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Prepared by Ma Teresa Almazora for DDB Creo
ClientBriefing
Start Point
IdentifyingMarketing Issues& Opportunities
Knowing TheClients Business
Summary ofMarketingStrategy : Definingthe Most CriticalProblem to Solve
CommunicationsBrief: Setting Downthe Strategic Idea=Message +Insight +Creativity
Guided by BrandDNA (Conviction)
CommunicationsPlan: Exploding theIdea into a BIGIDEA
Know ing TheMarketingCommunicationsTools - Media,Digital, PR, Ad &Promo
S t r a t e g i c P l a n n i n g 1 0 1
Preparation ofCreatives Presentation
AssessingCreative Work
PresentingCreative Work
E A L : P i t c h i n g 1 0 1 ( o r g a n i z i n g f o r a p i t c h )
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ASSESSINGCREATIVE WORK
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What havewe got?
The BigIdea
What do Ifeel?
FirstReaction
Will the targetgo for it?
Consumer
Is it unique?
TheCompetition
Is it what wasasked for?
The Brief
Can it bedone?
Realitycheck
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Prepared by Ma Teresa Almazora for DDB CreoPrepared by Ma Teresa Almazora for DDB Creo
How does the idea hit you asa human being, not as a professional
communicator?
How does it make you feel before youve
had a chance to over think it?
What do Ifeel?
FirstReaction
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Trust your gut. Trust your instincts.
Every decision is ultimately emotional, nomatter how people try to rationalize it.
Antonio Damasio When Emotions Make Better Decisionshttp://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/
http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-relationship-between-emotion-and-decision-making/8/11/2019 Creative Module
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Business Objectives
Key Issues Barriers & Opportunities
Communication Objective (Think/Believe/Do)
and Measurement
Target Audience
Insight
Strategic Message
Brand Effect
CONTENTS OF A TYPICAL BRIEF
Is it what wasasked for?
TheBrief
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The BIG Idea is indispensable without it, thework cannot deliver the strategic messagethe way chosen to bring the strategic message to life
routes are usually demos, metaphors . Think: figures of
speech provide emphasis, freshness of expression andclarity. Neuroscience experiments show the same brain center for insightmetaphors and punch lines of jokes.http://www.youtube.com/watch?v=rNVEZ5Whmk8&feature=related
The Execution is contingent you could do itthis way, or another
the way(s) chosen to bring the idea to screen or page
What havewe got?
The BigIdea
http://www.youtube.com/watch?v=rNVEZ5Whmk8&feature=relatedhttp://www.youtube.com/watch?v=rNVEZ5Whmk8&feature=related8/11/2019 Creative Module
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Objective: Convince the target to choose a Samsonite suitcase on the basis of
toughnessStrategic message: You need a tough Samsonite suitcase because luggage goesthrough hard beating when you travelBig idea: Heaven and hell metaphor to emphasize what the luggage goes through whentravelling compared to its owner Execution: Relief sculpture, print ad, man (instead of woman) as traveler, etc.
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The objective: Convince the target to choose Monami because it writes with the finestlines without blotchingThe strategic message: Monami pens fine, no -blotch lines make writing lookexquisitely beautifulThe big idea: Demonstration of Monamis fine, no-blotch lines by using Monami to drawdelicate artworkThe execution: Vase, bowl, plate, china ware, print ad, etc
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A BIG idea has insight. It helps make sense of
confusing experiences and seemingly isolatedfacts. It leaves a mental template for seeingthings better and, in that way, it is relevant andrewarding. It does not end thought, it activates
thought. It is involving.
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Objective: To make the target think of Nescafe Classic as Kape NgBayan (The National Coffee)Strategic message : Nescafe Classic understands what waking up in themornings means to Filipinos, that its for a purposeBig idea / Insight: (metonym) Substitute pampagising which is thetypically perceived function of coffee with pampabangon , a similar but
more inspiring sense as Filipinos want to rise, not just wake up
http://www.youtube.com/watch?v=jZHOgChBnbI Nescafe Bangon
d b l f
http://www.youtube.com/watch?v=jZHOgChBnbIhttp://www.youtube.com/watch?v=jZHOgChBnbI8/11/2019 Creative Module
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A BIG idea is campaign-able. It can be expressed in different ways without
getting lost. It has longevity.
It provides a theme that integrates allexecutions and brands a campaign
It can present a clear platform for a campaignof several executions even without a tagline tospell it out
BIG
P d b M T Al f DDB CP d b M T Al f DDB C
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Objective: Make the target stop using disposable wooden chopsticksStrategic message : The amount of disposable wooden chopsticks we usedestroys not just trees but entire forestsBIG idea : Reverse engineering to demonstrate that chopsticks cannot berecycled back to living forestsHow can you apply the idea to Advertising? Digital? Promo?
P d b M T Al f DDB CP d b M T Al f DDB C
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To have impact and to captivate,work has to be original , novel, fresh,unexpected or even risky.
>> interest in the brand is deliveredby compelling news and/or
compelling creative (Milward Brown Link Test)
Is itunique?
TheCompetition
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What was the product news? NoneWhat was original, novel, fresh, unexpected and risky? Thecreative work
http://www.youtube.com/watch?v=j71Rfwe0rqk Coca-cola Entierro
Prepared by Ma Teresa Almazora for DDB Creo
http://www.youtube.com/watch?v=j71Rfwe0rqkhttp://www.youtube.com/watch?v=j71Rfwe0rqk8/11/2019 Creative Module
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SurprisedExcited
AttractedInspired
AffectionateContented
ProudConfident
HatredRepelled
Angry
Disappointed
SadUnimpressed
Guilty
Inadequate A C T I V E =
E n g a g e m e n
t
PASSIVE
POSITIVE = Brand Appeal
NEGATIVE
Brand advertising has to motivate consumers to act in an affirmative manner either tobuy the product or to drive a more positive opinion of the brand. Ads that evoke positiveemotions tend to have a more positive effect on the brand.
Sometimes it is necessary to engage consumers in an active-negative way. Governmentadvertising for example, often utilizes this strategy to change consumer behavior (usually tostop it e.g., smoking, excessive drinking, dangerous driving).
-Source: Millward Brown Knowledge Point, ShouldMy Advertising Stimulate An Emotional Response?
x
Will thetarget go
for it?
TheConsumer
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Did you buy this idea?
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p y
Some campaigns will inspire mash-ups,spoof responses, re-edits and other onlinechatter. At this point, you start to losecontrol of the campaign, and things maytake unexpected twists and turns.
An off- strategy viral ad can harm a brandsequity faster than an ad in traditionalmedia. The goal, then, should beappropriate distinctiveness, rather thanthe reckless pursuit of buzz.
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p yp y
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If in doubt, consult a producer.
Can it bedone?
Realitycheck
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THE 8
PRINCIPLES
1. Be clear on your objectives
2. Build rapport
3. Ignite enthusiasm
4. Prepare client to sell up the
line
5. Pay attention to non-verbal
responses
6. Give reassurance
7. Deal with negative feedback
8. Manage the stage
1 2 3
4 5 6 7
8
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Desired outcomes; decisions needed
Sell the idea?Sell an execution, or several?
Get two routes into research?
Be clear on your presentation objective
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Adapt your style to your clients -- theirculture and expectations. But no panderingKnow and engage the decision-makers andinfluencersInvolve them; create a sense of
collaboration
Build rapport
2
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Show passion for the idea, back it up withgood reason
Narrate the creative leapDescribe how the idea can develop and
grow BIG3Ignite enthusiasm
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Ensure they understand the core idea;
protect the idea above the executionsArm them with answers to questions theymay get
Dont oversell
Prepare your clients to sell to the up the line
4
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Do they get it? Is anyone looking blank?
Check if its all clear. Put questions at keypoints
Help them assess their feelings (we felt
this when we saw )
Pay attention to non-verbal responses
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Demonstrate how the idea answers thebrief/why it works (relate to target audience)
Defuse worries upfront by answeringpotential objections
Show youre on top of budgets, timings,
copyright, etc
Give reassurance
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Dont be defensive: welcome questions,show curiosity, empathizePin down critics to be specific What is the issue Be flexible where you can but be firm
where it really matters
Deal with negative feedback
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The more you have prepared the less nervous youwill be
Prepare stimuli, illustrations, leave-behindsRehearse with the team; create some theatre
Hand gestures increase recall by up to 30%*Slow nodding spurs agreeability
Power liftWhere you sit is your position
Manage the stage. Direct the show
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Ensure understanding, manage discussion, respond to questions
ShowCampaign -
ability;longevity
IMC/Details
GiveRationale/why it will
work
ConsumerInsights
Revealthe Idea
The killercreative piece
Define theMeetingsObjectives
OutcomesWanted
DecisionsNeeded
Revisitthe Brief
Confirm Agreement
The Presentation Structure
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Good luck!