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How to write a killer agency creative brief

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Interactive workshop on what makes a great creative brief, the four key creative triggers and how to give creative feedback

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How to write a killer agency creative brief

  1. 1. DAVID BELL • EXECUTIVE CREATIVE DIRECTOR 2019 QANTAS AGENCY BRIEFING WORKSHOP HOWTOWRITEAKILLER AGENCYBRIEF
  2. 2. 1.What makes a killer agency brief 2.How to brief your agency [ uncovering the four key creative triggers ] 3. Creative presentations and how to give creative feedback 2019 QANTAS AGENCY BRIEFING WORKSHOP DAVID BELL • EXECUTIVE CREATIVE DIRECTOR COPYRIGHT NOTICE: This material and the work produced from this marketing brief (including, without limitation, all intellectual property, artistic and literary works therein) is copyright. Subject to the conditions prescribed under the Copyright Act, no part of this material may be reproduced without written authorisation of MercerBell Pty Limited ABN 57 435 510 529. All enquiries should be addressed to MercerBell 70 George The Rocks, Street Sydney NSW 2000 AUSTRALIA (02) 9299 0802.
  3. 3. 1.WHATMAKES AKILLER AGENCYBRIEF 2019 QANTAS AGENCY BRIEFING WORKSHOP DAVID BELL • EXECUTIVE CREATIVE DIRECTOR
  4. 4. Understanding the creative process
  5. 5. TIP: Avoid all digital distractions
  6. 6. The first step
  7. 7. Know your audience
  8. 8. BOTH OFTHEM
  9. 9. BOTH OFTHEM
  10. 10. Where do ideas actually come from?
  11. 11. 1.Thisisawesome 2.Thisistricky 3.Thisisshit 4.I’mshit 5.Thismight beokay 6.Thisisawesome
  12. 12. COLLABORATION
  13. 13. Your role
  14. 14. FUELTHE CREATIVE FIRE
  15. 15. INFORM TO INSPIRE
  16. 16. At 38 David Ogilvy started his agency in New York. He had just $6,000 and had never written an ad in his life.
  17. 17. “GIVE METHE FREEDOM OF A TIGHTBRIEF”David Ogilvy
  18. 18. Purpose and restriction
  19. 19. 3 WAYSTO FUELTHE CREATIVE FIRE
  20. 20. ‘the factory visit’
  21. 21. Always put the product on their desk
  22. 22. Words are like little bombs. The right ones can explode inside us,demandingan original and exciting idea.
  23. 23. EMPLOY‘WORD BOMBS’
  24. 24. Crazy, zany orange drink
  25. 25. Taste the buzz of real oranges
  26. 26. Harley Davidson the escape machine
  27. 27. Harley Davidson sets you free
  28. 28. Rediscover BA, we have more flights to more places.
  29. 29. Rediscover the pure magic of flying
  30. 30. Your agency brief is the beginning of the creative process
  31. 31. 2019 AGENCY BRIEFING WORKSHOP 1. Experience the product 2. Use ‘word bombs’ 3. Look to ‘inform to inspire’ and you’ll fuel the fire 1.WHATMAKES A GREAT AGENCYBRIEF
  32. 32. 2.HOWTO BRIEF YOURAGENCY [ uncovering the 4 key creative triggers ] 2019 AGENCY BRIEFING WORKSHOP
  33. 33. TIP: Where to start
  34. 34. “a problem well put is half solved” John Dewey - Pragmatist
  35. 35. The what ‘What is the single biggest issue or opportunity to focus on? And why is it one?’ TRIGGER 01:
  36. 36. Three ways to define better business problems________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ 1. The key to a good problem definition is ensuring that you deal with the real problem - not its symptoms. 2. Try expressing the business problem as a challenging question. 3. Once you’ve defined the problem, reduce it to a single sentence. TIP: How you define the problem, helps define the solution
  37. 37. The who TRIGGER 02: customer insight
  38. 38. Three key things you need to consider when uncovering a customer insight and building a persona (pen portrait). 1. demographics 2. psychographics 3. then examine the customer’s beliefs The who TRIGGER 02: The Who
  39. 39. CUSTOMER PERSONA DEMOGRAPHIC: AGE: SEX: ENTHNICITY: FAMILY STATUS: HOME: JOB: PSYCHOGRAPHIC: LIFESTYLE: HOBBIES: INTERESTS: ATTITUDES: BEHAVIOUR: VALUES: Describe the customer in relation to the QANTAS brand ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ Tip: Base the persona on an actual Qantas customer.
  40. 40. Spend a day in their life TIP: Understanding the customer
  41. 41. TRIGGER 02: The Who
  42. 42. How to turn an observation into an insight TIP: Insight formula
  43. 43. Observation: What people do or say People eat chocolate bars to satisfy their hunger INSIGHT FORMULA: Example
  44. 44. https://www.youtube.com/watch?v=3UO2A2p-19A
  45. 45. Ask yourself what the people are interested or believe in and work back from there TIP: Understanding the customer
  46. 46. TIP: Understanding the customer
  47. 47. The why TRIGGER 03: ... this is true because
  48. 48. THE SINGLE MOST COMPELLING THING WE HAVE TO SAY
  49. 49. SAY IT IN THE MOST MOTIVATING WAY
  50. 50. IT IS TRUE BECAUSE...
  51. 51. TIP: The one big thing
  52. 52. TIP: The one big thing
  53. 53. EXERCISE No. 1 – Finding the real benefits
  54. 54. Don’t just list all the features, draw out the benefits. EXERCISE No. 1 - PICK THE PROP
  55. 55. PENCILSAVES MAN’S LIFE TIP: Look for the benefit, of the benefit
  56. 56. The how TRIGGER 04:
  57. 57. The TOV More of this Less of this TRIGGER 04: The how
  58. 58. THE DETAILS HELP SHAPE THE IDEAS
  59. 59. So what are we doing? Who are we talking to? Why are they going to believe us? And how are we going to tell them?
  60. 60. Pick the prop EXERCISE No. 2 – Pick the prop
  61. 61. https://www.youtube.com/watch?v=Yxbgm9Bmkzw EXERCISE No. 2 - PICK THE PROP
  62. 62. THE SINGLE MOST COMPELLING THING WE HAVE TO SAY EXERCISE No. 2 - PICK THE PROP
  63. 63. PROP: The airline for the world’s people. EXERCISE No. 2 - PICK THE PROP
  64. 64. Is it ok to relax this much on a plane? Yes, in American Airlines ‘Lie-Flat’ Business Class. EXERCISE No. 2 - PICK THE PROP
  65. 65. PROP: The airline for the world’s people. PROP: Sleep flat out in Business Class. EXERCISE No. 2 - PICK THE PROP
  66. 66. TIP: Summary
  67. 67. 3.HOWTO GIVE CONSTRUCTIVE CREATIVE FEEDBACK 2019 BRIEF WRITING WORKSHOP
  68. 68. 1.THE BEFORE
  69. 69. PLAYAWAY Visit the agency. The team are better prepared and more relaxed when they present in their own environment.
  70. 70. IN PERSON Whenever possible have the Creative team present their work. RECAP Always have the agency begin by revisiting the main areas of the brief. • Problem • Audience • Insight • Prop
  71. 71. SMILE Creative types are nearly always nervous, so for a smoother presentation be positive, open and engaged.
  72. 72. EXPECTATIONS Be absolutely clear about of the level of creative being presented: • creative territories • adcepts • scripts & story boards • scamps Vs full Mac layouts QUANTITY Have agreement with the agency on the number of concepts required. (three is good) 1. Safe 2. Surprising 3. Courageous
  73. 73. 2.THE DURING
  74. 74. STOP
  75. 75. the who customer insight Remember
  76. 76. BETHE CUSTOMER You should have just revisited the key areas of the brief, including the target audience so it’s vital you think like the customer.
  77. 77. THREE STEPS TO ASSESSING THE IDEA 1. RELEVANCE For the customer does the idea bring the proposition to life in a memorable or dramatic way? 2. LEGS Can the idea work well in all channels; • socials • pixels • paper • OOH • film • eCRM And is it...
  78. 78. ...SHAREABLE, INTERACTIVEAND CONTINUOUS?
  79. 79. 3 STEPS TO ASSESSING THE IDEA 3. ROI Does the idea pass the ROI test? Relevance, Originality & Impact
  80. 80. ON BRAND Ask yourself; has the brand/campaign platform been brought to life in the best possible way? Are we leveraging the power of the brand and the tag line? Do we need to?
  81. 81. MINUTIAE At concept stage please don’t stress a missing comma, worry about a missing idea. RECOMMENDATION Always ask for the agencies recommendation. And why.
  82. 82. FEEDBACK “Spend your time on looking at what is good, and making it great.” Sir John Hegarty – Worldwide CCO of BBH
  83. 83. THE MEETING FEEDBACK • Try to recognise the good first "this is good because..." • Don’t be afraid to ask questions ‘be a Juror, not the Judge’ • Initial feedback is good and appreciated • Not sure then ‘sleep on it’ and follow up with consolidated feedback later
  84. 84. 3.THE AFTER
  85. 85. FEELING NERVOUS? Great. That’s a good thing. Pin the work on your wall and give the ideas the overnight test. And always remember. 1. Safe 2. Surprising 3. Courageous BUT THEN THERE IS THE STAKEHOLDERS
  86. 86. STAKEHOLDERS
  87. 87. STAKEHOLDERS They are very, very busy people, so make it easy for them to see your thinking and all your hard work. 1. Always attach the brief (or a summary) 2. Identify for them the level of creative that they are reviewing • Adcepts • Creative territories • Scamps Vs Mac layouts 3. Put your best foot forward and present like the agency and write a rationale
  88. 88. STAKEHOLDERS 4. 'Audentes Fortuna Luvat' Don't be afraid to make your recommendation. And be prepared to say why. 5. Present with the businesses desired outcomes in mind Time, money, politics, legals and ‘pet hates’ 6. Timing is everything (pick your moment)
  89. 89. OPINIONS Everyone has an opinion, but have they read your brief?
  90. 90. THE DE-BRIEF Consolidate and give clear guidance about the collective feedback. DISCUSSION If possible separate the amends into 100% mandatory vs optional (to be discussed)
  91. 91. REDIRECT Resist the temptation to rework yourself. Try redirecting instead, it’s always more productive.
  92. 92. GREAT FEEDBACK LEADS TO GREAT WORK
  93. 93. 2019 BRIEF WRITING WORKSHOP 3. HOW TO GIVE CONSTRUCTIVE CREATIVE FEEDBACK 1. Be the customer 2. Be the customer 3. Be the customer
  94. 94. 2019 BRIEF WRITING WORKSHOP DAVID BELL • EXECUTIVE CREATIVE DIRECTOR

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