The document provides an overview of creative briefs and the briefing process. It discusses what a brief is, including that it is a distillation of key information that serves as a roadmap for creative teams. The document outlines components of an effective brief, including providing direction with a single compelling message about the brand in a concrete yet inspiring way. It also cautions against common pitfalls that can undermine briefs.
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.
How i judge advertising - CLB củ khoai tây Thanh Lâm Trần
Chúng tôi mời 3 khách mời: 2 Planners- Lâm Trần và Cường Nguyễn và 1 Creative- Thành Ngô đến chia sẻ quan điểm: "Tôi đánh giá quảng cáo như thế nào?" Một buổi offline thành công với rất nhiều bài học hữu ích.
We invited 2 Planners- Lam Tran & Cuong Nguyen, and 1 Creative- Thanh Ngo to come and share how they judge/ evaluate advertising work. Brilliant offline event with so much to learn!
...
bởi CLB những chiến lược gia củ khoai tây
https://www.facebook.com/groups/chienluocgiacukhoaitay
The Good Brief - a no-frills guide to writing creative briefsKam Fatt Chen
A simple, no-nonsense guide to writing creative briefs that work. Complete with tips, pointers and cheat sheets to help you focus and distill the things that really to write an effective creative brief.
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.
How i judge advertising - CLB củ khoai tây Thanh Lâm Trần
Chúng tôi mời 3 khách mời: 2 Planners- Lâm Trần và Cường Nguyễn và 1 Creative- Thành Ngô đến chia sẻ quan điểm: "Tôi đánh giá quảng cáo như thế nào?" Một buổi offline thành công với rất nhiều bài học hữu ích.
We invited 2 Planners- Lam Tran & Cuong Nguyen, and 1 Creative- Thanh Ngo to come and share how they judge/ evaluate advertising work. Brilliant offline event with so much to learn!
...
bởi CLB những chiến lược gia củ khoai tây
https://www.facebook.com/groups/chienluocgiacukhoaitay
The Good Brief - a no-frills guide to writing creative briefsKam Fatt Chen
A simple, no-nonsense guide to writing creative briefs that work. Complete with tips, pointers and cheat sheets to help you focus and distill the things that really to write an effective creative brief.
Digital Branding Strategy (Part 2) - Why Branding is So ImportantSaiful Islam
In the second part of Digital Branding Strategy presentation, we will learn on why branding is play significant role. Also explained about basic concept of branding and the fundamental of brain learning process.
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Bootstrap Business Seminar 5: Creating an Awesome BrandCityStarters
The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Getting your ideas across and moving people to action are the foundation of persuasion a skill that you cannot have too much of. Presenting with Passion is about being relevant and understood (remarkable) and making a lasting positive impact on your audience (memorable).
Where does creativity come from? Explore then inspire your content marketing with quotes and tips from Content Marketing World keynote speaker John Cleese and other creative innovators.
Digital Branding Strategy (Part 2) - Why Branding is So ImportantSaiful Islam
In the second part of Digital Branding Strategy presentation, we will learn on why branding is play significant role. Also explained about basic concept of branding and the fundamental of brain learning process.
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Bootstrap Business Seminar 5: Creating an Awesome BrandCityStarters
The 5th Seminar in our Bootstrap Business Seminar series looks at how to create an awesome brand with Creative Director at Branding Agency One Ltd, Ben Mumby-Croft.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
Getting your ideas across and moving people to action are the foundation of persuasion a skill that you cannot have too much of. Presenting with Passion is about being relevant and understood (remarkable) and making a lasting positive impact on your audience (memorable).
Where does creativity come from? Explore then inspire your content marketing with quotes and tips from Content Marketing World keynote speaker John Cleese and other creative innovators.
The importance of getting a creative brief rightSean Lane
All creatives have been there (and designers if you haven't, I guarantee you will at some stage), you leave a briefing meeting with no clarity about what the task at hand is. From the get go, you're tredding in quick sand. On the flip side there's nothing better than having the sparks of concepts starting even before you leave the briefing. In this document. My intention here is to keep things simple and help the standard of brief writing. I hope this helps in some way. Sean.
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4. What is a Brief?
• A creative brief is the most important piece of
paper an account team produces
• It is a demonstration of how good you are
• Therefore, it is how a creative team
judges/curses you
4
5. What is a brief?
• A distillation of everything you have learned
• All the information that must be conveyed by
the advertising
• A contract for you, the Creatives and the
Client
• A team effort
5
6. What it isn’t ...
• Set in stone
• Sole property of the planner
• A place to copy out the client brief
• A place to show off every fact you know or
marketing term you have learned
• Primarily for placating the client
• The same as the strategy or the advertising
6
8. The Advertising Process
• Advertising tries to get the consumer to do
something that will benefit the client
• The Strategy is the plan for achieving this
goal
• Who do we want to talk to?
• What do we want them to do?
• What can we tell them about the brand so they will do it?
We develop the Strategy and
the Creatives carry it out
8
9. The Advertising Process
The Brief is their road map
If the directions aren’t good, they’ll get lost
9
10. What Makes a Good Brief?
Direction + Inspiration
10
11. Direction
• What is the one thing you want the
advertising to say?
• If you can’t explain it to your friends in one
sentence, start again
11
12. Inspiration
• The most powerful advertising contains
insights that truly resonate with the
consumer
• One important insight should be at the heart
of your brief
12
13. What makes a good brief?
Direction + Inspiration
One clear and compelling
thought about the brand
13
14. Why Briefs Go Astray
• “I didn’t have time”
• “The Client made me write it this way”
• “There was nothing to say”
• “There were too many things to say”
• “We didn’t have enough information”
• “The Account Team couldn’t agree”
Make No Excuses!
14
17. The Goal
“The best briefs are so good you can’t wait for
the account team to leave your office so you
can get started”
Unidentified Creative
17
18. Some General Advice
• Get your story straight beforehand
• Take your time
• Keep it focused
• Be concrete, not abstract
• Speak English
Remember the goal is always great advertising!
18
20. Filling in The Boxes
• These can be confusing
• What goes where?
• What are they for?
• Just remember, they all have to lead to one
main thought - the proposition
• Include only what is both necessary and
illuminating
20
21. 1. What’s the reason for this brief?
What you need to explain:
• What is the background/context for what we are
doing?
• Why the heck are we advertising this brand
anyway?
• What do we need the advertising to do for it?
21
22. 1. What’s the reason for this brief?
• Objectives must be realistic
• Advertising objectives, not business
objectives
• Keep it to the point
22
23. 1. What’s the reason for this brief?
“The product has a severe saliency deficiency so it does
not get into the target’s consideration set. The leading
brand sets the category values and our brand is seen
as a “me-too” because of these dominant associations.
Alternatively, a proportion of the target segment have
a dissociated perceptual set with respect to the brand.
The campaign objective is to increase saliency and to
communicate a brand identity which is motivating and
more appropriate to the product’s experiential
manifestation”
23
24. 1. What’s the reason for this brief?
“Cheer’s main benefit is to keep colours
bright, but most people don’t know this. We
need to make them understand so that they
choose it for its own merits and not as a
second best to Tide.”
24
25. 2. Who are we talking to?
• Be as specific and vivid as you can
• “Women 18-45” not very helpful
• Neither is laundry list of meaningless
adjectives and media cliches
• Try to describe a real person
• But, don’t tell whole life story
• Include only what will help Creatives to
talk to them
25
26. 2. Who are we talking to?
“Young adults 18-25. Someone self-assured, active
and energetic, self-reliant, positive, optimistic,
individualistic, self-centred, not superficial, irreverent,
somewhat cynical, skeptical, savvy, fashion-conscious,
honest, straight-forward, computer-literate,
entrepreneurial, self-indulgent, hedonistic, likes having
new things, doesn’t change opinions to please others,
doesn’t change behaviour in order to be liked, thinks of
him/herself as an individual but has a powerful need to
fit into a group, preoccupied with sex/gender-related
issues, has short attention span, wants instant
gratification AND likes chocolate bars”
26
27. 2. Who are we talking to?
“A 19 year-old guy who likes to think he’s the life of the
party. He’s into South Park, Mike Meyers, etc. and is
constantly repeating comic catch-phases like he wrote
them himself. He’s a little too mainstream to be truly
hip, but he’s still very concerned with his image.”
27
28. 3. What do they currently think?
• This is not about their life in general
• Rather, their relationship with the brand, the
category, the advertising
28
29. 3. What do they currently think?
• How interested are they in the product?
• How often do they use it?
• When do they use it?
• How do they feel about it?
• How do they feel about our brand vs. the competition?
• What do they ultimately want the product or brand to do for
them?
Don’t go overboard: only include what is truly relevant
to the problem the advertising must solve
29
30. 3. What do they currently think?
PMB 99
“If I work hard enough I will get to where I want”, “I don’t
like taking orders”, “What brands I buy says a lot about
me”, “I hate anything that is hype and smacks of
phoniness”, “If it’s too perfect, it can’t be trusted”
30
31. 3. What do they currently think?
They chew gum all the time but it’s not
something they think about much. As far as
they’re concerned, all gum is pretty much the
same. What’s more, they’re completely turned
off by gum advertising which they see as
cheesy and trying too hard. Still, they might be
persuaded that one gum was superior if it made
its point convincingly and actually managed to
be entertaining.
31
32. 4. What’s single message should this
communication convey?
Many Creatives don’t look at anything else!
32
33. 4. What’s single message should this
communication convey?
• The most crucial to get right and the easiest to go
astray
• Remember, the box says single-minded
• Be concrete, not abstract
• Err on the side of simplicity
• Distinguish between what you tell them and what you
want them to think
One clear and compelling thought about the brand!
33
34. Single Minded vs. Double-headed
Mr. Big is the Mr. Big is the big bar
biggest bar, that won’t slow you
bar none down, now available
in new Peanut Ripple
flavour
34
35. Concrete vs. abstract
• Abstract ideas are much harder to
demonstrate
• Abstract language can make you sound like
you’re saying something important, even
when you aren’t
• Concrete language makes your point for you,
and doesn’t let you hide behind it
35
36. Abstract vs. Concrete
Brand X is a totally Brand X is specially
different kind of car designed for women
drivers
The Second Cup is Second Cup coffee is
the Ultimate Coffee the strongest coffee you
experience can buy
36
37. Deep Thoughts vs. Simple Thoughts
• These days, it’s fashionable for advertising to
make Profound Statements About Life
• It makes us feel better about selling things to
people
• It can also lead to cliched and generic
advertising
More important to be pertinent
than to be profound
37
38. Deep Thoughts vs. Simple Thoughts
• Don’t be afraid that a simple idea is too dull,
just because it is simple
• A simple idea is easier for the Creatives to
work with
It’s their job to make it interesting
38
39. Deep Thoughts vs. Simple Thoughts
Extra is the gum that Extra’s flavour lasts
will stick by you in a long, long time
today’s hectic lifestyle
39
40. Proposition vs. Desired Response
• Often confused
• Distinction between what you tell them and
what you want them to think
• Desired response ultimately more important
to brand
• But proposition more relevant to creative
team as a starting point
40
41. Proposition vs. Desired Response
Heinz is the thickest, Heinz is the best
richest ketchup tasting ketchup
Pizza Pops have Pizza Pops will
a lot of stuff in them really fill me up
41
42. The Final Test
Write it out on a blank sheet of paper and ask
yourself: “Can I write an ad from this and this
alone?”
If you can’t, probably no one else can either.
42
43. 5. Kick start!
• For proposition to be credible, it must be
backed by evidence
• Should be one of most inspirational elements
of brief
• Give Creatives ideas they can dramatize
• Try to unearth interesting nuggets that might
inspire
43
44. Proposition: Cadbury Milk Chocolate is the
creamiest milk chocolate
Support: Only Cadbury Milk Chocolate contains
a glass and a half of fresh milk in every 225g
Holy Shit Factor: All the milk in Cadbury Milk
Chocolate comes from Cadbury’s very own
herd of Irish dairy cows
44
45. Brand Voice
• How you say it, not what you say
• Most well known brands have an established
tone - an essential part of their equity
• Don’t list contradictions: “energetic, peaceful”
• Try and do it in one perfect word
45
47. When you think you’re done:
• Re-read it
• Sleep on it
• Show it to someone older and wiser (not your
Dad)
• Get agreement from the Creatives
• Sell it to the client
• And finally, be sure you haven’t used any of
the following words...
47
48. Jerk-Off Words to Avoid
• Ultimate • Savvy
• Experience • Modern life
• Virtual • Empower
• Aspirational • Proactive
• Contemporary • Self-actualizing
• Edgy • Hectic
• Synergy • Extreme
• Breakthrough • Clever
48
49. The more we use language rooted in the real,
ordinary world, the better equipped the
creative team will be to communicate
with it in the advertising
49
51. Paper plus Personality
• Both parts of the briefing should inspire and
excite and motivate
• One part is notoriously neglected
51
52. What is not a briefing?
• Slipping a brief under a Creative’s door, or
the old leave-on-the seat trick
• A rushed, last minute meeting
• Something attended by client
• A formal, boring presentation
• A spoon feeding
• A one-time meeting with your Creatives
52
53. How to Brief
• Set aside enough time
• Show the packaging
• Show historic / competitive ads
• Touch, smell, eat product
• Get out of the office
• Visit the factory
• Use images, music, animals
• Get drunk together and brainstorm
53
54. In Conclusion
• Remember: it’s your road-map for the
creative team!
• Know exactly what you want them to do and
make sure they can understand:
• Speak English
• Include only what is both necessary and
illuminating
• Focus on one clear and compelling thought about
the brand
• Put time and effort into writing and briefing
54