Академический Документы
Профессиональный Документы
Культура Документы
Agenda
1. What is a creative brief? 2. What a creative brief is not. 3. How to write a creative brief. 4. Some examples. 5. Your turn.
A list of instructions. A checklist. A form to fill out. A copy and paste job. An easy document to write.
1. Job description 2. Target audience 3. Objectives 4. Single minded proposition 5. Substantiation 6. Key response 7. Desired brand character 8. Mandatory inclusions
Job description
What do you want the creative team to produce?
A banner campaign? An email? A website?
Target audience
The bottom line: You need to provide more than just demographics. You need to get inside the consumers head.
Target audience
Who are we talking to?
How old are they? Are they male or female? How much money do they make? What do they read? What TV shows do they watch? What do they think? Feel? What are their likes? Dislikes? What are their dreams? Their biggest fears? What kind of house do they live in? What kind of car do they drive? What sort of job do they have? Where do they shop? Are they customers? Prospects? Do they love our product? Hate our product? Why? How does the product fit into their lives? What makes them tick?
Target audience
Lovable an example (18-30yrs):
Sarah has been with her boyfriend Michael for the past 2 years, shes strong, confident and has attitude. She enjoys going camping just as much as she enjoys their yearly trip to the Lake District where they stay in a cottage with friends. Sarah is currently working in communications, for her, work is about having fun. She still loves her girls nights out but makes sure she still has time for her boy. Shes in to her sport and keeps fit and healthy with regular netball and running. She likes the movies, reads all the gossip mags (Take a break, Pick me up) and reads books on the best seller list. She shops at River Island, Office, Shellys for her shoes. When they get take-away a good Chinese is her favourite and she drinks vodka/tonics and/or Stella beer when they go out with friends. Shes good company and has a great sense of humour.
Target audience
Kissed an example (13-18yrs):
Phoebe is young and cute, her friends describe her as a real character. She LUUURVES her music and her friends, for her its all about on-line chat rooms, her mobile phone, ipod and fashion. At parties she drinks pink Bacardi breezers, she thinks they look totally cool. When she goes shopping with her girlfriends its all about sports clothes. Phoebe hangs out on the weekend and usually goes to the movies, the shops or the beach. She reads Cosmo Girl, but also Cosmo sometimes. Phoebe has a few male friends in her life, but no real boyfriend. Shes close to her mum, but could kill her little brother and sister.
10
Target audience
Interrogate them
Get the word on the street. Put up research surveys
Become them
Read their magazines. Watch their TV shows, movies. Listen to their music. Shop where they shop. Eat where they eat. Join a support group. Use the products they use.
11
Objectives
12
proposition (prp-zshn), n.
1. a plan suggested for acceptance; a proposal. 2. a matter to be dealt with; a task. 3. an offer of a private bargain, especially a request for sexual relations.
13
The bottom line: If the creative brief is not itself creative, if it does not suggest solutions to problems, present information in an expansive and interesting way, and interpret the information with imagination and flair, then its authors and presenters have no right to expect anything different from the creative team.
14
What is the single most motivating and differentiating thing we can say about the brand or product to the target audience to make them act in the desired way? Single minded - ONE compelling reason
15
Product characteristics?
Ways of using it? Price characteristics? Newsworthiness? Product heritage? Image characteristics? Performance compared to competitors? User characteristics? How its made. Surprising facts about the product, users or usage.
16
Disadvantages of non-use
Missed opportunity, risk of damage.
Ways of using it
To share, give, treat yourself.
Price characteristics
Better value, money-off offer, cheaper, more expensive.
Newsworthiness
Surprising facts, unusual attributes, new, improved.
Product heritage
Old-fashioned quality, what your mom used to use, trusted name, founders philosophy.
17
Image characteristics
High quality, good value, friendly service, contemporary, irreverent.
Compared to competitors
Price, product, service.
User characteristics
Celebrities use it, experts use it, the #1 brand (most people use it), exclusive (only a few use it).
18
So, when its written, how do you know if its an engaging proposition?
19
20
21
22
Count the thoughts! Does it have any ands? Or buts? Or brackets? If the answer is yes to any of these, its not single-minded.
23
Single-minded proposition
The powerful zoom lens allows you to spot a bees balls from ten
paces.
24
Single-minded proposition
The normal restrictions dont apply with an Isuzu Rodeo.
25
Target audience
The Trooper buyers are process-oriented. They like knowing all the details before they buy; they dont just buy. They dont buy things for what they say, but instead for what they do. They want to know the features and functions. These are the kind of people who when asked why they bought a Trooper could list about a thousand reasons. They like to be prepared in any eventuality. They are looking for an SUV that can handle anything that might be thrown at them.
Single-minded proposition
Trooper is exactly the right equipment for lifes great expeditionsits the Swiss Army knife of SUVs.
26
Substantiation
The deal clincher. Why should I believe you? Supports the single minded proposition. Makes it credible. Not facts separate from the proposition! Not extra propositions! Tip: If you put because before each proof statement it should follow on from the proposition.
27
Substantiation
Polaroid an example
Single-minded proposition
With Polaroid, the picture is only the beginning.
Substantiation
People can use Polaroid in innovative and unusual ways. Polaroid is a means, not an end. Polaroid can set a chain of events in motion. Polaroids can be taken for a certain reason, to achieve a particular objective. Polaroid is a tool for communication, the pictures can be a language in and of themselves.
28
Key response
What beliefs, attitudes, opinions, behaviour do we want to change? How do we want people to think and feel about our brand? Tip: Should be written in first person.
29
30
31
32
Mandatory inclusions
33
3. Briefs with unrealistic objectives or an unbelievable SMP. 4. Briefs that are lazy.
Generic; nothing unique or distinctive; could be for any brand in the sector. Often full of marketing jargon with no single idea or focus. The catch all brief with something for everyone.
34
Guiding principles
1. Know your product or service inside out. Search for intriguing angles and insights. 2. Make it lean and to the point. Keep it short. Keep it simple.
If its not relevant to the consumer. Its not relevant to the brief. Ultimately the advertising must sell to consumers, not the client. Use simple plain language. No jargon.
5. Bring the brief alive. Remember your job is to inspire great creative. 6. Involve account planning and creative in the process.
35
A final thought
Remember,
36