How to write better creative strategies and briefs. This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight. What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an airline ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation. Enjoy. Ps. And please share if you have learnt something from this presentation.

1. BETTERCREATIVE
BRIEFSFOREVERY
JOURNEY

2. 1. UNDERSTANDING THE CREATIVE PROCESS
2. HOW TO WRITE BETTER BRIEFS
[ uncovering the four creative triggers ]
3. BETTER PRESENTATIONS
[ how to give more effective feedback ]
www.slideshare.net/Reosurfer
COPYRIGHT NOTICE:This material and the work produced from this marketing brief (including, without limitation, all intellectual property, artistic and literary works therein) is copyright. Subject to the conditions prescribed under the Copyright Act, no part of this material may
be reproduced without written authorisation of MercerBell Pty Limited ABN 57 435 510 529.All enquiries should be addressed to MercerBell 3-71York Street Sydney NSW 2000 AUSTRALIA (02) 9299 0802.

3. 1.UNDERSTANDING
THE CREATIVE PROCESS

4. “I’m not creative”

5. Every child is an artist.
The problem is how to
remain an artist once
you grow up.

6. 7BILLION
1. CREATIVE PROCESS

7. 7BILLION

8. 1.Thisisawesome
2.Thisistricky
3.Thisisshit
4.I’mshit
5.Thismightbeokay
6.Thisisawesome
1. CREATIVE PROCESS

9. 1. CREATIVE PROCESS
John Heywood 1546
COLLABORATION

11. “GIVE METHE
FREEDOM OFA
TIGHTBRIEF”David Ogilvy

14. HOWTOWRITE
ANAIRLINEAD

15. How creatives begin idea generation
~ Is there an idea in where it was
made or where the company is from?
~ What if it’s not an ad?
Think social, digital ambient,
ambush etc~ Current events~ Trends
~ Is there an idea in showing what
happens without the product?
~ Repetition~ Shock tactics~ Metaphor & analogy
~ Surreal & Bizarre

16. 1.FLAGS

17. FLAGS

18. FLAGS

19. 2.ROUTE MAPS

20. 2.ROUTE MAPS

21. 2.ROUTE MAPS

22. 3. ANIMALS

23. 3. ANIMALS

24. 4.TRAVEL ICONS

25. 4.TRAVEL ICONS

26. 4.TRAVEL ICONS

27. 5.CELEBRITY

28. 5.CELEBRITY

29. 5.CELEBRITY

30. 5.CELEBRITY

31. 6. WINDOWS

32. 6. WINDOWS

33. 6. WINDOWS

34. 7. TAILS

35. 7. TAILS

36. 7.CREW

37. 7.CREW

38. 9. PLANES

39. 9. PLANES

40. 9. PLANES

41. 9. PLANES

42. “Youwanttogetonaplane
tofeelalive.
Youwanttogetonaplane
toseejustahintofa
women’sthighbecauseher
skirtis,thismuchtooshort”

43. 10.SEX

44. 10.SEX

45. 10.SEX

46. 10.SEX

47. 10.SEX

48. 10.SEX

49. 10.SEX

50. 10.SEX

51. 3 WAYSYOU
CAN HELPTHE
CREATIVE PROCESS

52. 1.‘the factory visit’

53. 1. KNOW YOUR PRODUCT

55. “Always have
the product on
your desk”
1. KNOW YOUR PRODUCT

56. PTaste PTouch PSmell PSight PSound
1. KNOW YOUR PRODUCT

57. ______________________________________________________________
______________________________________________________________
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List how else
you might offer
access to Qantas
EXERCISE No. 1
1. KNOW YOUR PRODUCT

58. 2.EMPLOY‘WORD BOMBS’

59. Wordsarelittlebombs.
Therightonescanexplode
insideus,demandingan
originalandexcitingidea.

60. Crazy, zany orange drink
2. WORD BOMBS: Before

61. Taste the buzz of real oranges
2. WORD BOMBS: After

62. Taste the buzz of real oranges. c.1990

63. Harley Davidson
the escape machine
2. WORD BOMBS: Before

64. Harley Davidson
sets you free
2. WORD BOMBS: After

65. Harley Davidson sets you free

66. Rediscover BA, we have
more flights to more places.
2. WORD BOMBS: Before

67. Rediscover the pure magic of flying
2. WORD BOMBS: After

69. 3.INFORMTO INSPIRE

70. BE HONEST

73. 1. Creative collaboration begins with your brief
2. Look to ‘inform to inspire’ and you’ll fuel the fire
3. Employ ‘word bombs’
Understandingthe
creativeprocess

74. 2.HOWTO WRITE
BETTER BRIEFS
[ uncovering the four creative triggers ]

75. 2. BETTER BRIEFS
THEVATICAN

76. Pope Julius II ~ 1508
POPE JULIUS II
By Damian O’Malley
2. BETTER BRIEFS

77. MICHELANGELO
2. BETTER BRIEFS

78. THE BRIEF
2. BETTER BRIEFS

79. BRIEF ONE:
Can you please
paint the ceiling.
2. BETTER BRIEFS

80. 2. BETTER BRIEFS
- No guidance or inspiration
- No hint as to what the
solution might be
- Leaves all the decisions
up to Michelangelo

81. BRIEF TWO:
Can you paint the
ceiling using red,
green and yellow.
2. BETTER BRIEFS

82. 2. BETTER BRIEFS
- Too prescriptive,
without any justification
- No hint as to what he
needs to paint

83. BRIEF THREE:
We’ve got problems with damp
and cracks in the ceiling.
I’d be grateful if you would
just cover it up for us.
2. BETTER BRIEFS

84. 2. BETTER BRIEFS
- Still no guidance
- No hint of opportunity
- Gives Michelangelo
depressing information and
appears that no one cares
anyway

85. BRIEF FOUR:
Please paint biblical scenes on
the ceiling, incorporating some
or all of the following:
God, Angels, Cupids & Saints
2. BETTER BRIEFS

86. 2. BETTER BRIEFS
- Gives Michelangelo
a good starting point
- Hasn’t yet informed
to inspire

87. BRIEF FIVE:
Please paint the ceiling like it
was touched by the hand of God.
Being an inspiration and
a lesson to his people.
2. BETTER BRIEFS

88. “Painted like it was
touched by the
hand of God.”
2. BETTER BRIEFS

89. POPE FRANCIS

90. FOUR KEY CREATIVE
TRIGGERS THAT GUIDE
THE CREATIVE PROCESS
2. BETTER BRIEFS

92. The what
‘What is the SINGLE issue to focus on,
and why this one?’
TRIGGER No. ONE
2. BETTER BRIEFS

93. Worry more about
your problems.
2. BETTER BRIEFS2. BETTER BRIEFS - WHAT

94. “aproblemwellputishalf solved”
John Dewey - Pragmatist
2. BETTER BRIEFS2. BETTER BRIEFS - WHAT

95. Three ways to define better business problems________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
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1. The key to a good problem definition is ensuring that
you deal with the real problem - not its symptoms.
2. Try expressing the business problem as a challenging question.
3. Once you’ve defined the problem, reduce it to a
single sentence.
2. BETTER BRIEFS - WHAT

96. There are different levels of problem
“Great solutions
require great problems”
2. BETTER BRIEFS

97. How you define the problem
defines the solution.
TRIGGER No. ONE
2. BETTER BRIEFS – WHAT

98. TRIGGER No. TWO
The who
[ ‘Target Audience’
2. BETTER BRIEFS

99. TRIGGER No. 2
The who
2. BETTER BRIEFS
Three key things you need to consider when
uncovering the customer insight and building
a persona (pen portrait).
1. demographics
2. psychographics
3. then examine the customer’s beliefs

100. PEN PORTRAIT
DEMOGRAPHIC:
AGE:
SEX:
ENTHNICITY:
FAMILY STATUS:
HOME:
JOB:
PSYCHOGRAPHIC:
LIFESTYLE:
HOBBIES:
INTERESTS:
ATTITUDES:
BEHAVIOUR:
VALUES:
Describe the customer in relation to the brand
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
2. BETTER BRIEFS - WHO

101. PEN PORTRAIT
DEMOGRAPHIC:
AGE:
SEX:
ENTHNICITY:
FAMILY STATUS:
HOME:
JOB:
PSYCHOGRAPHIC:
LIFESTYLE:
HOBBIES:
INTERESTS:
ATTITUDES:
BEHAVIOUR:
VALUES:
Describe the customer in relation to the brand
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
2. BETTER BRIEFS - WHO

102. CUSTOMER
INSIGHT

103. 2. BETTER BRIEFS - WHO

104. TRIGGER No. THREE
The why
2. BETTER BRIEFS - WHY
‘What is the key message?’

105. THE SINGLE MOST
COMPELLING THING
WE HAVE TO SAY

106. SAY IT IN THE
MOST
MOTIVATING WAY

107. 2. BETTER BRIEFS - WHY

108. How to turn
an observation
into an insight
2. BETTER BRIEFS - WHY
INSIGHT FORMULA

109. Observation:
What people do or say
We consume chocolate bars
to satisfy our hunger.
2. BETTER BRIEFS - WHY
INSIGHT FORMULA

111. 2. BETTER BRIEFS2. BETTER BRIEFS - WHY
EXERCISE No. 2

112. Don’t just list all the features, draw out the benefits.

115. Don’t just list all the features, draw out the benefits.

120. Don’t just list all the features, draw out the benefits.

123. PENCIL SAVES MAN’S LIFE

124. Shareable
Create artWorks underwater
EXERCISE No. 2

125. 2. BETTER BRIEFS - WHY

126. PICK THE
PROP
2. BETTER BRIEFS - WHY

128. PROP:
The airline for the world’s people.
3. PICK THE PROP
EXERCISE No. 3

129. 3. PICK THE PROP
Is it ok to relax this much on a plane?
Yes, in American Airlines ‘Lie-Flat’ Business Class.

130. PROP:
The airline for the world’s people.
3. PICK THE PROP
PROP:
Sleep flat out in Business Class.
EXERCISE No. 3

131. 3. PICK THE PROP

132. PROP:
The airline for the world’s people.
3. PICK THE PROP
PROP:
Sleep flat out in Business Class.
PROP:
Explaining the world’s secrets.
EXERCISE No. 3

133. TRIGGER No. FOUR
2. BETTER BRIEFS - HOW
The how[ ‘Deliverables, Channels/Considerations, Budget & Timings’

134. 2. BETTER BRIEFS - HOW
THE DETAILS HELP
SHAPE THE IDEAS

135. So what are we doing?
Who are we talking to?
Why are they going
to believe us?
And how are we
going to tell them?
CREATIVETRIGGERS

136. WHAT: How you define the problem defines the solution
WHO: A good persona brings the customer to life
WHY: Identify a truth that can be used to solve the problem
HOW: All the details help shape ideas
2. BETTER BRIEFS

137. 3.BETTER PRESENTATIONS

138. 1.BEFORE

139. PLAY AWAY
Visit the agency. The team are generally better prepared and
more relaxed when they present in their own environment.
1. BEFORE

140. IN PERSON
Whenever possible have the Creative team present their work.
RECAP Begin by revisiting the main areas of the brief.
• Problem • Audience • Insight • Prop
1. BEFORE

141. SMILE
Creative types are nearly always nervous, so for a smoother
presentation be positive, open and engaged.
1. BEFORE

142. EXPECTATIONS Have a clear understanding of the
level of creative being presented:
• Adcepts • Creative territories • Scamps Vs Mac layouts
QUANTITY Have agreement on the number of concepts.
1. Safe 2. Surprising 3. Courageous
1. BEFORE

143. 2.DURING

144. ASSESSINGTHEWORK
2. DURING

145. 2. DURING

146. Grant Welsh Qantas Frequent Flyer No.10 Million
BE THE CUSTOMER
You’ve just revisited the key areas of the brief including
the target audience so it’s vital you think like the customer.
2. DURING

147. THE IDEA
Does the idea bring the proposition to life in a memorable
or dramatic way?
LEGS
Can the idea work well in all channels;
• film • paper • pixels • social
2. DURING

148. INTEGRATION
Has the brand/campaign idea been brought to life in
the best possible way?
MINUTIAE
Don’t stress a missing comma, worry about a missing idea.
RECOMMENDATION
Have a recommended concept.
2. DURING

149. FEEDBACK
“Spend your time on looking at what is good,
and making it great.” Sir John Hegarty – Worldwide CD of BBH
2. DURING

150. 2. DURING
FEEDBACK
• Try to recognise the good first
• Don’t be afraid to ask questions
‘be a Juror, not the Judge’
• Seek understanding if you aren’t sure about something
• Initial feedback is good and appreciated
• Not sure then ‘sleep on it’ and give feedback later

151. 3.AFTER

152. THE DE-BRIEF Consolidate and give clear guidance
about the collective feedback. Use the MB Debrief Form.
OPTIONS Separate the amends into
1. mandatory and 2. optional changes.
3. AFTER

153. OPINIONS
Everyone has a opinion about advertising,
but have they read your brief?
3. AFTER

154. FEELING NERVOUS?
Great. That’s a good thing. Pin the work on your wall and give
the ideas the overnight test. And remember.
1. Safe 2. Surprising 3. Courageous
REDIRECT
Resist the temptation to rework yourself.
Try redirecting instead, it’s always more productive.
3. AFTER

155. STAKEHOLDERS
Ask for help. We are there for you.
3. AFTER

156. STAKEHOLDERS
These are busy people, make it easy for them to see
the thinking.
1. Begin with the brief. Always attach the brief (or a summary)
2. Identify the level of creative that they are reviewing
• Adcepts • Creative territories • Scamps Vs Mac layouts
3. Present like the agency and begin with a rationale
3. AFTER

157. STAKEHOLDERS
4. Do your homework, prepare well, and rehearse
5. Present with their desired outcomes in mind.
Time, money, politics, legals and ‘pet hates’
6. Timing is everything (pick your moment)
3. AFTER

158. 3. BETTER PRSENTATIONS
1. Be the customer
2. Juror not Judge
3. Redirect, don’t rework