Presentation deck from Brandon Geary's Workshop at the School of Visual Concepts

1. 1
WRITING EFFECTIVE
(DIGITAL) CREATIVE
BRIEFS

2. 2
HELLO

3. 3
AGENDA
—
9:00-9:15
INTRODUCTION
9:15-10:00
STRATEGY BRIEFS IN BRIEF
10:00-10:30
PREPARING TO WRITE A BRIEF
10:30-10:45
BREAK
10:45-NOON
EXERCISE 1
12:00-12:30
LUNCH
12:30-2:15
EXERCISE 2
2:15-2:30
BREAK
2:30-3:15
EXERCISE 3
3:15-4:00
PITCHING

4. 4
INTRODUCTIONS

5. 5
RAPPORT

6. 6
WHO AM I TO "
TELL YOU ABOUT
STRATEGY?

7. 7
STRATEGY IN BRIEF

8. 8
WHAT IS A CREATIVE
BRIEF?

9. 9
STRATEGY?

10. 10
TACTICS?

11. 11
PHILOSOPHY?

12. 12
THE THINKING BEFORE
THE DOING.

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AN ADVERTISEMENT
FOR THE PROJECT.

14. 14
CONFESSION

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I CAN’T TEACH YOU HOW
TO WRITE BRIEFS.

16. 16
I THINK I CAN TEACH
YOU HOW TO THINK.

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17

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19 DSAA Launch Plan

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20

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21

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DON’T RELY TOO "
MUCH ON BRIEFS.

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THERE IS NO
FINISH LINE.

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DON’T ASSUME BRIEFS
ARE USELESS.

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REASONS TO WRITE A
CREATIVE BRIEF:

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EFFICIENCY

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FOCUS

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QUALITY

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OTHER LESS GOOD
REASONS:

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TO SAY YOU DID IT.

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COVER YOUR ASS.

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TO PARAPHRASE.

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SHOW YOUR
BRILLIANCE.

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YOU WILL BE GOOD AT
THIS WORK IF…

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YOU ARE
COLLABORATIVE.

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YOU FIGHT
PROCRASTINATION.

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YOU HAVE IDEAS.

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YOU HAVE COURAGE TO
SHARE YOUR IDEAS.

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YOU ENJOY WRITING IN
PLAIN LANGUAGE.

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YOU LOVE TO SIMPLIFY.

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YOU LOVE THE
BUSINESS.

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YOU ARE CURIOUS.

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YOU ARE OBSERVANT.

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YOU ARE WILLING TO
BELIEVE.

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YOU READ CASE
STUDIES.

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WHAT’S IN A BRIEF?

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OVERVIEW
—
1. WHAT’S ASSIGNMENT ARE WE TALKING ABOUT?
2. WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT?
3. WHO ARE WE TALKING TO?
4. WHAT DO THEY THINK OR FEEL NOW?
5. WHAT DO WE WANT THEM TO THINK OR FEEL?
6. WHAT IS OUR KEY IDEA?
7. WHAT IS OUR SUPPORT?
8. THINK ABOUT…
9. CONSTRAINTS
10.

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1. ASSIGNMENT

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DEMYSTIFY THE
ASSIGNMENT.

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MASTERBRAND VS. PRODUCT
!Creates sense of urgency
!Contains a reason to buy
!Distinct call to action
around product
! Selective use of media
properties & assets in
research/consideration
and purchase
Masterbrand :
Drive Intel Relevance
Product
:
Demand
s0mula0on
Drive
preference,
highlight
the
benefits
&
connect
them
to
primary
purchase
drivers
through
the
funnel
Product assets to add increased levels of
feature detail deeper in the funnel.

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CAMPAIGN IDEA THAT
PROTECTS THE
PRODUCT’S POSITION AS
MARKET LEADER AND
PREMIUM PRODUCT IN A
SEA OF UPSTARTS AND
LOW COST OR FREE
OPTIONS.

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A CONTENT LED IDEA
THAT WILL GENERATE
BUZZ IN SOCIAL
CHANNELS AND CREATES
INTEREST IN AN OLD
BRAND IN A LOW
INTEREST CATEGORY.

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A DIGITAL EXPERIENCE
THAT AMPLIFIES THE
BRAND’S REAL BEAUTY
POSITION.

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A SOCIAL CAMPAIGN IDEA
THAT MOBILIZES THE
PRODUCT’S MOST LOYAL
FANS

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WHEN WRITING THE
ASSIGNMENT AND
OBJECTIVES, THINK
ABOUT THE BRAND.

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CHALLENGER
LEADER
VALUE
INNOVATOR

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2. THE PLAIN TRUTH

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NOT JUST
BACKGROUND. "
BE HONEST ABOUT THE
CHALLENGE AND
INSPIRE THE TEAM.

70. WEIGHT WATCHERS HAS
HISTORICALLY STRUGGLED TO
GET MALE CUSTOMERS TO
SIGN UP, BUT COMPETITORS
LIKE NUTRISYSTEM ARE
SUDDENLY MAKING HEADWAY.
70

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DOCKERS SALES HAVE BEEN
IN GRADUAL DECLINE FOR
NEARLY TEN YEARS AS
TREND INFLUENCERS VIEW
THE PRODUCT AS A SIGN OF
WEAKNESS. RECALL THE
SCENE FROM FIGHT CLUB.

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TWO THIRDS OF BEST BUY’S
SALES OCCUR DURING THE
HOLIDAY TIME FRAME. POOR
DIFFERENTIATION AND A
LACK OF FOCUS COST THEM
LAST YEAR. THIS YEAR WILL
BE DIFFERENT.

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3. TARGET AUDIENCE

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FOCUS GROUP OF ONE.

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WHAT YOU FOUND, "
NOT WHAT YOU THINK.

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SOCCER CRAZY KID

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80

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81

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KBD

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SEGMENTATION

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4. WHAT DO THEY THINK
OR FEEL NOW?"
"
WHAT DO WE WANT
THEM TO THINK OR
FEEL?

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WHAT DO THEY
THINK OR FEEL
NOW?
WHAT DO WE
WANT THEM TO
THINK OR FEEL?

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WHAT DO THEY
THINK OR FEEL
NOW?
WHAT DO WE
WANT THEM TO
THINK OR FEEL?
WEIGHT WATCHERS IS A
DIET PROGRAM.
DIETS DON’T WORK.
WEIGHT WATCHERS DOES
WORK.

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WHAT DO THEY
THINK OR FEEL
NOW?
WHAT DO WE
WANT THEM TO
THINK OR FEEL?
HYBRID CARS DON’T
HAVE THE POWER OR
PERFORMANCE OF THEIR
GASOLINE POWERED
COUNTERPARTS.
THE MERCEDES HYBRID
IS NOT A HYBRID. IT’S
FIRST AND FOREMOST A
MERCEDES BENZ.

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WHAT DO THEY
THINK OR FEEL
NOW?
WHAT DO WE
WANT THEM TO
THINK OR FEEL?
INSTANT COFFEE IS NOT
FOR PEOPLE WHO EITHER
KNOW OR APPRECIATE
COFFEE. IT REALLY ISN’T
COFFEE AT ALL.
STARBUCKS VIA IS SO
GOOD YOU MAY NOT BE
ABLE TO TELL THE
DIFFERENCE BETWEEN
INSTANT AND BREWED.

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5. KEY IDEA

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NOT A TAGLINE, A
FOCUSED ARTICULATION
OF THE STRATEGIC
INTENT.

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HAPPINESS IN A
BOTTLE.

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98

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99

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TOOLS FOR CREATIVE
MINDS.

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THE BEST WAY TO PAY
FOR EVERYTHING THAT
MATTERS.

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ELEVATE YOUR
AUTOMOTIVE LIFE.

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105

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DO MORE FROM LESS.

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THE LAGER OF SUPREME
QUALITY AND WORTH.

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6. SUPPORTING TRUTH

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CONSIDER HOW TO
MAKE SUPPORTING
TRUTH DISRUPTIVE.

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DISRUPTIVE SUPPORTING TRUTHS
64 MB of storage
vs.
1000 Songs
3G
vs.
Nation’s Largest
Hybrid
vs.
100% Electric
41 degrees
vs.
Uncertainty

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OWNERSHIP
113
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
Streaming means movies are here
today gone tomorrow
Disney Access Disruption
Your movies are safe and
always there for you

114. 114
ACCESS
114
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
Digital services are tied
To an individual
Disney Access Disruption
Now everyone gets their own Disney

115. 115
EXCLUSIVITY
115
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
Digital services has blurred the line
between movies, TV and video. It’s all
just “content”
Disney Access Disruption
It’s not content, it’s Disney.
And Disney is only on Disney Access.

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EXPERIENCE
116
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
Digital means going to the movies isn’t
what it used to be.
The rise of the digital omnivore.
Disney Access Disruption
Magical movie moments still happen. On
Disney Access.

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BONUS FEATURES
117
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
Bonus features are no longer a bonus for
most people.
Terminology has lost meaning.
The forgotten extras.
Disney Access Disruption
With Disney Access every movie is a special
edition.

118. 118
REWARDS
118
Redefine
Category
Conceptual
Inspiration
Shared
Ideal
Supportive
Truth
Convention
The digital world has driven free and
freemium into the collective, making
traditional rewards less valuable.
Disney Access Disruption
Disney Access Rewards are for people who
love Disney. They’re personal.

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7. THINK ABOUT…
119 DSAA Launch Plan

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SHARE YOUR INITIAL
IDEAS TO PRESSURE
TEST YOUR THINKING.
120 DSAA Launch Plan

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COMPARE
RE-IMAGINE
RIDE A
WAVE

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8. CONSTRAINTS
122 DSAA Launch Plan

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PREPARING TO WRITE A
BRIEF
123 DSAA Launch Plan

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SPEND SOME TIME
GRAZING.
124 DSAA Launch Plan

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CULTURE
BUSINESS
BRAND
CONSUMER
COMPETITOR

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127

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EXERCISE 1

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OVERVIEW
—
1. WHAT’S ASSIGNMENT ARE WE TALKING ABOUT?
2. WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT?
3. WHO ARE WE TALKING TO?
4. WHAT DO THEY THINK OR FEEL NOW?
5. WHAT DO WE WANT THEM TO THINK OR FEEL?
6. WHAT IS OUR KEY IDEA?
7. WHAT IS OUR SUPPORT?
8. THINK ABOUT…
9. CONSTRAINTS
10.

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130

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CHALLENGER
LEADER
VALUE
INNOVATOR

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132

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133 DSAA Launch Plan

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134 DSAA Launch Plan

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EXERCISE 2

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OVERVIEW
—
1. WHAT’S ASSIGNMENT ARE WE TALKING ABOUT?
2. WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT?
3. WHO ARE WE TALKING TO?
4. WHAT DO THEY THINK OR FEEL NOW?
5. WHAT DO WE WANT THEM TO THINK OR FEEL?
6. WHAT IS OUR KEY IDEA?
7. WHAT IS OUR SUPPORT?
8. THINK ABOUT…
9. CONSTRAINTS
10.

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EXERCISE 1

141. 141
OVERVIEW
—
1. WHAT’S ASSIGNMENT ARE WE TALKING ABOUT?
2. WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT?
3. WHO ARE WE TALKING TO?
4. WHAT DO THEY THINK OR FEEL NOW?
5. WHAT DO WE WANT THEM TO THINK OR FEEL?
6. WHAT IS OUR KEY IDEA?
7. WHAT IS OUR SUPPORT?
8. THINK ABOUT…
9. CONSTRAINTS
10.

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EXERCISE 2

147. 147
OVERVIEW
—
1. WHAT’S ASSIGNMENT ARE WE TALKING ABOUT?
2. WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT?
3. WHO ARE WE TALKING TO?
4. WHAT DO THEY THINK OR FEEL NOW?
5. WHAT DO WE WANT THEM TO THINK OR FEEL?
6. WHAT IS OUR KEY IDEA?
7. WHAT IS OUR SUPPORT?
8. THINK ABOUT…
9. CONSTRAINTS
10.

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124/98 /14 DSAA Launch Plan

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125/18 /14 DSAA Launch Plan

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—

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—

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—

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—

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EXERCISE 3

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