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@TejDesai
hello
        @TejDesai
A session on writing Creative
           Briefs
          EMDI Institute
          January 10, 2013




                             @TejDesai
Role of Advertising:

Make new things familiar
           and
 familiar things new!




                           @TejDesai
@TejDesai
What is a Creative Brief?
           (Discussion)



                            @TejDesai
According to Webster’s…
1cre·a·tive,adj. (krē-ˈātiv, ˈ
                         -     krē-ˈ)
1.   : marked by the ability or power to create : given to creating
     <the creative impulse>
2.   : having the quality of something created rather than
     imitated: IMAGINATIVE <the creative arts>
3.   : managed so as to get around legal or conventional limits
     <creative financing>; also : deceptively arranged so as to conceal
     or defraud <creative accounting>

1brief,adj. (ˈbrēf)
1. : short in duration, extent, or length
2. a : CONCISE
   b : CURT, ABRUPT
                                                                @TejDesai
However in reality…




 Source: Angela Koch, Invitro Innovation
                                           @TejDesai
However in reality…




                      @TejDesai
However in reality…




                      @TejDesai
And sometimes you get lucky…


                           @TejDesai
@TejDesai
In simple terms…


What?
             Who?
  PROBLEM

    Where?


   Client            Brief      Agency




                                   @TejDesai
Thus…




Smart Strategic Thinking           Great Advertising




                                            @TejDesai
Thus…




Smart Strategic Thinking              that appeals on both
                                   Rational & Emotional levels




                                                 @TejDesai
Main task of the Briefing


                            @TejDesai
NOT
INFORM


    @TejDesai
BUT
INSPIRE


     @TejDesai
Thus a good brief must provide…
• The creative team a realistic view of what their advertising
  needs to, and is likely to achieve

• A clear understanding of the people that the advertising must
  address

• Clear direction on the message

• Instill a belief in the team that a great campaign is possible
  before they can begin to create it.




                                                            @TejDesai
Having said that …
• Planning and Briefing processes work best, when creative
  thinking and interpretation commonly precede the official
  creative briefing stage
   – And information gathering never really ceases, as one
     stage of campaign development merges seamlessly into
     next.

• Thus ideally creative people should be involved not as passive
  recipients but as active participants as their thinking at an
  early stage improves the quality of the brief and act as a
  catalyst for the process of creative development itself.


    As the Brief is merely a Means to an End!
                                                         @TejDesai
To illustrate this point better…




    Steven Johnson – On where good ideas come from

                                                     @TejDesai
5 potential pit-falls…
• Clients should NOT participate in Agency/Creative briefings
  (though its imp. to get their thinking >> the brief’s foundation)
• Most importantly learn to filter information received from
  clients & consumers. Boil it down to the few most useful
  nuggets.
• Bear in mind, the purpose of the brief is NOT a Sales pitch but
  to translate these benefits into a relevant content that the
  consumers would seek
• Creatives write From a brief, NOT TO IT!
  (Don’t limit them, liberate them!)
• A Brief tends to succeed in direct proportion to the level of
  creativity present in both its ideas and presentation.

                                                           @TejDesai
Adapt the Twitter format to Briefs!
                                      @TejDesai
Some Global Brief Templates


                              @TejDesai
@TejDesai
Jung von Matt   @TejDesai
@TejDesai
M&C Saatchi   @TejDesai
BBH   @TejDesai
Crispin Porter + Bogusky   @TejDesai
Essentially, structure your
thought-process

                              @TejDesai
Failing which, you risk…


                           @TejDesai
How the Client        How the Account           How the Strategic    How the Creative       How the Business Head
explained it          Executive understood it   Planner wrote it     understood it          described it




How the project was   What the Oprtns /         How the Client was   How it was supported   What the Client really
documented            Production installed      billed                                         @TejDesai
                                                                                            needed
The Fundamentals of a Brief
• Why are we doing this?
   – (Campaign Measurement – MMOs + MCOs)

• Who are we talking to?
   – (What do we know about them? – Insight)

• What is the message?
• How are we going to talk to them?
   – (Thought Starters)

• Where are they most susceptible to receiving this message /
  making a change?
• Practical considerations
   – Brand Guidelines
   – Specific deliverables
   – Budget

                                                       @TejDesai
EXERCISE 1 (20 MIN)


                      @TejDesai
Exercise 1

• Write a Creative Brief to drive a Toothpaste Launch that
  has both Hot and Cold sensations:
   – Hot gel kills bacteria
   – Cold gel gives freshness



           (Make your own assumptions of the
               Category, Objectives, TG etc)

                And your time starts now…
                 Tick… Tock … Tick… tock…

                                                   @TejDesai
DISCUSSIONS


              @TejDesai
However living in a trans-media
environment means…

                                  @TejDesai
...a need for briefs that enable
 relevant, trans-media
story-telling creative solutions!
                                @TejDesai
“I fear the day that
technology will surpass our
human interaction.
The world will have a
generation of idiots.”

           ~ Albert Einstein




                  @TejDesai
“Transmedia storytelling is a
process where integral elements
of a fiction get dispersed
systematically across multiple
delivery channels for the purpose
of creating a unified and
coordinated entertainment
experience.”

                   ~ Henry Jenkins
    Former MIT Media Studies Professor




                                         @TejDesai
Henry Jenkins – On Transmedia

                                @TejDesai
*
                           Transmedia Brief
• What are the campaign goals and/or communication tasks?
  A very clear outline of communication tasks, and how they will be measured.
  This could include CRM, conversions, sales goals, awareness or good will for
  the brand/product.
• What is remarkable about the Brand, Product or Service?
• Who is the target audience?
  Which audience will actually deliver on the brand’s business objectives?
  What is the desired action? Think of this audience as your aspirational
  audience.
• Is there another group of people that has more persuasion
  over the target audience?
  This group of people might be more likely to engage with the creative assets
  or act on the creative to influence the real target audience. Think of this
  audience as your inspirational audience.


  Source: Griffin Farley
                                                                    @TejDesai
*
                           Transmedia Brief
• How does the creative foster a social experience?
  Is the creative designed to entertain, or to act as a branded utility? To
  challenge participants to submit and share responses? To spawn user
  generated content, etc.
• Why would someone want to pass something like this to
  others?
  This is an area to reference social theories (i.e. custom or personalized, gift
  economy, peer production, random acts of kindness, pay it forward, etc.) to
  inform why this creative might be shared and passed along among friends.
• What are the existing creative assets (if any)?
  List the creative assets that already exist, and allow room for them to be
  used in new ways. Do new assets need to be created to help extend the
  narrative?



  Source: Griffin Farley
                                                                       @TejDesai
*
                           Transmedia Brief
• How long do we have before the paid media begins?
  This is a timing question that references how to use Owned, Earned and
  Paid media appropriately.
• What are the benchmarks and metrics will we be following?
  Are there platforms the client feels are most important to measure success
  (acquisitions, Facebook or Twitter followers, video views, etc.)? If
  not, identify the metrics that you will follow including
  impressions, reach, interaction and most importantly sentiment.




  Source: Griffin Farley
                                                                   @TejDesai
EXERCISE 2 (20 MIN)


                      @TejDesai
Exercise 2

• Write a Transmedia Creative Brief to drive a Toothpaste
  Launch that has both Hot and Cold sensations:
   – Hot gel kills bacteria
   – Cold gel gives freshness



           (Make your own assumptions of the
         Category, Objectives, TG, Media Habits etc)

                And your time starts now…
                 Tick… Tock … Tick… tock…

                                                   @TejDesai
DISCUSSIONS


              @TejDesai
Thank
     you



Tej Desai
Interactive & Engagement
   Director, Lowe MENA
         @TejDesai
      @TejDesai
References & Credits
• Jon Steel – Author, Truth, Lies and Advertising
   http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626

• Henry Jenkins – Former MIT Media Studies Professor
  http://henryjenkins.org/

• Steven Johnson – Author, Where Good Ideas Come From
  http://www.stevenberlinjohnson.com/

• Griffin Farley – Strategy Director, Engagement Planning
  Lead, BBH NY
   http://griffinfarley.typepad.com/

• Leon Phang – Creative Planner, Jung von Matt
   http://www.theplanninglab.com/




                                                                        @TejDesai

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Writing Communication Briefs

  • 2. hello @TejDesai
  • 3. A session on writing Creative Briefs EMDI Institute January 10, 2013 @TejDesai
  • 4. Role of Advertising: Make new things familiar and familiar things new! @TejDesai
  • 6. What is a Creative Brief? (Discussion) @TejDesai
  • 7. According to Webster’s… 1cre·a·tive,adj. (krē-ˈātiv, ˈ - krē-ˈ) 1. : marked by the ability or power to create : given to creating <the creative impulse> 2. : having the quality of something created rather than imitated: IMAGINATIVE <the creative arts> 3. : managed so as to get around legal or conventional limits <creative financing>; also : deceptively arranged so as to conceal or defraud <creative accounting> 1brief,adj. (ˈbrēf) 1. : short in duration, extent, or length 2. a : CONCISE b : CURT, ABRUPT @TejDesai
  • 8. However in reality… Source: Angela Koch, Invitro Innovation @TejDesai
  • 11. And sometimes you get lucky… @TejDesai
  • 13. In simple terms… What? Who? PROBLEM Where? Client Brief Agency @TejDesai
  • 14. Thus… Smart Strategic Thinking Great Advertising @TejDesai
  • 15. Thus… Smart Strategic Thinking that appeals on both Rational & Emotional levels @TejDesai
  • 16. Main task of the Briefing @TejDesai
  • 17. NOT INFORM @TejDesai
  • 18. BUT INSPIRE @TejDesai
  • 19. Thus a good brief must provide… • The creative team a realistic view of what their advertising needs to, and is likely to achieve • A clear understanding of the people that the advertising must address • Clear direction on the message • Instill a belief in the team that a great campaign is possible before they can begin to create it. @TejDesai
  • 20. Having said that … • Planning and Briefing processes work best, when creative thinking and interpretation commonly precede the official creative briefing stage – And information gathering never really ceases, as one stage of campaign development merges seamlessly into next. • Thus ideally creative people should be involved not as passive recipients but as active participants as their thinking at an early stage improves the quality of the brief and act as a catalyst for the process of creative development itself. As the Brief is merely a Means to an End! @TejDesai
  • 21. To illustrate this point better… Steven Johnson – On where good ideas come from @TejDesai
  • 22. 5 potential pit-falls… • Clients should NOT participate in Agency/Creative briefings (though its imp. to get their thinking >> the brief’s foundation) • Most importantly learn to filter information received from clients & consumers. Boil it down to the few most useful nuggets. • Bear in mind, the purpose of the brief is NOT a Sales pitch but to translate these benefits into a relevant content that the consumers would seek • Creatives write From a brief, NOT TO IT! (Don’t limit them, liberate them!) • A Brief tends to succeed in direct proportion to the level of creativity present in both its ideas and presentation. @TejDesai
  • 23. Adapt the Twitter format to Briefs! @TejDesai
  • 24. Some Global Brief Templates @TejDesai
  • 26. Jung von Matt @TejDesai
  • 28. M&C Saatchi @TejDesai
  • 29. BBH @TejDesai
  • 30. Crispin Porter + Bogusky @TejDesai
  • 32. Failing which, you risk… @TejDesai
  • 33. How the Client How the Account How the Strategic How the Creative How the Business Head explained it Executive understood it Planner wrote it understood it described it How the project was What the Oprtns / How the Client was How it was supported What the Client really documented Production installed billed @TejDesai needed
  • 34. The Fundamentals of a Brief • Why are we doing this? – (Campaign Measurement – MMOs + MCOs) • Who are we talking to? – (What do we know about them? – Insight) • What is the message? • How are we going to talk to them? – (Thought Starters) • Where are they most susceptible to receiving this message / making a change? • Practical considerations – Brand Guidelines – Specific deliverables – Budget @TejDesai
  • 35. EXERCISE 1 (20 MIN) @TejDesai
  • 36. Exercise 1 • Write a Creative Brief to drive a Toothpaste Launch that has both Hot and Cold sensations: – Hot gel kills bacteria – Cold gel gives freshness (Make your own assumptions of the Category, Objectives, TG etc) And your time starts now… Tick… Tock … Tick… tock… @TejDesai
  • 37. DISCUSSIONS @TejDesai
  • 38. However living in a trans-media environment means… @TejDesai
  • 39. ...a need for briefs that enable relevant, trans-media story-telling creative solutions! @TejDesai
  • 40. “I fear the day that technology will surpass our human interaction. The world will have a generation of idiots.” ~ Albert Einstein @TejDesai
  • 41. “Transmedia storytelling is a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience.” ~ Henry Jenkins Former MIT Media Studies Professor @TejDesai
  • 42. Henry Jenkins – On Transmedia @TejDesai
  • 43. * Transmedia Brief • What are the campaign goals and/or communication tasks? A very clear outline of communication tasks, and how they will be measured. This could include CRM, conversions, sales goals, awareness or good will for the brand/product. • What is remarkable about the Brand, Product or Service? • Who is the target audience? Which audience will actually deliver on the brand’s business objectives? What is the desired action? Think of this audience as your aspirational audience. • Is there another group of people that has more persuasion over the target audience? This group of people might be more likely to engage with the creative assets or act on the creative to influence the real target audience. Think of this audience as your inspirational audience. Source: Griffin Farley @TejDesai
  • 44. * Transmedia Brief • How does the creative foster a social experience? Is the creative designed to entertain, or to act as a branded utility? To challenge participants to submit and share responses? To spawn user generated content, etc. • Why would someone want to pass something like this to others? This is an area to reference social theories (i.e. custom or personalized, gift economy, peer production, random acts of kindness, pay it forward, etc.) to inform why this creative might be shared and passed along among friends. • What are the existing creative assets (if any)? List the creative assets that already exist, and allow room for them to be used in new ways. Do new assets need to be created to help extend the narrative? Source: Griffin Farley @TejDesai
  • 45. * Transmedia Brief • How long do we have before the paid media begins? This is a timing question that references how to use Owned, Earned and Paid media appropriately. • What are the benchmarks and metrics will we be following? Are there platforms the client feels are most important to measure success (acquisitions, Facebook or Twitter followers, video views, etc.)? If not, identify the metrics that you will follow including impressions, reach, interaction and most importantly sentiment. Source: Griffin Farley @TejDesai
  • 46. EXERCISE 2 (20 MIN) @TejDesai
  • 47. Exercise 2 • Write a Transmedia Creative Brief to drive a Toothpaste Launch that has both Hot and Cold sensations: – Hot gel kills bacteria – Cold gel gives freshness (Make your own assumptions of the Category, Objectives, TG, Media Habits etc) And your time starts now… Tick… Tock … Tick… tock… @TejDesai
  • 48. DISCUSSIONS @TejDesai
  • 49. Thank you Tej Desai Interactive & Engagement Director, Lowe MENA @TejDesai @TejDesai
  • 50. References & Credits • Jon Steel – Author, Truth, Lies and Advertising http://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626 • Henry Jenkins – Former MIT Media Studies Professor http://henryjenkins.org/ • Steven Johnson – Author, Where Good Ideas Come From http://www.stevenberlinjohnson.com/ • Griffin Farley – Strategy Director, Engagement Planning Lead, BBH NY http://griffinfarley.typepad.com/ • Leon Phang – Creative Planner, Jung von Matt http://www.theplanninglab.com/ @TejDesai

Notas del editor

  1. Jeff Goodby described Creative Briefing using a Fishing analogy. Its an equivalent of a Fisherman’s guide – a person who takes you to the best place on unfamiliar water, shows you where to fish, and has some ideas about the best flies to use. The guide doesn’t do any fishing but makes sure the fisherman has an enjoyable and successful time.
  2. The world of Harry Potter appears in books, movies, video games, clothing lines and much much more.The Matrix unfolds over features, animated shorts, comic books and video games. Heroes is a tv series, web series, graphic novels, books and online gamesStar Wars: Consumers became involved in the “story” through not only the films but also the comic books, novels, videogames and toys. And perhaps another example – Doctor Who.
  3. In essence, it simply means using different media formats to create lots of points of engagement for the consumer to get involved in.  One well-known example is Star Wars.  Many people consider the franchise to be the ultimate example of transmedia storytelling in that consumers became involved in the “story” through not only the films but also the comic books, novels, videogames and toys.  And perhaps another example – Doctor Who.It seems obvious today that any brand must have a “transmedia” story to tell in order to survive in our ever-fragmenting media world.