Magic Sauce & the Death of the Creative Brief
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John Miziolek, President and CEO of Reset Branding delivered a speech at the CMA Creative Conference and this was the presentation. John talked about how the process of briefing an agency and the relationship between the agency and client has to change. The design brief itself was a target of John's speech as he related the design brief template to a last will and testament where the outcome is predictable. John is a strategic design and branding professional with more than 20 years of experience. He leads Toronto branding company Reset Branding, is co-founder of The D Event and developed the Next Gen Designers initiative. He has been featured in USA Today, written countless industry articles and believes passionately about the business value of design.
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Magic Sauce & the Death of the Creative Brief
- 1. May 7, 2015 - TORONTO © Copyright 2015 All rights reserved Presented by: John Miziolek, Reset Branding MAGIC SAUCE & THE DEATH OF THE CREATIVE BRIEF CMA Creative PRESENTATION
- 2. “Maddy, where is your brain?”…
- 4. 1 - Why? 2 - Magic Sauce 3 - Case Study 4 - Key Action Items Conclusion / Q&A TODAY’S PRESENTATION © Copyright 2015 All rights reserved
- 5. WHY? There are literally thousands of iterations of briefs online Seminars Lunch n’ learns Workshops All aboard the “Vanilla Train” © Copyright 2015 All rights reserved
- 6. WHY? The brief is the single most important document in the creative process to communicate your business objectives…but it has to change © Copyright 2015 All rights reserved
- 7. Let’s kill the brief! (or at least change the way we think about it) © Copyright 2015 All rights reserved
- 8. You must unlearn what you have learned Master Yoda © Copyright 2015 All rights reserved
- 9. Establish Standards © Copyright 2015 All rights reserved
- 10. Establish Standards It’s BRIEF and single-minded in focus Contains powerful insights Logical and grounded in truth It integrates with the overall brand strategy Result of a collaborative effort © Copyright 2015 All rights reserved
- 11. Common Mistakes © Copyright 2015 All rights reserved
- 12. Too much detail, too many messages Insights that state the obvious: “People who run out soap, usually buy more” Wrong objectives © Copyright 2015 All rights reserved
- 13. Slightly more inspired briefs © Copyright 2015 All rights reserved
- 14. Format-just blocks of copy on a page? Location-same old boardroom? People are inspired by more than just words and images Environment-sensory stimulation What is the desired consumer response? (DCR) © Copyright 2015 All rights reserved
- 15. © Copyright 2015 All rights reserved
- 16. 3 key ingredients: Relativity Perspective Collaboration © Copyright 2015 All rights reserved
- 17. “When you are courting a nice girl an hour seems like a second…but sit on a red hot cinder and a second seems like an hour…” Albert Einstein © Copyright 2015 All rights reserved
- 18. “Perspective is worth 80 IQ points” Alan Kay © Copyright 2015 All rights reserved
- 19. © Copyright 2015 All rights reserved
- 20. © Copyright 2015 All rights reserved
- 21. 5% vs 50% © Copyright 2015 All rights reserved
- 22. 5% vs 50% 20+ years interpreting creative briefs Goals are set low to avoid disappointment 5% may seem ambiguous and not that hard to achieve Designers mindset is already established to achieve low increase At 5%, with no context or perspective, most designers rely on how they have created, thought and designed in the past © Copyright 2015 All rights reserved
- 23. 50% © Copyright 2015 All rights reserved
- 24. 5% vs 50% At 50% a radical change in mindset occurs and affects the approach to: Thinking Innovation Creative development Idea generation Actions Largest percentage of thinking is about developing new processes, and releasing the past © Copyright 2015 All rights reserved
- 25. Brand Stretch® Purposely thinking beyond and outside the brief provides context and perspective Develop multiple points of perspective in between goal posts Reverse briefing 5% vs 50% © Copyright 2015 All rights reserved
- 26. How to articulate Magic Sauce on a creative brief? Include 2 new sections: 1-Completely Outrageous Goals (COG) Statements that outline seemingly unachievable goals in order to shift category paradigms 2-Desired Consumer Response (DCR) Identify the emotional response we’re attempting to achieve from consumers 5% vs 50% © Copyright 2015 All rights reserved
- 27. Case Study © Copyright 2015 All rights reserved
- 28. Global brand #1 brand of topical pain relief Stagnant sales in North America In need of a refresh Voltaren wanted consumers who use pills Objective: Increase CAGR by 3% © Copyright 2015 All rights reserved
- 29. Utilized Brand Stretch® COG DCR Impact reached beyond packaging The entire approach to supporting the brand changed © Copyright 2015 All rights reserved
- 30. 31% © Copyright 2015 All rights reserved
- 31. ACTION ITEMS 1. Magic Sauce: add 2 new sections to the creative brief: COG, DCR 2. Change the location and environment of the briefing meeting 3. Encourage Reverse Briefing using multiple methods of sensory communication © Copyright 2015 All rights reserved
- 32. Thank you! © Copyright 2015 All rights reserved