Date post: | 19-Oct-2014 |
Category: |
Marketing |
View: | 1,236 times |
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FRIDAY EXPLORER HOW TO WRITE A CREATIVE BRIEF
OUR CLIENT SAYS…
WHAT GOES IN OUR MIND…
Shitt yaar… Brief agaya
Need 1 mailer…ye brief
hai ??!!??
How should I convey it to
the creatives ??
CREATIVE BRIEFING aka
GRILLING SESSION…
Kya Laye ho…
Kyu Laye ho…
Last time to yeh hi kia tha…
We don’t understand…
Please get some clarity on the brief…
Umm.. Par main…
Par wo toh… Par suno toh…
MOMENT OF TRUTH… CREATIVES ARE DELIVERED TO SERVICING
ACCOUNT EXECUTIVES V/S CREATIVES
BRIEF CAN MAKE IT OR BREAK IT…
Wrong Brief
Hang him, not let him go
Right Brief
Hang him not, let him go
WE CAN AVOID ALL THESE…
HAVE A STRUCTURED APPROACH
What is Creative Brief ?
• A creative brief is a one-page document that puts in writing all the key information you want the creatives to know before working on the creative campaign
• It is the bridge that connects strategic thinking and creative execution and is the key tool with which the account managers can unlock the imagination of creative people and give them a direction for execution
• It is the first ad of the campaign
History
• Coined in 1863
• For Abraham Lincoln’s speech for the dedication of the new Soldiers National Cemetery in Gettysburg, Pennsylvania
What is it’s Role ?
• To Liberate the creative process. Not control.
• To provide a springboard for ideation
• Inform. Interest. Persuade. Guide.Inspire.
Elements of Creative Brief
Creative Brief
Background
Objective
Target Audience
Creative Insight
Desired Response
Single Minded
Proposition
Mandatories
Background
• What is the scenario of the market?
• What is the Big Picture?
ICICI Bank Retention Mailers
ICICI Bank iMobile app facing a unique problem
Users do not make financial transactions on iMobile..
Example
Objective
• What is the problem of the client that we need
to solve?
• What do we want to achieve as a result of
the communication?
Effective
"The purpose of this campaign is to position ElectroQuick as a less expensive, equally effective alternative to BigBrand."
Not Effective
"The purpose of this campaign is to raise awareness, generate blogger buzz, and create excitement for the client's new ElectroQuick by positioning the client as a leader in innovative global technology with a uniquely humanistic yet professional and sophisticated brand image that compares favorably to BigBrand."
Example
Single Minded
Proposition
• What is the one thing that you want to convey?
“Throw someone a tennis ball and he will catch it. Throw five and he’ll drop them all.”
Adrian Holmes
Avis : We are no. 2, we try harder.
Nike : Just Do it.
Nerolac : Healthy Home Paints
Rolls-Royce : At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock’
Example
Target Audience
• Who are we trying to influence?
• What He / She would be doing right now?
• What is their Behavior towards the Brand, Category ?
DILO
Nerolac Home Painting Solutions
Mr. Nayak, a Investment Banker lives in South Delhi with his wife and two kids. He is a busy man with high disposable income whose parents are based out of Pune. He care about his parents and does whatever he can to make their life comfortable and pleasant
Example
Archetypes
Nike –> The Hero
Harley Davidson –> The Outlaw
Pampers –> The Helper
Virgin –> The Jester
Ben & Jerry’s –> The Innocent
Examples
Consumer Insights
• It is an intrinsic need, desire or a hidden truth of the consumers which is not obvious and helps understand their buying behaviour
• "Insight" can be derived from classical market research understanding or from psychological knowledge about emotions and behaviour in relation to the brand.
“Wives and Girlfriends are more likely to buy men’s body wash than men”
Examples
“ Children love to emulate adults”
Mandatory Elements
• Brand Guidelines to be followed
• For ICICI Bank Mailer
– Logo on the top right
– Zurich BT / Arial font
– Orange, Maroon, Blue, Grey, White only to be used
– ICICI Bank Template
– Terms & Conditions
– Offer Period
– Clean Shaven faces of models to be used
– Letter format for the content
– Complete image, no cut outs
How should it be ?
If the creative brief is not itself creative, if it does not suggest solutions to problems, present information in an expansive and interesting way, and interpret that information with imagination and flair, then its authors and presenters have
no right to expect anything different from their
creative teams.
John Steel
Do’s
• Creative & Brief
• Single Minded Proposition (SMP)
• Single Page
• K.I.S.S.
• Strategic
• Inclusion of Facts & Figures
• Brief in person
DONT’S
• One size fits all
• Should not be like a filled form
• Tactical
• Dull
• Technology Driven, Code crunched
• Instruction based
• A list a statistics
WHAT WE FOLLOW…
6.5 STM Brief
Activation Mailer Brief ICICI Bank iMobile
Brief Buddy – A Brief Cracking Mobile App
I Am Statements
• A single line Brief written by stepping into consumer’s shoes from their perspective.’
• They are not descriptive “personas.”
Initiation of Best Brief Awards in our Agency
SUGGESTION
HENCE
CREATIVE BRIEF – A FOUNDATION THAT MAKES THINGS RIGHT