1.
DAVID BELL • EXECUTIVE CREATIVE DIRECTOR
2019 QANTAS AGENCY BRIEFING WORKSHOP
HOWTOWRITEAKILLER
AGENCYBRIEF

2.
1.What makes a killer agency brief
2.How to brief your agency
[ uncovering the four key creative triggers ]
3. Creative presentations and how to
give creative feedback
2019 QANTAS AGENCY BRIEFING WORKSHOP
DAVID BELL • EXECUTIVE CREATIVE DIRECTOR
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 70 George The Rocks, Street Sydney NSW 2000 AUSTRALIA (02) 9299 0802.

3.
1.WHATMAKES
AKILLER
AGENCYBRIEF
2019 QANTAS AGENCY BRIEFING WORKSHOP
DAVID BELL • EXECUTIVE CREATIVE DIRECTOR

4.
Understanding the
creative process

5.
TIP: Avoid all digital distractions

6.
The first step

7.
Know your
audience

8.
BOTH OFTHEM

9.
BOTH OFTHEM

10.
Where
do ideas
actually
come from?

11.
1.Thisisawesome
2.Thisistricky
3.Thisisshit
4.I’mshit
5.Thismight beokay
6.Thisisawesome

12.
COLLABORATION

13.
Your role

14.
FUELTHE
CREATIVE FIRE

15.
INFORM TO
INSPIRE

16.
At 38 David Ogilvy
started his agency
in New York.
He had just $6,000
and had never
written an ad in
his life.

17.
“GIVE METHE
FREEDOM OF A
TIGHTBRIEF”David Ogilvy

18.
Purpose and restriction

19.
3 WAYSTO
FUELTHE
CREATIVE FIRE

20.
‘the factory visit’

21.
Always put
the product
on their desk

22.
Words are like little bombs.
The right ones can explode
inside us,demandingan
original and exciting idea.

23.
EMPLOY‘WORD BOMBS’

24.
Crazy, zany orange drink

25.
Taste the buzz of real oranges

26.
Harley Davidson
the escape machine

27.
Harley Davidson
sets you free

28.
Rediscover BA, we have
more flights to more places.

29.
Rediscover the pure magic of flying

30.
Your agency brief is
the beginning of the
creative process

31.
2019 AGENCY BRIEFING WORKSHOP
1. Experience the product
2. Use ‘word bombs’
3. Look to ‘inform to inspire’
and you’ll fuel the fire
1.WHATMAKES A
GREAT AGENCYBRIEF

32.
2.HOWTO BRIEF
YOURAGENCY
[ uncovering the 4 key creative triggers ]
2019 AGENCY BRIEFING WORKSHOP

33.
TIP: Where to start

34.
“a problem well put
is half solved”
John Dewey - Pragmatist

35.
The what
‘What is the single biggest issue or opportunity
to focus on? And why is it one?’
TRIGGER 01:

36.
Three ways to define better business problems________________________________________________________________________________________
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________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
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.
TIP: How you define the problem, helps define the solution

37.
The who
TRIGGER 02:
customer insight

38.
Three key things you need to consider when
uncovering a customer insight and building
a persona (pen portrait).
1. demographics
2. psychographics
3. then examine the customer’s beliefs
The who
TRIGGER 02: The Who

39.
CUSTOMER PERSONA
DEMOGRAPHIC:
AGE:
SEX:
ENTHNICITY:
FAMILY STATUS:
HOME:
JOB:
PSYCHOGRAPHIC:
LIFESTYLE:
HOBBIES:
INTERESTS:
ATTITUDES:
BEHAVIOUR:
VALUES:
Describe the customer in relation to the QANTAS brand
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
Tip: Base the persona on an actual Qantas customer.

40.
Spend a day in their life
TIP: Understanding the customer

41.
TRIGGER 02: The Who

42.
How to turn
an observation
into an insight
TIP: Insight formula

43.
Observation:
What people do or say
People eat chocolate bars
to satisfy their hunger
INSIGHT FORMULA: Example

44.
https://www.youtube.com/watch?v=3UO2A2p-19A

45.
Ask yourself what the people
are interested or believe in
and work back from there
TIP: Understanding the customer

46.
TIP: Understanding the customer

47.
The why
TRIGGER 03:
... this is true because

48.
THE SINGLE MOST
COMPELLING THING
WE HAVE TO SAY

49.
SAY IT IN THE
MOST
MOTIVATING WAY

50.
IT IS TRUE
BECAUSE...

51.
TIP: The one big thing

52.
TIP: The one big thing

53.
EXERCISE No. 1 – Finding the real benefits

54.
Don’t just list all the features, draw out the benefits.
EXERCISE No. 1 - PICK THE PROP

55.
PENCILSAVES MAN’S LIFE
TIP: Look for the benefit, of the benefit

56.
The how
TRIGGER 04:

57.
The TOV
More of this Less of this
TRIGGER 04: The how

58.
THE DETAILS HELP
SHAPE THE IDEAS

59.
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?

60.
Pick the prop
EXERCISE No. 2 – Pick the prop

61.
https://www.youtube.com/watch?v=Yxbgm9Bmkzw
EXERCISE No. 2 - PICK THE PROP

62.
THE SINGLE MOST
COMPELLING THING
WE HAVE TO SAY
EXERCISE No. 2 - PICK THE PROP

63.
PROP:
The airline for the world’s people.
EXERCISE No. 2 - PICK THE PROP

64.
Is it ok to relax this much on a plane?
Yes, in American Airlines ‘Lie-Flat’ Business Class.
EXERCISE No. 2 - PICK THE PROP

65.
PROP:
The airline for the world’s people.
PROP:
Sleep flat out in Business Class.
EXERCISE No. 2 - PICK THE PROP

66.
TIP: Summary

67.
3.HOWTO GIVE
CONSTRUCTIVE
CREATIVE
FEEDBACK
2019 BRIEF WRITING WORKSHOP

68.
1.THE BEFORE

69.
PLAYAWAY
Visit the agency. The team are better prepared and more
relaxed when they present in their own environment.

70.
IN PERSON
Whenever possible have the Creative team present their work.
RECAP Always have the agency begin by revisiting the main
areas of the brief.
• Problem • Audience • Insight • Prop

71.
SMILE
Creative types are nearly always nervous, so for a smoother
presentation be positive, open and engaged.

72.
EXPECTATIONS Be absolutely clear about of the
level of creative being presented:
• creative territories • adcepts • scripts & story boards
• scamps Vs full Mac layouts
QUANTITY Have agreement with the agency on the
number of concepts required. (three is good)
1. Safe 2. Surprising 3. Courageous

73.
2.THE DURING

74.
STOP

75.
the who
customer insight
Remember

76.
BETHE CUSTOMER
You should have just revisited the key areas of the brief, including
the target audience so it’s vital you think like the customer.

77.
THREE STEPS TO ASSESSING THE IDEA
1. RELEVANCE
For the customer does the idea bring the proposition to life
in a memorable or dramatic way?
2. LEGS Can the idea work well in all channels;
• socials • pixels • paper • OOH • film • eCRM
And is it...

78.
...SHAREABLE,
INTERACTIVEAND
CONTINUOUS?

79.
3 STEPS TO ASSESSING THE IDEA
3. ROI Does the idea pass the ROI test?
Relevance, Originality & Impact

80.
ON BRAND
Ask yourself; has the brand/campaign platform been
brought to life in the best possible way?
Are we leveraging the power of the brand and the tag line?
Do we need to?

81.
MINUTIAE
At concept stage please don’t stress a missing comma,
worry about a missing idea.
RECOMMENDATION
Always ask for the agencies recommendation.
And why.

82.
FEEDBACK
“Spend your time on looking at what is good,
and making it great.” Sir John Hegarty – Worldwide CCO of BBH

83.
THE MEETING FEEDBACK
• Try to recognise the good first "this is good because..."
• Don’t be afraid to ask questions
‘be a Juror, not the Judge’
• Initial feedback is good and appreciated
• Not sure then ‘sleep on it’ and follow up with
consolidated feedback later

84.
3.THE AFTER

85.
FEELING NERVOUS?
Great. That’s a good thing.
Pin the work on your wall and give the ideas the overnight test.
And always remember.
1. Safe 2. Surprising 3. Courageous
BUT THEN THERE IS THE STAKEHOLDERS

86.
STAKEHOLDERS

87.
STAKEHOLDERS
They are very, very busy people, so make it easy for them to see
your thinking and all your hard work.
1. Always attach the brief (or a summary)
2. Identify for them the level of creative that they are reviewing
• Adcepts • Creative territories • Scamps Vs Mac layouts
3. Put your best foot forward and present like the agency
and write a rationale

88.
STAKEHOLDERS
4. 'Audentes Fortuna Luvat' Don't be afraid to make your
recommendation. And be prepared to say why.
5. Present with the businesses desired outcomes in mind
Time, money, politics, legals and ‘pet hates’
6. Timing is everything (pick your moment)

89.
OPINIONS
Everyone has an opinion,
but have they read your brief?

90.
THE DE-BRIEF
Consolidate and give clear guidance about the collective
feedback.
DISCUSSION
If possible separate the amends into 100% mandatory
vs optional (to be discussed)

91.
REDIRECT
Resist the temptation to rework yourself.
Try redirecting instead, it’s always more productive.

92.
GREAT FEEDBACK LEADS
TO GREAT WORK

93.
2019 BRIEF WRITING WORKSHOP
3. HOW TO GIVE CONSTRUCTIVE
CREATIVE FEEDBACK
1. Be the customer
2. Be the customer
3. Be the customer

94.
2019 BRIEF WRITING WORKSHOP
DAVID BELL • EXECUTIVE CREATIVE DIRECTOR