Planning & briefing talk 2

[object Object],Planning & Creative Briefs

6 seconds Bernstein Center for Computational Neuroscience: shows preconscious brain activity patterns occurring 6-10 seconds before the conscious experience of making a decision

6 seconds I am compelled to concur

[object Object],[object Object],[object Object],We knew it, but couldn’t prove it

It does help us fight back, though

Oops ,[object Object],[object Object],Quantitatively pre-tested Not Quantitatively pre-tested

[object Object],[object Object],Why? 1) Snake Oil for the Gutless

Why? 2) Seems that what got measured, didn’t matter

But it does help to have a plan Econometric modelling used No econometric modelling ,[object Object],[object Object]

[object Object],[object Object],Econometrics. Ugh.

[object Object],[object Object],[object Object],[object Object],[object Object],Planning history

[object Object],UK vs. US differences ,[object Object],[object Object],1980s US: Quant business gurus (selling calibrated processes for ROI)

[object Object],Today’s biggest enemy: the delusion of control

[object Object],[object Object],[object Object],Then: Voice of the Consumer

[object Object],[object Object],[object Object],[object Object],[object Object],Now: Voice of the Culture

[object Object],[object Object],[object Object],Basic roles

[object Object],Story MUST be King

[object Object],[object Object],[object Object],Flexibility is decisiveness

[object Object],[object Object],[object Object],[object Object],[object Object],Summing up so far

[object Object],Advertising Briefs & Briefings

Let’s all sit down and read my tax return together

[object Object],[object Object],Movies do it better

[object Object],[object Object],[object Object],[object Object],2 different jobs The Written Brief: Task Definition Inspiration Quality control

[object Object],[object Object],[object Object],The brief is your ad to the team

[object Object],[object Object],[object Object],Don’t phone it in

[object Object],[object Object],[object Object],[object Object],Why so hard?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Editing is murder

[object Object],[object Object],[object Object],[object Object],[object Object],Use forms, but don’t fill them in

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tip: practice with clients

[object Object],[object Object],[object Object],Instruct - Inspire - Check

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Instruct - Inspire - Check

[object Object],[object Object],[object Object],[object Object],[object Object],Instruct - Inspire - Check

[object Object],[object Object],Instruct – Inspire - Check It’s on brief and you love it It’s off brief and you hate it It’s on brief and you hate it It’s off brief and you love it

Instruct – Inspire - Check ,[object Object],[object Object],[object Object],If your brief is clear at a glance, these 2 are easy(ish) These are trickier Does it inspire a better brief? Or do you all have to let it go? It’s on brief and you love it It’s off brief and you hate it It’s on brief and you hate it It’s off brief and you love it

Hard conversations need trust, confidence, an open mind – and a clear sense of direction

Planning & briefing talk 2

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