The document discusses modernizing the briefing process. It argues that the traditional "waterfall" briefing process is too prescriptive and that teams should instead take an agile, iterative approach. An agile process involves multi-disciplinary teams working together to solve problems through discovery, concepting, and validation. The role of the brief shifts from prescribing outcomes to recording tasks and solutions. Collaboration is key, and briefs should be versioned to reflect the iterative nature of the process.

1. #ipamodernbriefing
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2. Process
Glyn Britton
Albion, Managing Partner, Strategy & Innovation
@glyndot
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3. Process? Yawn…
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4. What I‟ll argue
— We‟re getting bogged down in the
debate between open vs.
prescriptive, ideas vs. execution,
proposition vs. engagement.
— We need a new way of working,
not just a new brief / briefing.
— If collaboration‟s too difficult,
you‟re doing it wrong.
#ipamodernbriefing

5. Not convinced?
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6. What is process?
— Noun: A series of actions or steps
taken to achieve an end.
Waterfall.
— Verb: To perform a series of
operations on something in order
to change it.
Agile.
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7. Waterfall process
— What: Prescriptive outcomes
— Who: Specialist teams
— How: Deliver handed-down scope
Client Client Creative Big
brief brief brief idea
---------- ---------- ---------- ----------
Client -
Account -
Planning -
Creative -
Production
---------- ---------- ---------- ----------
- - - -
Role of the brief:
Scope to be delivered
Role of the briefing:
Information sharing, handover
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8. What‟s the problem?
— “How can I write a brief when the
answer could be anything from an
app to an ad?”
— You‟re trying to use Waterfall to solve
business problems/opportunities.
– Planners need to stop trying to prescribe solutions
to business problems through documentation.
– Instead be part of an Agile team iterating towards
a solution.
#ipamodernbriefing

9. Stay with me,
here comes the good stuff!
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10. Agile team
— What: Solve problems
— Who: Multi-disciplined, self-organising team
— How: Iterative, collaborative process
Triage
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11. Agile process
— What: Solve problems
— Who: Multi-disciplined, self-organising team
— How: Iterative, collaborative process
Iterate
v0.3
What How
------- -------
------- ------- Discovery Concepting
Validate
Role of the brief: Role of the „briefing‟:
Record of task Team Knowledge gathering,
and today‟s solution hypothesis building,
& user testing
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12. Iterative approach
Conventional approach Agile approach
Big Bang launch Iterative development
Research „guesswork‟ Live validation
Subjective feedback Objective metrics
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13. Iterative approach
Pour fuel on Fan the
Light 100 those that flames of the
small fires take largest
Go / No Go decision
points,
with hard business
metrics.
Online
Facebook Premium Media
Display
filter scale
develop
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14. Practical tips
— Do:
Try version numbering your briefs.
— Don‟t:
Forget the philosophy.
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15. — Thank you
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16. Insights
Michael Dick
MEC, Head of Strategy
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17. Contents
What is Insight ?
Insight in the “Old Brief” ?
Insight in the “Modern” Brief ?
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18. Perspective
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19. What is insight?
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20. Clear
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21. Actionable
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22. Inspirational
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23. Old brief ?
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24. Linear
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25. Role of insight
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26. Modern brief?
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27. Modern world?
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28. Modern comms?
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29. Modern insight?
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30. Live and fast
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31. Judgement
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32. Shape and edit
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33. Everyone
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34. Leaps of faith
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35. Connecting
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36. Inspiration (again)
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37. Don‟t
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38. Do
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39. Audiences
Richard Huntington
Saatchi & Saatchi, Director of Strategy
@adliterate
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40. about
about
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41. “The
consumer
is not a moron
she is your
wife”
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42. Six notes to selves
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43. 1. Kill the caricatures
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44. 2. Behaviour has to change
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45. 3. Deliver revelations
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46. 4. Talk about
what they love
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47. 5. A question of influence
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48. 6. Love and respect
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49. “Empathy is an imaginative leap
in which you endeavour to
understand the world from the
perspective of another person”
Roman Krznaric, Empathy
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50. #ipamodernbriefing

51. #ipamodernbriefing

52. #ipamodernbriefing

53. Participation
Patricia McDonald
Isobar UK, Executive Planning Director
@PatsMc
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54. #ipamodernbriefing

55. We may well debate the commercial merits of
participation
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56. And some of our efforts may bemuse our
consumers
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57. Nevertheless, for more and more of our
consumers, participation is a way of life
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58. More and more of the content they see
is filtered by friends‟ participation
-17% of users consume news stories based on friends‟ recommendations
-28.8% watch online videos based on friends‟ recommendations
So if we want our content to be seen at all, we need a measure of participation
Source: Global Web Index
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59. More importantly, participation
disrupts business models
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60. Participation disrupts business models
Disruption of supply
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61. Participation disrupts business models
Disruption of pricing models
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62. Participation disrupts business models
Disruption of distribution
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63. So how do we get better at briefing
for participation?
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64. 3 key themes:
1. A business problem is a behavioural change
in disguise
2. Think about network insights, not (only)
consumer insights
3. From “the single thing we want to say” to
“the single thing we‟re going to make or do”
#ipamodernbriefing

65. 3 key themes:
1. A business problem is a behavioural change
in disguise
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66. At the heart of every business problem today
is an opportunity to change consumer
behaviour
- Even in those areas we previously struggled to impact
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67. Start with a clear, simple, granular problem
(N.B. these aren‟t easy to get to)
THE PROBLEM
-We need our 1m light users
to buy 1 more pack a year each
-Rate of sale is sky high but our
distribution is a barrier to
growth
-Delivery costs are stripping the
margin from our business
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68. Then identify the behaviour you need to
change to make that happen
THE PROBLEM THE BEHAVIOURAL CHANGE
-We need each of our 1m light -We need to create one
users to buy 1 more pack of additional baking occasion a year
butter a year for these users
-Rate of sale is sky high but our
-We need our fans to become our
distribution is a barrier to
distribution channel
growth
-Delivery costs are stripping the -We need to incentivise users to
margin from our business pool their delivery slots
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69. Move from “nice” sharing to, as Clay Shirky
puts it “jackhammer sharing”
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70. 3 key themes:
1. A business problem is a behavioural change
in disguise
2. Think about network insights, not (only)
consumer insights
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71. #ipamodernbriefing

72. Thinking about network insights ensures we
understand why our target might participate
with our platform
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73. It ensures we know how to properly balance
effort and reward
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74. And it ensures we know how to design
experiences to maximise the participation
we need
Source: Luke Wroblewski, The Impact of
Social Models
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75. 3 key themes:
1. A business problem is a behavioural change
in disguise
2. Think about network insights, not (only)
consumer insights
3. From “the single thing we want to say” to
“the single thing we‟re going to make or do”
#ipamodernbriefing

76. The heart of the traditional creative brief:
What is the single thing we want to say?
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77. But we‟ve established….
Participation disrupts business models
Consumers ability to participate has the power to impact our
clients‟ businesses in more profound ways than ever before
The solution to a much more diverse range of business problems
lies in changes to consumer behaviour
If we want to change behaviour, we‟re probably not going to be
talking at people……
#ipamodernbriefing

78. Put another way:
“Behaviour is motivation
filtered by opportunity”
Clay Shirky, SxSW
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79. #ipamodernbriefing

80. What are we going to make or do that will enable the
behaviour we need to see?
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81. In summary
1. A business problem is a What do we need people
behavioural change in disguise to do?
2. Think about network insights, not
Why would they do it?
(only) consumer insights -what are their network
motivations?
3. From “the single thing we want to
What are we going to
say” to “the single thing we‟re
make or do that will
going to make or do” enable them to do it ?
#ipamodernbriefing

82. Media Channels
Jason Gonsalves
BBH, Head of Strategy
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83. Rediscovering the
creative power of
media
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84. // BRIEFING
// MEDIA
// MEDIA + BRIEFING
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85. GREAT BRIEFS LIBERATE
AND FOCUS CREATIVE
THINKING
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86. MODERN BRIEFING:
ITERATIVE
COLLABORATIVE
STIMULATING
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87. ACCOUNT PLANNING
X
MEDIA PLANNING
X
U/X DESIGN
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88. // BRIEFING
// MEDIA
// MEDIA + BRIEFING
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89. MEDIA CHANNELS
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90. MEDIA IS TOO
IMPORTANT TO BE LEFT
TO MEDIA AGENCIES
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91. #ipamodernbriefing

92. MEDIA = CULTURE
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93. #ipamodernbriefing

94. ALL BRANDS ARE
MEDIA BRANDS
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95. #ipamodernbriefing

96. EVERYTHING IS
MEDIA
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97. // BRIEFING
// MEDIA
// MEDIA + BRIEFING
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98. BRIEF IDEA EXECUTION
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99. INSPIRATION
Use the media to discover, and
bring to life, dominant and
emerging cultural themes.
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100. #ipamodernbriefing

101. #ipamodernbriefing

102. DIRECTION
Identify when, where and how you
should best engage your audience.
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107. EXPRESSION
Create the media that best express
the big idea
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108. #ipamodernbriefing

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111. •
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112. #ipamodernbriefing

113. NAVIGATION
Design how you want people to
‘flow’ from one experience to
another to unlock value.
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116. #ipamodernbriefing

117. “IMAGINATION IS MORE
IMPORTANT THAN
KNOWLEDGE”
Albert Einstein
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118. Trends
Dan Southern
Contagious Insider, Senior Consultant
@Dboy
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119. Contents
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120. Contents
Buenos Aires #ipamodernbriefing

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123. #ipamodernbriefing

124. Three Weeks / Ten Ideas
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125. Move To Doing – and
avoid the dude we should
do philosophy!
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126. External agency /
client boundaries
are changing #ipamodernbriefing

127. External
Boundaries Are not getting less
The world is
Changingcollaborative #ipamodernbriefing

128. Make it scary; empowered
people win!
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129. #ipamodernbriefing
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