1. Inspiring Creativity

2. © 2013 Cheil Worldwide
@yellif

3. © 2013 Cheil Worldwide

4. © 2013 Cheil Worldwide

5. What do you
think is the role
of modern
planner?
First off:
#InspiringCreativity

6. “You never plan
alone”
“It’s about getting
everyone in, and
allied, around the
North Star: “Where
are we
heading?” .And the
organizing idea to
get there.” #InspiringCreativity

7. “Articulate the
problem the client
needs solving. A
good brief is not
about what a client
wants, it’s what it
needs.”
“The role of a
planner is to make
sense of a client’s
lazy business
problem.”
#InspiringCreativity

8. “To maximise
planning one must
know and be aware of
all media and how to
use them; including
spontaneous tweeting
and reactive videos”
“Be both slow and
fast. Slow
planning to build
the brand.
Fast planning to
respond to any
real time
opportunities with
modern media.”
#InspiringCreativity

9. “To find a unique
insight. To simplify
complex modern
marketing. And
most of all; to
inspire.
“To inspire
creatives to do F*&
%@* amazing work
- that works.”
#InspiringCreativity

10. © 2013 Cheil Worldwide
What are the most
important
components of a
great briefing?

11. © 2013 Cheil Worldwide
Iden%fica%on
of
key
barriers
and
challenges
A
single
proposi%on
Clarity
of
Business
problem
A
real
understanding
of
the
target
audience
Key
trends
relevant
to
the
brief
A
clear
human
insight
A
deep
understanding
of
the
client’s
business
Inspira%on
around
the
brief

12. © 2013 Cheil Worldwide
12
Fellow Planners - Top 5
Component %
1= A clear human insight 20%
1= Clarity of business problem 20%
3 A real understanding of target
audience
18%
4 Inspiration around the brief 13%
5= Identification of key barriers 10%
5= Single Proposition 10%

13. © 2013 Cheil Worldwide
13
Creatives - Top 5
Component %
1 Clarity of business problem 23%
2= A clear human insight 17%
2= A real understanding of target
audience
17%
4 Single Proposition 15%
5= Inspiration around the brief 11%

14. © 2013 Cheil Worldwide
14
Creatives - Top 5
Planner Creative
A clear human insight Clarity of business problem
Clarity of business problem A clear human insight
Understanding of target
audience
Understanding of target
audience
Inspiration around the brief Single Proposition
Single Proposition Inspiration around the brief

15. © 2013 Cheil Worldwide
What is the single
most important
component of a brief?

16. © 2013 Cheil Worldwide
Iden%fica%on
of
key
barriers
and
challenges
A
single
proposi%on
Clarity
of
Business
problem
A
real
understanding
of
the
target
audience
Key
trends
relevant
to
the
brief
A
clear
human
insight
A
deep
understanding
of
the
client’s
business
Inspira%on
around
the
brief

17. © 2013 Cheil Worldwide
5"
1"
5"
1" 1"
4"
6"
5"
1"
1"
1"
0"
1"
2"
3"
4"
5"
6"
7"
8"
9"
10"
11"
A"clear"human"
insight"
Single"
proposi=on"
Clarity"of"
business"
problem"
Iden=fica=on"of"
key"barriers"
A"real"
understanding"
of"the"target"
audience"
A"deep"
understanding"
of"the"clients'"
business"
Inspira=on"
around"the"
brief"
Trends"
Crea=ve"
Planner"

18. 18

19. 19

20. © 2013 Cheil Worldwide
Examples of great briefings

21. © 2013 Cheil Worldwide

22. © 2013 Cheil Worldwide

23. © 2013 Cheil Worldwide

24. © 2013 Cheil Worldwide
Top Tips

25. © 2013 Cheil Worldwide
Challenge every brief

26. © 2013 Cheil Worldwide
Brief yourself

27. © 2013 Cheil Worldwide
Make every box work

28. © 2013 Cheil Worldwide
“Advertising” is not
always the best
solution

34. © 2013 Cheil Worldwide
Words of wisdom

35. © 2013 Cheil Worldwide
“If you don’t understand the human
truth that lies at the heart of what
you are trying to achieve, you are
never going to be able to inspire
creatives”
Chris Chalk
Global Strategy Director, Cheil

36. © 2013 Cheil Worldwide
“...rather than boil research
down into ‘one key insight’, find
the things that make people
different, highlight them and
celebrate them”
Jon Wilshere, Smithery

37. © 2013 Cheil Worldwide
“Be like a method actor, live
the part.”
Graham Fink
CCO, Ogilvy China

38. © 2013 Cheil Worldwide
“Be ambitious with your book”
PJ Pereira,
CCO, Pereira O’Dell

39. “If I had one hour to solve a
problem; and my life
depended on the solution. I
would spend 55 minutes on
defining the problem and five
minutes on the solution. For
once I have properly
defined the problem I
could easily solve it in less
than 5 minutes.“ #InspiringCreativity

40. Vision
40
“People don’t care
what you do, but
why you do it. Martin
Luther King, didn’t
say: I have a mission
statement” now did
he?”
- Tim Polder

41. “I did not have time
to write a short
letter, so I wrote a
long one instead.”
- Mark Twain

43. Questions
#InspiringCreativity

44. Thank you.