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How to write better marketing creative briefs.

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How to write better creative strategies and briefs.
This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight.
What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an airline ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation.
Enjoy.
Ps. And please share if you have learnt something from this presentation.

Publicada em: Marketing
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How to write better marketing creative briefs.

  1. 1. BETTERCREATIVE BRIEFSFOREVERY JOURNEY
  2. 2. 1. UNDERSTANDING THE CREATIVE PROCESS 2. HOW TO WRITE BETTER BRIEFS [ uncovering the four creative triggers ] 3. BETTER PRESENTATIONS [ how to give more effective feedback ] www.slideshare.net/Reosurfer 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. 3. 1.UNDERSTANDING THE CREATIVE PROCESS
  4. 4. “I’m not creative”
  5. 5. Every child is an artist. The problem is how to remain an artist once you grow up.
  6. 6. 7BILLION 1. CREATIVE PROCESS
  7. 7. 7BILLION
  8. 8. 1.Thisisawesome 2.Thisistricky 3.Thisisshit 4.I’mshit 5.Thismightbeokay 6.Thisisawesome 1. CREATIVE PROCESS
  9. 9. 1. CREATIVE PROCESS John Heywood 1546 COLLABORATION
  10. 10. “GIVE METHE FREEDOM OFA TIGHTBRIEF”David Ogilvy
  11. 11. HOWTOWRITE ANAIRLINEAD
  12. 12. 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
  13. 13. 1.FLAGS
  14. 14. FLAGS
  15. 15. FLAGS
  16. 16. 2.ROUTE MAPS
  17. 17. 2.ROUTE MAPS
  18. 18. 2.ROUTE MAPS
  19. 19. 3. ANIMALS
  20. 20. 3. ANIMALS
  21. 21. 4.TRAVEL ICONS
  22. 22. 4.TRAVEL ICONS
  23. 23. 4.TRAVEL ICONS
  24. 24. 5.CELEBRITY
  25. 25. 5.CELEBRITY
  26. 26. 5.CELEBRITY
  27. 27. 5.CELEBRITY
  28. 28. 6. WINDOWS
  29. 29. 6. WINDOWS
  30. 30. 6. WINDOWS
  31. 31. 7. TAILS
  32. 32. 7. TAILS
  33. 33. 7.CREW
  34. 34. 7.CREW
  35. 35. 9. PLANES
  36. 36. 9. PLANES
  37. 37. 9. PLANES
  38. 38. 9. PLANES
  39. 39. “Youwanttogetonaplane tofeelalive. Youwanttogetonaplane toseejustahintofa women’sthighbecauseher skirtis,thismuchtooshort”
  40. 40. 10.SEX
  41. 41. 10.SEX
  42. 42. 10.SEX
  43. 43. 10.SEX
  44. 44. 10.SEX
  45. 45. 10.SEX
  46. 46. 10.SEX
  47. 47. 10.SEX
  48. 48. 3 WAYSYOU CAN HELPTHE CREATIVE PROCESS
  49. 49. 1.‘the factory visit’
  50. 50. 1. KNOW YOUR PRODUCT
  51. 51. “Always have the product on your desk” 1. KNOW YOUR PRODUCT
  52. 52. PTaste PTouch PSmell PSight PSound 1. KNOW YOUR PRODUCT
  53. 53. ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________ List how else you might offer access to Qantas EXERCISE No. 1 1. KNOW YOUR PRODUCT
  54. 54. 2.EMPLOY‘WORD BOMBS’
  55. 55. Wordsarelittlebombs. Therightonescanexplode insideus,demandingan originalandexcitingidea.
  56. 56. Crazy, zany orange drink 2. WORD BOMBS: Before
  57. 57. Taste the buzz of real oranges 2. WORD BOMBS: After
  58. 58. Taste the buzz of real oranges. c.1990
  59. 59. Harley Davidson the escape machine 2. WORD BOMBS: Before
  60. 60. Harley Davidson sets you free 2. WORD BOMBS: After
  61. 61. Harley Davidson sets you free
  62. 62. Rediscover BA, we have more flights to more places. 2. WORD BOMBS: Before
  63. 63. Rediscover the pure magic of flying 2. WORD BOMBS: After
  64. 64. 3.INFORMTO INSPIRE
  65. 65. BE HONEST
  66. 66. 1. Creative collaboration begins with your brief 2. Look to ‘inform to inspire’ and you’ll fuel the fire 3. Employ ‘word bombs’ Understandingthe creativeprocess
  67. 67. 2.HOWTO WRITE BETTER BRIEFS [ uncovering the four creative triggers ]
  68. 68. 2. BETTER BRIEFS THEVATICAN
  69. 69. Pope Julius II ~ 1508 POPE JULIUS II By Damian O’Malley 2. BETTER BRIEFS
  70. 70. MICHELANGELO 2. BETTER BRIEFS
  71. 71. THE BRIEF 2. BETTER BRIEFS
  72. 72. BRIEF ONE: Can you please paint the ceiling. 2. BETTER BRIEFS
  73. 73. 2. BETTER BRIEFS - No guidance or inspiration - No hint as to what the solution might be - Leaves all the decisions up to Michelangelo
  74. 74. BRIEF TWO: Can you paint the ceiling using red, green and yellow. 2. BETTER BRIEFS
  75. 75. 2. BETTER BRIEFS - Too prescriptive, without any justification - No hint as to what he needs to paint
  76. 76. BRIEF THREE: We’ve got problems with damp and cracks in the ceiling. I’d be grateful if you would just cover it up for us. 2. BETTER BRIEFS
  77. 77. 2. BETTER BRIEFS - Still no guidance - No hint of opportunity - Gives Michelangelo depressing information and appears that no one cares anyway
  78. 78. BRIEF FOUR: Please paint biblical scenes on the ceiling, incorporating some or all of the following: God, Angels, Cupids & Saints 2. BETTER BRIEFS
  79. 79. 2. BETTER BRIEFS -  Gives Michelangelo a good starting point -  Hasn’t yet informed to inspire
  80. 80. BRIEF FIVE: Please paint the ceiling like it was touched by the hand of God. Being an inspiration and a lesson to his people. 2. BETTER BRIEFS
  81. 81. “Painted like it was touched by the hand of God.” 2. BETTER BRIEFS
  82. 82. POPE FRANCIS
  83. 83. FOUR KEY CREATIVE TRIGGERS THAT GUIDE THE CREATIVE PROCESS 2. BETTER BRIEFS
  84. 84. The what ‘What is the SINGLE issue to focus on, and why this one?’ TRIGGER No. ONE 2. BETTER BRIEFS
  85. 85. Worry more about your problems. 2. BETTER BRIEFS2. BETTER BRIEFS - WHAT
  86. 86. “aproblemwellputishalf solved” John Dewey - Pragmatist 2. BETTER BRIEFS2. BETTER BRIEFS - WHAT
  87. 87. Three ways to define better business problems________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ 1. The key to a good problem definition is ensuring that you deal with the real problem - not its symptoms. 2. Try expressing the business problem as a challenging question. 3. Once you’ve defined the problem, reduce it to a single sentence. 2. BETTER BRIEFS - WHAT
  88. 88. There are different levels of problem “Great solutions require great problems” 2. BETTER BRIEFS
  89. 89. How you define the problem defines the solution. TRIGGER No. ONE 2. BETTER BRIEFS – WHAT
  90. 90. TRIGGER No. TWO The who [ ‘Target Audience’ 2. BETTER BRIEFS
  91. 91. TRIGGER No. 2 The who 2. BETTER BRIEFS Three key things you need to consider when uncovering the customer insight and building a persona (pen portrait). 1. demographics 2. psychographics 3. then examine the customer’s beliefs
  92. 92. PEN PORTRAIT DEMOGRAPHIC: AGE: SEX: ENTHNICITY: FAMILY STATUS: HOME: JOB: PSYCHOGRAPHIC: LIFESTYLE: HOBBIES: INTERESTS: ATTITUDES: BEHAVIOUR: VALUES: Describe the customer in relation to the brand ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ 2. BETTER BRIEFS - WHO
  93. 93. PEN PORTRAIT DEMOGRAPHIC: AGE: SEX: ENTHNICITY: FAMILY STATUS: HOME: JOB: PSYCHOGRAPHIC: LIFESTYLE: HOBBIES: INTERESTS: ATTITUDES: BEHAVIOUR: VALUES: Describe the customer in relation to the brand ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ 2. BETTER BRIEFS - WHO
  94. 94. CUSTOMER INSIGHT
  95. 95. 2. BETTER BRIEFS - WHO
  96. 96. TRIGGER No. THREE The why 2. BETTER BRIEFS - WHY ‘What is the key message?’
  97. 97. THE SINGLE MOST COMPELLING THING WE HAVE TO SAY
  98. 98. SAY IT IN THE MOST MOTIVATING WAY
  99. 99. 2. BETTER BRIEFS - WHY
  100. 100. How to turn an observation into an insight 2. BETTER BRIEFS - WHY INSIGHT FORMULA
  101. 101. Observation: What people do or say We consume chocolate bars to satisfy our hunger. 2. BETTER BRIEFS - WHY INSIGHT FORMULA
  102. 102. 2. BETTER BRIEFS2. BETTER BRIEFS - WHY EXERCISE No. 2
  103. 103. Don’t just list all the features, draw out the benefits.
  104. 104. Don’t just list all the features, draw out the benefits.
  105. 105. Don’t just list all the features, draw out the benefits.
  106. 106. PENCIL SAVES MAN’S LIFE
  107. 107. Shareable Create artWorks underwater EXERCISE No. 2
  108. 108. 2. BETTER BRIEFS - WHY
  109. 109. PICK THE PROP 2. BETTER BRIEFS - WHY
  110. 110. PROP: The airline for the world’s people. 3. PICK THE PROP EXERCISE No. 3
  111. 111. 3. PICK THE PROP Is it ok to relax this much on a plane? Yes, in American Airlines ‘Lie-Flat’ Business Class.
  112. 112. PROP: The airline for the world’s people. 3. PICK THE PROP PROP: Sleep flat out in Business Class. EXERCISE No. 3
  113. 113. 3. PICK THE PROP
  114. 114. PROP: The airline for the world’s people. 3. PICK THE PROP PROP: Sleep flat out in Business Class. PROP: Explaining the world’s secrets. EXERCISE No. 3
  115. 115. TRIGGER No. FOUR 2. BETTER BRIEFS - HOW The how[ ‘Deliverables, Channels/Considerations, Budget & Timings’
  116. 116. 2. BETTER BRIEFS - HOW THE DETAILS HELP SHAPE THE IDEAS
  117. 117. So what are we doing? Who are we talking to? Why are they going to believe us? And how are we going to tell them? CREATIVETRIGGERS
  118. 118. WHAT: How you define the problem defines the solution WHO: A good persona brings the customer to life WHY: Identify a truth that can be used to solve the problem HOW: All the details help shape ideas 2. BETTER BRIEFS
  119. 119. 3.BETTER PRESENTATIONS
  120. 120. 1.BEFORE
  121. 121. PLAY AWAY Visit the agency. The team are generally better prepared and more relaxed when they present in their own environment. 1. BEFORE
  122. 122. IN PERSON Whenever possible have the Creative team present their work. RECAP Begin by revisiting the main areas of the brief. • Problem • Audience • Insight • Prop 1. BEFORE
  123. 123. SMILE Creative types are nearly always nervous, so for a smoother presentation be positive, open and engaged. 1. BEFORE
  124. 124. EXPECTATIONS Have a clear understanding of the level of creative being presented: • Adcepts • Creative territories • Scamps Vs Mac layouts QUANTITY Have agreement on the number of concepts. 1. Safe 2. Surprising 3. Courageous 1. BEFORE
  125. 125. 2.DURING
  126. 126. ASSESSINGTHEWORK 2. DURING
  127. 127. 2. DURING
  128. 128. Grant Welsh Qantas Frequent Flyer No.10 Million BE THE CUSTOMER You’ve just revisited the key areas of the brief including the target audience so it’s vital you think like the customer. 2. DURING
  129. 129. THE IDEA Does the idea bring the proposition to life in a memorable or dramatic way? LEGS Can the idea work well in all channels; • film • paper • pixels • social 2. DURING
  130. 130. INTEGRATION Has the brand/campaign idea been brought to life in the best possible way? MINUTIAE Don’t stress a missing comma, worry about a missing idea. RECOMMENDATION Have a recommended concept. 2. DURING
  131. 131. FEEDBACK “Spend your time on looking at what is good, and making it great.” Sir John Hegarty – Worldwide CD of BBH 2. DURING
  132. 132. 2. DURING FEEDBACK • Try to recognise the good first • Don’t be afraid to ask questions ‘be a Juror, not the Judge’ • Seek understanding if you aren’t sure about something • Initial feedback is good and appreciated • Not sure then ‘sleep on it’ and give feedback later
  133. 133. 3.AFTER
  134. 134. THE DE-BRIEF Consolidate and give clear guidance about the collective feedback. Use the MB Debrief Form. OPTIONS Separate the amends into 1. mandatory and 2. optional changes. 3. AFTER
  135. 135. OPINIONS Everyone has a opinion about advertising, but have they read your brief? 3. AFTER
  136. 136. FEELING NERVOUS? Great. That’s a good thing. Pin the work on your wall and give the ideas the overnight test. And remember. 1. Safe 2. Surprising 3. Courageous REDIRECT Resist the temptation to rework yourself. Try redirecting instead, it’s always more productive. 3. AFTER
  137. 137. STAKEHOLDERS Ask for help. We are there for you. 3. AFTER
  138. 138. STAKEHOLDERS These are busy people, make it easy for them to see the thinking. 1. Begin with the brief. Always attach the brief (or a summary) 2. Identify the level of creative that they are reviewing • Adcepts • Creative territories • Scamps Vs Mac layouts 3. Present like the agency and begin with a rationale 3. AFTER
  139. 139. STAKEHOLDERS 4. Do your homework, prepare well, and rehearse 5. Present with their desired outcomes in mind. Time, money, politics, legals and ‘pet hates’ 6. Timing is everything (pick your moment) 3. AFTER
  140. 140. 3. BETTER PRSENTATIONS 1. Be the customer 2. Juror not Judge 3. Redirect, don’t rework

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