Creative brief_introduction & templates

NOBODY
KNOWS HOW
IT WORKS
BUT...!
!
HELENE DUVOUX_MAUGUET !
FEV014!
1

1#IN BRAND WE TRUST THINKING (ABOUT) THE BRAND 
2#DIGITAL MY BRAND COMMUNICATION WARS & FADS 
 
 
3#NOBODY KNOWS HOW IT WORKS
BUT…_STRATEGIC PLANNING_A VISION & A METHODOLOGY 

 

>INSIGHTS 
>CREATIVE BRIEF_CLIENT BRIEF 
>PLEASE QUESTION+SERENDIPITY  
>STORYPLANNING  
>INFORMATION IS BEAUTIFUL  
!

DEMANDE
CLIENT!

INITIATIVE
PROACTIVE!

COMPET
ITORS!

PEO!
PLE!

INTEGRATED
COMMUNICATION!
PLANNING!

MAR!
KET!

STRATEGY!
MAP YOUR
PLAN/ TELL THE
STORY!

BRIEF!
STRAT
EGIQU
E!

EXPLORE!

BIG
IDEA!

OUR!
SELF!

TOUCHPOINTS/!
NARRATIVE!

TRE!
NDS!

Q&A!

WHAT IS IT
ABOUT? !

C’EST À QUEL
SUJET ?!
!

CREA!
TIVE
BRIEF!

COM!

NOW THAT
YOU KNOW
WHAT IS YOUR
AGENDA ?!
PLACE THE WHAT IN THE
GRIPS OF ... (REALITY)!

!
WHAT VS THE MARKET: !
WHAT VS THE COMPETITION!
WHAT VS HE COMMUNICATION !
WHAT WS THE PEOPLE !
WHAT VS WHAT, WHAT IN THE
MIROR!
WHAT VS THE TRENDS!
!
TO BE FOLLOWED!

!

THE PLOT & THE SCHEME!
!

C
H
A
N
G
E!

http://fr.slideshare.net/theplanninglab/creative-planning-miami-ad-school

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

13

“THE POINT OF A BRIEF ISN’T TO BE
BUTTONED UP AND RESTRICTIVE; IT’S TO
G I V E C L E A R D I R E C T I O N O N W H AT ’ S
I M P O R TA N T A N D T O C L A R I F Y T H E I S S U E
T H AT Y O U ’ R E S E E K I N G T O A D D R E S S . T H E
PROBLEM WITH INFORMAL BRIEFING IS
T H AT I T M A K E S A H U G E A S S U M P T I O N T H AT
THE PERSON BEING BRIEFED SHARES THE
U N S TAT E D K N O W L E D G E O F T H E P E R S O N
D O I N G T H E B R I E F I N G . I T ’ S L I K E LY T H AT
S O M E K E Y FA C T S O R K N O W L E D G E I N T H E
CLIENT’S MIND AREN’T WRITTEN INTO THE
B R I E F, B E C A U S E T H E Y A S S U M E T H E
AGENCY WILL ALREADY KNOW THESE. AND
T H AT ’ S W H E R E T H E M I S U N D E R S TA N D I N G S
CAN BEGIN.”  
 
W I L L C O L L I N PA R T N E R , N A K E D C O M M U N I C AT I O N S !

19!

WHERE ARE WE !NOW?!
!
WHERE DO WE WANT TO BE?!
!
WHAT ARE WE DOING TO GET THERE?!
!
WHO DO WE NEED TO TALK TO?!
!
HOW WILL !WE !KNOW !WHEN !WE !HAVE
ARRIVED?!
20!

DEFINING THE COMPETITIVE ENVIRONMENT!
TA R G E T A U D I E N C E ( A S P E C T S L I K E A G E , G E N D E R ,
AT T I T U D E ) !
KEY CONSUMER INSIGHTS!
C U R R E N T AT T I T U D E A N D B E H AV I O R O F
C O N S U M E R S T O WA R D S T H E C AT E G O R Y !
KEY DESIRED RESPONSE AFTER THE EXECUTION
OF THE AD!
USP OF THE PRODUCT!
W H AT S H O U L D B E T H E P R O P O S I T I O N / M E S S A G E O F
THE AD!
T O N E A N D M A N N E R O F C O M M U N I C AT I O N
( E X A M P L E : WA R M , E M O T I O N A L , E N D E A R I N G ) !
M A N D AT O R I E S ( L I K E I S P R I C E F L A S H N E E D E D ,
C E R TA I N B R A N D P R O P E R T I E S W H I C H M U S T B E
C O M M U N I C AT E D ) !
SPECIFY THE MEDIA VEHICLES AND BUDGET!

22!
!

HTTP://PREZI.COM/
1VRIDWYHAKFX/IMCCREATIVE-BRIEF/ 
!

25!

• 

Quel est le problème de marque à résoudre ?

• 

Quel est le problème consommateur à résoudre ?

• 

Quel but la marque veut-elle remplir pour ses consommateurs ?

• 

Comment rendre tout cela intéressant pour les gens ?

• 

Où cela se passe-t-il ?

• 

Que voulons-nous que les gens fassent ?

• 

Quelle articulation avec les communications existantes ?

• 

Comment savoir si c’est un succès ?

- La marque rencontre-t-elle un ou plusieurs problèmes ?
BRAND!
1.(Quel(est(le(problème(de( - Quel est le plus important ?
- La marque veut-elle conquérir de nouveaux marchés ? Attirer une nouvelle
marque(à(résoudre(?(
audience ? Générer de la conversation ? Renouveler son image ?
AUDIENCE(
2.(Quel(est(le(problème(
consommateur(à(
résoudre(?(

- Quel insight consommateur la marque cherche-t-elle à résoudre ?
- Quelles sont les conventions du marché/secteur à remettre en cause ?
- Que manque-t-il aux consommateurs dans leur parcours ?
- Qu’est-ce qu’il pourrait leur être vraiment utile ?
- Comment la marque peut-elle faciliter leurs vies ?

MISSION(
3.(Quel(but(la(marque(
veutGelle(remplir(pour(ses(
consommateurs(?(

- La marque veut-elle créer de nouvelles expériences ?
- La marque veut-elle délivrer un message particulier ?
- La marque veut-elle réinventer la catégorie ?
- La marque veut-elle unir les gens ?

ANGLES(
4.(Comment(rendre(tout(
cela(intéressant(pour(les(
gens(?(

- Comment-on rendre cela intéressant ? Fun ? Unique ?
- Quelle histoire veut-on raconter ?
- Quelle expérience veut-on créer ?
- Existent-t-ils des exemples pour nous inspirer ?

CANAUX(
5.(Où(cela(se(passeGtGil(?(

- Online? (Site, réseaux sociaux, forums, blogs, viral, bannières,…)
- Offline? (Print, TV, presse, packaging, in-store, évènements,…)
- Ou les deux ? (campagnes intégrées, brand content, transmedia, story telling…)

RESULTATS(
6.(Que(voulonsGnous(que(
les(gens(fassent(?(

- Veut-on que les gens partagent ? Echangent ? En parlent ? Recommandent ?
- Veut-on que les gens participent ?
- Veut-on que les gens changent leur perception/réflexe ?
- Ou bien veut-on simplement que les gens jouent et se fassent plaisir ?

ARTICULATION(
7.(Quelle(articulation(avec(
les(communications(
existantes(?(

- Quelles sont les outils de communication déjà existants ?
- Comment doit-on les articuler avec notre projet ?
- Doit-on être cohérents/complémentaires ?
- Ou peut-on s’émanciper totalement des campagnes précédentes ?

KPI’S(
8.(Comment(savoir(si(c’est(
un(succès(?(

- Quels sont nos KPI’s ? Est-ce le nombre de visites ? De visiteurs uniques ? De
vues ? De fans ? Les retombées RP ? Etc.
- Est-ce un changement dans la perception de la marque ?

CONTENT BRIEF
BRAND / PRODUCT:

BUDGET:

OWNER & AGENCY:

BRIEF RATING:

RESPONSE BY:

WHAT NEEDS TO HAPPEN?
Why does this brief exist? What is the business challenge and marketing task?

COMMUNITY INSIGHT

BRAND INSIGHT

CULTURAL INSIGHT

SOCIAL INSIGHT

Who are they and what matters to them?
What stuff do they love? What do they see
as valuable?
Who influences them? Who do they
influence?

What is the brands POV?
How do they behave in the world? What are
the key associations?
Are there any product specific insights /
mandates?

What is going on in popular culture that we
could tap into? What tension can we solve?
What movement can we champion or
create?

What are people saying about the brand/
topic? Who are the participants / users?
Who are the passives?

ROLE FOR ADVERTISING

ROLE FOR CONTENT

What is your key insight and communication strategy - how are you using comms to solve the
problem? What are the best channels to achieve the business objectives? Which channels, in
which context are planned and how? What are the key moments?

What value can the brand bring to the community?
Why would they give a shit about what we will say or do – does it have the potential to
stimulate conversations and participation?

KEY BEHAVIOUR WE WISH TO CREATE
What do we want people to notice, feel, think or do? (love the brand, visit the website etc) Be specific if possible e.g If it’s love the brand, or visit the website – for what, how much, when and how
often? Are there any intermediate behaviours that we can gauge – google searches, store traffic, social media volume etc
44

CONTEXTE/ BIG PICTURE!
AMBITION!
OPPORTUNITÉ/ CHALLENGE!
OBJECTIFS !
CIBLE MARKETING !
C I B L E D E C O M M U N I C AT I O N !
C I B L E A S P I R AT I O N N E L L E !
POSITIONNEMENT !
INSIGHT!
PROMESSE!
MESSAGE!
LEVIERS/ FREINS!
AT T R I B U T S P R O D U I T / TA N G I B L E
BENEFIT!
REASONS-TO-BELIEVE !
CONCEPT/ IDEE!
VA L E U R S / B R A N D P E R S O N A L I T Y !
S I G N AT U R E D E M A R Q U E !
TON & STYLE !
C O N T R A I N T E S / O B L I G AT I O N S !
SUPPORTS / OÙ ET QUAND !
TIMINGS!
…!

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