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The Creative Brief

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A master class designed for the Miami Ad School Lima's Boot Camp in Account Planning.

Publicada em: Marketing
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The Creative Brief

  1. 1. THE BRIEF, OUR DUTY
  2. 2. LET’S GET EXCITED ABOUT ADVERTISING
  3. 3. 99%OFTODAY’S ADVERTISINGISSHITSource: Advertising for people who don’t like advertising
  4. 4. Nevertheless, we still have hope…
  5. 5. “It’s a time when advertising can be hated in whole new ways, but also occasionally admired for its bravery and experimentation” Erik Kessels KesselsKramer Founder and CCO Source: Advertising for people who don’t like advertising
  6. 6. WTF DOES THE CREATIVE BRIEF HAVE TO DO WITH THIS?
  7. 7. Even though the Planner doesn’t come up with “the idea”, he is orchestrates it and inspires it.
  8. 8. And the tool to achieve this is the CREATIVE BRIEF.
  9. 9. A 1-PERCENTER CASE
  10. 10. IF ONLY FOR A SECOND Agency: Leo Burnett Paris Client: Mimi Foundation
  11. 11. A brief MUST NOT be complex, has to be as simple as:
  12. 12. “You know what I miss the most? Being carefree” Katy A. Diagnosed with cancer two years ago
  13. 13. MATRIMONIO POR ACCIDENTE Agencia: Circus Grey Cliente: Pacífico
  14. 14. PLANTA Agencia: Circus Grey Cliente: Backus
  15. 15. ADÁN Y EVA Agencia: Circus Grey Cliente: BCP
  16. 16. DEW BOTTLE TOOL Agencia: Sancho BBDO Cliente: PepsiCo
  17. 17. WORLD GALLERY Agencia: TBWA Media Arts Lab Los Angeles Cliente: Apple
  18. 18. I WILL WHAT I WANT Agencia: Droga5 New York Cliente: Under Armour
  19. 19. WHAT IS A CREATIVE BRIEF?
  20. 20. Before defining what it is, we need to understand its role.
  21. 21. Probably the best creative brief ever was a phrase-long.
  22. 22. A brief not only establishes the perimeter, but it also gives you inspiration to transcend them.
  23. 23. WHY DO WE NEED A CREATIVE BRIEF, WHEN THERE’S A CLIENT’S BRIEF?
  24. 24. Because this is what a client’s brief looks like:
  25. 25. We are a leader firm in professional services. What we do is: audit, consultancy, taxation and financial transactions. Our values are: quality and responsibility. We also look after our stakeholders by nurturing solid relationships with them, while also giving an excellent service consistent in time. *An actual client’s brief… that made me cry. But the saddest part is that I’m used to this kind of shitty briefs.
  26. 26. We want branding. We want to get closer to 
 our current clients and potential clients. *An actual client’s brief… that made me cry. But the saddest part is that I’m used to this kind of shitty briefs.
  27. 27. This is for top and mid level executives. But it will be ideal that a broader audience could understand this. *An actual client’s brief… that made me cry. But the saddest part is that I’m used to this kind of shitty briefs.
  28. 28. We have a large portafolio to offer to our clients. We give a 150%, more than what you are expecting. We want the message to highlight the Peruvian gastronomy because it is a global trend and that makes us proud**. *An actual client’s brief… that made me cry. But the saddest part is that I’m used to this kind of shitty briefs. **The client’s business is not even remotely related to food or agriculture or gastronomy, but since the CEO had a dream about food (this is 100% true), he thinks that we should relate the services of this B2B company in some way.
  29. 29. This brief far from inspiring me, it makes me want to kill myself.
  30. 30. There are many issues related to client’s briefs.
  31. 31. 1They tend to be either excessively long or excessively short, meaning that they either say too much or nothing at all.
  32. 32. Filled with marketing jargon that a planner HAS TO understand but that will make a creative fall asleep.2
  33. 33. They address a business problem: sales, market share, promotions. But they don’t talk about the real problem: Why they are not already in the place they want to be?3
  34. 34. They tend to include more than one objective and we all know that we can address just one at a time.4
  35. 35. They tend to be written by an intern.5
  36. 36. In my whole life, I’ve only seen once or twice a brief with useful information.6
  37. 37. A creative brief needs to:
  38. 38. ‣Translate marketing jargon to a language that anyone could understand.
  39. 39. ‣Straight forward, no gibberish.
  40. 40. ‣Has to link the brand’s idea with a short-term goal.
  41. 41. ‣Has to be creative. It is every planners opportunity to demonstrate not only their creativity but also their copywriting skills.
  42. 42. WHAT HAPPENS WHEN YOU FUCK IT UP?
  43. 43. Creatives will think that you are a useless idiot.
  44. 44. As someone who is incapable of thinking in a creative way.
  45. 45. And your brief will be sadly IGNORED.
  46. 46. IT’S ALL ABOUT THE RIGHT QUESTIONS
  47. 47. The questions are what matters, not the format.
  48. 48. WHY IS ADVERTISING THE SOLUTION? What are our expectations? Business objective Why aren’t we there yet? Human problem
  49. 49. WHAT WILL BE THE MAIN STRATEGY? What will drive behavior change? The main message Why is this brand the best one to say this? The brand’s positioning statement Where can we be more relevant for people? Touchpoints and roles
  50. 50. FOR WHOM IS THIS? What do we know about the audience and why this will be relevant for them? The key insights about our audience What do we want people to do? The behavior we need to change
  51. 51. HOW DO WE KNOW THIS WAS A SUCCESS? How are we going to judge success? Key metrics What do we have to make this real? Budget and deadlines
  52. 52. BEHIND THE BRIEF
  53. 53. What you need to write a brief is:
  54. 54. KNOWLEDGE ABOUT THE BRAND, PRODUCT, CATEGORY, AUDIENCE AND MEDIA.
  55. 55. COMMON SENSE
  56. 56. Get all your knowledge in order
  57. 57. Get all your knowledge in order Start your research if not enough Audience Brand Product Category Trends Best practices
  58. 58. Get all your knowledge in order Start your research Filter the information if not enough What to do with so much things Audience Brand Product Category Trends Best practices
  59. 59. Get all your knowledge in order Start your research Filter the information WRITE THE BRIEF if not enough Audience Brand Product Category Trends Best practices Time to get your shit together What to do with so much things
  60. 60. WRITE THE BRIEF
  61. 61. WRITE THE BRIEF PREPARE AN AMAZING BRIEFING SESSION
  62. 62. THE PERFECT FINISH TO THE PERFECT BRIEF
  63. 63. The Briefing Session
  64. 64. The briefing session is as important as the brief.
  65. 65. It is like going out on a date.
  66. 66. You have a lot to offer (your Creative Brief). You know you are cool enough.
  67. 67. But if you don’t display your coolness in the right way, you’ll end up getting ditched.
  68. 68. A briefing session has to be as inspiring as the creative brief.
  69. 69. You need to lure your creatives, make them feel as excited as you on the project.
  70. 70. Because, if they feel excited, you’ll have a great outcome.
  71. 71. Try telling a story, not just reading the creative brief.
  72. 72. Let them experiment the product or even take them to where the product is consumed.
  73. 73. Create the perfect environment in order for them to feel relaxed. This shouldn’t feel like work and responsibilities.
  74. 74. THE TWEETBRIEF
  75. 75. I rather train you for a harder task than showing you all the cool brief formats that agencies have.
  76. 76. The TWEETBRIEF.
  77. 77. A good brief, as a good idea, is not longer than a tweet, less than 140 characters.
  78. 78. I have to understand the brand’s problem, learn a core insight about the audience and get the path I must follow.
  79. 79. SPORTS IS WAR MINUS THE KILLING
  80. 80. YOU KNOW WHAT I MISS THE MOST? BEING CAREFREE
  81. 81. THAT I HAVE DONE
  82. 82. ONLY MY BEST FRIENDS GET ME AND I GET THEM, EVERYBODY ELSE THINKS WE ARE IDIOTS.
  83. 83. FOR A CONSERVATIVE GUY, STYLE IS GAY. WHEN ACTUALLY, PLAYING WITH MY STYLE IS A FORM OF ART.
  84. 84. BEHIND EVERY ATHLETE THERE’S A COUNTRY FILLED WITH PEOPLE THAT CREATE THE PERFECT CONDITIONS FOR THEM TO WIN A MEDAL.
  85. 85. WE ARE NOT HERE TO TELL YOU HOW YOU SHOULD DRESS. WE ARE A PLAYGROUND OF INFINITE POSSIBILITIES FOR YOU TO MIX.
  86. 86. WE ALL HAVE THE OPPORTUNITY
  87. 87. TO DO SOMETHING GREAT
  88. 88. OR TO KEEP BULLSHITTING OURSELVES
  89. 89. SEE YA!

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