The document discusses creative briefs and briefings, providing examples and best practices. It emphasizes that briefs should tell a story with a beginning (challenge), middle (solution), and end (insight), and pass the "why should anyone care?" filter. Briefings are meant as a starting point for an interactive conversation rather than a presentation, with the goal of inspiring teams to solve the client's problem in a way people will care about.

1. A practical guide to Creative Briefs and Briefings Nick Docherty APG Training Network 14 March 2011

2. What I’m going to talk about Briefs 2. Briefings

3. Briefs and Briefings in practice Theory Practice “ The most important piece of paper in the agency” “ Just the start”

4. Painting the Sistine Chapel CLIENT PLANNER CREATIVE

5. The brief in theory The brief for the Sistine Chapel from Pope Julius II to Michelangelo Brief #1: “Please paint the ceiling”: Too open Brief #2: “Please paint the ceiling using red, green and yellow paint”: Too narrow Brief #3: “ Please paint biblical scenes on the ceiling incorporating some or all of the following: God, Adam, angels, cupids, devils and saints”: Getting there The actual brief Brief #4: “Please paint our ceiling for the greater glory of God as a testament to his eternal majesty and an inspiration and lesson to his people” = DIRECTION + INSPIRATION

7. The brief in practice The brief for the Sistine Chapel from Pope Julius II to Michelangelo Brief #1: I want you to paint the ceiling of the Sistine Chapel Michelangelo: But I’m a sculptor, not a painter. I won’t do it. Brief #2: Yes you will - I’m the Pope. And actually I don’t just want you to paint the ceiling, I also want you to paint twelve large figures of the Apostles to occupy the pendentives Michelangelo: What’s a pedentive? Can’t I just paint the ceiling? To try and avoid this whole mess I’m running away from Rome whilst you’re distracted by that war with the French. Brief #3: OK, we’re both back now. You will do what I tell you to do. Twelve large figures of the Apostles to go. Michelangelo: Fine. But I want to paint the whole ceiling, and it’s my way or the highway. Brief #4: Done. You can do it exactly the way you want. Except that my mate Egidio da Viterbo here will watch your every move and act as your “Theology Consultant” Michelangelo: OK it’s nearly finished. What do you think? Brief #5: I love it. It just needs a bit of gold in it to make all those people you’ve painted look less like gypsies. Michelangelo: Fuck off. I’m not changing a thing.

8. Dysfunctional relationship (don’t do that) The brief changed The briefs were the briefing The process was messy Tempers frayed The outcome was uncertain

9. 1. Briefs

10. What the creative brief isn’t What’s the single thing we want to say? 1. 2. 3. 4. 5. 6.

11. information insights marketing objectives brand strategy communications objectives creative brief What the creative brief is

12. It’s called a ‘brief’ for a reason

13. The brief is just a conversation-starter

14. Four types of brief Blank Kitchen Sink Pared-down Post Digital

15. Different Creatives prize different areas of a brief “ The problem, the problem, the problem” “ Just tell me what the brand is” “ An interesting proposition” “ Keep it as clear and simple as you can”

16. This is not a format debate or a box-ticking exercise

17. Why your brief should tell a story Everyone likes a good story Stories can be told in lots of different media Stories are a way of guiding people in their actions Stories have both an internal logic and an inspirational theme

18. The four things a Brief needs to tell a good story The beginning: What’s the challenge? The middle: What’s going to help? The beginning of the end: What’s the thought? + the “why should anyone care?” filter

19. Story 1 – Pot Noodle What’s the challenge? What’s going to help? What’s the thought? Lapsing users see Pot Noodle as a pleasurable but trashy experience that leaves them with a feeling of dirtiness and guilt – they are at a life stage when they want to feel more grown up These people haven’t entirely outgrown their younger selves and occasionally like to give into their baser desires Pot Noodle satisfies an unhealthy urge

21. Story 2 – Police Recruitment What’s the challenge? What’s going to help? What’s the thought? 9,000 police officers need to be recruited over the next three years, but the loss of public respect for the Police means that both the number and quality of applicants are falling Advertising needs to actively discourage the vast majority whilst inspiring the tiny minority of the most committed Make 99 out of 100 people realise that they couldn’t be a police officer but respect the hell out of the one that could

23. Story 3 – Honda What’s the challenge? What’s going to help? What’s the thought? People are put off Diesel engines because they think they’re noisy and smelly Honda hated Diesel engines so much that they decided to design one that they could actually like Hate can be positive

25. The ‘Why should anyone care?’ filter is critical Do you care? (If not, chances are nobody else will) Would your audience care? (If not, they won’t get involved) Would your creative team care? (If not you won’t get great work) Would your mum care? (If not, the work probably won’t get a broader audience)

26. Don’t be like Pope Julius II Know your shit Be Churchillian Tell a story Ask yourself why anybody would care Be right – then be interesting

27. 2. Briefings

28. The theoretical difference words on paper disciplined rigorous concise point of reference verbal visual personal flexible interactive Brief vs. Briefing Convergent Thinking Divergent Thinking

29. In practice they can be the same thing

30. It’s not a strategic presentation

31. Throw the brief away before you go the briefing

32. Remember that briefings aren’t just some kind of weird advertising confection

33. The inspirational speech

34. The informed conversation

35. The half time team talk

36. The bonding chat

37. The off-siter

38. ‘ Theatrical’ pitfalls

39. “ Fuck off. I’m too busy.” “ You want me to wear what ?” “ I don’t want to get Verrukas” “ Isn’t the pub nearer than the swimming pool?”

40. (Mostly) keep it simple but relevant

41. If all else fails…

42. Beware the ‘all agency’ briefing

43. The briefing is just the start Initial check back Casual conversations Creative reviews Tissue Sessions Feedback

44. Brief to the team - not to the brief Make an effort Take it outside (if you can) Be relevant – not necessarily theatrical Be inspirational - not technical

45. Back to the beginning Briefs 2. Briefings

46. Why Would Anyone Care?

47. “ Lord, grant that I may always desire more than I can accomplish” Michelangelo

48. Any questions?