The document discusses factors that allow creatives to consistently produce brilliant work. It emphasizes that writing a great brief is a creative task that defines the problem in an inspiring way. A good brief prioritizes great ideas, provides surprising insights, and defines the problem in a way that excites creatives to develop the best solutions. It also stresses that the brief owner should view themselves as owning the problem, and should write the brief in a way that inspires solutions rather than prescribing them.
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.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
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.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
A unique or creative idea for an advertisement or campaign that attracts consumers’ attention, gets a reaction, and sets the advertisers product or service apart form the competition.
Wake Up Your Brand: Talking Finger & Michael Desroches PresentationBrand Inspiration
Co-hosts Bill DeRosa of Talking Finger, Social Media Marketing Agency and Michael Desroches of Brand Inspiration present an engaging talk and workshop -- sharing some of their favorite tips for breaking through the noise to invigorate your brand.
In this seminar, you will learn:
• How to leverage social media to build brand awareness and advocacy
• How to develop a consistent brand narrative between traditional “static” marketing programs and interactive social media channels
• How to react to your customers’ voice within online media channels
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.
(CLICK 'DOWNLOAD' TO DOWNLOAD THE POWERPOINT DECK FOR COMPLETE VIEW OF HIDDEN LAYERS AND SLIDE ANIMATION IN THE PRESENTATION).
Can you 'process' creativity? I think you can, if you clearly know what it is.
Having sat in many advertising conferences and workshops, and listening to many advertising creative gurus using 'esoteric language' to explain a seemingly abstract concept ('creative ideas') here's my attempt at distilling creative ideas and creative thinking into a very simple, logical 'process'.
Note: Advertising Creativity : Before you can create it, you need to be clear about what it is you're creating. This Level 101. ppt deck won't turn you into a creative superstar overnight, but can give you a clear idea of how to get there.
Ps: I'd like to wholeheartedly thank all the generous people on the www, who's names are not mentioned here (and who's work I've blatantly plucked) to create this powerpoint presentation.
My sincerest apologies for my lack of referencing skills.
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.
Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and PurposeStan Phelps
Red Goldfish is the fifth color in the Goldfish Series of books. It focuses on how purpose is driving loyalty and becoming the ultimate differentiator in business.
Stan Phelps is the founder of PurpleGoldfish.com, a speaking and training consultancy that helps brands obtain customers that are up to four times as valuable as ordinary customers. He’s a contributor to Forbes and the author of Purple Goldfish, Green Goldfish, Golden Goldfish, Blue Goldfish, and Purple Goldfish - Service Edition. He works with senior leaders to focus on meaningful differentiation to win the hearts of both employees and customers. Driven by client objectives and inspired by bold vision, Stan creates custom keynotes, workshops, and programs that are memorable and on brand, inspiring businesses to become REMARK-able by design.
Contact Stan at stan@purplegoldfish.com or call 919.360.4702.
Stand for something and do something: Breakthrough marketing of big brands.
----
Marketing today's modern brands absolutely requires that a brand stand for something that is relevant to consumers -- so that they will want to engage in a conversation with you. Then, the brand has to engage in the conversation consistently, over time and in a variety of channels.
As a case study we'll look at the work Leo Burnett has
done for P&G Secret. The 50-year purpose and heritage
of the Secret brand has been to help women be fearless
by giving them the confidence they need to face any
stressful situation.
Nothing is more stressful than bullying. And, we know
that bullying has long-term effects on self-esteem; for girls to grow up to be fearless women, our imperative was to help them overcome bullying themselves and to
take a stand to help other girls.
Mean “stinks”, and Secret stands against everything that
stinks. But we do it in a powerful and empowering way -
- one that encourages girls to Gang Up for Good.
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
A unique or creative idea for an advertisement or campaign that attracts consumers’ attention, gets a reaction, and sets the advertisers product or service apart form the competition.
Wake Up Your Brand: Talking Finger & Michael Desroches PresentationBrand Inspiration
Co-hosts Bill DeRosa of Talking Finger, Social Media Marketing Agency and Michael Desroches of Brand Inspiration present an engaging talk and workshop -- sharing some of their favorite tips for breaking through the noise to invigorate your brand.
In this seminar, you will learn:
• How to leverage social media to build brand awareness and advocacy
• How to develop a consistent brand narrative between traditional “static” marketing programs and interactive social media channels
• How to react to your customers’ voice within online media channels
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.
(CLICK 'DOWNLOAD' TO DOWNLOAD THE POWERPOINT DECK FOR COMPLETE VIEW OF HIDDEN LAYERS AND SLIDE ANIMATION IN THE PRESENTATION).
Can you 'process' creativity? I think you can, if you clearly know what it is.
Having sat in many advertising conferences and workshops, and listening to many advertising creative gurus using 'esoteric language' to explain a seemingly abstract concept ('creative ideas') here's my attempt at distilling creative ideas and creative thinking into a very simple, logical 'process'.
Note: Advertising Creativity : Before you can create it, you need to be clear about what it is you're creating. This Level 101. ppt deck won't turn you into a creative superstar overnight, but can give you a clear idea of how to get there.
Ps: I'd like to wholeheartedly thank all the generous people on the www, who's names are not mentioned here (and who's work I've blatantly plucked) to create this powerpoint presentation.
My sincerest apologies for my lack of referencing skills.
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.
Red Goldfish - Motivating Sales and Loyalty Through Shared Passion and PurposeStan Phelps
Red Goldfish is the fifth color in the Goldfish Series of books. It focuses on how purpose is driving loyalty and becoming the ultimate differentiator in business.
Stan Phelps is the founder of PurpleGoldfish.com, a speaking and training consultancy that helps brands obtain customers that are up to four times as valuable as ordinary customers. He’s a contributor to Forbes and the author of Purple Goldfish, Green Goldfish, Golden Goldfish, Blue Goldfish, and Purple Goldfish - Service Edition. He works with senior leaders to focus on meaningful differentiation to win the hearts of both employees and customers. Driven by client objectives and inspired by bold vision, Stan creates custom keynotes, workshops, and programs that are memorable and on brand, inspiring businesses to become REMARK-able by design.
Contact Stan at stan@purplegoldfish.com or call 919.360.4702.
Stand for something and do something: Breakthrough marketing of big brands.
----
Marketing today's modern brands absolutely requires that a brand stand for something that is relevant to consumers -- so that they will want to engage in a conversation with you. Then, the brand has to engage in the conversation consistently, over time and in a variety of channels.
As a case study we'll look at the work Leo Burnett has
done for P&G Secret. The 50-year purpose and heritage
of the Secret brand has been to help women be fearless
by giving them the confidence they need to face any
stressful situation.
Nothing is more stressful than bullying. And, we know
that bullying has long-term effects on self-esteem; for girls to grow up to be fearless women, our imperative was to help them overcome bullying themselves and to
take a stand to help other girls.
Mean “stinks”, and Secret stands against everything that
stinks. But we do it in a powerful and empowering way -
- one that encourages girls to Gang Up for Good.
Trends in user-centric design, interactive marketing, and a view of the agency world from the MBA perspective. Presented April 2007, Haas School of Business, UC Berkeley
Learn how to create a message which resonates with your target audience. Additionally, explore how to develop a comprehensive marketing and public relations strategy.
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
A persuasive leader is always a better perspective for a company. They have the ability to understand your target audience and also build credibility with them. Also creating an emotional connection is a great way to become persuasive. The below-mentioned slideshow describes more about how to be a persuasive leader.
Whether you are launching a new product or service, or need to re-energise an existing one, these exercises can help steer your thinking and challenge your brand development.
o Meyer can discuss how the best media partnerships are built on distinct audience and contents insights cultivated by potential media partners.
o Articulated through past content marketing, social media, influencers campaigns, she can speak to the best way to partner with a media company to achieve brand marketing goals.
Do you know what makes a brand strong? And if you had to make yours stronger, would you know how to do it?
Many factors influence the strength of a particular product or brand. If you understand these factors, you can think about how to launch a new product effectively or work out how to turn a struggling brand into a successful one.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
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
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
9. IDEA-FOCUSED COMPANY VISION
(prioritizes great ideas and allows a creative work culture)
CLIENTS WHO ENCOURAGE GREAT IDEAS
(and are not just open to them)
SURPRISING/INSPIRING INFORMATION
(deeper insights about the product, target, competition or brand)
10. IDEA-FOCUSED COMPANY VISION
(prioritizes great ideas and allows a creative work culture)
CLIENTS WHO ENCOURAGE GREAT IDEAS
(and are not just open to them)
SURPRISING/INSPIRING INFORMATION
(deeper insights about the product, target, competition or brand)
A FASCINATING CLIENT BRIEF
(defines the problem in a way that is inspiring and exciting)
11. IDEA-FOCUSED COMPANY VISION
(prioritizes great ideas and allows a creative work culture)
CLIENTS WHO ENCOURAGE GREAT IDEAS
(and are not just open to them)
SURPRISING/INSPIRING INFORMATION
(deeper insights about the product, target, competition or brand)
A FASCINATING CLIENT BRIEF
(defines the problem in a way that is inspiring and exciting)
AN INSPIRING CREATIVE BRIEF
(has a single-minded proposition that is focused and exciting)
12. 3 out of 5
have to do with the quality of the brief
13. The author the the brief
of
is
owner of the problem
Write it in a way that inspires the best solutions
17. “Please paint the ceiling.”
“Please paint the ceiling using red, green and yellow paint.”
18. “Please paint the ceiling.”
“Please paint the ceiling using red, green and yellow paint.”
“Please paint biblical scenes on the ceiling using some or all of
the following: God, Adam, angels, cupids, devils and saints.”
19.
20. “Please paint our ceiling for the greater glory of God
and as an inspiration and lesson to his people.”
22. A brief typically contains:
MARKET AND BRAND SITUATION
THE PROBLEM
OBJECTIVE
TARGET AUDIENCE
WHAT WE WILL COMMUNICATE
REASONS TO BELIEVE
CHANNELS
BRAND ESSENCE AND PERSONALITY
EXECUTIONAL MANDATORIES
24. Context is everything
It puts color and meaning into what the campaign must achieve
Are there category issues affecting the brand? Unilab vs. generics
Are there external factors threatening the brand? e.g. Coke and the economic crisis
Are there internal factors that pose a challenge? e.g. a price increase
Are there new trends that are repositioning you? e.g. herbal medications
25.
26. The background to the brief should be written
to set up the problem that
the campaign needs to solve.
28. There are different levels of problem
Business Eg. Profit margin is too low to sustain share price
Marketing Eg. Price premium unsustainable
Diagnosing
the right Brand Eg. User imagery is wrong
problem is
essential
Communication Eg. No awareness of the product range
Channels Eg. Can’t afford TV
Creative Eg. People don’t understand the advertising
31. Background
Pizza Hut wants to grow its non-pizza business because this helps
attract people to dine in more frequently (which will help grow revenue)
To do this, it will launch a pasta line called Pasta Perfetto
The pasta line was launched (and failed) twice in the past 2 years
Key competitor is a specialist pasta chain called Pastamania!
The Problem as stated in the original brief:
How can we excite people
about the new and improved
Pasta Perfetto line?
33. The Real Problem
Skepticism
Singaporeans refuse to believe that Pizza Hut can make good pasta
because the brand name suggests it’s good at pizza, not pasta
How do we prove to skeptics that
good pasta can actually come
from a place like Pizza Hut?
34. The Real Problem
Skepticism
Singaporeans refuse to believe that Pizza Hut can make good pasta
because the brand name suggests it’s good at pizza, not pasta
How do we prove to skeptics that
good pasta can actually come
from a place like Pizza Hut?
The Solution
Remove the brand name
from the picture, and let
the product speak for itself
35.
36. Tips in writing a great problem
Describe the problem in
three sentences or less
If possible, reduce the
problem to a challenging
question
State the problem,
don’t prescribe the solution
Market research is useful
for problem definition
Be excited by the problem
37. It is a universal misconception
that a wide, unspecific briefing is
better because it does not limit
creative people
40. “Generic objectives”
(not wrong but not specific enough either)
To create awareness
To increase sales and/or increase market share
To steal share from the competition
To grab share from Brand X
To encourage switching
To generate trial
To increase brand loyalty
To strengthen emotional affinity
To increase consumption frequency
To recruit new users
42. Campaign objectives are more
actionable if they are stated in terms of
how we want the target to respond
Attitudinal change?
Behavioral change?
Perception change?
58. “Classically bad”
Males and Females 18-34 y.o., ABC socio-economic class
CD moms in Metro Manila
Office workers 21-45
Devoted mothers who want to give their kids the best
59. A good target audience description
Demographic description
(important but not defining)
Relevant psychographic profile:
Habits, attitudes, desires, fears, aspirations, motivations
The target in relation to your brand or category
60. Skelan
Arthritis stricken life enthusiasts.
They are 50+ adults from the CD SEC. While they acknowledge
pain, anxiety and incapacity are part of the arthritis
experience, they remain positive and optimistic.
In fact they want to continue being able to fully participate in
life. They’re not ready to stay home and do nothing.
63. There are different ways to state what we
want the campaign to communicate
A benefit; rational or emotional
A product feature, characteristic
or attribute
A feeling
A brand belief or philosophy
A mission or advocacy
64. Tips in writing what to communicate
Make it clear and concise; If you
can’t say it in a sentence, you
can’t say it in 30 seconds or less
Has to be true so that it connects
with people
Ideally, differentiated from others
in the category
66. This should support what is being communicated
Not a list of product features that are irrelevant to what is
being communicated but you want to see in the advertising
67. Do not underestimate the power of the product to inspire Creative Ideas.
Provide technical information; Interrogate the product until it confesses.
Examine the product with the eyes of the target audience
Look at the history of the product and the brand
Look for a personal truth in the product
70. Best to not be prescriptive about specific
touchpoints to use unless it is a given
Better if you can provide information on how the
target audience engages with different channels
73. How a brand behaves it just as important as what it says
Keeping the brand essence and personality in mind
helps ensure consistency, from campaign to campaign
79. TO WRITE GREAT BRIEFS
DO DON’T
Define clearly the problem to Set an objective that the
be solved campaign cannot solve
Put in surprising or Be prescriptive more than
interesting information - inspiring
about the problem, the
brand, the target or channels Overload it with information
Be concise; It’s called a brief
for a reason
80. The brief is a starting point
Allow room for conversation, for debate