![[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Creative Brief Breakfast
Similar to Creative Brief Breakfast (20)
Recently uploaded
Recently uploaded (20)
Creative Brief Breakfast
- 1. Writing creative briefs 28 th October 2009
- 5. Ā
- 6. Where to start? What is the problem we are trying to solve? Define the comms/biz objective before writing the brief
- 8. The hardest part of the brief
- 10. How to get thereā¦ Consumer Market Competition Product/ Company Technology Research Assess Establish insights Proposition
- 11. Consumer Who are they? Whatās their current relationship with the brand/product? What are their attitudes towards its? What do they do with their spare time? Whatās the most important thing in their life?ā¦
- 12. Ā
- 13. Competition Who is the competition in the sector? What are they saying? To whom? How much do they spend? Where do they advertise? How are we different?
- 14. Ā
- 15. Market How big is it? Is it growing/flat? What is our market share? Is there any innovation? What factors are shaping itās future?
- 16. Ā
- 17. Technology What is the role for digital? What examples of innovation are there? How are people using social media/mobile? Role for website/search? How do our audience use it?
- 18. Ā
- 19. Product/Company What are the core attributes? Are these differentiating? Is it first/cheapest/most highly rated? What is the companyās history/mission statement? How is it performing financially?
- 20. Ā
- 21. Distillation
- 22. Solid performance Trust crucial for consumers Sleeping giant Digital under used Weathering the storm Consumers feeling the squeeze Retaining front of mind Being relevant and personable Market leader Maintaining position Market Commercial Consumer Brand Technology Insight Challenge Synopsis
- 23. Solid performance Trust crucial for consumers Sleeping giant Digital under used Weathering the storm Consumers feeling the squeeze Retaining front of mind Being relevant and personable Market leader Maintaining position ā¦ staying there requires commitment ā¦ consumers need reassurance ā¦ brand need to do more for less ā¦ in a space that demands attention Its tough at the top Market Commercial Consumer Brand Technology Insight Challenge Synopsis
- 24. Developing a proposition What is interesting in all this? Brand Truth, Consumer Truth, Market truth, Digital truth? Combine the most telling insights to create the storyā¦
- 25. Developing a proposition For this generation the future has never been more uncertain More people have personal pensions with Standard Life than any other provider + Consumer truth Brand truth The future, designed by you You can take control of your future online Digital truth +
- 27. Ā
- 28. It is notā¦ The media placement It isā¦ Exactly what it is we are promoting
- 29. It is notā¦ An endless list of product attributes It isā¦ The core product benefit to the consumer
- 30. It is notā¦ A broad brush stroke or one liner from the client segmentation It isā¦ A tight description of the exact person we are talking too ā including attitudes, behaviours etc
- 31. It is notā¦ An end line It isā¦ A creative platform for the work
- 32. It is notā¦ A list of all your research It isā¦ The reason to believe the proposition
- 33. It is notā¦ A generic statement about the product It isā¦ A consumer insight that supports the proposition
- 34. It is notā¦ The media schedule It isā¦ The expected creative deliverable
- 35. It is notā¦ āN/Aā It isā¦ Amplification thought starters
- 36. It is notā¦ A list of random adjectives It isā¦ The brandās personality
- 37. It is notā¦ A detailed breakdown It isā¦ How much we have to produce the work
- 38. It is notā¦ āSee brand guidelinesā It isā¦ The absolutes the Client cannot live without
- 39. It is notā¦ A repository for things you forgot It isā¦ Other campaign activity, similar previous work
- 41. Briefings Have the product present Go outside the office Make it enjoyable Donāt just sit there and read Client documents Talk about things! Remember ā you wonāt crack it in the briefing