brief matters. this is how we work together for alignment of achievement. it's not a noun., a verb. instead. this is what i consolidate those i were trained in 4A creative agency.

1. Training: Brief
Presented by Eleny

2. Standard'Opera+ng'Procedure
Take'Brief'
From'client
Scope'of'Work'
Confirma+on'
(Quota+on'Approval)'
Job'open'and'
Brief'Internal
Brainstorming'
And'visualiza+on
Execu+on'Proposal
Produc+onGo'life QC'for'approval
Weekly'report
Yes
No
YesYes
No
Define'purpose'
And'assignment
Client'Service'&'
'Crea+ve'Solu+ons'
SOP'

3. Definition of advertising brief:
Document confirming understanding
between a client & an advertising agency
on
(1) objectives of an advertising campaign to Approach Consumers
.....

4. 1) Background / Overview:
What's the big picture? What's going on in the market? Anything
happening on the client side that the creative team should know about? Any
opportunities or problems in the market?
This is where you introduce the project to the creative team. You'll go over
this again in the briefing session, but write it down as well.
For an overview, state, "Who is the ad talking to, and what is the one main
thing we want to say?"
Example: This is a test campaign to a selection of Citibank customers. We
want them to try Citibank's new "CitiClick" - which is available as a mobile
app for all operating platforms, from iPhone to Android. This smart app
makes online purchases easier and more secure - and we've got a $1 pizza
offer to get them started.

5. 2) What is the objective, the
purpose of the ad?
A concise statement of the effect the ad should have on consumers.
Typically expressed as an action. And frequently focused on what the ad
should make the audience think, feel, or do.
Example: We want people to download the free app and use it within 10
days to buy the special offer, a $1 family size pizza from Papa John's.
> Click to read How to write the objective for a creative brief.
it's just below the Flash slideshow.

6. Write a specific,
attainable objective.
The objective should always be
clear and specific.
Never ambiguous or overloaded.

7. A beautiful objective:
“The purpose of this campaign is to
position ElectroQuick as a less
expensive, equally effective alternative
to BigBrand.”
本次活動⽬的是定位ElectroQuick更便宜與有效，
可取代BigBrand.

8. A ugly objective:
“The purpose of this campaign is to
raise awareness, generate blogger buzz and create
excitement for the client’s new ElectroQuick by
positioning the client as a leader in innovative global
technology with a uniquely humanistic yet
professional and sophisticated brand image that
compares favorably to BigBrand.”
本次活動⽬的是提⾼知名度，增加部落客⼜碑，透過創新
領導品牌的地位,具有獨特⼈性化⽽有專業的品牌形象，
創造全新ElectroQuick，⾜以媲美BigBrand.

9. One way to write a
lovely objective is to
specify what the audience
should think,feel or do.

10. Example:
The objective of this ad
is to get the audience to
realize and remember that
Preem is now serving
healthier foods at all truck
stop restaurants.

11. https://www.youtube.com/watch?v=qorBXU9Ge6g

12. Example:
The objective of this ad
is to get the audience to
understand and believe
that Mr. Clean cleans the
toughest stains.

14. Example:
The objective of this ad
is to get the audience to
click and sign up for
Netflix with a free trial
membership to get started

16. 3) Target audience: who are we
talking to?
The more precise and detailed the better. Go beyond age and sex to describe
demographics and psychographics. Explain how the audience currently thinks,
feels and behaves in relation to the product category, the client's brand, and the
client's specific product or service.
Example: This campaign will be aimed exclusively at existing Citibank customers
in three test markets: Sacramento, CA, Houston, TX, and Washington DC.
The primary target will be segments of our customer database: male and female,
20 to 35 years old, with at least one Citibank credit card. The target will be
approximately 70% married, with combined HH incomes of $85k on average.
This audience is comfortable with new technology, and quick to test new smart
phone apps that leverage their time. They like to be among the first to have the
latest and greatest electronics, apps and especially phones. They make multiple
online purchases monthly. We will call our representative personas "Joe and
Jenna".

17. Give prospects and
customers a voice in the
brief by
listen to them.

18. Give prospects and
customers a voice in the
brief by
interviewing the sales and
customer support staff
Ask questions like,
“what is the most unusual or
unexpected compliment you’ve
heard from a customer?”

19. Give prospects and
customers a voice in the
brief by
collecting quotes and
testimonials
“I can also give you an insight or two and
tell you what copy points work best.”

20. 4) What's the single most
important thing to say?
What's the single most persuasive or most compelling statement we can make to
achieve the objective?
This should be a simple sentence. No more than a few sentences if absolutely
necessary. Avoid generalities.
Example: "Joe / Jenna: CitiClick will simplify and speed all of your online
purchases, while providing increased security."

21. What's the single most
persuasive or most compelling
statement we can make to
achieve the objective?
Challenge

22. Which way to
approach/influence
customers the best?
Strategy

23. 5) What are the supporting
rational and emotional 'reasons to
believe and buy?'
Explain why the consumer should believe what we say, and why they should buy.
Include all the major copy points, in order of relative importance to the consumer.
In other words, 'What else can we say and show to achieve the objective?'
Example:
1) It's free, from Citibank - your trusted financial partner.
2) Get any PJ pizza for $1. Full details come with the app.
3) Backed with a 100% purchase / fraud protection guarantee.
4) It has earned rave reviews from real users. (See attached quotes.)
5) Takes just seconds to select from multiple pre-personalized download options
via your online account.

24. 6) What else will assist creative
development?
Here's where you can include consumer insights, a description of the brand
personality, positioning tag lines, creative thought starters, terms of the direct
response offer, result expectations, and mandatory elements such as the logo and
Web address.
Be sure to include sources for additional research information, customer quotes,
and certainly at least one consumer insight.
- User quote: "I see. I want. I click. I get."
- More info: Call Bill in research 555 8888 for full research report.
- Insight: "People don't like to input their credit card and shipping details over and
over when making online purchases. But they also don't like feeling their credit
card information is vulnerable to theft. This app is the solution."

25. 7) Schedule: What do we need
from the creative team? When do
we need it?
Here you provide all details on media, including size and color - for both the initial
concepts and finished art. Example:
1) Date _______initial creative review of rough pencil sketch ideas.
2) Date _______review revised creative. Half size, with color, hand or computer created.
3) Date _______final internal creative presentation. Same finish as previous round.
4) Date _______client creative & media presentation. Full size, full color.
Hand or computer created.
5) Date ______ [ digital, print, video, other ] final material delivered to broadcaster / publishers.

26. A client services check list
[ ] Do we have sufficient reference sources: previous ads, brochures, competitor
ads, books, videos or Web sites?
[ ] Do we have contact info / links to people, research or resources that can help
the creative team?
[ ] Do we need a supplemental brief / info for a long format, social media, direct
response, or new business pitch project?
[ ] Is it clear from the client what must be in the communication, and what might
be in the communication? What are the client requirements versus client
preferences?
[ ] Do we represent the client's issues, concerns, wishes?
This brief assumes you have defined the brand, as well as how the product or
service is positioned in the marketplace. Be sure to identify at least one consumer
insight.

27. Brief&
• Marke*ng&Situa*on&
• Objec*ve/Assignment&
• Brand&Essence&
• Product&Benefit&
• Target&Audience&
• Compe*tor
• Scope&of&Work
Client Agency&&
Account
Agency&&
Crea*ve
Re#Brief(
• Assignment(
• Challenge(
• Strategy(
• Scope(of(Work
• Assignment)
• Challenge)
• Strategy)
• Concept)
• Idea
• Visual)item)visual
Proposal

28. Homework
Take brief &
generate a creative brief