Advertising Research & The Creative Brief

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Extensive Research has proved that extensive research is often. Great lessons, strategies, and questions to help you create the next great campaign

Advertising Research & The Creative Brief

  1. 1. EXTENSIVE RESEARCH HAS PROVEN THAT EXTENSIVE RESEARCH IS OFTEN WRONG RESEARCH & THE CREATIVE BRIEF © Hunter Territo / Xdesign, Inc - If duplicating please reference appropriately
  2. 2. RESEARCH & THE CREATIVE BRIEF
  3. 3. YOUR GOAL: CONNECT THE CONSUMER & THE BRAND RESEARCH & THE CREATIVE BRIEF
  4. 4. “There is always a reason a company makes a product and a reason people buy it.” RESEARCH & THE CREATIVE BRIEF Source: Luke Sullivan - Hey Whipple Squeeze This
  5. 5. “Audiences are more fragmented. Media buys are more expensive. Great advertising is harder to create. Getting noticed in a crowded field is tougher than ever. The more you understand exactly who you’re talking to, the better your chances are of reaching that audience with an effective message.” RESEARCH & THE CREATIVE BRIEF Source: Steve Lance - The Little Blue Book of Advertising
  6. 6. ACCOUNT EXECUTIVES HOLD THE KEY RESEARCH & THE CREATIVE BRIEF
  7. 7. TIPS FOR GETTING STARTED IN RESEARCH: RESEARCH & THE CREATIVE BRIEF
  8. 8. ASK TO SEE THE PREVIOUS WORK RESEARCH & THE CREATIVE BRIEF Source: Luke Sullivan - Hey Whipple Squeeze This
  9. 9. EXAMINE THE BRAND STATUS RESEARCH & THE CREATIVE BRIEF Source: Luke Sullivan - Hey Whipple Squeeze This
  10. 10. RESEARCH THE INDUSTRY RESEARCH & THE CREATIVE BRIEF Source: Luke Sullivan - Hey Whipple Squeeze This
  11. 11. RESEARCH THE COMPETITOR RESEARCH & THE CREATIVE BRIEF Source: Luke Sullivan - Hey Whipple Squeeze This
  12. 12. IMMERSE YOURSELF IN THE MEDIA YOU WISH TO LEVERAGE RESEARCH & THE CREATIVE BRIEF Source: Luke Sullivan - Hey Whipple Squeeze This
  13. 13. “There’s too much money being wasted in advertising today. You need to know what’s going on, why it’s going on, and what brands are benefitting the most from those activities.” RESEARCH & THE CREATIVE BRIEF Source: Steve Lance - The Little Blue Book of Advertising
  14. 14. GET TO KNOW THE BRAND RESEARCH & THE CREATIVE BRIEF Source: Luke Sullivan - Hey Whipple Squeeze This
  15. 15. BUT, ALWAYS TRY TO STAY STUPID RESEARCH & THE CREATIVE BRIEF Source: Luke Sullivan - Hey Whipple Squeeze This
  16. 16. THE CLIENT IS NOT ALWAYS THE TARGET AUDIENCE RESEARCH & THE CREATIVE BRIEF
  17. 17. YOU ARE NOT ALWAYS THE TARGET EITHER RESEARCH & THE CREATIVE BRIEF
  18. 18. DEFINE YOUR TARGET/ COMMUNITY RESEARCH & THE CREATIVE BRIEF
  19. 19. Who does your brand appeal to? Who makes up the majority of those people? ! What do they know, like, love or dislike about your product? Your brand? ! Is there a difference between how they feel about your brand vs. your product? RESEARCH & THE CREATIVE BRIEF Source: Steve Lance - The Little Blue Book of Advertising
  20. 20. SPEND A DAY IN THEIR LIFE RESEARCH & THE CREATIVE BRIEF Source: Luke Sullivan - Hey Whipple Squeeze This
  21. 21. “People buy from people they perceive are like them.” RESEARCH & THE CREATIVE BRIEF Source: Steve Lance - The Little Blue Book of Advertising
  22. 22. COMMUNICATING WITH THE CONSUMER REQUIRES THAT YOU ACTUALLY KNOW THEM RESEARCH & THE CREATIVE BRIEF
  23. 23. HARNESS THE 80/20 RULE RESEARCH & THE CREATIVE BRIEF
  24. 24. “It’s much easier to make a sale to someone who’s already interested in what you’ve got to say.” RESEARCH & THE CREATIVE BRIEF Source: Steve Lance - The Little Blue Book of Advertising
  25. 25. FOCUS GROUPS KILL CREATIVITY RESEARCH & THE CREATIVE BRIEF
  26. 26. IF YOU HAVE TO, TEST STRATEGY NOT EXECUTION RESEARCH & THE CREATIVE BRIEF
  27. 27. “We are so busy measuring public opinion, we forget we can mold it, we are so busy listening to statistics that we forget we can create them.” RESEARCH & THE CREATIVE BRIEF Source: Bill Bernbach
  28. 28. INNOVATION CAN THE BEST FORM OF ADVERTISING RESEARCH & THE CREATIVE BRIEF
  29. 29. “If I had asked people what they wanted, they would have said faster horses.” RESEARCH & THE CREATIVE BRIEF Source: Henry Ford
  30. 30. THE FREEDOM OF A WELL DEFINED CREATIVE BRIEF RESEARCH & THE CREATIVE BRIEF
  31. 31. “The creative brief is a blue print, a guide, even a source of inspiration. It details our objectives, audience/ community, message or utility, the context in which we’ll engage, timing, and budget.” RESEARCH & THE CREATIVE BRIEF Source: Edward Boches
  32. 32. IN SHORT, THE WHO, WHY, WHERE, & WHEN RESEARCH & THE CREATIVE BRIEF Source: Edward Boches
  33. 33. THE BRIEF IS THE WHAT WE ARE DOING RESEARCH & THE CREATIVE BRIEF Edward Boches
  34. 34. THE CREATIVE IS THE HOW WE ARE DOING IT RESEARCH & THE CREATIVE BRIEF Source: Edward Boches
  35. 35. CLEARLY DEFINE THE GOAL RESEARCH & THE CREATIVE BRIEF
  36. 36. WHAT ARE THE FEATURES & BENEFITS? RESEARCH & THE CREATIVE BRIEF
  37. 37. WHAT’S THE PERCEPTION? RESEARCH & THE CREATIVE BRIEF
  38. 38. What do we want to accomplish? Whom are we talking to? What do they think now? What do we want them to think? Why should they think this? What is our message/tone? RESEARCH & THE CREATIVE BRIEF Source: VCU Brandcenter
  39. 39. Who is our community? Where do they hang out? What value can we add? What should our content be? How will people get involved? What platforms, tech, APIs will be used? What will make it ongoing? How will we measure success? ! *Edward Boches: Mullen RESEARCH & THE CREATIVE BRIEF Source: Edward Boches - Mullen Advertising Agency
  40. 40. kF7H0A4F474A4. What type of project is this? How did this idea come about? What is the story? What makes it unique? What reasons support this? What have you done in the past? !kF70C8BC742A4270;;4=64. What must we accomplish? k7F8BBD224BB40BDA43. C742A40C8E41A84538B2E4AH This piece of paper is less important than the journey of the process %k7FB7D;3F42D=820C4. What is the desired style? What is the personality? What kind of watch would it be? What kind of car? Elegant? Humorous? Technical? Inspirational? Provocative? kF70C8BC742DAA4=C?4A24?C8=. What are the weaknesses? What threats could be anticipated? 'kF70C8BC7434B8A43?4A24?C8=. What opportunities might be available?
  41. 41. #kF70A4F44=6068=6. How old are they? Gender? Income? Education? Where do they live? Local? Regional? National? Global? Who is the “perfect” customer? How would you describe a day in the life of the customer? $kF7HB7D;3C74H20A4. Why would they talk about this to their friends? What are the strengths? What value are we bringing to their life? What opportunities might be available? (kF70C0A4C74540CDA4B. kF70C0A4C7414=458CB. kF70A4HDA2?4C8CAB. Who is the market leader? What unique insights can you provide about the market? !kC427=820;@D4BC8=B Who will be generating content? Any key copy points that must be included? Are there any legal or regulatory requirements? Any specific time-line dates? Are there any existing media contracts we need to be aware of?
  42. 42. MAKE SURE WHAT YOU HAVE TO SAY MATTERS RESEARCH THE CREATIVE BRIEF Source: Luke Sullivan - Hey Whipple Squeeze This
  43. 43. RESEARCH WILL DEFINE YOUR STRATEGY RESEARCH THE CREATIVE BRIEF Source: Luke Sullivan - Hey Whipple Squeeze This
  44. 44. CASE STUDY: TOYOTA SIENNA, A MINI-VAN RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  45. 45. RESEARCH THE CREATIVE BRIEF
  46. 46. The Toyota Sienna mini-van is competing in a tough category and losing market share. Sienna share has gone from 29 percent to 19 percent in one year. With more category competition, Sienna needs a significant idea to regain share. RESEARCH THE CREATIVE BRIEF ! Source: Edward Boches - EdwardBoches.com: The Creative Brief
  47. 47. CHALLENGE/ GOAL: RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  48. 48. Overcome lost marketshare. Make the TS a purchase that is not embarrassing for younger parents. ! Significantly increase consideration among target audience. RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  49. 49. AGENCY: SAATCHI SAATCHI LA RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  50. 50. TARGET AUDIENCE / COMMUNITY: RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  51. 51. Moms and Dads with attitude. Proud and happy to be parents, subscribe to family values, but they were professionals before they became parents. They are hip, smart and in sync with the new technology, and connected with pop culture. RESEARCH THE CREATIVE BRIEF ! Source: Edward Boches - EdwardBoches.com: The Creative Brief
  52. 52. PERCEPTIONS: RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  53. 53. Current: They currently think product is functional and reliable, but not in line with their personality. ! Desired: Believe that the Sienna is actually cool enough and stylish enough for them - the parents - not just designed with the kids in mind. RESEARCH THE CREATIVE BRIEF ! Source: Edward Boches - EdwardBoches.com: The Creative Brief
  54. 54. INSIGHTS: RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  55. 55. Today’s young parents are no longer isolated at home with babies and toddlers. They can and do reach out to the broader world – almost constantly. Social media is their lifeline and sharing information is a consistent activity throughout their day. We knew from this that we could enlist them to become our collaborators – not only in distributing our message but in developing it as well. RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  56. 56. CONCEPT: RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  57. 57. We knew that they joked about and would also get the joke about stereotypical minivan parents RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  58. 58. AWESOME PARENTS DRIVE THE TOYOTA SIENNA RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  59. 59. HOW: RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  60. 60. TV, print and outdoor to the tone and provided the high level of awareness we needed. ! Online and YouTube to up the fun quotient and because InSync Traditionalists live there and share content. RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  61. 61. TOYOTA DEFINED THE TARGET AND BROUGHT THEM TO LIFE RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief
  62. 62. RESEARCH THE CREATIVE BRIEF
  63. 63. RESEARCH THE CREATIVE BRIEF
  64. 64. RESEARCH THE CREATIVE BRIEF
  65. 65. RESULTS: RESEARCH THE CREATIVE BRIEF
  66. 66. OVER 8,000,000 YOUTUBE VIEWS RESEARCH THE CREATIVE BRIEF Source: autofspace.com
  67. 67. RESEARCH THE CREATIVE BRIEF
  68. 68. 145% JUMP IN SALES RESEARCH THE CREATIVE BRIEF Source: brandchannel.com
  69. 69. AWESOME PARENTS DRIVE THE TOYOTA SIENNA RESEARCH THE CREATIVE BRIEF Source: Edward Boches - EdwardBoches.com: The Creative Brief

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