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Genius Steals Presents
BEYONDBORING BRIEFS
head on over to geniussteals.co/briefs
TEASER!
LOOKING FOR THE FULL VERSION?
Genius/Steals @faris
@faris @rosieyakob
hello!
we’rethefounders
ofgenius/steals
GeniusSteals.co @geniusstealsco
hello, i’m faris!
GENIUS/STEALS IS AN ITINERANT CONSULTANCY, HELPING
COMPANIES SOLVE BUSIN...
originality is
a myth.
we believe that nothing comes from nothing — and that you should
look to the world around you for b...
GeniusSteals.co @geniusstealsco
Chiat/Day
1992
WHAT IS THE PROBLEM OR OPPORTUNITY?
WHO ARE WE TALKING TO?
WHAT SHOULD THE ...
GeniusSteals.co @geniusstealsco
M+C Saatchi
PT 1
GeniusSteals.co @geniusstealsco
Singleton O&M
GeniusSteals.co @geniusstealsco
but… SHOULDN’T WE BE TRYING TO BE A BIT MORE DIFFERENT?
GeniusSteals.co @geniusstealsco
Jane Newman / CHIAT DAY INTERNAL MEMO
1987
Differentiation is the essence of branding, yet...
GeniusSteals.co @geniusstealsco
A problem to be solved by advertising
‘Consumers’ to ‘target’
A message to say at them
Rea...
GeniusSteals.co @geniusstealsco
Briefs Encode Beliefs
Tell people about it
MAKE THINGS,
TELL PEOPLE.
unique beliefs lead to
less boring briefs.
ENCODE YOUR COMPANY’S BELIEFS INTO THE FORM AND PROCESS.
#geniussteals
GeniusSteals.co @geniusstealsco
BBH
Black Sheep
’Zag when others Zig’
BBH created an ad for Levi’s and adopted it as their...
GeniusSteals.co @geniusstealsco
BBH
Practical considerations
What’s the role for
communication?
XXX
WHAT key business chal...
GeniusSteals.co @geniusstealsco
“The brief is the first ad in
the campaign.
It’s my job to make it better.”
BBH also belie...
GeniusSteals.co @geniusstealsco
BBH
POTENTIAL WAYS IN
  TARO BOY AND FRIENDS FIGHT IT OUT IN BLITZ-LAND
WITH THE ROBOTS T...
GeniusSteals.co @geniusstealsco
ALEX BOGUSKY’S RULES
THE OLD RULES THE “NEW” RULES
Brand Building
Consistency
Endorsement
...
want more?
visit http://geniussteals.co/briefs for the complete 52-slide deck
looking for help transforming your own brief...
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GENIUS/STEALS presents Beyond Boring Briefs (Teaser)

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** Looking for the full version? Visit http://geniussteals.co/briefs

Advertising Age reported 81% of surveyed advertisers admitted they are providing unclear briefs. That's a disturbingly high number.

So what can agencies and advertisers do to go beyond the briefs that fall short?

At Genius Steals, we work with agencies and brands all over the world -- and our broad experience with briefings, templates and processes has led us to rethink the traditional model.

In this presentation, we share what kinds of briefs inspire better thinking, and what tools can lead to better work, faster.

Published in: Marketing

GENIUS/STEALS presents Beyond Boring Briefs (Teaser)

  1. 1. Genius Steals Presents BEYONDBORING BRIEFS head on over to geniussteals.co/briefs TEASER! LOOKING FOR THE FULL VERSION?
  2. 2. Genius/Steals @faris @faris @rosieyakob hello! we’rethefounders ofgenius/steals
  3. 3. GeniusSteals.co @geniusstealsco hello, i’m faris! GENIUS/STEALS IS AN ITINERANT CONSULTANCY, HELPING COMPANIES SOLVE BUSINESS PROBLEMS USING CREATIVITY
  4. 4. originality is a myth. we believe that nothing comes from nothing — and that you should look to the world around you for both inspiration and context. (so let’s start by looking at some existing briefs.)
  5. 5. GeniusSteals.co @geniusstealsco Chiat/Day 1992 WHAT IS THE PROBLEM OR OPPORTUNITY? WHO ARE WE TALKING TO? WHAT SHOULD THE ADVERTISING ACHIEVE? WHAT THOUGHT DO WE WANT TO LEAVE THEM WITH? WHAT WILL MAKE THEM BELIEVE THIS? WHAT IS REQUIRED? ANYTHING ELSE?
  6. 6. GeniusSteals.co @geniusstealsco M+C Saatchi PT 1
  7. 7. GeniusSteals.co @geniusstealsco Singleton O&M
  8. 8. GeniusSteals.co @geniusstealsco but… SHOULDN’T WE BE TRYING TO BE A BIT MORE DIFFERENT?
  9. 9. GeniusSteals.co @geniusstealsco Jane Newman / CHIAT DAY INTERNAL MEMO 1987 Differentiation is the essence of branding, yet most briefs look the same
  10. 10. GeniusSteals.co @geniusstealsco A problem to be solved by advertising ‘Consumers’ to ‘target’ A message to say at them Reasons to believe Tone of voice Maybe, if lucky, what space you’re filling “all briefs are very similar” - gareth kay
  11. 11. GeniusSteals.co @geniusstealsco Briefs Encode Beliefs Tell people about it MAKE THINGS, TELL PEOPLE.
  12. 12. unique beliefs lead to less boring briefs. ENCODE YOUR COMPANY’S BELIEFS INTO THE FORM AND PROCESS. #geniussteals
  13. 13. GeniusSteals.co @geniusstealsco BBH Black Sheep ’Zag when others Zig’ BBH created an ad for Levi’s and adopted it as their own brand belief
  14. 14. GeniusSteals.co @geniusstealsco BBH Practical considerations What’s the role for communication? XXX WHAT key business challenge does the brand face? WHO are we trying to engage and what competes for their attention? WHERE and WHEN will communication have most power? HOW does the category engage creatively and how could we challenge this? THE PRODUCT IS… THE BRAND IS... TITLE XXX 2008, PT 1
  15. 15. GeniusSteals.co @geniusstealsco “The brief is the first ad in the campaign. It’s my job to make it better.” BBH also believed that… (SIR) JOHN HEGARTY AKA THE “H” IN BBH
  16. 16. GeniusSteals.co @geniusstealsco BBH POTENTIAL WAYS IN   TARO BOY AND FRIENDS FIGHT IT OUT IN BLITZ-LAND WITH THE ROBOTS THEY CREATE   TARO BOY TELLS THE NEXT ADVENTURE ENTIRELY THROUGH THE SNACK   THINK CLAY-MATION   OTHER CONTEXT WE HAVE YET TO EXPLORE :   MISSION-TYPE ADVENTURES   MAGIC AND WIZARDRY   MAD SCIENTIST / LAB-BASED PT 2
  17. 17. GeniusSteals.co @geniusstealsco ALEX BOGUSKY’S RULES THE OLD RULES THE “NEW” RULES Brand Building Consistency Endorsement Investment as currency Announcement Advertising Retail is the opposite of branding Medium dictates the idea Brand Momentum Surprise Cultural Relevance & Buzz Ideas as currency Conversation Advertising & Publicity Retail IS branding Idea finds the medium#geniussteals
  18. 18. want more? visit http://geniussteals.co/briefs for the complete 52-slide deck looking for help transforming your own briefing process? get in touch for rates & availability: hello@geniussteals.co

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