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6 How to write a creative brief
- 1. FRIDAY EXPLORER HOW TO WRITE A CREATIVE BRIEF
- 4. WHAT GOES IN OUR MIND…
- 5. Need 1 mailer…ye brief hai ??!!?? How should I convey it to the creatives ?? Shitt yaar… Brief agaya
- 7. Kya Laye ho… Kyu Laye ho… Last time to yeh hi kia tha… We don’t understand… Please get some clarity on the brief… Umm.. Par main… Par wo toh… Par suno toh…
- 8. MOMENT OF TRUTH… CREATIVES ARE DELIVERED TO SERVICING
- 9. ACCOUNT EXECUTIVES V/S CREATIVES
- 10. BRIEF CAN MAKE IT OR BREAK IT… Wrong Brief Hang him, not let him go Right Brief Hang him not, let him go
- 11. WE CAN AVOID ALL THESE… HAVE A STRUCTURED APPROACH
- 12. What is Creative Brief ? • A creative brief is a one-page document that puts in writing all the key information you want the creatives to know before working on the creative campaign • It is the bridge that connects strategic thinking and creative execution and is the key tool with which the account managers can unlock the imagination of creative people and give them a direction for execution • It is the first ad of the campaign
- 13. History • Coined in 1863 • For Abraham Lincoln’s speech for the dedication of the new Soldiers National Cemetery in Gettysburg, Pennsylvania
- 14. What is it’s Role ? • To Liberate the creative process. Not control. • To provide a springboard for ideation • Inform. Interest. Persuade. Guide.Inspire.
- 15. Elements of Creative Brief Background Mandatories Objective Creative Brief Single Minded Proposition Desired Response Target Audience Creative Insight
- 16. Background
- 17. • What is the scenario of the market? • What is the Big Picture?
- 18. Example ICICI Bank Retention Mailers ICICI Bank iMobile app facing a unique problem Users do not make financial transactions on iMobile..
- 19. Objective
- 20. • What is the problem of the client that we need to solve? • What do we want to achieve as a result of the communication?
- 21. Example Effective "The purpose of this campaign is to position ElectroQuick as a less expensive, equally effective alternative to BigBrand." Not Effective "The purpose of this campaign is to raise awareness, generate blogger buzz, and create excitement for the client's new ElectroQuick by positioning the client as a leader in innovative global technology with a uniquely humanistic yet professional and sophisticated brand image that compares favorably to BigBrand."
- 23. • What is the one thing that you want to convey? “Throw someone a tennis ball and he will catch it. Throw five and he’ll drop them all.” Adrian Holmes
- 24. Example Avis : We are no. 2, we try harder. Nike : Just Do it. Nerolac : Healthy Home Paints Rolls-Royce : At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock’
- 25. Target Audience
- 26. • Who are we trying to influence? • What He / She would be doing right now? • What is their Behavior towards the Brand, Category ?
- 27. Example DILO Nerolac Home Painting Solutions Mr. Nayak, a Investment Banker lives in South Delhi with his wife and two kids. He is a busy man with high disposable income whose parents are based out of Pune. He care about his parents and does whatever he can to make their life comfortable and pleasant
- 28. Archetypes
- 29. Examples Nike –> The Hero Harley Davidson –> The Outlaw Pampers –> The Helper Virgin –> The Jester Ben & Jerry’s –> The Innocent
- 31. • It is an intrinsic need, desire or a hidden truth of the consumers which is not obvious and helps understand their buying behaviour • "Insight" can be derived from classical market research understanding or from psychological knowledge about emotions and behaviour in relation to the brand.
- 32. Examples “Wives and Girlfriends are more likely to buy men’s body wash than men”
- 33. “ Children love to emulate adults”
- 35. • Brand Guidelines to be followed • For ICICI Bank Mailer – – – – – – – – – Logo on the top right Zurich BT / Arial font Orange, Maroon, Blue, Grey, White only to be used ICICI Bank Template Terms & Conditions Offer Period Clean Shaven faces of models to be used Letter format for the content Complete image, no cut outs
- 36. How should it be ? 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 that information with imagination and flair, then its authors and presenters have no right to expect anything different from their creative teams. John Steel
- 37. Do’s • • • • • • • Creative & Brief Single Minded Proposition (SMP) Single Page K.I.S.S. Strategic Inclusion of Facts & Figures Brief in person
- 38. DONT’S • • • • • • • One size fits all Should not be like a filled form Tactical Dull Technology Driven, Code crunched Instruction based A list a statistics
- 39. WHAT WE FOLLOW…
- 40. 6.5 STM Brief
- 41. Activation Mailer Brief ICICI Bank iMobile
- 42. Brief Buddy – A Brief Cracking Mobile App
- 43. I Am Statements • A single line Brief written by stepping into consumer’s shoes from their perspective.’ • They are not descriptive “personas.”
- 44. SUGGESTION Initiation of Best Brief Awards in our Agency
- 45. HENCE CREATIVE BRIEF – A FOUNDATION THAT MAKES THINGS RIGHT