What is the biggest problem with the briefing process?

Abdicating the creative process...

Making sure we have said the right thing... Save our ass!

Have become just wordsmiths, not storytellers

 once upon a time...
Every part of your brief is a story to be told…an idea waiting to be sold!!
 Why are we advertising?

Who are we talking to (and what do we know about them)?

What do we want them to think or do?

What is the core brand insight?

What should the advertising say?

Why should anyone believe it?

What is the desired tone and manner of the advertising?

What executional considerations are there?

 Why are we advertising?

Lets start at the very beginning, a very good place to start

When you’re not sure where you’re going,
how will you know when you’ve got there??
Its not just about the client marketing needs…
Its about how your communications is going to get him
there

Why are we advertising?

ICICI Prudential Life Insurance
Reposition the traditional concept of retirement planning among 30-40 year olds,
by making retirement planning increasingly relevant to this segment
 Who are we talking to (and what do we

know about them)?

No more Geeta from Gorakhpur…

Your consumer is not an “alliteration”.
 Can we know more about her than just an age bracket,
an SEC, or an archetypal residence?
We do not want a thesis. Tell us what matters.

Who are we talking to? What do we know about them?

Johnson’s baby powder
Irrespective of their social strata, when it comes to a small baby, mothers take
extra precaution and extra care .. In fact the defining mood of babycare is about taking
extra care.
Separate food is cooked; water is boiled longer than usual; mothers will
probably use 2 sheets to cover the child instead of one; pillows at the edge of the bed;
clothes will be washed separately - in some cases, Dettol is added; mothers will use a
mosquito mat and a mosquito net
 What do we want them to think or do?

Graphically explain the reaction, do not generalise it

No ‘jargonistic’ fundas…just a simple explanation
Bring alive the consumer change, don't merely state it.
Say it exactly the way the consumer would.

What do we want them to think or do?

Balbir Pasha
We want consumers to question their current sexual practices
where they think they are safe without a condom by letting the penny
drop on them..
“ Fuck! I thought I was a smart-ass, in fact I am the biggest asshole”
 What is the core brand insight?
What should the advertising say?

Truth Well Told

The perspectives are many
• The Context (environment)
• The Consumer
• The Brand
The Cornerstone of the creative process!
Q: Is there something in your culture and how can you appropriate it for your brand?

Milk is vividly woven into religion, folklore, myths and the local colloquial. Milk is closely

linked to motherhood. Historically, bathing in milk has been considered to have quasi-religious

and ceremonial connotations. In India, idols are bathed in pure milk; mothers bathe their children

in milk during auspicious social and religious functions; In India, milk is known throughout the

ages for its nourishing properties; Milk has also been used historically/culturally to retain the

goodness of baby skin

What should the advertising say?

Johnson’s baby milk soap – give your baby the blessings of pure milk
 Don't just write a brief...tell
“ a story!”

Because in every box of your brief, there’s a story waiting to be told!

There’s an idea that’s waiting to be sold!