Creative brief_introduction & templates
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formats de brief / creative brief templates / planning stratégique / strategic planning / integrated / communication / advertising /
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Creative brief_introduction & templates
- 1. NOBODY KNOWS HOW IT WORKS BUT...! ! HELENE DUVOUX_MAUGUET ! FEV014! 1
- 2. 1#IN BRAND WE TRUST THINKING (ABOUT) THE BRAND 2#DIGITAL MY BRAND COMMUNICATION WARS & FADS 3#NOBODY KNOWS HOW IT WORKS BUT…_STRATEGIC PLANNING_A VISION & A METHODOLOGY >INSIGHTS >CREATIVE BRIEF_CLIENT BRIEF >PLEASE QUESTION+SERENDIPITY >STORYPLANNING >INFORMATION IS BEAUTIFUL !
- 3. DEMANDE CLIENT! INITIATIVE PROACTIVE! COMPET ITORS! PEO! PLE! INTEGRATED COMMUNICATION! PLANNING! MAR! KET! STRATEGY! MAP YOUR PLAN/ TELL THE STORY! BRIEF! STRAT EGIQU E! EXPLORE! BIG IDEA! OUR! SELF! TOUCHPOINTS/! NARRATIVE! TRE! NDS! Q&A! WHAT IS IT ABOUT? ! C’EST À QUEL SUJET ?! ! CREA! TIVE BRIEF! COM! NOW THAT YOU KNOW WHAT IS YOUR AGENDA ?! PLACE THE WHAT IN THE GRIPS OF ... (REALITY)! ! WHAT VS THE MARKET: ! WHAT VS THE COMPETITION! WHAT VS HE COMMUNICATION ! WHAT WS THE PEOPLE ! WHAT VS WHAT, WHAT IN THE MIROR! WHAT VS THE TRENDS! ! TO BE FOLLOWED! ! THE PLOT & THE SCHEME! ! C H A N G E!
- 4. 1#IN BRAND WE TRUST THINKING (ABOUT) THE BRAND 2#DIGITAL MY BRAND COMMUNICATION WARS & FADS 3#NOBODY KNOWS HOW IT WORKS BUT…_STRATEGIC PLANNING_A VISION & A METHODOLOGY >INSIGHTS >CREATIVE BRIEF_CLIENT BRIEF >PLEASE QUESTION+SERENDIPITY >STORYPLANNING >INFORMATION IS BEAUTIFUL !
- 8. The Goal “The best briefs are so good you can’t wait for the account team to leave your office so you can get started” Unidentified Creative 13
- 10. MOMENTUM!
- 14. “THE POINT OF A BRIEF ISN’T TO BE BUTTONED UP AND RESTRICTIVE; IT’S TO G I V E C L E A R D I R E C T I O N O N W H AT ’ S I M P O R TA N T A N D T O C L A R I F Y T H E I S S U E T H AT Y O U ’ R E S E E K I N G T O A D D R E S S . T H E PROBLEM WITH INFORMAL BRIEFING IS T H AT I T M A K E S A H U G E A S S U M P T I O N T H AT THE PERSON BEING BRIEFED SHARES THE U N S TAT E D K N O W L E D G E O F T H E P E R S O N D O I N G T H E B R I E F I N G . I T ’ S L I K E LY T H AT S O M E K E Y FA C T S O R K N O W L E D G E I N T H E CLIENT’S MIND AREN’T WRITTEN INTO THE B R I E F, B E C A U S E T H E Y A S S U M E T H E AGENCY WILL ALREADY KNOW THESE. AND T H AT ’ S W H E R E T H E M I S U N D E R S TA N D I N G S CAN BEGIN.” W I L L C O L L I N PA R T N E R , N A K E D C O M M U N I C AT I O N S ! 19!
- 15. WHERE ARE WE !NOW?! ! WHERE DO WE WANT TO BE?! ! WHAT ARE WE DOING TO GET THERE?! ! WHO DO WE NEED TO TALK TO?! ! HOW WILL !WE !KNOW !WHEN !WE !HAVE ARRIVED?! 20!
- 17. DEFINING THE COMPETITIVE ENVIRONMENT! TA R G E T A U D I E N C E ( A S P E C T S L I K E A G E , G E N D E R , AT T I T U D E ) ! KEY CONSUMER INSIGHTS! C U R R E N T AT T I T U D E A N D B E H AV I O R O F C O N S U M E R S T O WA R D S T H E C AT E G O R Y ! KEY DESIRED RESPONSE AFTER THE EXECUTION OF THE AD! USP OF THE PRODUCT! W H AT S H O U L D B E T H E P R O P O S I T I O N / M E S S A G E O F THE AD! T O N E A N D M A N N E R O F C O M M U N I C AT I O N ( E X A M P L E : WA R M , E M O T I O N A L , E N D E A R I N G ) ! M A N D AT O R I E S ( L I K E I S P R I C E F L A S H N E E D E D , C E R TA I N B R A N D P R O P E R T I E S W H I C H M U S T B E C O M M U N I C AT E D ) ! SPECIFY THE MEDIA VEHICLES AND BUDGET! 22! !
- 18. 23!
- 35. • Quel est le problème de marque à résoudre ? • Quel est le problème consommateur à résoudre ? • Quel but la marque veut-elle remplir pour ses consommateurs ? • Comment rendre tout cela intéressant pour les gens ? • Où cela se passe-t-il ? • Que voulons-nous que les gens fassent ? • Quelle articulation avec les communications existantes ? • Comment savoir si c’est un succès ?
- 37. - La marque rencontre-t-elle un ou plusieurs problèmes ? BRAND! 1.(Quel(est(le(problème(de( - Quel est le plus important ? - La marque veut-elle conquérir de nouveaux marchés ? Attirer une nouvelle marque(à(résoudre(?( audience ? Générer de la conversation ? Renouveler son image ? AUDIENCE( 2.(Quel(est(le(problème( consommateur(à( résoudre(?( - Quel insight consommateur la marque cherche-t-elle à résoudre ? - Quelles sont les conventions du marché/secteur à remettre en cause ? - Que manque-t-il aux consommateurs dans leur parcours ? - Qu’est-ce qu’il pourrait leur être vraiment utile ? - Comment la marque peut-elle faciliter leurs vies ? MISSION( 3.(Quel(but(la(marque( veutGelle(remplir(pour(ses( consommateurs(?( - La marque veut-elle créer de nouvelles expériences ? - La marque veut-elle délivrer un message particulier ? - La marque veut-elle réinventer la catégorie ? - La marque veut-elle unir les gens ? ANGLES( 4.(Comment(rendre(tout( cela(intéressant(pour(les( gens(?( - Comment-on rendre cela intéressant ? Fun ? Unique ? - Quelle histoire veut-on raconter ? - Quelle expérience veut-on créer ? - Existent-t-ils des exemples pour nous inspirer ? CANAUX( 5.(Où(cela(se(passeGtGil(?( - Online? (Site, réseaux sociaux, forums, blogs, viral, bannières,…) - Offline? (Print, TV, presse, packaging, in-store, évènements,…) - Ou les deux ? (campagnes intégrées, brand content, transmedia, story telling…) RESULTATS( 6.(Que(voulonsGnous(que( les(gens(fassent(?( - Veut-on que les gens partagent ? Echangent ? En parlent ? Recommandent ? - Veut-on que les gens participent ? - Veut-on que les gens changent leur perception/réflexe ? - Ou bien veut-on simplement que les gens jouent et se fassent plaisir ? ARTICULATION( 7.(Quelle(articulation(avec( les(communications( existantes(?( - Quelles sont les outils de communication déjà existants ? - Comment doit-on les articuler avec notre projet ? - Doit-on être cohérents/complémentaires ? - Ou peut-on s’émanciper totalement des campagnes précédentes ? KPI’S( 8.(Comment(savoir(si(c’est( un(succès(?( - Quels sont nos KPI’s ? Est-ce le nombre de visites ? De visiteurs uniques ? De vues ? De fans ? Les retombées RP ? Etc. - Est-ce un changement dans la perception de la marque ?
- 38. 43!
- 39. CONTENT BRIEF BRAND / PRODUCT: BUDGET: OWNER & AGENCY: BRIEF RATING: RESPONSE BY: WHAT NEEDS TO HAPPEN? Why does this brief exist? What is the business challenge and marketing task? COMMUNITY INSIGHT BRAND INSIGHT CULTURAL INSIGHT SOCIAL INSIGHT Who are they and what matters to them? What stuff do they love? What do they see as valuable? Who influences them? Who do they influence? What is the brands POV? How do they behave in the world? What are the key associations? Are there any product specific insights / mandates? What is going on in popular culture that we could tap into? What tension can we solve? What movement can we champion or create? What are people saying about the brand/ topic? Who are the participants / users? Who are the passives? ROLE FOR ADVERTISING ROLE FOR CONTENT What is your key insight and communication strategy - how are you using comms to solve the problem? What are the best channels to achieve the business objectives? Which channels, in which context are planned and how? What are the key moments? What value can the brand bring to the community? Why would they give a shit about what we will say or do – does it have the potential to stimulate conversations and participation? KEY BEHAVIOUR WE WISH TO CREATE What do we want people to notice, feel, think or do? (love the brand, visit the website etc) Be specific if possible e.g If it’s love the brand, or visit the website – for what, how much, when and how often? Are there any intermediate behaviours that we can gauge – google searches, store traffic, social media volume etc 44
- 41. CONTEXTE/ BIG PICTURE! AMBITION! OPPORTUNITÉ/ CHALLENGE! OBJECTIFS ! CIBLE MARKETING ! C I B L E D E C O M M U N I C AT I O N ! C I B L E A S P I R AT I O N N E L L E ! POSITIONNEMENT ! INSIGHT! PROMESSE! MESSAGE! LEVIERS/ FREINS! AT T R I B U T S P R O D U I T / TA N G I B L E BENEFIT! REASONS-TO-BELIEVE ! CONCEPT/ IDEE! VA L E U R S / B R A N D P E R S O N A L I T Y ! S I G N AT U R E D E M A R Q U E ! TON & STYLE ! C O N T R A I N T E S / O B L I G AT I O N S ! SUPPORTS / OÙ ET QUAND ! TIMINGS! …!
- 44. MAKE STUFF UP!
- 46. THE GUARDIAN_3 LITTLE PIGS!