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How to write a Creative Brief

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How to write a Creative Brief

A guide on how to write a creative brief including agency examples, methodology, how to create an insight and references.

A guide on how to write a creative brief including agency examples, methodology, how to create an insight and references.

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How to write a Creative Brief

  1. 1. HOW TO WRITE A CREATIVE BRIEF LUIS DELGADO
  2. 2. AGENDA 1.  Who writes the creative brief 2.  What is a creative brief 3.  The advertising process – where does the creative brief get involved 4.  What makes a good creative brief 5.  Creative brief main headings 6.  Industry examples 7.  Wunderman’s creative brief 8.  8 tips to write a great creative brief
  3. 3. WHO WRITES CREATIVE BRIEFS? ACCOUNT TEAM PLANNERS CREATIVES ? ? ?
  4. 4. PLANNERS WRITE CREATIVE BRIEFS
  5. 5. OR THE ACCOUNT TEAM (IN SMALL AGENCIES)
  6. 6. THERE ARE DIFFERENT KIND OF BRIEFS CLIENT BRIEF CREATIVE BRIEF BRIEFING
  7. 7. CLIENT BRIEF CLIENT BRIEF •  The most important piece of information agreed between an agency and the client. •  Where the client states their problem to an advertising agency. •  The account team agrees on the deliverables from the brief with the client and passes the client brief to the planning team.
  8. 8. CREATIVE BRIEF •  The client brief is ‘translated’ into the agencies’ own creative brief. •  This translation is necessary because the client brief is preoccupied with problems. In contrast, the creative brief is preoccupied with solutions that should direct creative teams to solve business problems. •  The creative brief is written by the planning team and passed to the creative team after a ‘briefing’. CREATIVE BRIEF
  9. 9. BRIEFING BRIEFING •  Traditionally this is the meeting where the creative team is first exposed to the problems outlined in the brief. •  It is often the planners briefing the creative, although the account team might also be involved •  Planners must know the brief inside-out.They will be questioned.
  10. 10. A CREATIVE BRIEF IS •  An authentic short story to inspire creative imagination. •  A guide to help the creative team to produce great work that is aligned with both the client’s objectives and the consumer’s interests. •  A distillation of everything you have learned. •  A conversation. •  All about getting the one message we want to communicate. •  Simple and easy to understand – speak like and for a consumer. •  Accurate – all the required information is correct and to hand.
  11. 11. CLIENT BRIEF INSIGHTS MINING DEVELOP STRATEGY WRITE CREATIVE BRIEF WRITE THE AD COMMS FRAMEWORK PRESENTATION PROCESS OVERVIEW
  12. 12. The brief is the creative’s roadmap. If you can’t give directions they will get lost.
  13. 13. DIRECTION WHAT MAKES A GOOD BRIEF? INSPIRATION ONE CLEAR AND COMPELLING THOUGHT ABOUT THE BRAND
  14. 14. EINSTEIN QUOTE IfIhadanhourto solveaproblemI’d spend55minutes thinkingaboutthe problemand5 minutesthinking aboutsolutions
  15. 15. CREATIVE BRIEF: MAIN HEADINGS BUSINESS CHALLENGE business situation, market situation. 1
  16. 16. BUSINESS CHALLENGE TARGET AUDIENCE business situation, market situation. demographics (age, gender), psychographic s (personality), channels/ lifestyle habits. 1 2 CREATIVE BRIEF: MAIN HEADINGS
  17. 17. BUSINESS CHALLENGE TARGET AUDIENCE business situation, market situation. demographics (age, gender), psychographic s (personality), channels/ lifestyle habits. 1 2 3 SINGLE THOUGHT A simple truth that connects the brand’s offering with the consumer’s interests. CREATIVE BRIEF: MAIN HEADINGS
  18. 18. BUSINESS CHALLENGE TARGET AUDIENCE WHAT SUPPORTS YOUR KEY INSIGHT business situation, market situation. demographics (age, gender), psychographic s (personality), channels/ lifestyle habits. what are the findings from your research that support your key insight. 1 2 3 4 SINGLE THOUGHT A simple truth that connects the brand’s offering with the consumer’s interests. CREATIVE BRIEF: MAIN HEADINGS
  19. 19. BUSINESS CHALLENGE TARGET AUDIENCE WHAT SUPPORTS YOUR KEY INSIGHT THOUGHT STARTERS business situation, market situation. demographics (age, gender), psychographic s (personality), channels/ lifestyle habits. what are the findings from your research that support your key insight. anything else that might help the creative team i.e. links to additional documents, brand guidelines. 1 2 3 4 5 SINGLE THOUGHT A simple truth that connects the brand’s offering with the consumer’s interests. CREATIVE BRIEF: MAIN HEADINGS
  20. 20. BUSINESS CHALLENGE TARGET AUDIENCE SINGLE THOUGHT WHAT SUPPORTS YOUR KEY INSIGHT THOUGHT STARTERS MANDATORIES business situation, market situation. demographics (age, gender), psychographic s (personality), channels/ lifestyle habits. A simple truth that connects the brand’s offering with the consumer’s interests. what are the findings from your research that support your key insight. anything else that might help the creative team i.e. links to additional documents, brand guidelines. rules the creative team have to live by. 1 2 3 4 5 6 CREATIVE BRIEF: MAIN HEADINGS
  21. 21. RE-DIFINING THE BUSINESS OBJECTIVE •  The client’s business objective is not always very creative. •  Reframing the problem can often lead to better creative output. •  AMV BBDO famously reframed Sainsbury’s business challenge of ‘grow revenue by £2.5bn to ‘get each customer to spend an extra £1.14 per transaction.
  22. 22. SINGLE THOUGHT WHAT IS THE SINGLE THOUGHT? AUDIENCE INSIGHT PRODUCT BRAND INSIGHT
  23. 23. SINGLE THOUGHT •  The most important part of the brief. •  A simple truth that connects the brand’s offering with the consumer’s interests. •  Also known as: •  Single message •  Single minded proposition •  Unique selling proposition •  Unique selling point •  The proposition must be one that the competition either cannot, or does not, offer. •  The single thought is not the brand headline. However, a good proposition will inspire the tagline. SINGLE THOUGHT
  24. 24. LET’S LOOK AT AN EXAMPLE
  25. 25. If you want to smell like a man, there is only one choice: Old Spice AUDIENCE INSIGHT PRODUCT BRAND INSIGHT Wives and girlfriends are more likely to buy men’s body wash than men The man your man could smell like SINGLE THOUGHT OLD SPICE EXAMPLE
  26. 26. AND HERE IT IS EXPRESSED IN AN AD: http://www.youtube.com/watch?v=owGykVbfgUE
  27. 27. CREATIVE BRIEFS ARE DIFFERENT
  28. 28. OUR CREATIVE BRIEF LOOKS LIKE THIS: PART 1 PART 2
  29. 29. Creative brief Job name: Briefing/Kick off date: Materials needed: Big Idea/New Campaign/New execution: Planner: The product is: The business challenge is: The role for communication in addressing this challenge is: Mandatory deliverables: What will success look like: KPIs: How they’ll be measured: Client: Client presentation date: Budget production: Media: Sign offs Job no: WIP date: Activity live: Account Lead: The booked media plan: What other channels could we used:
  30. 30. How should this feel? Who are they? What single thought will inspire them? The key insight What discoveries support this thought? What they care about When & where (or via whom) will we reach them? Thought starters
  31. 31. 8 TIPS TO WRITE GREAT CREATIVE BRIEF
  32. 32. MAKE SUREYOU HAVE A CRYSTAL CLEAR UNDERSTANDING OF YOUR CLIENT’S OBJECTIVES. TIP #1
  33. 33. KNOWYOUR AUDIENCE LIKEYOU KNOWYOUR BEST FRIEND. TIP #2
  34. 34. CREATE A PERSONA TO REPRESENT YOUR TARGET AUDIENCE. TIP #3 Meet Jessica. She’s 19, single and recently on her own at college. She loves to have fun at the weekends, being up to date with the latest fashion news and interested in trying products that reflect her sensitivity to the environment.
  35. 35. DON’T USE 10 WORDS WHEN YOU CAN USE ONE. TIP #4
  36. 36. READ A LOT! TIP #5
  37. 37. DON’T TAKE WHAT THE CLIENT TELLS YOU AS GOSPEL. CHALLENGE. TIP #6
  38. 38. WRITE A PROPOSITION. GO AWAY. HAVE A BEER. COME BACK. REPEAT. TIP #7
  39. 39. ALWAYS CHALLENGE YOURSELF ON HOW TO MAKE THE BRIEFING MORE THAN A MEETING. TIP #8
  40. 40. MAKE SUREYOU DON’T •  Don’t copy & paste from client’s brief. •  Don’t use meaningless descriptions – tell the creative team in plan language! •  Don’t just provide basic demographics – help the creative team really “get” who the audience is and what motivates them. •  Don’t make it lengthy and wordy – keep it short and sweet. •  Don’t provide information and data you cannot backup. •  Don’t use the brief as a place to show off every fact you have learned.
  41. 41. USEFUL LINKS •  What is a great creative brief – Julian Cole •  Creative brief workshop – Dare •  5 tips for writing a great creative brief – IPA •  How to write a creative brief – advertising.about.com

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