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Insight Mining

Most important step creative development

Those who are involved with the product are greedy

My product does this and that and this as well!

My product has three new ingredients!

My product should appeal to all men and women, in urban and rural areas

Dont forget those endorsements!

Poor Briefs are more product focused than consumer focused

This is what we have invented! Not These consumer needs are fulfilled

Some tips on writing a good brief

Outside in thinking: be consumer focused. Ban the AND word: dont let the second idea creep in. Be focused on one idea, one thought. Make some real DISCOVERIES about how the consumer thinks and feels. Dont exceed the single page!

The Lowe Creative Brief: Eight Questions to answer in one page.

C r e a t iv e B r ie f a d v e r t is in g
C l ie n t Job no

Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e

Why are we advertising?


The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)?


Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do?


The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight?


The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?


The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?


Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?


Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?


Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir

P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t P r e s e n t a t io n

The Lowe Creative Brief: Eight Questions to answer in one page.

C r e a t iv e B r ie f a d v e r t is in g
C l ie n t Job no

Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e

Why are we advertising?


The role and the goals for the advertising in meeting marketing and communications objectives.

Why are we Advertising? The roles and goals of the advertising in meeting the marketing and communication objectives.

Who are we talking to (and what do we know about them)?


Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do?


The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight?


The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?


The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?


Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?


Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?


Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir

P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t P r e s e n t a t io n

The Lowe Creative Brief: Eight Questions to answer in one page.

C r e a t iv e B r ie f a d v e r t is in g
C l ie n t Job no

Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e

Why are we advertising?


The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)?


Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

Who are we talking to (and what do we know about them)?

What do we want them to think or do?


The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight?


The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?


The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?


Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?


Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?


Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir

Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t P r e s e n t a t io n

The Lowe Creative Brief: Eight Questions to answer in one page.

C r e a t iv e B r ie f a d v e r t is in g
C l ie n t Job no

Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e

What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.

Why are we advertising?


The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)?


Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do?


The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight?


The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?


The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?


Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?


Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?


Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir

P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t P r e s e n t a t io n

The Lowe Creative Brief: Eight Questions to answer in one page.

C r e a t iv e B r ie f a d v e r t is in g
C l ie n t Job no

Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e

What is the core brand insight?

Why are we advertising?


The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)?


Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do?


The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight?


The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?


The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

The surprising, new insightful connection which springs from


Insight MiningTM

Why should anyone believe it?


Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?


Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?


Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir

P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t P r e s e n t a t io n

The Lowe Creative Brief: Eight Questions to answer in one page.

C r e a t iv e B r ie f a d v e r t is in g
C l ie n t Job no

Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e

What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why are we advertising?


The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)?


Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do?


The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight?


The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?


The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?


Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?


Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?


Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir

P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t P r e s e n t a t io n

The Lowe Creative Brief: Eight Questions to answer in one page.

C r e a t iv e B r ie f a d v e r t is in g
C l ie n t Job no

Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e

Why are we advertising?


The role and the goals for the advertising in meeting marketing and communications objectives.

Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

Who are we talking to (and what do we know about them)?


Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do?


The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight?


The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?


The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?


Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?


Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?


Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir

P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t P r e s e n t a t io n

The Lowe Creative Brief: Eight Questions to answer in one page.

C r e a t iv e B r ie f a d v e r t is in g
C l ie n t Job no

Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e

What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.

Why are we advertising?


The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)?


Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do?


The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight?


The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?


The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?


Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?


Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?


Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir

P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t P r e s e n t a t io n

The Lowe Creative Brief: Eight Questions to answer in one page.

C r e a t iv e B r ie f a d v e r t is in g
C l ie n t Job no

Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e

Why are we advertising?


The role and the goals for the advertising in meeting marketing and communications objectives.

What executional considerations are there? Legal, branding, logistical and directional input.

Who are we talking to (and what do we know about them)?


Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do?


The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight?


The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?


The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?


Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?


Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?


Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir

P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t P r e s e n t a t io n

Consumer Insight is the most important

value addition we can make to a clients


brief!

Consumer Insight: The heart of our strategy


Brilliant Innovation

Consumer Understanding

Consumer Insight

Impactful
Communication

The English are always degrading truths into facts. When a truth becomes a fact it loses all intellectual value.

Oscar Wilde

Fact Vs.Truth

Facts are Cold!

Truths are electrifying!

Fact: Milk goes with many things!

Truth: You only notice milk when it isnt there!

FACT: Candies are for sharing.

Truth: When you have some tasty candies, the last piece is the most precious!

Discovering the insights to change behavior

CURRENT: Current behavior

FUTURE: Future behavior

CONSUMER INSIGHT
BECAUSE: If we make them think/ feel differently

Currently think/ feel

COMMUNICATION STRATEGY

Communication Development process

BUSINESS CHALLENGE COMMUNICATION CHALLENGE

CONSUMER INSIGHT

COMMUNICATION STRATEGY IDEA SPRINGBOARDS ADVERTISING IDEA

An Insight is a deeply felt human truth that bonds our brand to our consumer.

AXE:

Every man dreams of the woman


making the first move!

Sprite:

Generation Xers think its cool to believe


that Image is Unimportant!

Lipton Cup-a-Soup:

The eager beaver is secretly envied by most co-workers!

Rexona:

When you are under pressure, you need to feel cool and in-control to come

through!

Thank you

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Discovering Insights