What do you think might be the problems with this brief? Probably not enough direction Would require multiple rounds of development to get agreement on the direction
And this one? Not very inspiring, but it takes a closer look at the problem.
Now this is getting better A general direction, expectation has been clearly set, but we could still do better
Here we go. The content is all there: good level of detail but not too prescriptive. But look at the delivery. Pope Julius has obviously taken the time to brief Michelangelo in a way that’s going to motivate and inspire him. He’ll leave the briefing ready to start work and already thinking about some great ideas.
Back to the point we made earlier about 4 benefits in your concept. You might get a winning concept but you are storing up trouble for later The agency won’t be able to execute and you’ll be caught between a rock and a hard place. Better to involve the Agency as early as possible in the concept writing. They can help you craft a motivating and single-minded benefit that they will be able to execute And if they’ve helped to write the concept they can have no cause for complaint later in the process ;)
The client brief is translated into a creative brief by the planner and the account team This is an INTERNAL document that they MAY choose to share with you, (or not) Your brief remains the key agreement doc by which the work is judged The account team should use all their knowledge of your business and the consumer to create something which is an inspiration to creating great work Creative briefing always takes place in person
Creatives want the brief distilled to essence “A platform to inspire great work, not bars for the cage” It is a creative work in itself.
How to Get to an Amazing Brief
HOW TO GET TO AN AMAZING BRIEF
In an Ideal World…
• Unlimited resources
• Unlimited budget
• Unlimited timing
• Unlimited creative boundaries
It’s Come a Long Way
•Problem to be solved or opportunity to be
•Consumers to target
•A message to tell them
•Reasons to believe
•Tone of voice
•And maybe some extra tidbits
But a lot has changed
We live in a post-digital world with a
continually expanding set of technological
devices and platforms, from mobile to social
media, to desktop and mobile video
• More participatory culture
• More social and communal
• More fragmented
• More transparent
• More location based
• Always turned on
We go from...
• saying things at people (interruption), to doing things with
and for people (participation)
• why and what (simple problem and solution), to what and
how (actually understanding behaviors)
To get a better brief we must ask better
•What’s the real problem?
•Who is this among?
•How might we best approach solving this?
•Why might they talk about this idea?
•How do they get involved?
•What keeps the conversation going?
Imagine you are Pope Julius II
“I fancy a bit of work on the
“Fetch me that fashionable
and fancy creative director
- you know, the one that’s
won all the awards.
“The guy that did David - I’d
like to see what he can do”
Paint the ceiling for
We’ve got some
cracks in the
ceiling. Can you
cover them up?
Can you paint me
some biblical scenes
on the ceiling?
I’d like some, or all of
the following - God,
cupids, devils and a
few saints please.
You are commissioned to
paint our ceiling for the
greater glory of God and as
an inspiration and lesson to
Frescoes which depict the
creation of the world,
mankind’s degradation by
sin, the divine wrath of the
deluge and the preservation
of Noah would be a good
A good brief is single-minded
• “Throw me one orange and I’ll catch it.”
• “Throw me two and I might catch one.”
• “Throw me six and I won’t catch any.”
To connect consumers with Budweiser’s unique American Heritage and think of Bud every time they want a
Develop a :60 Television format to run during the Super Bowl (and on brand.com as well as social media
platforms) to engage consumers and break through the clutter of the environment.
Every year during the SuperBowl I gather with close friends and family to watch the game, grab some beers
and spend a good time together celebrating a cool tradition with a nostalgic feel to it.
Predominantly males, aged 21-45, who greatly anticipate this event.
Budweiser, the “King of Beers”, is the great American Lager that’s part of all-American traditions.
Trustworthy, wholesome, reliable, unpretentious, warm. Authentically American.
Overcome competitive advantage by shifting consumer perception to believe that Samsung Galaxy is the
most advanced, cutting edge smart phone that any consumer in the know should own.
Develop a:60 format to run during the Super Bowl (and on brand.com as well as social media platforms).
When it comes to the latest electronic gadget, I keep up with the cutting edge technology and I like to beat
my friends in the race for the latest, hip, cool, thing.
Young adults and/or young at heart, predominantly males in their early 20s to low 40s, very tech savvy,
opinion leaders and gadgets oriented.
Samsung Galaxy is THE phone if you want the best in cutting edge technology
Innovative, cool, hip, in-the know, extroverted, popular.
Drive associations of Tide as the superior stain killer (over branded competitors) and get consumers to
ignite buzz around the brand.
Develop a :60 format that breaks through the clutter with humor and drama that is relevant and relatable
to the Super Bowl and leverages Tide as the official detergent of the NFL teams.
“I like watching the game with my friends because we naturally take sides. I connect with my favorite team
and rivalry comes up in fun yet extreme ways. I will do whatever it takes to get to my rival (aka
competition) and win in every possible (fun) way”
Target Audience (abridged for this exercise)
Females and males ages 22-45 (TBD)
TIDE gets rid of every stain every time
Confident, bold, humorous.
And a good client brief leads to a
good creative brief
The Creative Brief
The Creative Brief
GET the audience
TO do, feel or think something
BY the power of an idea