving the work the good old ‘once round the office’. Other people always have a subjective opinion about advertising. BUT have they read your brief? NERVES Feeling nervous? That’s a good thing. Pin the work on your wall and give the ideas the overnight test, and see how they look in the morning. 1. Safe 2. Surprising 3. Courageous
  79. 79. 3. HOW TO GIVE MORE EFFECTIVE FEEDBACK ~ Recap the brief ~ Be the customer ~ Redirect, don’t rework
  80. 80. Thank you
  81. 81. DA V I D B E L L – E C D M E R C E R B E L L mercerbell.com.au

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