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Writing Communication Briefs
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- 2. hello @TejDesai
- 3. A session onwriting Creative Briefs EMDI Institute January 10, 2013 @TejDesai
- 4. Role of Advertising: Makenew things familiar and familiar things new! @TejDesai
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- 6. What is aCreative Brief? (Discussion) @TejDesai
- 7. According to Webster’s… 1cre·a·tive,adj.(krē-ˈātiv, ˈ - krē-ˈ) 1. : marked by the ability or power to create : given to creating <the creative impulse> 2. : having the quality of something created rather than imitated: IMAGINATIVE <the creative arts> 3. : managed so as to get around legal or conventional limits <creative financing>; also : deceptively arranged so as to conceal or defraud <creative accounting> 1brief,adj. (ˈbrēf) 1. : short in duration, extent, or length 2. a : CONCISE b : CURT, ABRUPT @TejDesai
- 8. However in reality… Source: Angela Koch, Invitro Innovation @TejDesai
- 9. However in reality… @TejDesai
- 10. However in reality… @TejDesai
- 11. And sometimes youget lucky… @TejDesai
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- 13. In simple terms… What? Who? PROBLEM Where? Client Brief Agency @TejDesai
- 14. Thus… Smart Strategic Thinking Great Advertising @TejDesai
- 15. Thus… Smart Strategic Thinking that appeals on both Rational & Emotional levels @TejDesai
- 16. Main task ofthe Briefing @TejDesai
- 17. NOT INFORM @TejDesai
- 18. BUT INSPIRE @TejDesai
- 19. Thus a goodbrief must provide… • The creative team a realistic view of what their advertising needs to, and is likely to achieve • A clear understanding of the people that the advertising must address • Clear direction on the message • Instill a belief in the team that a great campaign is possible before they can begin to create it. @TejDesai
- 20. Having said that… • Planning and Briefing processes work best, when creative thinking and interpretation commonly precede the official creative briefing stage – And information gathering never really ceases, as one stage of campaign development merges seamlessly into next. • Thus ideally creative people should be involved not as passive recipients but as active participants as their thinking at an early stage improves the quality of the brief and act as a catalyst for the process of creative development itself. As the Brief is merely a Means to an End! @TejDesai
- 21. To illustrate thispoint better… Steven Johnson – On where good ideas come from @TejDesai
- 22. 5 potential pit-falls… •Clients should NOT participate in Agency/Creative briefings (though its imp. to get their thinking >> the brief’s foundation) • Most importantly learn to filter information received from clients & consumers. Boil it down to the few most useful nuggets. • Bear in mind, the purpose of the brief is NOT a Sales pitch but to translate these benefits into a relevant content that the consumers would seek • Creatives write From a brief, NOT TO IT! (Don’t limit them, liberate them!) • A Brief tends to succeed in direct proportion to the level of creativity present in both its ideas and presentation. @TejDesai
- 23. Adapt the Twitterformat to Briefs! @TejDesai
- 24. Some Global BriefTemplates @TejDesai
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- 26. Jung von Matt @TejDesai
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- 28. M&C Saatchi @TejDesai
- 29. BBH @TejDesai
- 30. Crispin Porter +Bogusky @TejDesai
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- 32. Failing which, yourisk… @TejDesai
- 33. How the Client How the Account How the Strategic How the Creative How the Business Head explained it Executive understood it Planner wrote it understood it described it How the project was What the Oprtns / How the Client was How it was supported What the Client really documented Production installed billed @TejDesai needed
- 34. The Fundamentals ofa Brief • Why are we doing this? – (Campaign Measurement – MMOs + MCOs) • Who are we talking to? – (What do we know about them? – Insight) • What is the message? • How are we going to talk to them? – (Thought Starters) • Where are they most susceptible to receiving this message / making a change? • Practical considerations – Brand Guidelines – Specific deliverables – Budget @TejDesai
- 35. EXERCISE 1 (20MIN) @TejDesai
- 36. Exercise 1 • Writea Creative Brief to drive a Toothpaste Launch that has both Hot and Cold sensations: – Hot gel kills bacteria – Cold gel gives freshness (Make your own assumptions of the Category, Objectives, TG etc) And your time starts now… Tick… Tock … Tick… tock… @TejDesai
- 37. DISCUSSIONS @TejDesai
- 38. However living ina trans-media environment means… @TejDesai
- 39. ...a need forbriefs that enable relevant, trans-media story-telling creative solutions! @TejDesai
- 40. “I fear theday that technology will surpass our human interaction. The world will have a generation of idiots.” ~ Albert Einstein @TejDesai
- 41. “Transmedia storytelling isa process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.” ~ Henry Jenkins Former MIT Media Studies Professor @TejDesai
- 42. Henry Jenkins –On Transmedia @TejDesai
- 43. * Transmedia Brief • What are the campaign goals and/or communication tasks? A very clear outline of communication tasks, and how they will be measured. This could include CRM, conversions, sales goals, awareness or good will for the brand/product. • What is remarkable about the Brand, Product or Service? • Who is the target audience? Which audience will actually deliver on the brand’s business objectives? What is the desired action? Think of this audience as your aspirational audience. • Is there another group of people that has more persuasion over the target audience? This group of people might be more likely to engage with the creative assets or act on the creative to influence the real target audience. Think of this audience as your inspirational audience. Source: Griffin Farley @TejDesai
- 44. * Transmedia Brief • How does the creative foster a social experience? Is the creative designed to entertain, or to act as a branded utility? To challenge participants to submit and share responses? To spawn user generated content, etc. • Why would someone want to pass something like this to others? This is an area to reference social theories (i.e. custom or personalized, gift economy, peer production, random acts of kindness, pay it forward, etc.) to inform why this creative might be shared and passed along among friends. • What are the existing creative assets (if any)? List the creative assets that already exist, and allow room for them to be used in new ways. Do new assets need to be created to help extend the narrative? Source: Griffin Farley @TejDesai
- 45. * Transmedia Brief • How long do we have before the paid media begins? This is a timing question that references how to use Owned, Earned and Paid media appropriately. • What are the benchmarks and metrics will we be following? Are there platforms the client feels are most important to measure success (acquisitions, Facebook or Twitter followers, video views, etc.)? If not, identify the metrics that you will follow including impressions, reach, interaction and most importantly sentiment. Source: Griffin Farley @TejDesai
- 46. EXERCISE 2 (20MIN) @TejDesai
- 47. Exercise 2 • Writea Transmedia Creative Brief to drive a Toothpaste Launch that has both Hot and Cold sensations: – Hot gel kills bacteria – Cold gel gives freshness (Make your own assumptions of the Category, Objectives, TG, Media Habits etc) And your time starts now… Tick… Tock … Tick… tock… @TejDesai
- 48. DISCUSSIONS @TejDesai
- 49. Thank you Tej Desai Interactive & Engagement Director, Lowe MENA @TejDesai @TejDesai
- 50. References & Credits •Jon Steel – Author, Truth, Lies and Advertising http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626 • Henry Jenkins – Former MIT Media Studies Professor http://henryjenkins.org/ • Steven Johnson – Author, Where Good Ideas Come From http://www.stevenberlinjohnson.com/ • Griffin Farley – Strategy Director, Engagement Planning Lead, BBH NY http://griffinfarley.typepad.com/ • Leon Phang – Creative Planner, Jung von Matt http://www.theplanninglab.com/ @TejDesai
Editor's Notes
- #19 Jeff Goodby described Creative Briefing using a Fishing analogy. Its an equivalent of a Fisherman’s guide – a person who takes you to the best place on unfamiliar water, shows you where to fish, and has some ideas about the best flies to use. The guide doesn’t do any fishing but makes sure the fisherman has an enjoyable and successful time.
- #40 The world of Harry Potter appears in books, movies, video games, clothing lines and much much more.The Matrix unfolds over features, animated shorts, comic books and video games. Heroes is a tv series, web series, graphic novels, books and online gamesStar Wars: Consumers became involved in the “story” through not only the films but also the comic books, novels, videogames and toys. And perhaps another example – Doctor Who.
- #42 In essence, it simply means using different media formats to create lots of points of engagement for the consumer to get involved in. One well-known example is Star Wars. Many people consider the franchise to be the ultimate example of transmedia storytelling in that consumers became involved in the “story” through not only the films but also the comic books, novels, videogames and toys. And perhaps another example – Doctor Who.It seems obvious today that any brand must have a “transmedia” story to tell in order to survive in our ever-fragmenting media world.