Is your platform any good?• Has it been done before?• Will ‘real people’ love it/benefit from it (rather than just the client)?• Is it based on a killer insight?• Is it so simple, it’s brilliant?• Can you give it the ‘elevator pitch’?• Is it true to the brand?
Is your platform any good?• Is it so exciting you want to tell everyone about it?• Is it wildly entertaining/awesomely functional/emotionally useful?• Can the platform thought hold many different executional iterations?• Can you imagine how tactics could be built on in the future/re-booted?• Can you build an engagement strategy and ecosystem around it?
From the target audience’s point of view,does it generate: Pure delight Functional Emotional usefulness usefulness
From the target audience’s point of view,does it generate: Pure delight Bingo! Functional Emotional usefulness usefulness
10 things creatives complain about:• Why are we doing this?• What does the client expect?• What does the user get from this?• You gave me too much/not enough/irrelevant information• I’ve been given too many directions• This isn’t the right briefing team• Are these the right details?• What requirements will restrict me?• Where’s my creative freedom?
Some tips for briefs and briefings:• It’s for creatives, not the client• One size does not fit all• Take your time• Get away from your desk• Collaborate on it, talk about it• Don’t use anything from any client document whatsoever• Make it original, surprising, evocative• Be consistent, tell a story – don’t give the ending away• Don’t mess with the template – it’s small for a reason
07There’s no point in any of thatunless your ecosystem is healthy
Sponsorship strategy Online brand Improve Vision d social platform workshop media Engagement strategy Brand Online Collaboration magazinresearch with relevant e agencies Content creation guidelines User focusAudience groups andresearch Forums interviewsProcess/ Call monitoring product Personas Fact-research sheets Process and product workshop User journeys Existing website Site architecture Website Usability New prototype testing website