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How to write a creative brief

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WWW.PRT.RU 
HOW TO MAKE YOUR 
AGENCY WORK
PLAN 
 Introduction 
 What is PR 
 How to write a brief 
 Practice makes perfect
PRT 
We are storytellers 
 PR 
 Event 
 Digital

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How to write a creative brief

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Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/

Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/

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How to write a creative brief

  1. 1. WWW.PRT.RU HOW TO MAKE YOUR AGENCY WORK
  2. 2. PLAN  Introduction  What is PR  How to write a brief  Practice makes perfect
  3. 3. PRT We are storytellers  PR  Event  Digital
  4. 4. 3 FACTS ABOUT PRT  Clients stay for long  80% on retainer  60% PR & Digital
  5. 5. UNILEVER PARTNERSHIP
  6. 6. WHAT IS PR
  7. 7. WTF PR is an art of brand related storytelling
  8. 8. WHAT IS PR
  9. 9. HOW IT WORKS Our products are natural It`s farmer`s choice Farmers call Unilever brand of choice Farmers choose it, so will I
  10. 10. WRITING A BRIEF
  11. 11. WHAT IS A BRIEF Encode Decode
  12. 12. WORKFLOW Brief I guess everything is clear I guess they want this and this Mother of god, what is this? Proposal
  13. 13. BAD BRIEFS RESULTS He delivered the wrong message She thought she could “modify timings”
  14. 14. WHAT A GOOD BRIEF DOES We understand what and how should we do
  15. 15. SINGLE MINDED Good brief gives single direction
  16. 16. SINGLE MINDED  Our key audience are men, but consider woman important too  We should drive our new SKU, but old ones are important too  We need to support new product launch  35 y.o. men are our core target
  17. 17. SHORT  1-2 A4 papers  No repetitions
  18. 18. CLEAR  Less marketing slang  No graphs & numbers  Only valuable info
  19. 19. POINT OF VIEW Good brief gives point of view
  20. 20. POINT OF VIEW  Propose your ideas about our target audience  Use any appropriate channels for communication  Focus on woman glossy press  Bloggers should be key channel of our communication
  21. 21. LET`S CREATE A BRIEF
  22. 22. NAMELESS KETCHUP
  23. 23. HOW BRIEFS ARE BORN Briefs are born from templates
  24. 24. BRIEF TEMPLATE  What is the background  Why are we communicating  Who are we talking to  What is the insight  What is the one thing we want to say  Why should people believe  Mandatory elements  Timing & Budget  List of deliverables
  25. 25. WHAT IS THE BACKGROUND Describe the situation and brand
  26. 26. WHAT IS THE BACKGROUND  Marketing research excerpts  Market overview with graphs and competitor stats  Brand history from the beginning of time A new ketchup created from cherry tomatoes. Imported from Spain. Mixed in sterile conditions, without heat procession. Contains 100% of cherry tomato vitamins. Used in Uiliam Lamberty`s restaurants. Designed for those who eat food, not nutrition
  27. 27. WHY ARE WE COMMUNICATING Describe the goal of communication
  28. 28. WHY ARE WE COMMUNICATING Current belief Current action Message Reason to believe Preferred action Preferred belief
  29. 29. WHY ARE WE COMMUNICATING Our goal is to create a picture in the head of our consumers
  30. 30. WHY ARE WE COMMUNICATING  To sell more ketchup  To tell people our ketchup is great  To raise awareness about our ketchup  To launch our ketchup in Russia To make our ketchup the only ketchup trendy people consider worth buying
  31. 31. TARGET AUDIENCE Describe them as individuals, not as demographic group
  32. 32. TARGET AUDIENCE Tell us about their relationship with the brand or category
  33. 33. TARGET AUDIENCE A short story about their life will be perfect
  34. 34. TARGET AUDIENCE  Men & woman  18 – 35  Middle to high income  Health geeks  Foodies Mary & Paul are young and successful urban professionals. Both of them enjoy healthy food, but sometimes they just want to have something simple. Ketchup is a low level guilty pleasure for them
  35. 35. INSIGHT Insight is a secret knowledge and an ultimate source of inspiration
  36. 36. INSIGHT Good insight tells something personal about people: thoughts, fears, desires, passion
  37. 37. INSIGHT Insight should be told correctly, you need to feel it. Wording is critical
  38. 38. INSIGHT Insight is not a:  Fact  Idea  Problem  Notice
  39. 39. INSIGHT Yes, it`s true No, these are not insights  Young girls like to make selfies  Mothers feel responsible for the health of their children  Most of low income men in Russia live boring eventless life
  40. 40. INSIGHT Insight is a simple but deep truth about human behavior Insight builds an emotional bond between brand and consumer
  41. 41. INSIGHT FORMULA Insight = need + barrier + solution
  42. 42. EXAMPLE 1: DOVE  All woman want to be beautiful  Some woman have problems with self confidence  Beauty standards are artificial Woman are one`s most vicious critics
  43. 43. DOVE REAL BEAUTY SKETCHES “Dove Real Beauty Sketches” is a world phenomena gone far beyond marketing
  44. 44. EXAMPLE 2: AXE I want to be attractive to opposite sex Every man dreams of a woman making the first step
  45. 45. AXE: AXE EFFECT “Axe effect” is an iconic marketing campaign with tones of monumental activations
  46. 46. INSIGHT CHECKLIST This looks like an insight  Personal  Non obvious  Touching  Creating visions
  47. 47. NAMELESS KETCHUP I want to eat healthy & tasty food I want to eat high quality products Cherry tomatoes are considered premium
  48. 48. MESSAGE What do we want to say. All information from the brief is expressed with message
  49. 49. MESSAGE Message should be short & clear
  50. 50. MESSAGE EXAMPLES Nameless ketchup is the only cherry tomato ketchup containing 100% vitamins because of it`s unique & innovative sterile production technology Nameless ketchup is the only ketchup you can consume staying trendy
  51. 51. MESSAGE Message is not as slogan, it should not “sound”, it should carry “meaning”
  52. 52. MORE MESSAGE EXAMPLES  Nameless ketchup: stay cherry, stay trendy  Nameless ketchup: made with less steam and more vitamin Nameless ketchup is the only ketchup you can consume staying trendy
  53. 53. MESSAGE Message should be connected with all other parts of the brief
  54. 54. REASON TO BELIEVE RTB is a piece of info about the brand that supports the message and make it sound true
  55. 55. WHERE RTB IS BORN Brand facts: ingredients, technology, acknowledgment What brand does: save your time, heals wounds, refuels you How it makes you feel: healthy, sexy, elite Where it comes from: Marlboro country, Alps, Spain
  56. 56. CHOOSE THE CORRECT RTB  Made from cherry tomatoes  Preferred by Uiliam Lamberty  Imported from Spain – land of sun  Preserve 100% tomato vitamins
  57. 57. TECHNICAL DETAILS
  58. 58. MANDATORY ELEMENTS Tell us about things we should consider
  59. 59. MANDATORY ELEMENTS EXAMPLES  Category seasonal aspects  Guidelines  Blogger relations  Glossy press focus  Campaign time  No press tours  Gifts max budget: 5k  No wonderzine  No Artemy Lebedev
  60. 60. DELIVERABLES Describe what materials you expect to receive
  61. 61. DELIVERABLES EXAMPLE  3 big ideas for 360 campaign in PPT  Launch event proposal in PPT  2015 detailed PR strategy in PPT  Detailed budget in excel  Team credentials  SMM strategy
  62. 62. TIMING When do you want to see our proposal  When proposal should be sent  Date of presentation  Results  Work start
  63. 63. BUDGET No budget forecast – no good proposal
  64. 64. KPI How will you measure results
  65. 65. NAMELESS KETCHUP
  66. 66. NAMELESS KETCHUP
  67. 67. LET`S PRACTICE!
  68. 68. Thank you! WE ARE STORYTELLERS WWW.PRT.RU 2014

Hinweis der Redaktion

  • Я быстро расскажу вам как мы в агентстве понимаем PR и его цели и потом мы перейдем к главной цели нашей встречи: расскажу о том, как качественно забрифовать агентство. Ну а в конце мы применим получненные знания на практике.
  • Привет, меня зовут Михаил Фомичев, я концептуальный креатор в агентстве PRT.
    Мы – 12 лет на рынке и мы одинаково хорошо можем все.
  • Углубляем бренд, рассказывая по него истории т.е. закрепляя определенные атрибуты бренда в голове потребителя.
    Например: flush tracker день туалета
  • Необходимое и достаточное изложение материалов, необходимых для выполнения задания. Мост, между клиентом и агентством и маяк в океане возможностей
  • Если бриф не ок, то результат получается такой
  • Объясняет, что нужно сделать и дает направление мысли
  • Брифы рождаются из шаблонов. На самом деле все они одинаковые
  • Брифы обычно заполняются на основании шаблонов.
  • Если ты модный, то будь модным во всем и везде
  • Особенно с инсайтом
  • Пример с сиськами Sony

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