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How to write better creative briefs for Toyota.

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

Published in: Marketing
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How to write better creative briefs for Toyota.

  1. 1. The feeling of better briefs!
  2. 2. 2 AGENDA THE FEELING OF BETTER BRIEFS INTRODUCTIONS & 2015 SHOWREEL – David S The story of Kelley & her Frisbee – DB 1. THE IMPORTANCE OF THE BRIEF – DB 2.  BETTER BRIEFS: Understanding the creative process – DB & Simon 3.  MINING THE DATA GOLD - AV 4.  SIX STEPS TO BETTER BRIEFS – David S 5.  EFFECTIVE FEEDBACK – DB & Simon 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 3-71York Street Sydney NSW 2000 AUSTRALIA (02) 9299 0802.
  3. 3. “I’m not creative”
  4. 4. Every child is an artist. The problem is how to remain an artist once you grow up.
  5. 5. KELLEYAND HER FRISBEE
  6. 6. Seehow muchcar yourmoney canbuy. 1970 - 1975
  7. 7. You asked forit. Yougotit. 1975 - 1979
  8. 8. Oh whata feeling! 1980 - 1986
  9. 9. Whocould askfor anything more! 1986 - 1990
  10. 10. 1991 - 1996 Ilove whatyoudo forme
  11. 11. 1997 - 2001 Toyota. Everyday.
  12. 12. 2001 - 2004 Getthe feeling
  13. 13. 2004 – 2012 Moving forward
  14. 14. 2013 - 2015 Let’s Go Places
  15. 15. 1983 - 2015 Steve Vengrove
  16. 16. Kelley
  17. 17. 1.THE IMPORTANCE OFTHE BRIEF
  18. 18. “GIVE METHE FREEDOM OFA TIGHTBRIEF”David Ogilvy
  19. 19. 3 WAYSYOU CAN HELP CREATE BETTER BRIEFS 1. THE IMPORTANCE OF THE BRIEF
  20. 20. 1.INFORM TO INSPIRE
  21. 21. Pope Julius II ~ 1508 POPE JULIUS II 1508 By Damian O’Malley 1:1. INFORM TO INSPIRE
  22. 22. 1:1. INFORM TO INSPIRE
  23. 23. 1:1. INFORM TO INSPIRE
  24. 24. MICHELANGELO 1:1. INFORM TO INSPIRE
  25. 25. THE BRIEF 1:1. INFORM TO INSPIRE
  26. 26. BRIEF ONE: Can you paint the ceiling? 1:1. INFORM TO INSPIRE
  27. 27. 1:1. INFORM TO INSPIRE
  28. 28. BRIEF TWO: Can you paint the ceiling using red, green and yellow paint? 1:1. INFORM TO INSPIRE
  29. 29. 1:1. INFORM TO INSPIRE
  30. 30. BRIEF THREE: We’ve got problems with damp and cracks in the ceiling and I’d be grateful if you would just cover it up for us. 1:1. INFORM TO INSPIRE
  31. 31. 1:1. INFORM TO INSPIRE
  32. 32. BRIEF FOUR: Please paint biblical scenes on the ceiling, incorporating some or all of the following: - God - Adam - Angels - Cupids - Saints 1:1. INFORM TO INSPIRE
  33. 33. 1:1. INFORM TO INSPIRE
  34. 34. BRIEF FIVE: Please paint the ceiling for the greater glory of God, being an inspiration and lesson to his people. 1:1. INFORM TO INSPIRE Inform to inspire.
  35. 35. 1:1. INFORM TO INSPIRE “Painted like it was touched by the hand of God.”
  36. 36. 1:1. INFORM TO INSPIRE
  37. 37. 2.‘Visit the factory’
  38. 38. “Always have the product on your desk” 2:2. KNOW YOUR PRODUCT
  39. 39. PTaste PTouch PSmell PSight PSound 2:2. KNOW YOUR PRODUCT
  40. 40. 2:2. KNOW YOUR PRODUCT
  41. 41. ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ List how else you can give the agency access to Toyota products and services EXERCISE No. 1 2:2. KNOW YOUR PRODUCT
  42. 42. 3.EMPLOY ‘WORD BOMBS’
  43. 43. Wordsarelittlebombs. Therightonescanexplode insideus,demandingan originalandexcitingidea.
  44. 44. Crazy, zany orange drink 3:3. WORD BOMBS: Before
  45. 45. Taste the buzz of real oranges 3:3. WORD BOMBS: After
  46. 46. Harley Davidson the escape machine 3:3. WORD BOMBS: Before
  47. 47. Harley Davidson" sets you free 3:3. WORD BOMBS: After
  48. 48. Harley Davidson sets you free
  49. 49. 3:3. WORD BOMBS: Before Communicate ANZ’s support for the Mardi Gras
  50. 50. Communicate ANZ’s support for the Mardi Gras in a fun and meaningful way 3:3. WORD BOMBS: After
  51. 51. YOUWILLGETWHAT YOUASKFOR Soit’svitalthatyouaskfor whatyouwant
  52. 52. 1. Inform to inspire, and fuel the creative fire 2. Give full access to the product or service  3. Be courageous and imploy ‘word bombs’ 1. THE IMPORTANCE OF THE BRIEF
  53. 53. 2.BETTER BRIEFS Understanding the creative process
  54. 54. 2. BETTER BRIEFS
  55. 55. UNDERSTANDING THE CREATIVE PROCESS 2. BETTER BRIEFS
  56. 56. 7BILLION 2. BETTER BRIEFS
  57. 57. 7BILLION
  58. 58. 1.Thisisawesome 2.Thisistricky 3.Thisisshit 4.I’mshit 5.Thismightbeokay 6.Thisisawesome 2. BETTER BRIEFS
  59. 59. TIP No. 1: How creatives begin idea generation ~ 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
  60. 60. Stunts
  61. 61. Is there an idea in the logo?
  62. 62. Is there an idea in using animals?
  63. 63. Celebrity
  64. 64. THE FOUR KEY CREATIVE TRIGGERS THAT GUIDE THE CREATIVE PROCESS 2. BETTER BRIEFS
  65. 65. “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
  66. 66. The what? How you define the problem defines the solution. TRIGGER No. 1 2. BETTER BRIEFS
  67. 67. Tips in writing a ‘well put’ problem ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ 1. Try to outline the business problem in a single sentence. 2.Try reducing the problem to a challenging question. 3. See every problem as an opportunity. So ask yourself what is the opportunity here? Great solutions require great problems 2. BETTER BRIEFS
  68. 68. “aproblemwellputishalf solved” John Dewey 2. BETTER BRIEFS
  69. 69. Who are we talking to? 2.CREATIVETRIGGER 2. BETTER BRIEFS
  70. 70. TRIGGER No. 2 The who? 2. BETTER BRIEFS Three things we need to consider when uncovering the customer insight and building a persona (pen portrait). 1. demographics 2. psychographics 3. examine the customer’s beliefs
  71. 71. PEN PORTRAIT DEMOGRAPHIC: AGE: SEX: ENTHNICITY: FAMILY STATUS: HOME: JOB: PSYCHOGRAPHIC: LIFESTYLE: HOBBIES: INTERESTS: ATTITUDES: BEHAVIOUR: VALUES: Describe the customer in relation to the Toyota brand ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ 2. BETTER BRIEFS – The Who
  72. 72. SO, WHAT IS A CUSTOMER INSIGHT
  73. 73. And why are they going to believe us? 3.CREATIVETRIGGER 2. BETTER BRIEFS
  74. 74. TRIGGER No. 3 The why? 2. BETTER BRIEFS
  75. 75. THE SINGLE MOST MOTIVATING THING WE HAVE TO SAY
  76. 76. SAY IT IN THE MOST MOTIVATING WAY
  77. 77. 2. BETTER BRIEFS
  78. 78. 2. BETTER BRIEFS
  79. 79. Don’t just list all the features, draw out the benefits.
  80. 80. Don’t just list all the features, draw out the benefits.
  81. 81. Don’t just list all the features, draw out the benefits.
  82. 82. PENCIL SAVES MAN’S LIFE
  83. 83. HINTS Shareable Create artWorks underwater
  84. 84. Feature Benefit ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________
  85. 85. Turning your observations into an insight 2. BETTER BRIEFS
  86. 86. Observation: What people do or say People consume chocolate bars to satisfy their hunger.
  87. 87. 2. BETTER BRIEFS
  88. 88. PICK THE PROP 2. BETTER BRIEFS
  89. 89. 3. PICK THE PROP
  90. 90. PROP: The Legend of Utility 3. PICK THE PROP
  91. 91. 3. PICK THE PROP
  92. 92. PROP: The Legend of Utility PROP: The Safest Compact Around 3. PICK THE PROP
  93. 93. PROP: The Legend of Utility PROP: The Safest Compact Around PROP: The New Generation Tacoma is coming 3. PICK THE PROP
  94. 94. And how are we going to tell them? 4.CREATIVETRIGGER 2. BETTER BRIEFS
  95. 95. The how? TRIGGER No. 4 2. BETTER BRIEFS
  96. 96. WHY: Is the insight clear and true? ~ Does the ‘PROP’ fully answer the business challenge? HOW: Are all the details there and correct? 2. BETTER BRIEFS
  97. 97. 1. How you define the problem defines the solution 2. Write a persona that brings the customer to life 3. Identify a truth about the customer’s emotions or behaviour, that can be used to solve the problem Thesecretof betterbriefs 2. BETTER BRIEFS
  98. 98. 3.MININGTHE DATAGOLD
  99. 99. AN INTERACTIVE PROCESS
  100. 100. THE ORIGINAL CAMRY BRIEF:

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