The document outlines key principles for creating effective marketing briefs, emphasizing the importance of clarity, creativity, and data-driven insights. It provides a framework with six steps for improving brief quality and effective feedback strategies for creative teams. Additionally, it highlights the significance of understanding the target audience and crafting compelling messages to inspire creative solutions.

1. The feeling of better briefs!

2. 2
AGENDA
THE FEELING OF BETTER BRIEFS
INTRODUCTIONS & 2015 SHOWREEL – David S
The story of Kelley & her Frisbee – DB
1. THE IMPORTANCE OF THE BRIEF – DB
2. BETTER BRIEFS: Understanding the creative process – DB & Simon
3. MINING THE DATA GOLD - AV
4. SIX STEPS TO BETTER BRIEFS – David S
5. EFFECTIVE FEEDBACK – DB & Simon
COPYRIGHT NOTICE:This material and the work produced from this marketing brief (including, without limitation, all intellectual property, artistic and literary works therein) is copyright. Subject to the conditions prescribed under the Copyright
Act, no part of this material may be reproduced without written authorisation of MercerBell Pty Limited ABN 57 435 510 529.All enquiries should be addressed to MercerBell 3-71York Street Sydney NSW 2000 AUSTRALIA (02) 9299 0802.

3. “I’m not creative”

4. Every child is an artist.
The problem is how to
remain an artist once
you grow up.

5. KELLEYAND HER FRISBEE

6. Seehow
muchcar
yourmoney
canbuy.
1970 - 1975

7. You
asked
forit.
Yougotit.
1975 - 1979

8. Oh
whata
feeling!
1980 - 1986

9. Whocould
askfor
anything
more!
1986 - 1990

10. 1991 - 1996
Ilove
whatyoudo
forme

11. 1997 - 2001
Toyota.
Everyday.

12. 2001 - 2004
Getthe
feeling

13. 2004 – 2012
Moving
forward

14. 2013 - 2015
Let’s
Go
Places

15. 1983 - 2015
Steve Vengrove

16. Kelley

17. 1.THE IMPORTANCE
OFTHE BRIEF

18. “GIVE METHE
FREEDOM OFA
TIGHTBRIEF”David Ogilvy

21. 3 WAYSYOU
CAN HELP CREATE
BETTER BRIEFS
1. THE IMPORTANCE OF THE BRIEF

22. 1.INFORM
TO INSPIRE

23. Pope Julius II ~ 1508
POPE JULIUS II
1508
By Damian O’Malley
1:1. INFORM TO INSPIRE

24. 1:1. INFORM TO INSPIRE

25. 1:1. INFORM TO INSPIRE

26. MICHELANGELO
1:1. INFORM TO INSPIRE

27. THE BRIEF
1:1. INFORM TO INSPIRE

28. BRIEF ONE:
Can you paint the ceiling?
1:1. INFORM TO INSPIRE

29. 1:1. INFORM TO INSPIRE

30. BRIEF TWO:
Can you paint the ceiling
using red, green and yellow
paint?
1:1. INFORM TO INSPIRE

31. 1:1. INFORM TO INSPIRE

32. BRIEF THREE:
We’ve got problems with damp and
cracks in the ceiling and I’d be
grateful if you would just cover it
up for us.
1:1. INFORM TO INSPIRE

33. 1:1. INFORM TO INSPIRE

34. BRIEF FOUR:
Please paint biblical scenes on the ceiling,
incorporating some or all of the following:
- God
- Adam
- Angels
- Cupids
- Saints
1:1. INFORM TO INSPIRE

35. 1:1. INFORM TO INSPIRE

36. BRIEF FIVE:
Please paint the ceiling for the greater glory of God,
being an inspiration and lesson to his people.
1:1. INFORM TO INSPIRE
Inform to inspire.

37. 1:1. INFORM TO INSPIRE
“Painted like it was
touched by the
hand of God.”

38. 1:1. INFORM TO INSPIRE

39. 2.‘Visit the factory’

41. “Always have
the product on
your desk”
2:2. KNOW YOUR PRODUCT

42. PTaste PTouch PSmell PSight PSound
2:2. KNOW YOUR PRODUCT

43. 2:2. KNOW YOUR PRODUCT

44. ______________________________________________________________
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List how else you
can give the
agency access to
Toyota products
and services
EXERCISE No. 1
2:2. KNOW YOUR PRODUCT

45. 3.EMPLOY
‘WORD BOMBS’

46. Wordsarelittlebombs.
Therightonescanexplode
insideus,demandingan
originalandexcitingidea.

47. Crazy, zany orange drink
3:3. WORD BOMBS: Before

48. Taste the buzz of real oranges
3:3. WORD BOMBS: After

49. Harley Davidson
the escape machine
3:3. WORD BOMBS: Before

50. Harley Davidson"
sets you free
3:3. WORD BOMBS: After

51. Harley Davidson sets you free

52. 3:3. WORD BOMBS: Before
Communicate ANZ’s support
for the Mardi Gras

53. Communicate ANZ’s support
for the Mardi Gras
in a fun and meaningful way
3:3. WORD BOMBS: After

56. YOUWILLGETWHAT
YOUASKFOR
Soit’svitalthatyouaskfor
whatyouwant

57. 1. Inform to inspire,
and fuel the creative fire
2. Give full access to
the product or service
3. Be courageous and imploy
‘word bombs’
1. THE IMPORTANCE OF THE BRIEF

58. 2.BETTER BRIEFS
Understanding the creative process

59. 2. BETTER BRIEFS

61. UNDERSTANDING THE
CREATIVE PROCESS
2. BETTER BRIEFS

62. 7BILLION
2. BETTER BRIEFS

63. 7BILLION

64. 1.Thisisawesome
2.Thisistricky
3.Thisisshit
4.I’mshit
5.Thismightbeokay
6.Thisisawesome
2. BETTER BRIEFS

65. TIP No. 1: How creatives begin idea generation
~ Is there an idea in where it was
made or where the company is from?
~ What if it’s not an ad?
Think social, digital ambient,
ambush etc~ Current events~ Trends
~ Is there an idea in showing what
happens without the product?
~ Repetition~ Shock tactics~ Metaphor & analogy
~ Surreal & Bizarre

66. Stunts

67. Is there an idea
in the logo?

70. Is there an idea
in using animals?

71. Celebrity

73. THE FOUR KEY CREATIVE
TRIGGERS THAT GUIDE
THE CREATIVE PROCESS
2. BETTER BRIEFS

74. “So what are we doing, again?”
Who are we talking to?
And why are they
going to
believe us?
And how are we
going to tell them?
CREATIVETRIGGERS

75. The what?
How you define the problem defines the solution.
TRIGGER No. 1
2. BETTER BRIEFS

76. Tips in writing a ‘well put’ problem
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1. Try to outline the business problem in a single sentence.
2.Try reducing the problem to a challenging question.
3. See every problem as an opportunity.
So ask yourself what is the opportunity here?
Great solutions
require great problems
2. BETTER BRIEFS

77. “aproblemwellputishalf solved”
John Dewey
2. BETTER BRIEFS

78. Who are we
talking to?
2.CREATIVETRIGGER
2. BETTER BRIEFS

79. TRIGGER No. 2
The who?
2. BETTER BRIEFS
Three things we need to consider when
uncovering the customer insight and building
a persona (pen portrait).
1. demographics
2. psychographics
3. examine the customer’s beliefs

80. PEN PORTRAIT
DEMOGRAPHIC:
AGE:
SEX:
ENTHNICITY:
FAMILY STATUS:
HOME:
JOB:
PSYCHOGRAPHIC:
LIFESTYLE:
HOBBIES:
INTERESTS:
ATTITUDES:
BEHAVIOUR:
VALUES:
Describe the customer in relation to the Toyota brand
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2. BETTER BRIEFS – The Who

81. SO, WHAT IS
A CUSTOMER
INSIGHT

83. And why are
they going to
believe us?
3.CREATIVETRIGGER
2. BETTER BRIEFS

84. TRIGGER No. 3
The why?
2. BETTER BRIEFS

85. THE SINGLE MOST
MOTIVATING THING
WE HAVE TO SAY

86. SAY IT IN THE
MOST
MOTIVATING WAY

87. 2. BETTER BRIEFS

88. 2. BETTER BRIEFS

89. Don’t just list all the features, draw out the benefits.

92. Don’t just list all the features, draw out the benefits.

96. Don’t just list all the features, draw out the benefits.

98. PENCIL SAVES MAN’S LIFE

99. HINTS
Shareable
Create artWorks underwater

100. Feature Benefit
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101. Turning your
observations
into an insight
2. BETTER BRIEFS

102. Observation: What people do or say
People consume chocolate bars
to satisfy their hunger.

103. 2. BETTER BRIEFS

104. PICK THE
PROP
2. BETTER BRIEFS

105. 3. PICK THE PROP

106. PROP: The Legend of Utility
3. PICK THE PROP

107. 3. PICK THE PROP

108. PROP: The Legend of Utility
PROP: The Safest Compact
Around
3. PICK THE PROP

109. PROP: The Legend of Utility
PROP: The Safest Compact
Around
PROP: The New Generation
Tacoma is coming
3. PICK THE PROP

110. And how are we
going to tell them?
4.CREATIVETRIGGER
2. BETTER BRIEFS

111. The how?
TRIGGER No. 4
2. BETTER BRIEFS

112. WHY: Is the insight clear
and true?
~ Does the ‘PROP’ fully answer
the business challenge?
HOW: Are all the details
there and correct?
2. BETTER BRIEFS

113. 1. How you define the problem defines the solution
2. Write a persona that brings the customer to life
3. Identify a truth about the customer’s emotions
or behaviour, that can be used to solve the problem
Thesecretof betterbriefs
2. BETTER BRIEFS

115. 3.MININGTHE
DATAGOLD

116. AN INTERACTIVE PROCESS

117. THE ORIGINAL CAMRY BRIEF:
Provide further explanation of
the key features of the Camry in
order to challenge existing
perceptions and ultimately vitalise
test drives/sales
117
UNDERSTAND THE PROBLEM
WHY?
WHO?
WHERE?
WHEN?
3. DATA

118. BROAD AND TARGETTED ALL AT ONCE
WHO?

119. 119
DATA IS CHANGING AND EVOLVING
3. DATA
WHEN?

120. WHY?
WHERE?
WHO?
BRING IT ALL TOGETHER
WHEN?

121. 121
SO WHAT?
CONTEXTUALISE
Share your thought process and objective – we will dig
through the data and find a solution
CHALLENGE AND TARGET
Interrogate the brief with sharp questions and you will be
more targeted in your approach
WHY?
Keep asking and never settle – there is a better solution
you just haven’t reached it yet

122. WHY?

123. SIX STEPSTO
BETTER BRIEFS[ The must haves ]

125. 125
TOYOTA/MERCERBELL PROCESS
1. KEY CAMPAIGN OBJECTIVES
Overarching objective is to drive Toyota customers to register for a MyToyota
account and to keep coming back. This will be launched under the umbrella of the
Camry BMC launch using this audience as the pilot phase.
The what
The who 2. TARGET AUDIENCES
Current Camry customers and new Camry customers who purchase.
5. SIX STEPS TO BETTER BRIEFS

126. 126
TOYOTA/MERCERBELL PROCESS
3. THE NUMBERS
How many people do you want to reach / total units of vehicles sold?
Approx. 120,000 current owners.
The how
4. THE DOLLARS
Budget available/Cost per customer?
Total implementation budget is $50,000 for Camry alone.
The how
much
5. SIX STEPS TO BETTER BRIEFS

127. 127
TOYOTA/MERCERBELL PROCESS
5. TIMINGS
Launch date completion date? Camry Launch 21st May – with the aim to make this a
rollout program to other vehicle models (with their own dedicated budgets/goals).
The when
6. COMMUNICATION TO MARKET
EDM, DM, Dealer Template? Launch communication will be 360 degree however
specific loyalty communication to Camry owners promoting the loyalty offers will be
through email and online via the MyToyota owner hub.
The where
5. SIX STEPS TO BETTER BRIEFS

128. The Check List:
1. key campaign
objectives
2. target audiences
3. the numbers
4. the dollars
5. timings
6. communication
to the market

129. 5.HOWTO GIVE
EFFECTIVE FEEDBACK

130. 1.Before

131. 1. BEFORE
PLAY AWAY Visit the agency.
The team are generally better prepared and more relaxed
when they present in their own environment.
SMILE Creative types are nearly always very nervous, so for a
smoother presentation try to be positive, open and engaged.
RECAP Always begin by revisiting the main areas
of the creative brief.
• Problem • Audience • Insight • Prop

132. 1. BEFORE
EXPECTATIONS Have a clear understanding of the
level of creative being presented:
• Adcepts • Creative territories • Scamps Vs Full Mac layouts
QUANTITY Have agreement on the number of concepts
or territories. Three is about right.
1. Safe 2. Surprising 3. Courageous
IN PERSON Whenever possible try to have
the Creative team present their work.

133. 2.During

134. 2. DURING
BE THE CUSTOMER
You will have just revisited the key areas of the brief
including the target audience, so now it is vital that
you think like, and assess the creative ideas as if you
are the customer.
Think like the customer.

135. 2. DURING
THE IDEA Does the creative idea bring to life the
proposition in a memorable or dramatic way?
LEGS Can the creative idea work well in all channels;
• film • paper • pixels • social
INTEGRATION Has the brand or vehicle campaign idea
been used in the best possible way?
MINUTIAE Don’t stress about a missing
comma, worry about a missing idea.

136. 2. DURING
FEEDBACK
In the meeting set up be clear about who, how and when
you will be giving feedback.
• Recognise the good first
• Don’t be afraid to ask questions ‘be a Juror, not a Judge’
• Seek understanding if you aren’t sure about something
• Initial feedback is okay and appreciated
• However, don’t be afraid to ‘sleep on it’ and
give formal feedback later

137. 3.After
Managingyourstakeholders

138. 3. AFTER
THE DE-BRIEF Consolidate and give clear guidance
about the collective feedback. Use the Debrief Form.
OPTIONS Separate the amends into
mandatory and optional changes.
REDIRECT Please resist the
temptation to rework yourself.
Try redirecting instead,
it’s more productive.

139. 3. AFTER
OPINIONS Avoid giving the work the good old ‘once
round the office’. Other people always have a subjective
opinion about advertising. BUT have they read your brief?
NERVES Feeling nervous?
That’s a good thing. Pin the work on your wall and give
the ideas the overnight test, and see how they look in
the morning.
1. Safe 2. Surprising 3. Courageous

140. 3. AFTER
STAKEHOLDERS
These are busy people, make it easy for them to see
your thinking.
1. Identify the level of creative that they are reviewing
2. Always attach the original brief (or a summary)
3. Present like the agency and begin with a rationale
4. Not sure? Then ask the agency for help
5. Do your homework, prepare well, and rehearse
6. Timing is everything (pick your moment)
Good luck.

141. 3. HOW TO GIVE MORE
EFFECTIVE FEEDBACK
1. Recap the brief
2. Be the customer
3. Redirect, don’t rework

142. 142
SUMMARY
COPYRIGHT NOTICE:This material and the work produced from this marketing brief (including, without limitation, all intellectual property, artistic and literary works therein) is copyright. Subject to the conditions prescribed under the Copyright
Act, no part of this material may be reproduced without written authorisation of MercerBell Pty Limited ABN 57 435 510 529.All enquiries should be addressed to MercerBell 3-71York Street Sydney NSW 2000 AUSTRALIA (02) 9299 0802.
THE FEELING OF BETTER BRIEFS
1. THE IMPORTANCE OF THE BRIEF
2. BETTER BRIEFS: Understanding the creative process
3. MINING THE DATA GOLD
4. SIX STEPS TO BETTER BRIEFS
5. EFFECTIVE FEEDBACK

143. www.slideshare.net/Reosurfer

144. THANKYOU
COPYRIGHT NOTICE:This material and the work produced from this marketing brief (including, without limitation, all intellectual property, artistic and literary works therein) is copyright. Subject to the conditions prescribed under the Copyright
Act, no part of this material may be reproduced without written authorisation of MercerBell Pty Limited ABN 57 435 510 529.All enquiries should be addressed to MercerBell 3-71York Street Sydney NSW 2000 AUSTRALIA (02) 9299 0802.
www.slideshare.net/Reosurfer