What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an insurance ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation.
This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
24. TIP No. 1
~ 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
50. The what?
How you define the problem defines the solution.
TRIGGER No. 1
51. Tips in writing a ‘well put’ problem
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HINTS ‘N’ TIPS No. 3
Try reducing the problem to a challenging question.
State the problem, don’t prescribe the solution.
Be excited by the problem/opportunity.
53. The Archer family
Three things you should consider when
uncovering the customer insight.
1. The Archer families demographics
2. The Archer families psychographics
3. Examine their beliefs
TRIGGER No. 2
The who?
56. THE ARCHER’S PEN PORTRAIT
DEMOGRAPHIC:
AGE:
SEX:
ENTHNICITY:
FAMILY STATUS:
HOME:
JOB:
PSYCHOGRAPHIC:
LIFESTYLE:
HOBBIES:
INTERESTS:
ATTITUDES:
BEHAVIOUR:
VALUES:
Describe the Archers in relation to the brand and category.
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The Archer family
EXERCISE No. 3
81. TIP No. 4
WHY: Is the insight clear
and true?
~ Does the ‘PROP’ fully answer
the business challenge?
HOW: Are all the details
there and correct?
82. ~ In one sentence state what the agency is
being tasked to do
~ Bring the customer to life
~ Identify a fresh truth about the customer’s
emotion or behaviour, that can be used to solve
the problem
Thesecretof betterbriefs
86. 1. BEFORE
SMILE Creative types are nearly always very nervous.
For a smoother presentation be positive, open and engaged.
RECAP Begin by revisiting the four main areas of the brief.
• Problem • Audience • Insight • Prop
87. 1. BEFORE
EXPECTATIONS Have a clear understanding of the level of
creative that is 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.
89. 2. DURING
BE THE CUSTOMER
You will have just revisited the main areas of the brief including
the target audience, so now it is vital that you think like, and
assess the ideas as if you were the customer. Be the customer.
90. 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 multiple channels;
• film • paper • pixels • social
ahhh! Has the idea used the Allianz ‘ahhh’ device in the best
way possible?
MINUTIAE Don’t stress about a missing comma,
worry about a missing idea.
91. 2. DURING
FEEDBACK In the meeting be clear about who, when and
how 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
93. 3. AFTER
CIRCULATION Attach the brief and identify the level of
presentation when presenting the concepts to the business for
internal approval.
THE DE-BRIEF Consolidate all feedback.
REDIRECT Resist the temptation to rework yourself.
Try redirecting it’s always more effective.
AND try separating the amends into mandatory
and optional changes.
TIMINGS Work with the team to allow a fair
amount of time to allow the amends to be made.
94. 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
95. 3. HOW TO GIVE MORE
EFFECTIVE FEEDBACK
~ Recap the brief
~ Be the customer
~ Redirect, don’t rework