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Karen Hand - March 2012 -Presentation to the Marketing Society on Better Briefs and Briefing
- 1. Briefs and Briefing Throwing Down the Gauntlet?
- 2. Briefs and Briefing Critical shift of Focus The End of the Beginning Creative Brief Creative Briefing ‘What’ we Say The Beginning of the End ‘How’ we Say it
- 3. What How Boddingtons is the ultimate smooth-drinking pint less this more this Outcome
- 4. What How Easy insurance for young value-conscious Irish people Tapping into the Irreverence of the Ryanair generation Outcome
- 5. BRAND PRODUCT/PROCESS Insight is NOT Confined to Consumers COMPANY ETHOS ‘Discovery consists of looking at the same thing as everyone else and thinking something different’ Albert Szent-Gyorgi CULTURE CONSUMER/TRADE COMMUNICATION
- 6. ‘The key to all story endings is to give the audience what it wants, but not in the way it expects’ Adventures in the Screen-Trade William Goldman
- 7. One Brief owned by ALL Stakeholders in Creative Process
- 9. 66%* communication of is non-verbal * Social Psychologists cannot agree on the exact figure you’ll hear estimates from 66% up to 95% but I have erred on the conservative side
- 12. Proposition A Proposition Smoposition IBM new range of advanced computers will put you ahead in the human race Proposition B IBM computer features are solutions to your work problems
- 13. Great Briefs Contain Tension Cirque Du Soleil Rage Against the Machine
- 14. Great Briefs are Resonant Orange Let it be a beam of hope
- 15. The Elevator Pitch What exactly is the communication trying to do ?
- 16. What is the Exact Role for Advertising? Got Milk To remind people of the horror of running out of milk. Lynx To dramatise getting ahead in the mating game in a credible knowing way Stork Margarine To put the joy back into baking
- 18. Rigour Shared Ownership Ingredients of Good Briefs and Briefing Iterative Process Honesty and Feedback at All Stages Constructive Debate Throwing Down the Gauntlet
- 19. BBH Challenge to Lynx U.S. Client? Red Pill ? Blue Pill?
- 20. So what are WE prepared to DO?