How to write better marketing creative briefs.

BETTERCREATIVE
BRIEFSFOREVERY
JOURNEY

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 ]
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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.

1.UNDERSTANDING
THE CREATIVE PROCESS

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

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

1. CREATIVE PROCESS
John Heywood 1546
COLLABORATION

“GIVE METHE
FREEDOM OFA
TIGHTBRIEF”David Ogilvy

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

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

3 WAYSYOU
CAN HELPTHE
CREATIVE PROCESS

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

PTaste PTouch PSmell PSight PSound

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List how else
you might offer
access to Qantas
EXERCISE No. 1

Wordsarelittlebombs.
Therightonescanexplode
insideus,demandingan
originalandexcitingidea.

Crazy, zany orange drink
2. WORD BOMBS: Before

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

Taste the buzz of real oranges. c.1990

Harley Davidson
the escape machine

Harley Davidson
sets you free

Rediscover BA, we have
more ﬂights to more places.

Rediscover the pure magic of ﬂying

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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
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2. BETTER BRIEFS - WHO

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

THE SINGLE MOST
COMPELLING THING
WE HAVE TO SAY

SAY IT IN THE
MOST
MOTIVATING WAY

How to turn
an observation
into an insight
INSIGHT FORMULA

Observation:
What people do or say
We consume chocolate bars
to satisfy our hunger.
INSIGHT FORMULA

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

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

Shareable
Create artWorks underwater
EXERCISE No. 2

PICK THE
PROP

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

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

PROP:
3. PICK THE PROP
PROP:
Sleep ﬂat out in Business Class.
EXERCISE No. 3

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

How to write better marketing creative briefs.

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