Brief Guide To Briefs

Brief guide to Briefs
Why do we have creative briefs?
So give me some guiding principles
CLARITY
BREVITY
FERTILITY
Clarity?
Fishing analogy
CLARITY
BREVITY
BREVITY
BREVITY
BREVITY
Preparation H is of limited interest to a bunch of twentysomething creatives, but it is of incredible interest to someone with piles.
Jeremy Bullmore (paraphrased)
FERTILITY
The brief writers role
Some rules
Dont believe the hype
Speak like and for a consumer, not a marketing gibbon
Creatives write from a brief, not to one
Briefs are organic and collaborative
Its not just a brief its a briefing
Brand Product
Date Job No.
creative brief
Brand Proposition Whatever the client said in the last meeting, probably something generic.
What do we want to achieve?
This is the space to write lots of flashy and EXCITING words to inspire the creative's. Use different type fonts if possible. Dont be afraid of listing multiple conflicting objectives either.
What is the one key insight
Fill this space with as many irrelevant facts as possible. If you can stretch it out to six or seven paragraphs, do.
What do we want people to do?
You will be tempted to write buy more stuff here. Dont. Instead go for something vague and unobtainable like feel like the first time they had a bath or recall a fond memory of the old five pence piece.
How should we tell them?
Make sure you include the word social in this section so you can enforce a Facebook group and Twitter hash tag.
Why would they?
Because product X is The worlds most something product. If anyone questions it or asks why, just repeat yourself until they go away.
Brand Product
Date Job No.
Acc/Man
creative brief
Have you engaged an IA? Technical Have you engaged technical?
IA
R&I
Have you engaged R&I?
Deadlines
Last week
Budget
Minimal (plus its already been spent)
Format/Media
Write any media here, that way it will be more of a fun surprise when you reveal that the client only wants banners. Tada!
Audience specifics
You should be able to go into graphical and inane detail regarding the target audience. Give the guy/girl who represents your audience a name, a job, a selection of library books they have borrowed and not returned and the details of who they absconded with in 1991 after a minor mental breakdown behind Tesco express on a wet night in January. All gold to the creative's. The more you give the better those standard banners are going to look.
Creative inspiration
This is the place to provide all the links to the kind of work you want to copy, plagiarise and borrow from. They must be good ideas if they have already been made and you will only need to make a few minor alterations to shoe horn in your brand. Stealing off of ordinary internet people looks the best and will totally win loads of awards, but stealing off of other ads and campaigns is also perfectly acceptable.
Creative mandatories This is a fun section, just write literally the first thing that pops into your head.
How to write one well

Have a consistent theme to the entire brief
There are no boring boxes (and make sure you fill in the right one)
Let your personality, or the personality of the consumer shine through
Use evocative, unexpected language
Every word is sacred. Dont waste or misuse a single one.
Dont fuck with the template to squeeze more shit in
The Apple Creative Brief Challenge
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition Quality is closer to home than you think
D! OO G
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
Make British Apples sexy again
D! OO G
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
We want a country that says no to uniform, sub standard apples. Yay to lumpy! Yay to mis-shaped! And most importantly yay to apples that taste better!
T GH S I INS AKE AN T M E A TH N A C V E ! I A CT BJE O
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
Business objective / increase British apple sales by 50% by the end of 2010 Marketing objective / drive positive brand perception by 75% by the end of 2010
UT T. B O AR TO SM BE Y MA MART S
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
Improve perceptions of British Apples. Increase sales of British Apples.
RIC NE GE
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
We need to improve the perception of British Apples, raising the NPS score to 9
E ES ING T KE AR M
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
We want to motivate health fanatics to ingest 33.3% of their antioxidants/vitaminC from locally grown british apples (we want to do this to increase the perception and sales of local grown brit apples)
CH MU OO NCE T CIE S
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
Fruits got pretentious. Tasmanian Loganberries, Brazillian Passion Fruit, and vast, glossy jet-setting Starkimson apples from South Africa all typify style trumping substance. And its not even pretension for the sake of individuality: all the internationally-sourced, chemically-enhanced, morpholine-buffed apples look and taste the same.
D! OO G
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
Health fanatics are not bothered about the taste and look of produce they consume. From placenta munching to urine swilling, as long as they know it is the best produce that gives their bodies the best health benefits, they are down pat. Healthy people dont care what it looks like. They care about the facts and what it does for their health.
D! OO G
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
Britain loves an underdog.
ULD WO AS HY ? W EY T H SIGH T N NI A
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
British people love a good cause, especially when its about British foodstuffs. Chat to people about marmite or the correct way to make tea and youll find passion on an exponential scale.
ULD WO AS HY ? W EY T H SIGH T N NI A
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
In general terms, apples have fallen by the wayside in favour of more exotic fruit, with British apples suffering at the hands of cheap imports as supermarkets favour their bulk production. In 1987 there were 1,500 registered apple growers in the UK, today there are just 400. Only 31% of UK apple sales are home grown, and all these imports also make for a massive carbon footprint.
ION T MA HT R FO INSIG IN T NO
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
Consumers and supermarkets have no sense of loyalty to the British apple market
S E S UT SI N M B L BU LE B TF U H O PR NSIG ION O I L UT N SO
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
The good old 19th century saying An apple a day keeps the doctor away is as true today as it was back then but its definitely not something we live by. Our hectic lifestyle is making people turn to the easiest and least time consuming option even when it comes to buying fruit. This has resulted in that people are: are eating more ready made portioned fruit from far, far away = expensive for the consumer & bad for the environment drinking more juice (from concentrate) rather than eating fruit = bad for their teeth & a health risk with all that sugar And even when they do eat or buy its usually the ones from outside the UK. Not that they know about it. Actually, when asked most havent even thought about it and just assumed that its from the UK. They dont know & they dont know what the difference is.
Y AN . O M TS TO IGH INS
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
Explore how being different is awesome
H! IS OD GO
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
Make the less obvious choice
D! OO G
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
Rescue the British Apple species
Why would they?
(P
IV SS A
D! TIVE) OOS AC G EA
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
Sin. Eat the forbidden fruit.
T! EA GR
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
, VE I CT BJ E O T N O N TI O I OS P RO P
Remember how great British apples are and start buying them again!
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
, VE I CT BJ E O T N O N TI O I OS P RO P
Buy more British apples
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
E RE IONS TH IT S PO NE O PR I N O
Enjoy the fresh taste, buy seasonally and feel proud to be buying British apples
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
C RU T INS NOT ON I AT IR SP IN
ION T
Support British apples and experiment in eating them, sending a message to the supermarkets to stock more
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
D! OO G
It looks ugly for a reason
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
D! OO G
British imperfection is beautiful
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
D! OO G
Ugly tries harder
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
T! EA GR
The quirkier the better
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
T! EA GR
Beauty is only skin deep
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
ING IEV ENT L BE CLI E TH YPE H
Reignite the spirit of the Great British Apple
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
O TW ENT FER S DIF DEA I
Keep yourself and your local community healthy by eating more British apples
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
T NO L L UA IONA T AC RAT F I SP IN
When it comes to apples, British is best
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
L NA IO CT IRE D
Find Britains tastiest apple
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
E TIV IVA R DE
How do you nibble yours?
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
E TIV IVA R DE
Ugly tries harder
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
D! OO G
Patriotism, and compassion for British farmers, they will feel positive about supporting the local economy. There has, of late, been a real trend for locally sourced, organic produce: youve only got to listen to the likes of Jamie Oliver and Gordon Ramsay etc. Interest: the superior quality and vast variety of British apples is perhaps not something that is common knowledge. This coupled with the trend for home cooking could inspire people to try something different.
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
D! OO G
Why would they?
Its quirky and honest message around quality and patriotism. Should make them feel like theyre being a little bit different and supporting the underdog.
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
G
T! EA R
Why would they?
Choose British: Overseas foreign imports might look great on the outside, but under the skin is lurking fruit based demons: Pesticides & Herbicides Genetic engineering for size and colour decreases taste 1000s of Carbon Miles Where as British apples, whilst slightly uglier, are natural and tasty and beautiful because of it.
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
T! EA R
Why would they?
Each of the 2000 variants of British apple, from Knobby Russet to Nutmeg Pippin, has its own distinct local flavour and texture that tells a story about where it came from - the history, the farmers and the wildlife its orchard support. By finding out more about the food they are eating, people will feel more informed and more satisfied with the value of their food choices.
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
TIC S ALI E NR U
Why would they?
They should interact because they will learn something new.
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
NT LIE F C IE BR
Why would they?
Eating more apples, particularly locally grown ones would not only see them healthier and happier and with a better memory (eating apples prevents dementia), it would actually save them a lot of money as well as an average non-UK perfect looking apple is 21p more expensive. But few people know this. Locally grown apples are now clearly labelled in the supermarket so its easy to spot which ones are indeed from the UK. Weve also launched a range of fresh apple juices which are available in most supermarkets. And, to inspire the UK public, with each purchase you get a neat little receipe book on quick apple fixes, from apple crumble to apple sauce.
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
GIC ATE ME TR CO S UT O
Stage one: theyve read about the cause and want to try something different, theyre inspired to go out and find a British apple. Stage two: they loved it and start campaigning, fed up with the fact that their local supermarket isnt stocking what they want.
Why would they?
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Brand Proposition
IGN T A MP NO CA FS T O RO DUC P O PR OOFS PR
Why would they?
We are creating a fun, engaging campaign which is based on facts rather than a hard sales pitch. We are appealing to the health conscious side of our audience whom actually want good quality and we are arming them with information in a light hearted way. Think: I want to embrace natural produce grown on British turf
Brand Product
Brand Product
Date Job No.
dd/mm/yy DD0123
creative brief
Producer Who is the primary producer? Planner Who is the primary planner?
IA
Have you engaged an IA?
Technical
Have you engaged technical?
R&I
Have you engaged R&I?
Deadlines
hh:mm dd/mm/yyyy
Budget
xx,xxx
Format/Media
Big Idea/Product/Event/Tool/Widget/Advertising/Website/Email & what sort of places will it appear?
Audience specifics
Are there any detailed consumer facts and figures that will help the teams get to a creative idea?
Creative inspiration
Are there any inspirational websites, campaigns, artworks, programmes, whatever, that will help the creative teams
Creative mandatories Is there anything that just HAS to be included in the creative solution? Adaptability for multiple languages, inclusion of logo, space for third party advertising, existing creative lines etc
Your task
Get into threesomes (and the occasional foursome)
Go discuss your briefs, what you found hard, what you would change
Quickly compose a new one page brief together
Consider how you would do the briefing
Bring it back to the group and present it in less than 2 minutes
Now go and practice

Brief Guide To Briefs

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Brief Guide To Briefs

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Brief guide to Briefs

Why do we have creative briefs?

So give me some guiding principles

The brief writers role

Speak like and for a consumer, not a marketing gibbon

Creatives write from a brief, not to one

Briefs are organic and collaborative

Its not just a brief its a briefing

Date Job No.

What do we want to achieve?

What is the one key insight

What do we want people to do?

How should we tell them?

Why would they?

Date Job No.

Have you engaged R&I?

Minimal (plus its already been spent)

How to write one well

Let your personality, or the personality of the consumer shine through

Use evocative, unexpected language

Every word is sacred. Dont waste or misuse a single one.

Dont fuck with the template to squeeze more shit in

The Apple Creative Brief Challenge

Date Job No.

What do we want to achieve?

What is the one key insight

What do we want people to do?

How should we tell them?

Why would they?

Date Job No.

What do we want to achieve?

Make British Apples sexy again

What is the one key insight

What do we want people to do?

How should we tell them?

Why would they?

Date Job No.

What do we want to achieve?

What is the one key insight

What do we want people to do?

How should we tell them?

T GH S I INS AKE AN T M E A TH N A C V E ! I A CT BJE O

Why would they?

Date Job No.

What do we want to achieve?

What is the one key insight

What do we want people to do?

How should we tell them?

Why would they?

Date Job No.

What do we want to achieve?

Improve perceptions of British Apples. Increase sales of British Apples.

What is the one key insight

What do we want people to do?

How should we tell them?

Why would they?

Date Job No.

What do we want to achieve?

What is the one key insight

What do we want people to do?

How should we tell them?

Why would they?