14.03.18
BETTER
BRIEFS
YOUR BRIEF:
1.THE BRIEFING PROCESS AT LEITH 2.HOW TO FOSTER GREAT
RELATIONSHIP WITH CLIENTS 3.IRN-BRU CASE STUDY 4.TOPS TIPS FOR INSPIRING BRIEFS
YOUR BRIEF:
1.THE BRIEFING PROCESS AT LEITH 2.HOW TO FOSTER GREAT
RELATIONSHIP WITH CLIENTS 3.IRN-BRU CASE STUDY 4.TOPS TIPS FOR INSPIRING BRIEFS
WHY IS THE CREATIVE BRIEF IMPORTANT?
CREATIVITY EFFECTIVENESS PROFITABILITY
WHAT DO CREATIVES LIKE IN A BRIEF?
Focus
Inspiration
“A clear, focused problem to solve and the best information and inspiration to help solve it.�
Paint my ceiling.
Give me an enduring creation to sanctify and celebrate the glory of the Lord. .
WHY’S IT SO FLAMING HARD?
KNOW YOUR OWN WORST ENEMIES
“I apologise that this letter is so long. I did not have the time to make it short.�
KNOW YOUR OWN WORST ENEMIES
SIX TIPS
TIP 1. DON’T START WITH THE TEMPLATE
GET 4 QUESTIONS STRAIGHT IN YOUR HEAD BEFORE YOU OPEN THE TEMPLATE What do they currently think, feel and do?
What do we want them to think feel and do differently?
Biggest obstacles?
Warmest stuff we can capitalise on?
GET 4 QUESTIONS STRAIGHT IN YOUR HEAD BEFORE YOU OPEN THE TEMPLATE What do they currently think, feel and do?
What do we want them to think feel and do differently?
Biggest obstacles?
Warmest stuff we can capitalise on?
HOW COULD THIS WORK ON ONE OF YOUR PROJECTS?
TIP 2. THE TARGET AUDIENCE: KEEPING IT REAL.
ONLY INCLUDE WHAT’S NECESSARY AND ILLUMINATING. Avoid: Stuff about their lives in general.
Include: : Stuff relevant to solving the problem.
“Bullseye audience is 16-24yr old ABC1…..”
Why do they love the brand? What type of comedy makes them laugh? What’s the biggest barrier?
AVOID FLABBY WORDS AND JARGON. 30 better words than “engaging”
(Slide pinched from Phil Adams at Signal)
PICK SOMEONE YOU KNOW. WRITE 4 TIPS YOU’D GIVE SOMEONE BUYING A PRESENT FOR THAT PERSON.
TIP 3. PUT SOME ‘TENSION’ IN YOUR CHALLENGE
DON’T JUST STATE THE DESIRED OUTCOME Get more people to join the Organ Donor Register. Tell people about new no sugar, extra taste IRN-BRU.
Doesn’t give creatives much to play with.
TACTIC 1: LINK AN AMBITION AND AN OBSTACLE
•
How do we get people to join the organ donor register when they don’t like to think about death?
•
How to we say ‘less sugar’ without people assuming ‘less taste’?
TACTIC 2: PAINT AN ALTERNATIVE VISION
•How
can we persuade people that what matters with insurance is not who’s cheapest – but who’s most efficient at putting things right when the shit hits the fan? •How
can we change the way people think about hospices – from somewhere you go to die, to somewhere you go to get the most from the time you have left?
WHAT WAS THE CHALLENGE?
SHOW HOW EXTREME IT WOULD BE FOR HUMANS TO BE AS INDESTRUCTIBLE AS THEY FEEL BEHIND THE WHEEL.
TIP 4. BEWARE THE FLABBY PROPOSITION
SPECIFIC FLABBY THE ULTIMATE COFFEE EXPERIENCE BE A LIFESAVER
THE STRONGEST COFFEE YOU CAN BUY GIVING HANDS ONLY CPR IS EASIER THAN YOU THINK
PROVOCATIVE POINT OF VIEW CANCER’S NOT WHAT IT USED TO BE IRN-BRU MAKES EVERYTHING BETTER YOUR HANDS ARE MORE DIRTY THAN YOU THINK GARDENS PREFER DOBBIES Is it? Do they? Tell me more…
COULD I WRITE AN AD FROM THIS, AND THIS ALONE?
TIP 5. EDIT, EDIT, EDIT “IT’S CALLED A CREATIVE BRIEF. NOT A CREATIVE LONG.”
PUT THIS IN ONE SIMPLE SENTENCE‌ What is the brief for? Christmas is, commercially, a very important time for IRN-BRU but the Coca-Cola company has owned Christmas since the 1950’s. They have invested many years and many millions to inextricably link the brand with this very emotive time of year. Therefore this makes Christmas a very challenging time for IRN-BRU. We would like to change this, Scotland is the only country in the world where Coca-Cola in not the most popular soft drink so why should they own the Scottish Christmas, surely it should be IRN-BRU.
OUT-CHRISTMAS COCA-COLA IN SCOTLAND
TIP 6. THINK LATERALLY ABOUT INSPIRATION
A ‘THING’ ON INSTAGRAM A PIECE OF MUSIC A SCENE IN A FILM A PERSON YOU KNOW AN EXPERIENCE…
OR A POEM…