The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Brand Strategy 101: The Core of Brand StrategyValerie Nguyen
Brand strategy consists of three core components and tapping into an infinite amount of human emotions.
Presented as part of Griffin Farley's Beautiful Minds 2020 program.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
The key to attracting your ideal clients more easily is to be known for a BIG idea. An idea your clients use to produce results in their lives/business.
In this webinar you'll learn:
• Which of the Four Big Ideas is best suited to you
• Create a context that takes your performance to new levels
• Invent the rules that make you an expert in your field.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Brand Strategy 101: The Core of Brand StrategyValerie Nguyen
Brand strategy consists of three core components and tapping into an infinite amount of human emotions.
Presented as part of Griffin Farley's Beautiful Minds 2020 program.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
The key to attracting your ideal clients more easily is to be known for a BIG idea. An idea your clients use to produce results in their lives/business.
In this webinar you'll learn:
• Which of the Four Big Ideas is best suited to you
• Create a context that takes your performance to new levels
• Invent the rules that make you an expert in your field.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:
• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
This was a presentation that I gave back in April. Since then we have done more advanced Transmedia work and I hope to share that case study soon when we get the full results. Sorry it took so long to upload this.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
We have all heard about turning the marketing funnel upside down, but how do you have both traditional awareness needs combine with engaging influencers and advocates as wants? Propagation Planning might be the answer to that as we explore the meld of two schools of communication practice.
Winning strategy responding to the brief set at the beginning of the course to 40+ of London's best young planners.
Judges Feedback:
"Stood out for the inexorability of the logic, your re-framing of the task and the simplicity and effectiveness of your central idea which was practical, engaging, infectious. Very good use of behavioural economics to guide your strategy – we liked the idea of specific times/moments. Good use of facts to land the thinking – we loved the bus driver/conductor analogy. Spot on."
Judging Panel:
David Hackworthy, CSO at Fallon
Shekhar Deshpande, Global Planning Director at JWT
Sarah Newman, APG Director
Laura Sammarco, Senior Planner at JWT
Ruari Curran, Head of Planning at Gravity Road
Katie Lancaster, Independent Strategist
APG West started with questions, not answers.
What would people in Bristol, Bath and the surrounding area need from the APG? What challenges do the creative businesses of the region face? What would constitute success for them? How should the community come to life?
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
At the Account Planning Group of Canada, we’re committed to enhancing the reputation and standing of Account Planning here in Canada. To do that we need to understand how our peers, clients and colleagues perceive the standard of Account Planning in Canada today.
That’s why we’re publishing this Survey results.
Here's a new offering from Dosage. It's called COUP D'OSAGE (like Coup D'Etat). Here's the pitch. "You hire us to come up with ideas to take your company down. The idea is to identify weaknesses and opportunities before competitors do. Our team of brand strategists, management consultants, digital innovators and new media specialists delivers product ideas, brand strategies, marketing innovations and communications approaches that you wouldn't want in the wrong hands. But in yours, you've got your next growth strategy (or two or three)." Read our talk piece here.
Facebook APIs: There's More Under the Hood than Anyone Knows22squared
June 28, 2011, AllFacebook Expo presentation by Chris Tuff, VP/Social Media Director at 22squared (http://www.mediabistro.com/afexpo/program.asp).
Facebook APIs: There's More Under the Hood than Anyone Knows
What’s available through Facebook’s APIs? No one really knows. Many think that the only available statistics lie in Facebook Insights, but since Facebook opened up their Insights API, a treasure trove of data is available to agencies and brands. API dashboards from companies like AllFacebook, Socialbakers and PageLever serve as the new focus groups and using their tools, agencies are able to identify a brands’ active and engaged fanbase and parallel those segments to determine if they’re reaching brands’ target consumer, if they’re targeting these consumers with paid Facebook ads and if not, what adjustments need to be made to their engagement strategy and idea of that brands’ target consumer. This session will also examine the role of social media as it relates to brands as a whole, and explain why there is so much value for brands on Facebook. We’ll go on to discuss confusion around ad APIs and Facebook Connect APIs (what brands can access within consumer profiles), and share what else Facebook tools and insights can bring to both social media marketing and brand positioning.
Breaking through the clutter: Using content, analytics and paid to achieve RO...22squared
The competition for consumer attention between brands is at an all-time high, and social media platforms get more complicated everyday, making it a daunting task for brands and small businesses to understand what it takes to drive awareness, engagement and sales. To achieve true ROI via platforms like Facebook, Twitter, Instagram and Pinterest, you need art and science. 22squared's Chris Tuff will simplify the newest platform technologies and offerings, discuss the nuances of the new marketing analytics, and provide 10 strategies for brands to create compelling content that spans multiple platforms and leverages paid to reach the right audiences, move product and drive true ROI.
- Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared
- @christuff
- @22squared
- #socialfresh
- http://socialfreshconference.com
Brand of the Future
The workshop/seminar/event aims to examine the processes of envisioning and influencing the creation of future brand concepts with a combination on insights, intuition and high creativity. A particular emphasis will be placed on projecting how the trend of the new wave of entrepreneurs towards sharing instead of pure selling will be shaping our future.
The concept will be discussed in relation to the current and future context in Latvia and in the region at large. At the same time, global extensions of the issues will not be missed. International examples of successful will be presented and discussed as part of the class.
Foundations for creating strong brands. This presentation focuses on gourmet brands.
Presented on October 16, 2014, to New York University Steinhardt School of Culture, Education and Human Development.
This is the latest version of my Marketing for a Digital World presentation. Lots of new and exciting examples of the good and the bad. But you will have to work out which is which. There is a drinks category angle to this one. We all like drinks, don't we?
Presentation for the IPA on how to prove efficacy of sub £2.5 million campaigns in order to win IPA Effectiveness Awards.
Uses examples of how previous winning papers proved effectiveness without econometrics. Including Halifax Students, BHF Yoobot, Cycling Safety Moonwalking Bear.
Ad:Tech Campaign strategy in the digital worldMr President
An updated version of my Campaign strategy for the digital world presentation. As aired at ad:tech on 23rd September 2009. Links to examples are included in the notes.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
11. “ Preparation H is of limited interest to a bunch of twentysomething creatives, but it is of incredible interest to someone with piles.” Jeremy Bullmore (paraphrased) FERTILITY
13. Some rules Speak like and for a consumer, not a marketing gibbon Creatives write from a brief, not to one Briefs are organic and collaborative It’s not just a brief it’s a briefing Don’t believe the hype
14. Brand Proposition Whatever the client said in the last meeting, probably something generic. What do we want to achieve? This is the space to write lots of flashy and EXCITING words to inspire the creative's. Use different type fonts if possible. Don’t be afraid of listing multiple conflicting objectives either. What is the one key insight Fill this space with as many irrelevant facts as possible. If you can stretch it out to six or seven paragraphs, do. What do we want people to do? You will be tempted to write “buy more stuff” here. Don’t. Instead go for something vague and unobtainable like “feel like the first time they had a bath” or “recall a fond memory of the old five pence piece”. How should we tell them? Make sure you include the word “social” in this section so you can enforce a Facebook group and Twitter hash tag. Why would they? Because product X is “The worlds most something product.” If anyone questions it or asks why, just repeat yourself until they go away.
15. Acc/Man IA Have you engaged an IA? Technical Have you engaged technical? R&I Have you engaged R&I? Deadlines Last week Budget Minimal (plus it’s already been spent) Format/Media Write “any media” here, that way it will be more of a fun surprise when you reveal that the client only wants banners. Tada! Audience specifics You should be able to go into graphical and inane detail regarding the target audience. Give the guy/girl who represents your audience a name, a job, a selection of library books they have borrowed and not returned and the details of who they absconded with in 1991 after a minor mental breakdown behind Tesco express on a wet night in January. All gold to the creative's. The more you give the better those standard banners are going to look. Creative inspiration This is the place to provide all the links to the kind of work you want to copy, plagiarise and borrow from. They must be good ideas if they have already been made and you will only need to make a few minor alterations to shoe horn in your brand. Stealing off of ordinary internet people looks the best and will totally win loads of awards, but stealing off of other ads and campaigns is also perfectly acceptable. Creative mandatories This is a fun section, just write literally the first thing that pops into your head.
16. How to write one well There are no boring boxes (and make sure you fill in the right one) Let your personality, or the personality of the consumer shine through Use evocative, unexpected language Every word is sacred. Don’t waste or misuse a single one. Have a consistent theme to the entire brief Don’t fuck with the template to squeeze more shit in
18. Product Brand dd/mm/yy DD0123 GOOD! Quality is closer to home than you think Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
19. Product Brand dd/mm/yy DD0123 GOOD! Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight Make British Apples sexy again What do we want to achieve?
20. Product Brand dd/mm/yy DD0123 AN INSIGHT THAT MAKES AN ACE OBJECTIVE! Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight We want a country that says no to uniform, sub standard apples. Yay to lumpy! Yay to mis-shaped! And most importantly yay to apples that taste better! What do we want to achieve?
21. Product Brand dd/mm/yy DD0123 SMART. BUT MAYBE TOO SMART Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight Business objective / increase British apple sales by 50% by the end of 2010 Marketing objective / drive positive brand perception by 75% by the end of 2010 What do we want to achieve?
22. Product Brand dd/mm/yy DD0123 GENERIC Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight Improve perceptions of British Apples. Increase sales of British Apples. What do we want to achieve?
23. Product Brand dd/mm/yy DD0123 MARKETINGESE Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight We need to improve the perception of British Apples, raising the NPS score to 9 What do we want to achieve?
24. Product Brand dd/mm/yy DD0123 TOO MUCH SCIENCE Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight We want to motivate health fanatics to ingest 33.3% of their antioxidants/vitaminC from locally grown british apples (we want to do this to increase the perception and sales of local grown brit apples) What do we want to achieve?
25. Product Brand dd/mm/yy DD0123 GOOD! Brand Proposition Why would they? What do we want people to do? How should we tell them? Fruit’s got pretentious. Tasmanian Loganberries, Brazillian Passion Fruit, and vast, glossy jet-setting Starkimson apples from South Africa all typify style trumping substance. And it’s not even pretension for the sake of individuality: all the internationally-sourced, chemically-enhanced, morpholine-buffed apples look and taste the same. What is the one key insight What do we want to achieve?
26. Product Brand dd/mm/yy DD0123 GOOD! Brand Proposition Why would they? What do we want people to do? How should we tell them? Health fanatics are not bothered about the taste and look of produce they consume. From placenta munching to urine swilling, as long as they know it is the best produce that gives their bodies the best health benefits, they are down pat. Healthy people don’t care what it looks like. They care about the facts and what it does for their health. What is the one key insight What do we want to achieve?
27. Product Brand dd/mm/yy DD0123 “ WHY WOULD THEY?” AS AN INSIGHT Brand Proposition Why would they? What do we want people to do? How should we tell them? Britain loves an underdog. What is the one key insight What do we want to achieve?
28. Product Brand dd/mm/yy DD0123 “ WHY WOULD THEY?” AS AN INSIGHT Brand Proposition Why would they? What do we want people to do? How should we tell them? British people love a good cause, especially when it’s about British foodstuffs. Chat to people about marmite or the correct way to make tea and you’ll find passion on an exponential scale. What is the one key insight What do we want to achieve?
29. Product Brand dd/mm/yy DD0123 INFORMATION NOT INSIGHT Brand Proposition Why would they? What do we want people to do? How should we tell them? In general terms, apples have fallen by the wayside in favour of more exotic fruit, with British apples suffering at the hands of cheap imports as supermarkets favour their bulk production. In 1987 there were 1,500 registered apple growers in the UK, today there are just 400. Only 31% of UK apple sales are home grown, and all these imports also make for a massive carbon footprint. What is the one key insight What do we want to achieve?
30. Product Brand dd/mm/yy DD0123 BUSINESS PROBLEM BUT NO INSIGHTFUL SOLUTION Brand Proposition Why would they? What do we want people to do? How should we tell them? Consumers and supermarkets have no sense of loyalty to the British apple market What is the one key insight What do we want to achieve?
31.
32. Product Brand dd/mm/yy DD0123 GOODISH! Brand Proposition Why would they? Explore how being different is awesome What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
33. Product Brand dd/mm/yy DD0123 GOOD! Brand Proposition Why would they? Make the less obvious choice What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
34. Product Brand dd/mm/yy DD0123 GOOD! (PASSIVE AS ACTIVE) Brand Proposition Why would they? Rescue the British Apple species What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
35. Product Brand dd/mm/yy DD0123 GREAT! Brand Proposition Why would they? Sin. Eat the forbidden fruit. What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
36. Product Brand dd/mm/yy DD0123 OBJECTIVE, NOT PROPOSITION Brand Proposition Why would they? Remember how great British apples are and start buying them again! What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
37. Product Brand dd/mm/yy DD0123 OBJECTIVE, NOT PROPOSITION Brand Proposition Why would they? Buy more British apples What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
38. Product Brand dd/mm/yy DD0123 THREE PROPOSITIONS IN ONE Brand Proposition Why would they? Enjoy the fresh taste, buy seasonally and feel proud to be buying British apples What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
39. Product Brand dd/mm/yy DD0123 INSTRUCTION NOT INSPIRATION Brand Proposition Why would they? Support British apples and experiment in eating them, sending a message to the supermarkets to stock more What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
40. Product Brand dd/mm/yy DD0123 GOOD! Brand Proposition Why would they? What do we want people to do? It looks ugly for a reason How should we tell them? What is the one key insight What do we want to achieve?
41. Product Brand dd/mm/yy DD0123 GOOD! Brand Proposition Why would they? What do we want people to do? British imperfection is beautiful How should we tell them? What is the one key insight What do we want to achieve?
42. Product Brand dd/mm/yy DD0123 GOOD! Brand Proposition Why would they? What do we want people to do? Ugly tries harder How should we tell them? What is the one key insight What do we want to achieve?
43. Product Brand dd/mm/yy DD0123 GREAT! Brand Proposition Why would they? What do we want people to do? The quirkier the better How should we tell them? What is the one key insight What do we want to achieve?
44. Product Brand dd/mm/yy DD0123 GREAT! Brand Proposition Why would they? What do we want people to do? Beauty is only skin deep How should we tell them? What is the one key insight What do we want to achieve?
45. Product Brand dd/mm/yy DD0123 BELIEVING THE CLIENT HYPE Brand Proposition Why would they? What do we want people to do? Reignite the spirit of the Great British Apple How should we tell them? What is the one key insight What do we want to achieve?
46. Product Brand dd/mm/yy DD0123 TWO DIFFERENT IDEAS Brand Proposition Why would they? What do we want people to do? Keep yourself and your local community healthy by eating more British apples How should we tell them? What is the one key insight What do we want to achieve?
47. Product Brand dd/mm/yy DD0123 FACTUAL NOT INSPIRATIONAL Brand Proposition Why would they? What do we want people to do? When it comes to apples, British is best How should we tell them? What is the one key insight What do we want to achieve?
48. Product Brand dd/mm/yy DD0123 DIRECTIONAL Brand Proposition Why would they? What do we want people to do? Find Britain’s tastiest apple How should we tell them? What is the one key insight What do we want to achieve?
49. Product Brand dd/mm/yy DD0123 DERIVATIVE Brand Proposition Why would they? What do we want people to do? How do you nibble yours? How should we tell them? What is the one key insight What do we want to achieve?
50. Product Brand dd/mm/yy DD0123 DERIVATIVE Brand Proposition Why would they? What do we want people to do? Ugly tries harder How should we tell them? What is the one key insight What do we want to achieve?
51. Product Brand dd/mm/yy DD0123 GOOD! Brand Proposition Patriotism, and compassion for British farmers, they will feel positive about supporting the local economy. There has, of late, been a real trend for locally sourced, organic produce: you’ve only got to listen to the likes of Jamie Oliver and Gordon Ramsay etc. Interest: the superior quality and vast variety of British apples is perhaps not something that is common knowledge. This coupled with the trend for home cooking could inspire people to try something different. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
52. Product Brand dd/mm/yy DD0123 GOOD! Brand Proposition It’s quirky and honest message around quality and patriotism. Should make them feel like they’re being a little bit different and supporting the underdog. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
53. Product Brand dd/mm/yy DD0123 GREAT! Brand Proposition Choose British: Overseas foreign imports might look great on the outside, but under the skin is lurking fruit based demons: Pesticides & Herbicides Genetic engineering for size and colour decreases taste 1000s of Carbon Miles Where as British apples, whilst slightly uglier, are natural and tasty – and beautiful because of it. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
54. Product Brand dd/mm/yy DD0123 GREAT! Brand Proposition Each of the 2000 variants of British apple, from ‘Knobby Russet’ to ‘Nutmeg Pippin’, has its own distinct local flavour and texture that tells a story about where it came from - the history, the farmers and the wildlife its orchard support. By finding out more about the food they are eating, people will feel more informed and more satisfied with the value of their food choices. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
55. Product Brand dd/mm/yy DD0123 UNREALISTIC Brand Proposition They should interact because they will learn something new. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
56. Product Brand dd/mm/yy DD0123 CLIENT BRIEF Brand Proposition Eating more apples, particularly locally grown ones would not only see them healthier and happier and with a better memory (eating apples prevents dementia), it would actually save them a lot of money as well as an average non-UK “perfect looking apple” is 21p more expensive. But few people know this. Locally grown apples are now clearly labelled in the supermarket so it’s easy to spot which ones are indeed from the UK. We’ve also launched a range of fresh apple juices which are available in most supermarkets. And, to inspire the UK public, with each purchase you get a neat little receipe book on quick apple fixes, from apple crumble to apple sauce. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
57. Product Brand dd/mm/yy DD0123 STRATEGIC OUTCOME Brand Proposition Stage one: they’ve read about the cause and want to try something different, they’re inspired to go out and find a British apple. Stage two: they loved it and start campaigning, fed up with the fact that their local supermarket isn’t stocking what they want. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
58. Product Brand dd/mm/yy DD0123 CAMPAIGN PROOFS NOT PRODUCT PROOFS Brand Proposition We are creating a fun, engaging campaign which is based on facts rather than a hard sales pitch. We are appealing to the health conscious side of our audience whom actually want good quality and we are arming them with information in a light hearted way. Think: I want to embrace natural produce grown on British turf Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?
59. Product Brand dd/mm/yy DD0123 £xx,xxx Budget Big Idea/Product/Event/Tool/Widget/Advertising/Website/Email & what sort of places will it appear? Format/Media hh:mm dd/mm/yyyy Deadlines Have you engaged R&I? R&I Technical Have you engaged technical? Have you engaged an IA? IA Planner Who is the primary planner? Who is the primary producer? Producer Is there anything that just HAS to be included in the creative solution? Adaptability for multiple languages, inclusion of logo, space for third party advertising, existing creative lines etc Creative mandatories Are there any inspirational websites, campaigns, artworks, programmes, whatever, that will help the creative teams Creative inspiration Are there any detailed consumer facts and figures that will help the teams get to a creative idea? Audience specifics
60. Your task Get into threesomes (and the occasional foursome) Go discuss your briefs, what you found hard, what you would change Quickly compose a new one page brief together Bring it back to the group and present it in less than 2 minutes Consider how you would do the briefing
61.
Editor's Notes
Rather than bang on about that trite Sistine Chapel “briefing” analogy (look it up on the interweb), I thought we’d try a new one. Imagine you have a pot of cash, and want to go all Grand Designs and get a house built from scratch for yourself. You’d employ an architect and you’d need to brief them. Brief 1: I want a house. It needs to have three bedrooms, a bathroom and a kitchen. The outcome of this could be anything. But it is far more likely to be dull and functional. They can answer a brief like that day in day out (after all, don’t all houses have those features). You aren’t going to get something new and exciting out of this. Where is the inspiration. Brief 2: I know what house I want. So I’m going to draw out the solution for you and you can work to that. The outcome of this will be only as good as your skills as an architect. You may as well just hire a builder to answer your directive brief. This is not using the brief as a launch pad for the architects talents. It is boxing them in. Brief 3: I’ve finally grown up enough to have a real home. I need somewhere ridden with all the nostalgic elements of the home of my youth, but entirely contemporary. A place for me now, but also an expansive adaptable place where my future family can grow and thrive. Open enough for parties, but private enough to warm myself by a fire watching antiques roadshow on a Sunday. This gives the architect a sense of my emotional and rational needs, but does not prescribe the answer. Note that I haven’t told him how many bathrooms etc I need. That is a given. It is a house after all. And you never know, he may have a clever new solution for my bathing requirements, that’s the freedom that this brief offers.
So, courtesy of Merry Baskin of the APG, here are three guiding principles: CLARITY – tell me what I need to know confidently and directly without any waffle and sidetracks to cover over the fact that you haven’t thought the brief through properly. BREVITY – there are very good reasons why a brief should be short. Make sure it is. At some stage you are going to have to discard those reams of irrelevant insight that you found along the way. Keep it simple. FERTILITY – The difference between a functional client brief and a creative brief is that the latter needs to inspire. However dull the product or brand, you need something that will spark a new exciting creative idea. That requires fertility in your insights, your propositions and the language you use.
CLARITY: Stealing a Bogusky analogy – consider your creative as a talented fisherman. They know how to fish, that’s what they are good at. But if they were on holiday near unknown waters, they would need a local guide with local knowledge. This guide can show them the best places to fish, give them an idea of the best fishes they can get there, and even have a view on the best fly to use. They need clear straightforward instructions to aid them to do what they are already great at. This is the role of the planner and creative.
BREVITY: As Devin Liddell has spotted, Police sketches are shit for helping people identify suspects. We spend hours trying to pin down the tightest and tiniest detail to make the mug shots as accurate as we can. But look at these sketches and then the mugshots of the actual baddies.
Not a lot of similarity is there? But when you delve into them, some of the features are telltale. But how do you know which ones to look for? How accurate was someone’s memory for ALL of the features? This is the problem with too much detail. Some bits will ineviatably be better than others, but the real telltale points will get lost amongst all the other bits. The brain can’t process this much information accurately.
Whereas, this charming story tells another side to the picture. Read about Bill Green here: http://www.theage.com.au/news/national/making-a-mug-of-a-robber/2006/01/17/1137466991594.html When robbers broke into his home, he was able to draw a caricature of the perpetrator within minutes of the police’s arrival. The exaggerated simplistic nature of the drawing allowed police to find the culprit within minutes. This is why we need brevity. Our brains naturally process straightforward exaggerated features far quicker than masses of cluttered detail. Creative briefs should be caricatures.
Finally, we must remember that this is a CREATIVE brief. It exists as a launch pad to creative ideas. And in order to do this, you must inspire the creative team with a brief. This is easier said than done, as it is rare (despite what you’d think from reading lots of briefs) that we are the target audience. Think of Preparation H. As a brand it is of terribly limited interest to us as twentysomething, Guardian-reading Londoners who have all the latest gadgets and fashions. But it is of HUGE interest to someone with piles. We need to use the brief and the briefing to give the creative team hypothetical piles. Make even the most boring of products or brands the fertility that they need to inspire a team to produce something that will truly resonate with the intended audience.
It is important to clarify the brief writers role. And the slightly shit “forest of knowledge” is a suitably icky analogy to work with here. Imagine at the start of the briefing process, the planner has to wander into the huge tree of knowledge. Every leaf another nugget of information, every branch taking you off somewhere new. The planner must sift through all of this infinite information and filter it down viciously. Rip the trees apart, discard branches, leaves everything along the way, until all you are left with are two twigs of information. Ideally these twigs won’t even be from the same tree. It will be the first time that these two nuggets of information and insight have been brought together. Then rub the two sticks, and kaboom, that’ll be your creative spark. And from there the creatives can be launched off into a thousand interesting places (all ties to a singular thought). It is tempting as a brief writer to try to squeeze in every last bit of info into a brief. You spent so long in the forest, it would be a shame to lose all that cleverness. But no. That is the worst thing to do. Pick your insights. Discard the rest. It will only confuse or box in the creative process. See. Told you the analogy was a bit shit.
So. Here are some hard and fast rules: Don’t believe the hype: Clients live and breath their brand. They love it above their spouses. And when it comes to briefing us, they will shout from the rooftops how ace it is and expect us to do the same. Don’t listen to them. Look at the product through a cynical consumer’s eyes. They don’t give a toss for internal rhetoric. You are targeting them. You need to speak to them in the terms that they would expect of that brand. Sometimes revelling in the flaws of a product can lead to the best creative. Skoda anyone? Speak like and for a consumer: Marketingese has no place in a brief. Actually it has no place anywhere. In a brief, you are writing an “advert” for the creatives to interpret. Write in wank, get wank out. Speak with personality (ideally that of a consumer), and immediately you’ll use far more evocative inspiring language and not hide behind generic marketing nothingness. Creatives write from a brief: A briefing is not a dictation. Make a brief closed or directional, and you’ll know what the creatives will produce even before they go away to work on it. A brief should be a platform from which they can launch off from. Not a means for you to force your ideas on a team. Always double check – can you think of two or three planner ideas from the brief you’ve written immediately? Are any of them your pet ideas? Briefs are organic: Never should a brief be written in exclusion of others. Yes, the planner should own the document, but absolutely go a speak with the creative teams when writing it. Take some options, get their POV. And never be afraid to let it grow organically over time. It’s not just a brief: Never, ever, ever email a brief to a team and expect them to get on with it. Actually, never even give people the brief until after the briefing. As much time should be put into the briefing (how do you get the team really into the brand, market or consumer insight), as you put into the brief itself.
Here’s a creatives interpretation of a brief. All very insightful as to the common fuck-ups you expect to see in briefs. Laugh. But don’t copy.
There is a good specific point here about target audience. I hate them. People love to fill these out like they are a media demographic, or worse as a pen portrait. No no no. If digital has taught us anything, it is that we are not a herd neatly delineated by who we are culturally. The only delineation lies in our need states at any one time. I don’t care if you are 90 or 20, or whether you are Oxford Educated or a mass murderer, when you buy car insurance, you have a very particualr mindset. That’s what we should be identifying. That’s what should feature in the brief. Bring the consumer need to life, not just the magical “target” person.
Based on reading through everyone’s practice brief attempts, these are the pointers to avoid the most common mistakes. When writing a brief, these are the top tips. Consistent – The brief is brief for a reason. There is no space for tangents or asides. Pick your core theme, and trail it through EVERY element. If it is as fertile a thought as it should be, this will be easy. Boxes – Often they get mixed up. Insights that are objectives. Proof points that are propositions. Get the right info in the right boxes. And importantly, there are no “dull, functional” ones. Everything should inspire and stick to your theme. Even the objective. Personality – If you can read it back and spot who the writer is, then you are looking at a good personal brief. Even better if the voice is that of your ideal audience. Language – Marketingese is not evocative. 99% of a briefing can be wasted, but the 1% of inspirational spark can come from the smallest word. Work hard to avoid the mundane. Let your vocab flower and inspire. Every word – Write the brief. Rewrite it. Rewrite it again. Every word is sacred. Make them all work hard. Remember, if you leave a loose word or loose thought, what’s to stop the creatives picking up on this and basing their idea on it… Template – It is a fixed template for a reason. To stop everyone guffing on for pages. If you need to shrink text or expand boxes, you are writing too much. Edit yourself, not the template.
So this was the homework that was set to the workshop group. They had a very limited time and very limited info to go and write a brief to flog Apples (props to Russell D and the Account Planning School of the Web). I was a bit more specific and wanted the brief focussed on the maligned English Apple. The attendees were planners, suits, researchers and information architects. Many had never used a brief before. This is the client brief, what follows are the results: Client : British board for the promotion of Apples Background : Britain produces an epic variety of locally grown apples, but the industry has been in decline for a very long time. Business problem : People love the inorganically perfect freak apples that you get in supermarkets. Plus supermarkets love buying the year-round crop from the Southern hemisphere. And on top of that, people are just eating less and less “traditional” fruit, both in terms of total consumption, and as part of their wider fruit repertoire. Objectives : We need to improve the perception of British Apple’s, but also increase sales. Agencies task : Create me something sexy that will win awards, but also not get me fired by my CEO. Oh, and if you could do something digital like a Facebook page, then I’ll look like I’m forward thinking.
I didn’t ask the guys to write a brand propsition. That is a whole other workshop. But some tried, and this was pretty good.
Objectives are always so bland. This wasn’t.
This was from an insight box. But it is actually a very characterful objective. Maybe not pristine, but a far more ferile objective than most.
This is by-the-textbook perfect. It’s SMART, but is it too SMART? Clients and planners would love this. But I’m not sure it has my creative juices going.
This is your classic brief objective. It tells me nothing. And frankly, I’ve seen this on briefs for all sorts of brands and products. No idea how it helps anyone.
Kudos for trying to stick NPS in there. But to a creative? WTF?
They are getting under the skin of their chosen audience, but are we being a little too precise? What if my creative idea only motivated fanatics to ingest 33.1% of their antioxidants? Shit. Better throw out the idea.
As insights go, this is ace. It’s based on his factual research, but is converted into real concise and direct insight. Plus it is full of personality. Fruit’s got pretentious is almost a campaign idea right there.
Different choice of audience. But still a lovely exaggerated caricature of an insight. We don’t really want to target placenta eaters, but by pushing extremes, you’ll get tastier creative results.
Stolen from a number of people’s “Why would they”. This is actually an insight, not a support. And a good one at that. Obviously it isn't fleshed out, but it is the start of something interesting.
Another good insight, found in the wrong box.
Brilliant research to find these facts. But they are just that, facts. This is useless to a team as they have to interpret the insight themselves.
Business problem, not an insight. Where is a team supposed to take this? Where is the solution?
This carries just about all the different insight starters that all the rest did combined. All good. But not in one brief.
The Active Proposition box gets misused a lot. Mostly because it is a pretty unique addition to a creative brief. This is not a call to action box. Digital marketing is about getting people to do things in a branded way, not what we say to them. So when writing a “Do” proposition, we need to treat it like a “say” propositon. Keep it pithy, inspiring and tight. And most importantly make it emotive and active. Whereas “explore” and “being different” aren’t the most brilliantly unique words, combined with awesome suddenly gives me far more creative kick.
This is tighter. And true to a human insight as well as the product. I can immediately see campaigns galore out of this starting point.
This was in the “say” proposition box. But “rescue” is active. It’s not perfect, BUT, I think the use of the word species is clever (unintentional or not). It conjures images of polar bears and pandas, and in the context of a humble fruit, this juxtaposition is suddenly fertile.
Written by a creative. And great as a result. Avoiding the client hype – “Sin?!” Great active proposition. Only flaw, is that this is a proposition for Apples. Not English Apples.
Classic mistake. Write the proposition as an objective. That’s an instruction to the consumer, not inspiration to a creative.
Same again.
Proposition rule number 1 – be single minded. This is three ideas in one.
This is instructional to the creative team about what the idea should be.
The “saying” proposition is the more traditional proposition. And very hard to write. But this one is great. Intriguing, explanatory, and positively focussing on the negative. That’s two branches from the forest of knowledge being rubbed together right there…
Love this. Brings in the British angle perfectly. And resonates as a human truth. Makes you want to get behind the campaign right away.
Cheekily derivative of Avis. But interesting nonetheless. Very evocative of the taste. Letting the creative or consumer fill in the blanks is a great route to engaging creative.
Just adore the word quirkier. Oozes Britishness. Shouts organic. And celebrates imperfection.
Clever bastard. If you are being picky, you could say this is cliched. But its only a cliché in cosmetic advertising. Here it’s really fresh.
Was there ever a spirit of the Great English Apple? Nope.
Keep yourself healthy. Keep your community healthy. Two different ideas.
This may be the truth that we are trying to advertise. But here it is just fact.
This tells me what the campaign is already.
Ahem. Crème egg. Ahem.
See. Good and bad. Derivative ideas pigeon hole creative thinking into pre-existing campaigns. Hard to break them out of that.
This box is oft abused. Filled with a zillion utopian client proof points. Really this box should be “Why would they bother?” Put on your real cynical consumer hat and ask, why would they give a flying fuck about this campaign. Answer it for real here, or you are just fooling yourself that you have something compelling in your brief. This one feels pretty realistic to me.
Again, here, this rings true.
Fruit based demons. Ace. See, even in this box you should be trying to use evocative language.
Lovely use of apple names to start sparking creative thoughts.
I’m pretty sure I’ve never interacted with a campaign just because it is new.
This is the client marketing problem, not a support to a proposition.
Using the box to prescribe strategy, not consumer justification.
This is assumptive of the campaign idea. If you are relying on the creative alone to make this compelling or resonant with your audience, then your brief is crap. That’s hoping that clever creative will paper over the soulless heart of your campaign.
There are more briefs to come. If you want to get involved, email me: [email_address]