Professional Documents
Culture Documents
Writing Good Creative Briefs
Writing Good Creative Briefs
Agenda
1. 2. What is a Brief? Filling in the Boxes
3.
4. 5.
The Briefing
A Case Study Conclusion
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1. What is a Brief?
What is a Brief?
A creative brief is the most important piece of
judges/curses you
What is a brief?
A distillation of everything you have learned All the information that must be conveyed by
the advertising
A contract for you, the Creatives and the
Client
A team effort
something that will benefit the client The Strategy is the plan for achieving this goal
Who do we want to talk to?
What do we want them to do? What can we tell them about the brand so they will do it?
Direction + Inspiration
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Direction
What is the one thing you want the
advertising to say?
If you cant explain it to your friends in one
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Inspiration
The most powerful advertising contains
of your brief
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Direction + Inspiration
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Make No Excuses!
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The Goal
The best briefs are so good you cant wait for the account team to leave your office so you can get started
Unidentified Creative
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illuminating
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doing?
Why the heck are we advertising this brand
anyway?
What do we need the advertising to do for it?
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objectives
Keep it to the point
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adjectives and media cliches Try to describe a real person But, dont tell whole life story Include only what will help Creatives to talk to them
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How interested are they in the product? How often do they use it? When do they use it? How do they feel about it? How do they feel about our brand vs. the competition? What do they ultimately want the product or brand to do for them?
Dont go overboard: only include what is truly relevant to the problem the advertising must solve
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astray Remember, the box says single-minded Be concrete, not abstract Err on the side of simplicity Distinguish between what you tell them and what you want them to think
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demonstrate
Abstract language can make you sound like
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make Profound Statements About Life It makes us feel better about selling things to people It can also lead to cliched and generic advertising
work with
Extra is the gum that will stick by you in todays hectic lifestyle
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what you want them to think Desired response ultimately more important to brand But proposition more relevant to creative team as a starting point
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5. Kick start!
For proposition to be credible, it must be
backed by evidence
Should be one of most inspirational elements
of brief
Give Creatives ideas they can dramatize Try to unearth interesting nuggets that might
inspire
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Proposition: Cadbury Milk Chocolate is the creamiest milk chocolate Support: Only Cadbury Milk Chocolate contains a glass and a half of fresh milk in every 225g Holy Shit Factor: All the milk in Cadbury Milk Chocolate comes from Cadburys very own herd of Irish dairy cows
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Brand Voice
How you say it, not what you say Most well known brands have an established
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Creative Considerations
Executional mandatories Media ideas and opportunities
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Sleep on it
Show it to someone older and wiser (not your
Experience
Virtual Aspirational Contemporary Edgy Synergy Breakthrough
Modern life
Empower Proactive Self-actualizing Hectic Extreme Clever
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The more we use language rooted in the real, ordinary world, the better equipped the creative team will be to communicate with it in the advertising
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Briefing
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the old leave-on-the seat trick A rushed, last minute meeting Something attended by client A formal, boring presentation A spoon feeding A one-time meeting with your Creatives
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How to Brief
Set aside enough time
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In Conclusion
Remember: its your road-map for the
creative team! Know exactly what you want them to do and make sure they can understand:
Speak English
Include only what is both necessary and
illuminating Focus on one clear and compelling thought about the brand
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