How to write a frigging awesome creative brief! April 2014

Size: px

Start display at page:

Download "How to write a frigging awesome creative brief! April 2014"

Ariel Higgins
6 years ago
Views:

1 How to write a frigging awesome creative brief! April 2014

2 Creative Request Process April 2014

3 Your Marketing Team Team Member Title Roles/Responsibilities Wendy Batchelor Interim Marketing Director Strategy, ideation, creative brain Jennifer Huang Marketing Manager Manage team timelines, allocates resources where appropriate, manage agency partners Benita Hansraj Research & Information Officer Brand voice champion, storyteller whiz Meghan D Mello Graphic Designer Brand champion, graphic layout extraordinare

4 Timelines Tasks Timing (Hours) Facts Review 3 Brand Review 2 ENG Graphic Layout 5 10 FRE Graphic Layout 3-7 FEC Article Magazine 200+ Eblast Coding 8 Banner creation 1 3

5 Process Timing: If there are competing priorities, Directors of each team are to discuss and inform Marketing team which priority takes precedence.

6 Questions?

7 Just thinking.this may not be the ideal

8 Our 60 minute objective To inspire you to write great creative briefs To provide tools and tips to help you To ensure that we have an effective AND efficient creative process internally and at our agency

9 On the agenda today.. 1. Tell you a little about the new process 2. Show you the new briefs 3. Provide some tips and inspiration for you 4. Give you some real life examples from other companies/industries 5. Clarify the roles in your marketing team 6. Allow for a little time to ask some questions

10 Why a brief? A brief is the map of where an entire troop of people are about to go storming toward. if you are a horrible cartographer, you will be setting the stage for a disastrous voyage!

11 Remember. AN INCH Wrong in the brief M E A N S A MILE Wrong in the output

12 Forget the creative brief!!! (for now) The document itself isn t the right place to start.

13 When someone asks you to write a creative brief they re not asking you to undertake a form filling exercise They re asking you to go away and do some original thinking Crayon 2010

14 They re asking you to untangle all the information that s been thrown at you and find the one thing that will tell your audience why they need what your client is offering

15 Marketing folk then take this idea and bring it life

16 So what does this process look like? Crayon 2010

17 Challenge Audience It looks something like this Insight and this is the journey we take to create a proposition that excites Proposition RTB Response TOV How will we know it worked?

18 Stage 1: Audience This is not an opportunity to write everything you know about them or list their demographics. Your task is to bring your audience to life Crayon 2010

19 Stage 1: Audience What do they do? What do they think and believe? What s really unique about them? What are their hopes & fears? What do they love? Hate?

20 Stage 1: Audience some tips 1. If you really have multiple audiences, get that out of the way briefly and focus on what makes them similar 2. Imagine someone you know who is in the target audience 3. Write a story if it helps..

21 Carole 50 HHI $150,000+ (an example) FORE.sorry about that. I just took a lesson. Haven t mastered the new tips yet. How are you enjoying this course? My husband s partner told us about it usually a couple of months to a get tee off time but his partner s is a member. I m looking forward to a dinner in the clubhouse with our friends. Heard the chef has come up for the summer from the city. My husband Brett and his partner are a few holes behind. They came up after work. We ll get together at the clubhouse. The kids? Well, Hudson and Kelsey are home with the Nanny - you have to get one makes life so much easier. When I went to NYC for our girl s shopping weekend the Nanny was a godsend. Hey you should join us at our Muskoka cottage next weekend? We re having a few friends over for cocktails. It will be great to get out of the city. We need to get up there soon as we re switching over our furnance. Brett tells me it s really simple. We found a great company to do it all for us. You know Dr. Wicker our family doctor? He recommended ABC they re the biggest in the country and when I called, they told me they would put this monitor on the tank so we don t ever have to think about it again. Will be great in the winter when we re down in the city or at our Florida house. Speaking of which you should come up for a ski weekend we re members of a private club no waiting for the lifts and a Starbucks right on site. It s beautiful up there you can really relax with nature. Not to worry we have wi-fi and full cable so we can still check in with the office and watch the game while the guys compare the latest scotch. Yea, bring the dog I m sure he will get along with Beau our Portuguese Water Dog. Yes, I know, the same one that Obama has here, let me grab my iphone and I ll show you a pic. Oops looks like we are holding up the group behind us see you at the clubhouse later

22 Stage 2: Insight When you start to bring your audience to life start by exploring why they behave like they do or why they hold the attitudes they do.then select the most profound insight

23 Carole 50 HHI $150,000+ FORE.sorry about that. I just took a lesson. Haven t mastered the new tips yet. How are you enjoying this course? My husband s partner told us about it usually a couple of months to a get tee off time but his partner s is a member. I m looking forward to a dinner in the clubhouse with our friends. Heard the chef has come up for the summer from the city. My husband Brett and his partner are a few holes behind. They came up after work. We ll get together at the clubhouse. The kids? Well, Hudson and Kelsey are home with the Nanny - you have to get one makes life so much easier. When I went to NYC for our girl s shopping weekend the Nanny was a godsend. Hey you should join us at our Muskoka cottage next weekend? We re having a few friends over for cocktails. It will be great to get out of the city. We need to get up there soon as we re switching over our furnance. Brett tells me it s really simple. We found a great company to do it all for us. You know Dr. Wicker our family doctor? He recommended ABC they re the biggest in the country and when I called, they told me they would put this monitor on the tank so we don t ever have to think about it again. Will be great in the winter when we re down in the city or at our Florida house. Speaking of which you should come up for a ski weekend we re members of a private club no waiting for the lifts and a Starbucks right on site. It s beautiful up there you can really relax with nature. Not to worry we have wi-fi and full cable so we can still check in with the office and watch the game while the guys compare the latest scotch. Yea, bring the dog I m sure he will get along with Beau our Portuguese Water Dog. Yes, I know, the same one that Obama has here, let me grab my iphone and I ll show you a pic. Oops looks like we are holding up the group behind us see you at the clubhouse later

24 Insight an example FORE.sorry about that. I just took a lesson. Haven t mastered the new tips yet. How are you enjoying this course? My husband s partner told us about it usually a couple of months to a get tee off time but his partner s is a member. I m looking forward to a dinner in the clubhouse with our friends. Heard the chef has come up for the summer from the city. My husband Brett and his partner are a few holes behind. They came up after work. We ll get together at the clubhouse. The kids? Well, Hudson and Kelsey are home Our target likes to feel they are with the Nanny - you have to get one makes life so much easier. When I went to NYC for our girl s shopping weekend the Nanny was a godsend. Hey you should join us at our Muskoka cottage next weekend? We re having a few friends over for cocktails. It using the best they deserve it after will be great to get out of the city. We need to get up there soon as we re switching over our furnance. Brett tells me it s really simple. all - and will talk about it when they We found a great company to do it all for us. You know Dr. Wicker our family doctor? He recommended ABC they re the biggest in the country and when I called, they told me they would put this monitor on the tank so we don t ever have to think about it again. have found it Will be great in the winter when we re down in the city or at our Florida house. Speaking of which you should come up for a ski weekend we re members of a private club no waiting for the lifts and a Starbucks right on site. It s beautiful up there you can really relax with nature. Not to worry we have wi-fi and full cable so we can still check in with the office and watch the game while the guys compare the latest scotch. Yea, bring the dog I m sure he will get along with Beau our Portuguese Water Dog. Yes, I know, the same one that Obama has here, let me grab my iphone and I ll show you a pic. Oops looks like we are holding up the group behind us see you at the clubhouse later

25 Stage 2: Insight If you follow this approach, your insights should seamlessly fit with your audience description

26 Stage 3: The proposition The proposition is just a single key thought that explains why the audience should buy our product or service

27 How you ll know when you ve got it right? You will know when your proposition is right... it s when it locks your insight and your reason to believe together Crayon 2010

28 How to write a proposition Think of it like this Imagine you got in a elevator with a prospect on the top floor. Before you reach the lobby you have to convince them in one line why they should buy your product or service Crayon 2010

29 It always takes a lot longer than you think, so give yourself the time it deserves

30 Proposition - example FORE.sorry about that. I just took a lesson. Haven t mastered the new tips yet. How are you enjoying this course? My husband s partner told us about it usually a couple of months to a get tee off time but his partner s is a member. I m looking forward to a ABC company feel confident dinner in the clubhouse with our friends. Heard the chef has come up for the summer from the city. My husband Brett and his partner are a few holes behind. They came up after work. We ll get together at the clubhouse. The kids? Well, Hudson and Kelsey are home enough in us that you can brag to with the Nanny - you have to get one makes life so much easier. When I went to NYC for our girl s shopping weekend the Nanny was a godsend. Hey you should join us at our Muskoka cottage next weekend? We re having a few friends over for cocktails. It will be great to get out of the city. We need to get up there soon as we re switching over our furnance. Brett tells me it s really simple. We found a great company to do it all for us. You know Dr. Wicker our family doctor? He recommended ABC they re the biggest in the country and when I called, they told me they would put this monitor on the tank so we don t ever have to think about it again. Will be great in the winter when we re down in the city or at our Florida house. Speaking of which you should come up for a ski weekend we re members of a private club no waiting for the lifts and a Starbucks right on site. It s beautiful up there you can really relax with nature. Not to worry we have wi-fi and full cable so we can still check in with the office and watch the game while the guys compare the latest scotch. Yea, bring the dog I m sure he will get along with Beau our Portuguese Water Dog. Yes, I know, the same one that Obama has here, let me grab my iphone and I ll show you a pic. Oops looks like we are holding up the group behind us see you at the clubhouse later your friends The right choice the choice you can be proud of (a reminder these are not consumer facing words)

31 The brief FINALLY!

32 Remember don t think of this document as a form it s your opportunity to turn your thinking into your story for the creatives Here s some tips on how to do it Crayon 2010

33 Have a consistent theme for the entire brief and let your personality or the personality of the consumer shine through. use evocative, expressive and unexpected language

34 The briefs when to use 1. Creative brief New creative New content Meant to inform look, feel and content 2. Digital Brief 3. Event Brief Known digital component to the project Event or face to face moment Meant to inform specific details about the channel

35 Creative brief when you don t need When it s a repeat of past creative with just minor changes and you know the actual changes When it s an event or digital project AND its doesn t require any creative/copy

Click here to enter a date. In Market Date: Click here to enter a date.

translation time) Approvals by: 1. 2. 3.

you submit these are the hours that will be allocated within the system The person completing

36 The brief.. The things we all need to know and agree upon: Project Name: Project Champion: Brief Date: Click here to enter a date. In Market Date: Click here to enter a date. (please note that all projects for website are to be English and French so allow for translation time) Approvals by: Hours allocated to team: Note: this doesn t mean your project will be complete X hours after you submit these are the hours that will be allocated within the system The person completing the brief the one that will answer questions / gather information and be the key contact for the marketing team Who needs to approve this? Consider this in the timelines How many hours do you feel it will take to get this done? This will be discussed at the face-to-face briefing

37 The brief GENERAL INFORMATION Project Scope What do we want to do? Why do we want to do it? Be specific and simple want to create a super impactful 4 page ad for the Toronto Star Amazing opportunity to reach a large and relevant audience for dirt cheap Great opportunity to communicate loads of information

38 The brief Demonstrate UNICEF s awesome leadership Ensure reader s understand we save children s lives Increase visit to website by 10% Increase % of on-line donations to 60% Donations of $15,000 UNICEF they are involved and are leading the charge in saving children s lives around the world

39 The brief 1. Who is UNICEF general background and info 2. What we do info on the three emergencies 3. How to help donation info/sg Visit the website to donate unique URL Call to donate unique Mail in donation Check all boxes that apply

40 The brief This comes from your pre-work so it should be easy to complete! I know UNICEF from my Halloween orange box when I was kid I don t REALLY know what they do UNICEF remember us? Look at us now!!!

My heart has been touched, I feel terrible about some of the conditions children are in.

41 The brief Huh, I haven t thought about UNICEF since my orange box at Halloween wow they really do great work they are actually saving children s lives! My heart has been touched, I feel terrible about some of the conditions children are in. They don t deserve this I m going to do something about this I can make a difference!! I CAN SAVE CHILDREN s lives!!! I am grabbing my cell phone now I am going to donate I will save a child s life

42 The brief Again, this is from your pre-work so it should be REALLY easy!!! UNICEF: for when I want to save a child s life Reason to believe = Why does the product deliver the proposition You must use this section to show the creatives why they should believe in your thinking Keep it simple and the language persuasive

The brief Most of this time it would no child too far Sometimes

Observatory could be; helping Canada s children How would you

43 The brief Most of this time it would no child too far Sometimes a product may have a sub-positioning for example Children s Observatory could be; helping Canada s children How would you want the recipient of your message to describe the tone of voice? Don t just copy it from the brand guidelines. Caring, authoritative like David Suzuki Exciting like a dog that just got off his leash

44 Resist, resist, resist. Avoid the urge to write everything you know about the product when you come to write the brief (this can go in the support brief if you so wish) Crayon 2010

45 The briefing is just is important as the brief! Be inspiring! Be creative! Be motivating! Crayon 2010

InstaStories: How to Use Instagram Stories to Elevate Your Business

InstaStories: How to Use Instagram Stories to Elevate Your Business Doing business is really all about the human-to-human (H2H) relationship. People are seeking real connections with those they may choose