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Writing a creative brief

Writing a creative brief. Marketing Objective Why we are advertising Consumer Objective The desired change in attitude or behaviour Advertising Objective How we want people to react. The advertising has to affect people in such a way

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Writing a creative brief

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  1. Writing a creative brief

  2. Marketing Objective Why we are advertising Consumer Objective The desired change in attitude or behaviour Advertising Objective How we want people to react

  3. The advertising has to affect people in such a way That they are moved from one mind state or type of behaviour to another Which in turn generates the required commercial outcome Advertising Objective Consumer Objective Marketing Objective How it works

  4. Guinness • Marketing Objective Increase frequency of use amongst Guinness drinkers • Consumer Objective Make people adopt Guinness as their pint of preference • Advertising Objective Instill Guinness drinkers with a real sense of pride

  5. Which objective do I put into the creative brief? The one that points creatives in the right direction • Marketing Objective restates the business problem which is more useful to the clients than to the creatives • Consumer Objective tells creatives what effect we would like the advertising to have on people’s attitudes and/or behviour • Advertising Objective tells creatives how people are supposed to react to their ads

  6. Need for being realistic • The only one I buy • One of my favourites • One I occasionally buy • I have heard of it, but I never tried it • I have never heard of it before

  7. Need for being realistic Do we need to … ► Extend usage to new targets? ► Increase frequency of usage amongst current users? ► Increase loyalty? ► Establish or regain our relevance? ► Activate the brand at contact? ► Clarify our positioning?

  8. Knowing the Target audience • A clear, simple objective and clear recognizable target audience. • Who they are? – Definition v/s description 18-25 years males with high disposable income and enjoy sports on television, reads the Midday and tends to share its views, goes to a holiday at Goa, has a club membership, etc.

  9. Insight What makes a good core idea

  10. Single minded The Creative plea ‘Give me the one thought and a thousand facts to back it up’

  11. Motivating The Consumer Button ‘Tell me why I should be interested in what you are selling’

  12. Different The Competitive Set ‘Show me how it stands out from the crowd’

  13. By asking the right people… ..the right questions about the brand • What are its key characteristics? • Where is it made? • What goes into the making of it? • Does it have an interesting heritage? • Why is it better than its competitors? • Any exciting news?

  14. …and the right question about the brand usership • Who uses the brand? • How, where and when is it used? • What distinguishes users of the brand from non-users? • How does the brand benefit them? • What physical, social, psychic needs does it fulfill?

  15. What is the support? If it does, it is If it doesn’t it isn’t What it isn’t? ‘Everything I know about the product’

  16. What it is? • Support for the proposition • Focused but rich Focused but rich? • As many interesting and relevant facts- emotional as well as rational - as much as you can get your hands on

  17. Tone of voice • It’s how we say what we are going to say • How we speak depends on who we are - Think of the brand as a person - Now what sort of personality traits would you like the brands to have - How would you describe that person to group of friends - And what kind of conversation would you expect to have with that person

  18. Every line in the brief should be Relevantto the strategy Relevant to the creative team

  19. What is briefing? The briefing is more important than the Brief

  20. Unlike briefs, briefing is all about inspiration Everyone puts so time on getting the brief right and yet it is more often a chance remark at the briefing that sets off an idea in mind

  21. What briefing should not be • Slipping the brief under the door… or emailing it • A meeting squeezed in before lunch or after a pre-production meeting • A speech by the planner • An event attended by the client • Group therapy

  22. What briefing should be • An open exchange of ideas between planner, account service, media and creatives • A change of scene – use inspiring location • A piece of theatre – use props/ images/audio to bring your vision to life • An experience – invite creatives to use/ taste/ drink the product themselves

  23. A few suggestions • Check in advance if your creative team have already worked on a similar brand and ask them or their input into the brief • Conduct a category advertising review – show them how other brands are behaving • Know your brand's advertising history – what’s been done before, what’s worked/hasn’t worked and why • Remember the creative team can read! No need to slavishly follow exact order or wording brief

  24. Talking To Creative Trying to speak their language

  25. Creative Brief • A short ‘piece of communication’ to the creative team/s across disciplines on the problem • As the name suggests it needs to be two things • Creative • And Brief • Do not load the brief with unnecessary detail and numeric objectives

  26. Crystallizing Your Thoughts • Brief Background • Brand History ( If new agency) • Market situation (Brands and competitive position – Category growth, Brand growth etc) • The years marketing objectives • Marketing approach/strategy • Views on the communications Role & Objectives

  27. Crystallizing Your Thoughts • The Target Audience • Demographics • Psychographics • Key Message/s • Supports for the claim • Expected media mix • Mandatory Inclusions • Budgets (media and production) • Timelines

  28. GOLD – Case Study The Preamble A painting of the environment

  29. Background • About the brand • Current perceptions • The competition • The Category • A lead up to the problem Crisp Is the word !

  30. Background – Gold • History – Strength, Alternative Currency, Largest Market The brand gold – ‘a must’, Tradition - marriage, status symbol, security Current Environment – Under attack at the top – Diamonds & Platinum + a host of other fashion accessories, loosing ground with the young urban

  31. Communication Intent Gold – Advertising Intended to achieve What is the communication/advertising intended to achieve? • What is the advertising trying to do for the brand? • Position gold as a fashion accessory for the young urban woman.

  32. Target Audience Definition Who is this animal ? Specific One person definition

  33. Gold – Target Audience • Sheetal Gandhi, 21 years old living in Bandra, Mumbai • Sheetal studied in St. Xaviers College and is currently working for Viz Craft. • She loves parties and visits discs and pubs on a weekly basis. She uses western clothing on a daily basis • Sheetal is very fashion conscious. She is aware of all the latest trends and is one of the first in her circle to buy the ‘new stuff’ • Sheetal believes that the woman of today is not as bound as her earlier generations • She feels that she has her destiny in her hands • She is willing to explore and try out new and exciting things that come her way

  34. Category Relationship Summarize his or her feelings about the brand/ category in relation to the task at hand.

  35. Gold – Her relationship with the category • Gold conjures up images of old fashioned, heavy, ornate, marriage, responsibility • She does not wear gold on a regular basis. In fact she wears it only when her mother forces her to wear on formal occasions • She loves Diamonds and wares and swears by her sliver and junk jewellery • She knows that Gold would be part of her life someday but does not wait for that day

  36. Creative Challenge • What challenge must the creative rise to meet? Gold-Creative Challenge • The advertising must break down this barrier and change the ‘not for me feeling in her mind’

  37. Gold Key Consumer Insight The one truth that rings true with the consumer in relation to the task at hand.

  38. Gold – Key Consumer Insight • The Task – Position Gold as a fashion accessory for the young urban woman • Gold does not go with any of my outfits. There are no trendy designs available that match my style.

  39. The Proposition Gold – Proposition Describe the one reward or benefit we are promising, from the consumers perspective. ‘Collection g’ a range of gold jewellery that defies current usage boundaries.

  40. The support Gold – Support What do we have that we can share that proves our point • The collection in use. Demonstrated in her environment … her dressing style … her attitude • The creative idea – Gold so different you’ll wear it differently

  41. Tone/ Personality Gold – Tone Small idea of your brand and the tone of this particular communication. • The communication should be young friendly and lighthearted • Visually it should be contemporary and warm

  42. Mandatory Gold Mandatory What do you need? What are the elements that must appear. (logos, conditions, mediums, templates etc) Logo of gold World gold council

  43. Other Initiatives Contests Direct Contact Events PR Cross promos

  44. T H A N K Y O U!

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