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                           The Creative Brief

Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
You have been
              Looking at lots of work
              Exploring annuals and online sources
              Evaluating good and bad work
              Collecting sources of inspiration
              Thinking about what we’ve been talking about in class
              Preparing for the real event




Thursday, January 31, 13
Questions
              What do you need to do and know to create great
              advertising?




Thursday, January 31, 13
Your product: The magic is often in the product.
                Client’s business: Chance favors the prepared mind.
                   The customer: The path to relevance starts here.
                 A tight strategy: Small rooms discipline the mind.




Thursday, January 31, 13
What is strategy/brief?
              Why is it important to the creative development?
              Where can the strategy come from?
              What are the elements that comprise the brief?
              What questions do we have to answer?
              What are the biggest mistakes?




Thursday, January 31, 13
What is the creative brief?

              It 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. In short, the what, who,
              where, when.




Thursday, January 31, 13
The brief is the what we are doing. The creative is the how.




Thursday, January 31, 13
Thursday, January 31, 13
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Thursday, January 31, 13
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Thursday, January 31, 13
Product or Service:

               What is the product you are advertising? Where is it sold? What is its
               status in the marketplace?




Thursday, January 31, 13
Problem/Challenge Snapshot:

              What is the problem you are trying to solve or the challenge you need to
              overcome. Describe in a few sentences. Need to introduce a new
              product and get attention. Want to leverage a new feature to drive trial.
              Want to reposition a product so that a new user will consider it. Want to
              get current users to consume more. Etc.




Thursday, January 31, 13
Role of communication:

            Is it awareness, trial, to drive traffic? Is it to connect at the moment of
            purchase? Is it to earn market share, change opinion, or capture data?
            What action are you striving to inspire?




Thursday, January 31, 13
Target audience/community:

            With whom are you engaging? Demographic – age, sex, income,
            marital status. Psychographic – interests, aspirations, lifestyle, habits,
            tech-savvy, other.




Thursday, January 31, 13
*Current beliefs:

              What do they think about our brand now?

              Desired beliefs (or outcome or action):

              What do you want them to believe or to do? Do we need to change
              perception, opinion, frame of reference?




Thursday, January 31, 13
*Insight that reveals how we can motivate them:

            What insight do you have that you believe will motivate them to take the
            action we desire? Is there a frustration, aspiration, related life need,
            emotional connection or shared belief you can tap into and leverage?




Thursday, January 31, 13
Relevant topical cultural trend or tension:

            Under this subhead answer the question: What is happening culturally that
            might be useful to consider. For example, concern about the economy is
            relevant to buying a car and taking out a car loan.

            The over dependence on our smartphones and the time we spend on
            screens might be relevant to selling a vacation or amusement park that
            promises family time together. The rising cost of college education might be
            relevant to a condom brand. The increased misery of air travel might be
            relevant to a regional travel bureau that wants to encourage people to stay
            closer to home.



Thursday, January 31, 13
*What category conventions can we challenge:

                How can you use category style, language, standard approaches
                against them to garner attention and provoke?




Thursday, January 31, 13
*Driving brand idea (or catalytic idea):

              What can you say or do that will achieve our objectives and affectively
              drive action?

              This could be a message based campaign, a digital experience, utility,
              on-going “project,” or even a platform.




Thursday, January 31, 13
*What is the context:

               Where will you engage and why is it the ideal place/media to connect
               with your audience/community?




Thursday, January 31, 13
*What could you DO or MAKE or BUILD to demonstrate your idea?

              Under this subhead answer the question: What could you actually DO
              rather than SAY. For example, Honest Tea creates a truth index and
              experience with its honor system tea displays. Tesco replicates a
              supermarket digitally with its subway system. TNT demonstrates its
              expertise in drama with a live real-time performance in a small town
              square. Think about marketing as service and the outcome being a
              utility or platform that supports customers and builds loyalty. See Nike
              +, Tesco, Sit or Squat.




Thursday, January 31, 13
Igniting a conversation:

              Under this subhead answer the question: How will you get people
              talking about your product and/or idea? What makes it shareable,
              spreadable, and interesting enough to overcome indifference or have
              people seek it out. It might be the creative idea itself.

              It might be what you do/make/build. It might be the way in which you
              encourage and/or inspire sharing. It might be an idea, concept, social
              utility that inherently invites the co-creation of content. See the True
              Blood launch, or the Oreo Daily Twist.



Thursday, January 31, 13
Community and or content creators we can leverage and
              how.

              Beneath this subhead answer with what content creators (Twitter
              forces, Pinterest influencers, bloggers) do we have mutual
              interests that are worth leveraging to either curate content, co-
              create content, or spread content to users who share that interest.
              What might we create? How might we engage?  What metrics
              (KPI's) might we consider. Please do not use likes or follows as a
              KPI.




Thursday, January 31, 13
*What is the press release that describes the outcome?

               Toyota USA today announced that its Sienna minivan has gained 8 points of marketshare in just six
               months. The increase in sales is attributed to the fact that more and more young parents are
               happily trading in their SUVs and sports cars for a vehicle that reflects their “awesomeness” as
               parents.




Thursday, January 31, 13
Examples




Thursday, January 31, 13
Most often the creative comes out of the driving brand idea
              (message)...

              The driving brand idea. The single thing you are going to say or
              do.




Thursday, January 31, 13
Every blade has a purpose.




Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Our systems can organize anything.




Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Even low speed crashes can hurt.




Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Charmin’ helps you find clean restrooms.




Thursday, January 31, 13
Thursday, January 31, 13
Samsonite luggage can withstand the
                      rigors of airline travel.




Thursday, January 31, 13
Well what are the rigors? It’s Hell for a
                      suitcase out there.




Thursday, January 31, 13
Thursday, January 31, 13
Our glasses make it easier to read the fine print.




Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Our dust rollers pick up all the fur.




Thursday, January 31, 13
Thursday, January 31, 13
Oreo is 100 years old.




Thursday, January 31, 13
Thursday, January 31, 13
Harley Davidson sets you free.




Thursday, January 31, 13
Thursday, January 31, 13
The pen with long lasting ink.




Thursday, January 31, 13
Thursday, January 31, 13
But, the creative idea can come from other parts of the brief, too.




Thursday, January 31, 13
Thursday, January 31, 13
Product or Service:

              The Toyota Sienna mini-van. It is competing in a much-maligned
              category and losing market share. TS share has gone from 29 percent
              to 19 percent in one year. With more category competition, TS needs a
              significant idea to regain share.




Thursday, January 31, 13
Problem/Challenge Snapshot:

              Overcome lost marketshare.

              Make the TS a purchase that is not embarrassing for younger parents.

              Significantly increase consideration among target audience.




Thursday, January 31, 13
Role of communication:

              To get people excited about the TS and to generate buzz about the
              product.

              Achieve a lift in “aspirational” imagery for the product -- get people to
              think it is stylish and distinctive.




Thursday, January 31, 13
Target audience/community:

               InSync Traditionalists.




Thursday, January 31, 13
Target audience/community:

              InSync Traditionalists. 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 techno, connected, media hub and pop culture.




Thursday, January 31, 13
*Current beliefs:

              The currently think product is functional and reliable, but not in line with
              their personality.

              Desired beliefs (or outcome or action):

              Believe that the TS is actually cool enough and stylish enough for them
              -- the parents -- not just designed with the kids in mind.




Thursday, January 31, 13
*Insight that reveals how we can motivate them:

           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. Because this target is so consistently and actively
           on Facebook and YouTube, we kept our ear to the virtual ground. We picked up on what they were saying so we
           could elevate the fun for the follow-up launch of the even sportier SE grade.

                     We knew that they joked about and would get the joke about stereotypical minivan parents.




Thursday, January 31, 13
*What category conventions can we challenge:




Thursday, January 31, 13
*Driving brand idea (or catalytic idea):




                           Awesome parents drive the Toyota Sienna




Thursday, January 31, 13
*What is the context:

              TV, print and outdoor to the tone and provided the high level of awareness
              we needed.

              On line and YouTube to up the fun quotient and because InSync
              Traditionalists live there and share content.




Thursday, January 31, 13
*What is the press release that describes the outcome?

               Toyota USA today announced that its Sienna minivan has gained 8 points of marketshare in just six
               months. The increase in sales is attributed to the fact that more and more young parents are
               happily trading in their SUVs and sports cars for a vehicle that reflects their “awesomeness” as
               parents.




Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Where in the brief did the creative come from?




Thursday, January 31, 13
The way Toyota defined the target and brought them to life.




Thursday, January 31, 13
Awesome parents drive the Toyota Sienna.




Thursday, January 31, 13
Product or Service:




Thursday, January 31, 13
Problem/Challenge Snapshot:




Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Role of communication:




              Get on the cultural radar and into women’s shopping carts.




Thursday, January 31, 13
Target audience/community:




                 Women 50+




Thursday, January 31, 13
*Current beliefs:

              Dove sells soap.

              Desired beliefs (or outcome or action):

              Dove is the anti-aging product that I can trust.




Thursday, January 31, 13
*Insight that reveals how we can motivate them:




               The insight? 50+ women worldwide felt completely and utterly invisible – ignored by
               beauty brands, overlooked by the media. They felt as if society had placed an
               expiration date on them – as if the unspoken belief was, “life is over and beauty is lost
               after 50.”




Thursday, January 31, 13
In the words of one woman Dove interviewed, “We’re almost invisible and if we are visible, then we are
                           supposed to be trying to pass for younger women…to reflect those women in their mid-to-late thirties
                           who are in the anti-aging advertisements.”

                           The irony? Women over 50 reported feeling better than ever – living life with a confidence they didn’t
                           have when they were younger, full of vitality physically and mentally. Of course they admitted that
                           wrinkles are a downside of aging but, contrary to popular belief, they aren’t afraid of getting older.
                           Instead, they’re ready to age gracefully and enjoy what could be the best part of their lives.

                           “There’s dignity and grace and yes, energy that comes with who I am and what I have lived. But you’d
                           never know it. You’d never know that women like me, who still enjoy their lives and haven’t
                           metamorphosed into old grannies existed from today’s media.”

                           But this generation of women was not ready to settle for being ignored by the media. Unlike past
                           generations of women over 50, they are accustomed to challenging convention, going where women have
                           never gone before. They changed all the rules of the game of life and were ready to change the rules of
                           the beauty game too.




Thursday, January 31, 13
*What category
               conventions can
               we challenge:




Thursday, January 31, 13
Driving brand idea:




                                    Beauty has no age limit.




Thursday, January 31, 13
Thursday, January 31, 13
Context




Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Thursday, January 31, 13
Questions?




Thursday, January 31, 13

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Cm417.5 the brief

  • 1. 5/28 The Creative Brief Thursday, January 31, 13
  • 4. You have been Looking at lots of work Exploring annuals and online sources Evaluating good and bad work Collecting sources of inspiration Thinking about what we’ve been talking about in class Preparing for the real event Thursday, January 31, 13
  • 5. Questions What do you need to do and know to create great advertising? Thursday, January 31, 13
  • 6. Your product: The magic is often in the product. Client’s business: Chance favors the prepared mind. The customer: The path to relevance starts here. A tight strategy: Small rooms discipline the mind. Thursday, January 31, 13
  • 7. What is strategy/brief? Why is it important to the creative development? Where can the strategy come from? What are the elements that comprise the brief? What questions do we have to answer? What are the biggest mistakes? Thursday, January 31, 13
  • 8. What is the creative brief? It 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. In short, the what, who, where, when. Thursday, January 31, 13
  • 9. The brief is the what we are doing. The creative is the how. Thursday, January 31, 13
  • 16. Product or Service: What is the product you are advertising? Where is it sold? What is its status in the marketplace? Thursday, January 31, 13
  • 17. Problem/Challenge Snapshot: What is the problem you are trying to solve or the challenge you need to overcome. Describe in a few sentences. Need to introduce a new product and get attention. Want to leverage a new feature to drive trial. Want to reposition a product so that a new user will consider it. Want to get current users to consume more. Etc. Thursday, January 31, 13
  • 18. Role of communication: Is it awareness, trial, to drive traffic? Is it to connect at the moment of purchase? Is it to earn market share, change opinion, or capture data? What action are you striving to inspire? Thursday, January 31, 13
  • 19. Target audience/community: With whom are you engaging? Demographic – age, sex, income, marital status. Psychographic – interests, aspirations, lifestyle, habits, tech-savvy, other. Thursday, January 31, 13
  • 20. *Current beliefs: What do they think about our brand now? Desired beliefs (or outcome or action): What do you want them to believe or to do? Do we need to change perception, opinion, frame of reference? Thursday, January 31, 13
  • 21. *Insight that reveals how we can motivate them: What insight do you have that you believe will motivate them to take the action we desire? Is there a frustration, aspiration, related life need, emotional connection or shared belief you can tap into and leverage? Thursday, January 31, 13
  • 22. Relevant topical cultural trend or tension: Under this subhead answer the question: What is happening culturally that might be useful to consider. For example, concern about the economy is relevant to buying a car and taking out a car loan. The over dependence on our smartphones and the time we spend on screens might be relevant to selling a vacation or amusement park that promises family time together. The rising cost of college education might be relevant to a condom brand. The increased misery of air travel might be relevant to a regional travel bureau that wants to encourage people to stay closer to home. Thursday, January 31, 13
  • 23. *What category conventions can we challenge: How can you use category style, language, standard approaches against them to garner attention and provoke? Thursday, January 31, 13
  • 24. *Driving brand idea (or catalytic idea): What can you say or do that will achieve our objectives and affectively drive action? This could be a message based campaign, a digital experience, utility, on-going “project,” or even a platform. Thursday, January 31, 13
  • 25. *What is the context: Where will you engage and why is it the ideal place/media to connect with your audience/community? Thursday, January 31, 13
  • 26. *What could you DO or MAKE or BUILD to demonstrate your idea? Under this subhead answer the question: What could you actually DO rather than SAY. For example, Honest Tea creates a truth index and experience with its honor system tea displays. Tesco replicates a supermarket digitally with its subway system. TNT demonstrates its expertise in drama with a live real-time performance in a small town square. Think about marketing as service and the outcome being a utility or platform that supports customers and builds loyalty. See Nike +, Tesco, Sit or Squat. Thursday, January 31, 13
  • 27. Igniting a conversation: Under this subhead answer the question: How will you get people talking about your product and/or idea? What makes it shareable, spreadable, and interesting enough to overcome indifference or have people seek it out. It might be the creative idea itself. It might be what you do/make/build. It might be the way in which you encourage and/or inspire sharing. It might be an idea, concept, social utility that inherently invites the co-creation of content. See the True Blood launch, or the Oreo Daily Twist. Thursday, January 31, 13
  • 28. Community and or content creators we can leverage and how. Beneath this subhead answer with what content creators (Twitter forces, Pinterest influencers, bloggers) do we have mutual interests that are worth leveraging to either curate content, co- create content, or spread content to users who share that interest. What might we create? How might we engage?  What metrics (KPI's) might we consider. Please do not use likes or follows as a KPI. Thursday, January 31, 13
  • 29. *What is the press release that describes the outcome? Toyota USA today announced that its Sienna minivan has gained 8 points of marketshare in just six months. The increase in sales is attributed to the fact that more and more young parents are happily trading in their SUVs and sports cars for a vehicle that reflects their “awesomeness” as parents. Thursday, January 31, 13
  • 31. Most often the creative comes out of the driving brand idea (message)... The driving brand idea. The single thing you are going to say or do. Thursday, January 31, 13
  • 32. Every blade has a purpose. Thursday, January 31, 13
  • 35. Our systems can organize anything. Thursday, January 31, 13
  • 38. Even low speed crashes can hurt. Thursday, January 31, 13
  • 41. Charmin’ helps you find clean restrooms. Thursday, January 31, 13
  • 43. Samsonite luggage can withstand the rigors of airline travel. Thursday, January 31, 13
  • 44. Well what are the rigors? It’s Hell for a suitcase out there. Thursday, January 31, 13
  • 46. Our glasses make it easier to read the fine print. Thursday, January 31, 13
  • 49. Our dust rollers pick up all the fur. Thursday, January 31, 13
  • 51. Oreo is 100 years old. Thursday, January 31, 13
  • 53. Harley Davidson sets you free. Thursday, January 31, 13
  • 55. The pen with long lasting ink. Thursday, January 31, 13
  • 57. But, the creative idea can come from other parts of the brief, too. Thursday, January 31, 13
  • 59. Product or Service: The Toyota Sienna mini-van. It is competing in a much-maligned category and losing market share. TS share has gone from 29 percent to 19 percent in one year. With more category competition, TS needs a significant idea to regain share. Thursday, January 31, 13
  • 60. Problem/Challenge Snapshot: Overcome lost marketshare. Make the TS a purchase that is not embarrassing for younger parents. Significantly increase consideration among target audience. Thursday, January 31, 13
  • 61. Role of communication: To get people excited about the TS and to generate buzz about the product. Achieve a lift in “aspirational” imagery for the product -- get people to think it is stylish and distinctive. Thursday, January 31, 13
  • 62. Target audience/community: InSync Traditionalists. Thursday, January 31, 13
  • 63. Target audience/community: InSync Traditionalists. 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 techno, connected, media hub and pop culture. Thursday, January 31, 13
  • 64. *Current beliefs: The currently think product is functional and reliable, but not in line with their personality. Desired beliefs (or outcome or action): Believe that the TS is actually cool enough and stylish enough for them -- the parents -- not just designed with the kids in mind. Thursday, January 31, 13
  • 65. *Insight that reveals how we can motivate them: 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. Because this target is so consistently and actively on Facebook and YouTube, we kept our ear to the virtual ground. We picked up on what they were saying so we could elevate the fun for the follow-up launch of the even sportier SE grade. We knew that they joked about and would get the joke about stereotypical minivan parents. Thursday, January 31, 13
  • 66. *What category conventions can we challenge: Thursday, January 31, 13
  • 67. *Driving brand idea (or catalytic idea): Awesome parents drive the Toyota Sienna Thursday, January 31, 13
  • 68. *What is the context: TV, print and outdoor to the tone and provided the high level of awareness we needed. On line and YouTube to up the fun quotient and because InSync Traditionalists live there and share content. Thursday, January 31, 13
  • 69. *What is the press release that describes the outcome? Toyota USA today announced that its Sienna minivan has gained 8 points of marketshare in just six months. The increase in sales is attributed to the fact that more and more young parents are happily trading in their SUVs and sports cars for a vehicle that reflects their “awesomeness” as parents. Thursday, January 31, 13
  • 72. Where in the brief did the creative come from? Thursday, January 31, 13
  • 73. The way Toyota defined the target and brought them to life. Thursday, January 31, 13
  • 74. Awesome parents drive the Toyota Sienna. Thursday, January 31, 13
  • 79. Role of communication: Get on the cultural radar and into women’s shopping carts. Thursday, January 31, 13
  • 80. Target audience/community: Women 50+ Thursday, January 31, 13
  • 81. *Current beliefs: Dove sells soap. Desired beliefs (or outcome or action): Dove is the anti-aging product that I can trust. Thursday, January 31, 13
  • 82. *Insight that reveals how we can motivate them: The insight? 50+ women worldwide felt completely and utterly invisible – ignored by beauty brands, overlooked by the media. They felt as if society had placed an expiration date on them – as if the unspoken belief was, “life is over and beauty is lost after 50.” Thursday, January 31, 13
  • 83. In the words of one woman Dove interviewed, “We’re almost invisible and if we are visible, then we are supposed to be trying to pass for younger women…to reflect those women in their mid-to-late thirties who are in the anti-aging advertisements.” The irony? Women over 50 reported feeling better than ever – living life with a confidence they didn’t have when they were younger, full of vitality physically and mentally. Of course they admitted that wrinkles are a downside of aging but, contrary to popular belief, they aren’t afraid of getting older. Instead, they’re ready to age gracefully and enjoy what could be the best part of their lives. “There’s dignity and grace and yes, energy that comes with who I am and what I have lived. But you’d never know it. You’d never know that women like me, who still enjoy their lives and haven’t metamorphosed into old grannies existed from today’s media.” But this generation of women was not ready to settle for being ignored by the media. Unlike past generations of women over 50, they are accustomed to challenging convention, going where women have never gone before. They changed all the rules of the game of life and were ready to change the rules of the beauty game too. Thursday, January 31, 13
  • 84. *What category conventions can we challenge: Thursday, January 31, 13
  • 85. Driving brand idea: Beauty has no age limit. Thursday, January 31, 13