This document discusses the importance of good briefs and what characterizes them. It notes that good briefs focus creative work and ensure consistency. They direct communication to where it can be most useful and provide a basis for evaluating results. The brief should hang together logically and intuitively, be competitive rather than generic, be executable, have "mileage," and clearly state the central premise. Questions from the brief help inspire and optimize the development and tracking of creative work.

1. Uncovering the truth
DEN GODE BRIEF
DR Byen, DEN 1. FEBRUAR 2012

2. DEN NÆSTE HALVE TIMES TID
Hvorfor er gode briefs vigtige?
Hvad kendetegner den gode brief?
Spørgsmål?

3. “Love is a human emotion.”
3 SAATCHI & SAATCHI
THE LOVEMARKS COMPANY

4. “Love is a human emotion.”
“No, it’s a word.
What matters is
the connection
the word implies.”
4 SAATCHI & SAATCHI
THE LOVEMARKS COMPANY

5. …Det handler om følelser fremfor form
• Paint the ceiling
• Paint the ceiling in bright colours
• Paint the ceiling so it’s better than other ceilings
• Paint the ceiling to the glory of God and the Heavens,
so that generations to come will marvel at its wonder
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY

6. SAATCHI & SAATCHI
THE LOVEMARKS COMPANY

7. 7 SAATCHI & SAATCHI
THE LOVEMARKS COMPANY

8. M ålgrup
pe r
r
tninge
Målsæ

10. Brand platform = Brandplatform 3.-5. år
grundtema
Markedsanalyse
Kommunikationsstrategi Årligt
- Målsætning
- Målgrupper
- Insight
- Proposition
- Opbakning
- Tonalitet
- Media
Kreativ brief =
variationer over grundtema Kreativ briefing: Ad hoc
Idé
Kreativt koncept
Kreativt oplæg
Færdiggørelse
Indrykning
Tracking

11. “The essence of a general’s job
is to assist in developing
a clear sense of purpose...
to keep the junk from getting in the way
of important things”

15. INSPIRERENDE
SINGLE-MINDED
INDSIGTSFULD

16. IDÉ
PROPOSITION
INSIGHT
16

17. 17

18. Insight:
‘As a clueless young man,
I have no idea what will make
a girl fancy me.’
Proposition:
‘We’re your best first move.’
18
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
THE LOVEMARKS COMPANY

19. Se Axe film her:
19
SAATCHI & SAATCHI
http://www.youtube.com/results?search=Search&resnum=0&oi=spell&search_query=axe+fit+girl+finder&spell=1&sa=X
http://www.youtube.com/watch?v=Y3qYT60DSKQ
THE LOVEMARKS COMPANY
THE LOVEMARKS COMPANY

20. 20

21. INSTINKT
Uncovering the truth

22. “THE FOUR Fs”
• Food
• Fight
• Flight
• Procreation

23. GODE BRIEFS TALER IND
TIL EN KULTUREL SPÆNDING
Virgin is an antidote to unpleasant flying experiences
Apple brings humanity to computing
Nike attacks gender and race limits

24. “Is it true what they say about girls in...”
24
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
THE LOVEMARKS COMPANY

25. “Jeg kan se
hvad du mener”
25

28. Rolle:
Markedsanalyse Hypoteser
Strategi udvikling Planlægning
Briefing Inspirere
Udvikling Optimere
Tracking Evaluere

29. OPSAMLING – DEN GODE BRIEF
• Formulerer opgaven – inspiration – sprog – enighed
• Afværger ikke-strategiske personlige idéer og smag
• Fokuserer den kreative arbejdsindsats og sikrer konsistens
• Dirigerer kommunikationen derhen, hvor den gør størst nytte
• Giver et grundlag at evaluere resultaterne op mod

30. CHECKLISTE FOR BRIEFEN
• Hænger den logisk og intuitivt sammen?
• Er den konkurrencedygtig vs. generisk?
• Er den eksekvérbar?
• Har den “mileage”?
• Hvad er den helt, helt centrale præmis?
SAATCHI & SAATCHI
THE LOVEMARKS COMPANY
THE LOVEMARKS COMPANY

31. SPØRGSMÅL

32. TAK

33. KILDER
BØGER:
Dorte Nielsen, Katrine Granholm & Tine Kej: ‘Grundbog for Art Directors’ (Grafisk Litteratur 2010),
der også rummer Martin Gjerløffs ’Insight Generator’-model.
BLOGS:
http://martingjerloeff.blogspot.com/
CASES:
Quiksilver ’Dynamite Surfing’
http://www.youtube.com/watch?v=Fk8l4SqbBo0&list=UU2Jeq8AjLsVA_nQReQrCx5A&index=2&feature=plcp
Andes Beer ’Teletransporter’
http://www.youtube.com/watch?v=zjMS5G_R1vU&feature=plcp&context=C3f52997UDOEgsToPDskL4BDRWFApvP1nlSz-63PJX
Gatorade ’Replay’
http://www.youtube.com/watch?v=ov8boCYhkoM
Old Spice ’The man your man could smell like’
http://www.youtube.com/watch?v=fD1WqPGn5Ag