A presentation by Gavin Barrett, founding partner and creative director at Barrett and Welsh Inc. to the Strategic Communications class at UofT/Rotmans taught by Ishan Ghosh, CEO and Partner at Barrett and Welsh Inc.

1. © barrett and welsh
BRIEF
THE
AR T OF
T HE

2. OR,
WAYS TO FILL
YOU R BRIEFS

3. THE QU ALITY OF THE
BRIEF IS IN VE RS E L Y
PROPORT ION AL
TO THE LEN GTH O F
WORDS US ED .
DAV E TRO TT

4. DAVE TROTT’S
B INARY BRI EF
DAV E TRO TT

5. WHO SHOULD B UY IT?
DAV E TRO TT

6. INSTEAD OF WH AT?
DAV E TRO TT

7. WE’RE SIM P L E
OR WE’RE D EAD.
DAV E TRO TT

8. SIMPLE IS V ERY C OM PLI CAT ED .
ME

9. BRIE FS SHOULD BE LESS ABOUT
EXP RE SSING THE VALUES OF A BRAND
AND MORE ABOUT PROGRAMMING
A BR AND’S OWN BEHAVIOUR AND
R E LATIONSHIP WITH THE WORLD.
GREG DI NOTO

11. BRIE FS SHOULD BE LESS ABOUT
EXP RE SSING THE VALUES OF A BRAND
AND MORE ABOUT PROGRAMMING
A BR AND’S OWN BEHAVIOUR AND
R E LATIONSHIP WITH THE WORLD.
GREG DI NOTO

12. A BRIEF IS THE BRAND’S
INSTRUCTION MA NUAL
FOR COM MUNICATING.
ME

13. 3 M IST A KES WH EN
WR IT I NG A B RIE F
KI M ALTIN

15. WH AT IS A N I NSIGH T?

16. INSI GH T: PEO PL E RUN OUT OF
MILK BE FOR E THEY B UY MORE .

19. BARTL E B O G LE HE GART Y
& L EVI S

20. EMMA C OO KSO N’S (BBH) GOL DE N R U LE:
MAK E SU RE T HE BRI E F
IS C OM PL ET ELY, UT T E RLY
INTER NA L L Y C ONSIS T E NT

26. WH AT’ S MY MAD NESS,
UM , M ETH OD .

27. FIR S T T HE BRIE F.
THEN T HE CRE AT IVE .
ME

29. THE B ES T CREAT IVE BRI E F
QUEST I ONS THE ANSWE RS
&ANSWE RS THE Q UE ST I ONS.
ME

30. THE B ES T CREAT IVE BRI E F
IS B ULL SH IT -FREE .
ME

31. THE B ES T CREAT IVE BRI E F
IS A BA D AD.
ME

32. THE B ES T CREAT IVE BRI E F
I S N OT CR E AT IVE .
ME

33. THE M OS T L IB ERATI NG
CR EA T IV E BRI EF
IS A WA T ERTIGH T B OX.
ME

34. BR I EF:
TH ER E’S NEVE R B EE N
A W OM AN L IKE H ER.

40. WA LK T HE B RIE F.
ME

41. ME
EXPOS E YOUR B RIE F T O
YOUR HA RSHEST C RI T I C . YOU.
YOU CA LL T HA T
A BRIEF ? HA !
BO O.

42. TH E
BAR R ETT AND WE LSH
CR EA T IV E BRI EF

43. © barrettandwelsh
Why are we
advertising?
Who are we
talking to?
What do we want
from them? What do
they want?
What do we
want to say?
Why will they
believe us?

44. © barrettandwelsh
I’m the agency.
And I’m the
brand.

45. © barrettandwelsh
Why are we
advertising?

46. © barrettandwelsh
We have just invented the
iPhone. It is mobile phone,
mobile internet and iPod rolled
into one. Mobile phones are never
going to be the same again.

47. © barrettandwelsh
Who are we
talking to?

48. © barrettandwelsh
Anyone with fingers and a
love of cool – M/F, 15-60,
TV watchers, music lovers.
They believe that if Apple
made a phone it would
probably be as cool as the
iPod.

49. © barrettandwelsh
What do we want
from them?

50. © barrettandwelsh
This phone is so
fucking sexy I will
wait in line for 2
days so I can be the
first to get it.

51. © barrettandwelsh
What do they
want?

52. © barrettandwelsh
Tech has become
the enemy of touch.
Smartphones feel techy.
Not human. They don’t
integrate into my vast
non-tech life. They don’t
connect with me.

53. © barrettandwelsh
What do we want
to say?

54. © barrettandwelsh
The sexiest, most
human, most life-
changing phone
ever made.

55. © barrettandwelsh
Why will they
believe us?

56. © barrettandwelsh
Touch technology,
gesture driven
navigation, things -
“apps” - for actual
life.

57. © barrettandwelsh
Anything else?

58. © barrettandwelsh
Use apple.com and new
iPhone brand standards.
Remember we are about
touch. Be human.
Competition? Blackberry?
Ha! In a decade Blackberry
will be an iPhone app.

59. TH E ADS THAT LAUNCHED
TH E I PH ONE F IRST REMINDED
U S T H AT PH ONES USED TO BE HUMAN.
U SE D TO BE A WAY TO CONNECT.
TH E N THEY SH OW ED US WHY IT WAS
GOI NG TO B E T H AT WAY AGAIN.

60. © barrettandwelsh

61. © barrettandwelsh

62. THE BES T BRIE FS M AKE
THE BES T ADV ERTIS IN G
POSSIBLE.

63. THE BES T ADV ERTIS IN G?

64. THAT’S A WHOL E O THE R
PRESENTATION .

65. #BLOODY GREATIDEAS #BARRETTAN DWELSH
THANK Y OU

66. CREDI T WHERE CREDIT I S DUE
BRAND
MOPHIE
MILK BOA RD
LEVIS
APPL E IPHONE
AGENCY
DEUTSCH
GOOD BY BERLIN SILVERSTEI N
BARTLE B OGLE H EGARTY
CHIAT DAY