Brief guide to Briefs

Why do we have creative
briefs?

So give me some guiding
principles CLARITY BREVITY FERTILITY

Clarity? <ul><li>Fishing analogy </li></ul>CLARITY

BREVITY

BREVITY

BREVITY

BREVITY

“ Preparation H is of
limited interest to a bunch of twentysomething creatives, but it is of incredible interest to someone with piles.” Jeremy Bullmore (paraphrased) FERTILITY

The brief writer’s role

Some rules Speak like and
for a consumer, not a marketing gibbon Creatives write from a brief, not to one Briefs are organic and collaborative It’s not just a brief it’s a briefing Don’t believe the hype

Brand Proposition Whatever the client
said in the last meeting, probably something generic. What do we want to achieve? This is the space to write lots of flashy and EXCITING words to inspire the creative's. Use different type fonts if possible. Don’t be afraid of listing multiple conflicting objectives either. What is the one key insight Fill this space with as many irrelevant facts as possible. If you can stretch it out to six or seven paragraphs, do. What do we want people to do? You will be tempted to write “buy more stuff” here. Don’t. Instead go for something vague and unobtainable like “feel like the first time they had a bath” or “recall a fond memory of the old five pence piece”. How should we tell them? Make sure you include the word “social” in this section so you can enforce a Facebook group and Twitter hash tag. Why would they? Because product X is “The worlds most something product.” If anyone questions it or asks why, just repeat yourself until they go away.

Acc/Man IA Have you engaged
an IA? Technical Have you engaged technical? R&I Have you engaged R&I? Deadlines Last week Budget Minimal (plus it’s already been spent) Format/Media Write “any media” here, that way it will be more of a fun surprise when you reveal that the client only wants banners. Tada! Audience specifics You should be able to go into graphical and inane detail regarding the target audience. Give the guy/girl who represents your audience a name, a job, a selection of library books they have borrowed and not returned and the details of who they absconded with in 1991 after a minor mental breakdown behind Tesco express on a wet night in January. All gold to the creative's. The more you give the better those standard banners are going to look. Creative inspiration This is the place to provide all the links to the kind of work you want to copy, plagiarise and borrow from. They must be good ideas if they have already been made and you will only need to make a few minor alterations to shoe horn in your brand. Stealing off of ordinary internet people looks the best and will totally win loads of awards, but stealing off of other ads and campaigns is also perfectly acceptable. Creative mandatories This is a fun section, just write literally the first thing that pops into your head.

How to write one well
There are no boring boxes (and make sure you fill in the right one) Let your personality, or the personality of the consumer shine through Use evocative, unexpected language Every word is sacred. Don’t waste or misuse a single one. Have a consistent theme to the entire brief Don’t fuck with the template to squeeze more shit in

The Apple Creative Brief Challenge

Product Brand dd/mm/yy DD0123 GOOD!
Quality is closer to home than you think Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GOOD!
Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight Make British Apples sexy again What do we want to achieve?

Product Brand dd/mm/yy DD0123 AN
INSIGHT THAT MAKES AN ACE OBJECTIVE! Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight We want a country that says no to uniform, sub standard apples. Yay to lumpy! Yay to mis-shaped! And most importantly yay to apples that taste better! What do we want to achieve?

Product Brand dd/mm/yy DD0123 SMART.
BUT MAYBE TOO SMART Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight Business objective / increase British apple sales by 50% by the end of 2010 Marketing objective / drive positive brand perception by 75% by the end of 2010 What do we want to achieve?

Product Brand dd/mm/yy DD0123 GENERIC
Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight Improve perceptions of British Apples. Increase sales of British Apples. What do we want to achieve?

Product Brand dd/mm/yy DD0123 MARKETINGESE
Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight We need to improve the perception of British Apples, raising the NPS score to 9 What do we want to achieve?

Product Brand dd/mm/yy DD0123 TOO
MUCH SCIENCE Brand Proposition Why would they? What do we want people to do? How should we tell them? What is the one key insight We want to motivate health fanatics to ingest 33.3% of their antioxidants/vitaminC from locally grown british apples (we want to do this to increase the perception and sales of local grown brit apples) What do we want to achieve?

Product Brand dd/mm/yy DD0123 GOOD!
Brand Proposition Why would they? What do we want people to do? How should we tell them? Fruit’s got pretentious. Tasmanian Loganberries, Brazillian Passion Fruit, and vast, glossy jet-setting Starkimson apples from South Africa all typify style trumping substance. And it’s not even pretension for the sake of individuality: all the internationally-sourced, chemically-enhanced, morpholine-buffed apples look and taste the same. What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GOOD!
Brand Proposition Why would they? What do we want people to do? How should we tell them? Health fanatics are not bothered about the taste and look of produce they consume. From placenta munching to urine swilling, as long as they know it is the best produce that gives their bodies the best health benefits, they are down pat. Healthy people don’t care what it looks like. They care about the facts and what it does for their health. What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 “
WHY WOULD THEY?” AS AN INSIGHT Brand Proposition Why would they? What do we want people to do? How should we tell them? Britain loves an underdog. What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 “
WHY WOULD THEY?” AS AN INSIGHT Brand Proposition Why would they? What do we want people to do? How should we tell them? British people love a good cause, especially when it’s about British foodstuffs. Chat to people about marmite or the correct way to make tea and you’ll find passion on an exponential scale. What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 INFORMATION
NOT INSIGHT Brand Proposition Why would they? What do we want people to do? How should we tell them? In general terms, apples have fallen by the wayside in favour of more exotic fruit, with British apples suffering at the hands of cheap imports as supermarkets favour their bulk production. In 1987 there were 1,500 registered apple growers in the UK, today there are just 400. Only 31% of UK apple sales are home grown, and all these imports also make for a massive carbon footprint. What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 BUSINESS
PROBLEM BUT NO INSIGHTFUL SOLUTION Brand Proposition Why would they? What do we want people to do? How should we tell them? Consumers and supermarkets have no sense of loyalty to the British apple market What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 TOO
MANY INSIGHTS. Brand Proposition Why would they? What do we want people to do? How should we tell them? <ul><li>The good old 19 th century saying ‘An apple a day keeps the doctor away’ is as true today as it was back then but it’s definitely not something we live by. Our hectic lifestyle is making people turn to the easiest and least time consuming option even when it comes to buying fruit. This has resulted in that people are: </li></ul><ul><li>are eating more ready made portioned fruit from far, far away = expensive for the consumer & bad for the environment </li></ul><ul><li>drinking more juice (from concentrate) rather than eating fruit = bad for their teeth & a health risk with all that sugar </li></ul><ul><li>And even when they do eat or buy it’s usually the ones from outside the UK. Not that they know about it. Actually, when asked most haven’t even thought about it and just assumed that it’s from the UK. They don’t know & they don’t know what the difference is. </li></ul>What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GOODISH!
Brand Proposition Why would they? Explore how being different is awesome What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GOOD!
Brand Proposition Why would they? Make the less obvious choice What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GOOD!
(PASSIVE AS ACTIVE) Brand Proposition Why would they? Rescue the British Apple species What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GREAT!
Brand Proposition Why would they? Sin. Eat the forbidden fruit. What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 OBJECTIVE,
NOT PROPOSITION Brand Proposition Why would they? Remember how great British apples are and start buying them again! What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 OBJECTIVE,
NOT PROPOSITION Brand Proposition Why would they? Buy more British apples What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 THREE
PROPOSITIONS IN ONE Brand Proposition Why would they? Enjoy the fresh taste, buy seasonally and feel proud to be buying British apples What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 INSTRUCTION
NOT INSPIRATION Brand Proposition Why would they? Support British apples and experiment in eating them, sending a message to the supermarkets to stock more What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GOOD!
Brand Proposition Why would they? What do we want people to do? It looks ugly for a reason How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GOOD!
Brand Proposition Why would they? What do we want people to do? British imperfection is beautiful How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GOOD!
Brand Proposition Why would they? What do we want people to do? Ugly tries harder How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GREAT!
Brand Proposition Why would they? What do we want people to do? The quirkier the better How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GREAT!
Brand Proposition Why would they? What do we want people to do? Beauty is only skin deep How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 BELIEVING
THE CLIENT HYPE Brand Proposition Why would they? What do we want people to do? Reignite the spirit of the Great British Apple How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 TWO
DIFFERENT IDEAS Brand Proposition Why would they? What do we want people to do? Keep yourself and your local community healthy by eating more British apples How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 FACTUAL
NOT INSPIRATIONAL Brand Proposition Why would they? What do we want people to do? When it comes to apples, British is best How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 DIRECTIONAL
Brand Proposition Why would they? What do we want people to do? Find Britain’s tastiest apple How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 DERIVATIVE
Brand Proposition Why would they? What do we want people to do? How do you nibble yours? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 DERIVATIVE
Brand Proposition Why would they? What do we want people to do? Ugly tries harder How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GOOD!
Brand Proposition Patriotism, and compassion for British farmers, they will feel positive about supporting the local economy. There has, of late, been a real trend for locally sourced, organic produce: you’ve only got to listen to the likes of Jamie Oliver and Gordon Ramsay etc. Interest: the superior quality and vast variety of British apples is perhaps not something that is common knowledge. This coupled with the trend for home cooking could inspire people to try something different. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GOOD!
Brand Proposition It’s quirky and honest message around quality and patriotism. Should make them feel like they’re being a little bit different and supporting the underdog. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GREAT!
Brand Proposition Choose British: Overseas foreign imports might look great on the outside, but under the skin is lurking fruit based demons: Pesticides & Herbicides Genetic engineering for size and colour decreases taste 1000s of Carbon Miles Where as British apples, whilst slightly uglier, are natural and tasty – and beautiful because of it. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 GREAT!
Brand Proposition Each of the 2000 variants of British apple, from ‘Knobby Russet’ to ‘Nutmeg Pippin’, has its own distinct local flavour and texture that tells a story about where it came from - the history, the farmers and the wildlife its orchard support. By finding out more about the food they are eating, people will feel more informed and more satisfied with the value of their food choices. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 UNREALISTIC
Brand Proposition They should interact because they will learn something new. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 CLIENT
BRIEF Brand Proposition Eating more apples, particularly locally grown ones would not only see them healthier and happier and with a better memory (eating apples prevents dementia), it would actually save them a lot of money as well as an average non-UK “perfect looking apple” is 21p more expensive. But few people know this. Locally grown apples are now clearly labelled in the supermarket so it’s easy to spot which ones are indeed from the UK. We’ve also launched a range of fresh apple juices which are available in most supermarkets. And, to inspire the UK public, with each purchase you get a neat little receipe book on quick apple fixes, from apple crumble to apple sauce. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 STRATEGIC
OUTCOME Brand Proposition Stage one: they’ve read about the cause and want to try something different, they’re inspired to go out and find a British apple. Stage two: they loved it and start campaigning, fed up with the fact that their local supermarket isn’t stocking what they want. Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 CAMPAIGN
PROOFS NOT PRODUCT PROOFS Brand Proposition We are creating a fun, engaging campaign which is based on facts rather than a hard sales pitch. We are appealing to the health conscious side of our audience whom actually want good quality and we are arming them with information in a light hearted way. Think: I want to embrace natural produce grown on British turf Why would they? What do we want people to do? How should we tell them? What is the one key insight What do we want to achieve?

Product Brand dd/mm/yy DD0123 £xx,xxx
Budget Big Idea/Product/Event/Tool/Widget/Advertising/Website/Email & what sort of places will it appear? Format/Media hh:mm dd/mm/yyyy Deadlines Have you engaged R&I? R&I Technical Have you engaged technical? Have you engaged an IA? IA Planner Who is the primary planner? Who is the primary producer? Producer Is there anything that just HAS to be included in the creative solution? Adaptability for multiple languages, inclusion of logo, space for third party advertising, existing creative lines etc Creative mandatories Are there any inspirational websites, campaigns, artworks, programmes, whatever, that will help the creative teams Creative inspiration Are there any detailed consumer facts and figures that will help the teams get to a creative idea? Audience specifics

Your task Get into threesomes
(and the occasional foursome) Go discuss your briefs, what you found hard, what you would change Quickly compose a new one page brief together Bring it back to the group and present it in less than 2 minutes Consider how you would do the briefing

<ul><li>Now go and practice… </li></ul>