Презентация о том, как правильно писать креативный бриф и зачем это нужно. Написана специально для выступления перед бренд менеджерами компании Unilever. Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/

1. WWW.PRT.RU
HOW TO MAKE YOUR
AGENCY WORK

2. PLAN
 Introduction
 What is PR
 How to write a brief
 Practice makes perfect

3. PRT
We are storytellers
 PR
 Event
 Digital

4. 3 FACTS ABOUT PRT
 Clients stay for long
 80% on retainer
 60% PR & Digital

5. UNILEVER PARTNERSHIP

6. WHAT IS PR

7. WTF
PR is an art of brand related
storytelling

8. WHAT IS PR

9. HOW IT WORKS
Our products are
natural
It`s farmer`s
choice
Farmers call Unilever
brand of choice
Farmers choose it, so
will I

10. WRITING A BRIEF

11. WHAT IS A BRIEF
Encode Decode

12. WORKFLOW
Brief
I guess
everything is
clear
I guess they
want this and
this
Mother of god,
what is this?
Proposal

13. BAD BRIEFS RESULTS
He delivered the wrong
message
She thought she could “modify
timings”

14. WHAT A GOOD BRIEF DOES
We understand
what and how
should we do

15. SINGLE MINDED
Good brief gives single direction

16. SINGLE MINDED
 Our key audience are men,
but consider woman
important too
 We should drive our new
SKU, but old ones are
important too
 We need to support new
product launch
 35 y.o. men are our core
target

17. SHORT
 1-2 A4 papers
 No repetitions

18. CLEAR
 Less marketing slang
 No graphs & numbers
 Only valuable info

19. POINT OF VIEW
Good brief gives point of view

20. POINT OF VIEW
 Propose your ideas about our
target audience
 Use any appropriate channels
for communication
 Focus on woman glossy
press
 Bloggers should be key
channel of our
communication

21. LET`S CREATE A BRIEF

22. NAMELESS KETCHUP

23. HOW BRIEFS ARE BORN
Briefs are born from templates

24. BRIEF TEMPLATE
 What is the background
 Why are we communicating
 Who are we talking to
 What is the insight
 What is the one thing we want to say
 Why should people believe
 Mandatory elements
 Timing & Budget
 List of deliverables

25. WHAT IS THE BACKGROUND
Describe the situation and brand

26. WHAT IS THE BACKGROUND
 Marketing research excerpts
 Market overview with graphs
and competitor stats
 Brand history from the
beginning of time
A new ketchup created from
cherry tomatoes. Imported from
Spain. Mixed in sterile
conditions, without heat
procession. Contains 100% of
cherry tomato vitamins. Used in
Uiliam Lamberty`s restaurants.
Designed for those who eat food,
not nutrition

27. WHY ARE WE COMMUNICATING
Describe the goal of
communication

28. WHY ARE WE COMMUNICATING
Current belief
Current action
Message
Reason to believe
Preferred action
Preferred belief

29. WHY ARE WE COMMUNICATING
Our goal is to create a picture in the
head of our consumers

30. WHY ARE WE COMMUNICATING
 To sell more ketchup
 To tell people our ketchup is
great
 To raise awareness about our
ketchup
 To launch our ketchup in
Russia
To make our ketchup the only
ketchup trendy people consider
worth buying

31. TARGET AUDIENCE
Describe them as individuals,
not as demographic group

32. TARGET AUDIENCE
Tell us about their relationship with the
brand or category

33. TARGET AUDIENCE
A short story about their life will
be perfect

34. TARGET AUDIENCE
 Men & woman
 18 – 35
 Middle to high income
 Health geeks
 Foodies
Mary & Paul are young and
successful urban professionals.
Both of them enjoy healthy food,
but sometimes they just want to
have something simple. Ketchup
is a low level guilty pleasure for
them

35. INSIGHT
Insight is a secret knowledge and an
ultimate source of inspiration

36. INSIGHT
Good insight tells something
personal about people:
thoughts, fears, desires,
passion

37. INSIGHT
Insight should be told correctly, you
need to feel it. Wording is critical

38. INSIGHT
Insight is not a:
 Fact
 Idea
 Problem
 Notice

39. INSIGHT
Yes, it`s true
No, these are not
insights
 Young girls like to make selfies
 Mothers feel responsible for the
health of their children
 Most of low income men in Russia
live boring eventless life

40. INSIGHT
Insight is a simple but deep
truth about human behavior
Insight builds an emotional
bond between brand and
consumer

41. INSIGHT FORMULA
Insight = need + barrier + solution

42. EXAMPLE 1: DOVE
 All woman want to be
beautiful
 Some woman have problems
with self confidence
 Beauty standards are artificial
Woman are one`s most vicious
critics

43. DOVE REAL BEAUTY SKETCHES
“Dove Real Beauty Sketches”
is a world phenomena gone far
beyond marketing

44. EXAMPLE 2: AXE
I want to be attractive to opposite
sex
Every man dreams of a woman
making the first step

45. AXE: AXE EFFECT
“Axe effect” is an iconic marketing
campaign with tones of monumental
activations

46. INSIGHT CHECKLIST
This looks like an
insight
 Personal
 Non obvious
 Touching
 Creating visions

47. NAMELESS KETCHUP
I want to eat healthy & tasty food
I want to eat high quality
products
Cherry tomatoes are considered
premium

48. MESSAGE
What do we want to say. All
information from the brief is
expressed with message

49. MESSAGE
Message should be short & clear

50. MESSAGE EXAMPLES
Nameless ketchup is the only
cherry tomato ketchup containing
100% vitamins because of it`s
unique & innovative sterile
production technology
Nameless ketchup is the only
ketchup you can consume
staying trendy

51. MESSAGE
Message is not as slogan, it should not “sound”, it
should carry “meaning”

52. MORE MESSAGE EXAMPLES
 Nameless ketchup: stay
cherry, stay trendy
 Nameless ketchup: made
with less steam and more
vitamin
Nameless ketchup is the only
ketchup you can consume
staying trendy

53. MESSAGE
Message should be connected with all other parts of the brief

54. REASON TO BELIEVE
RTB is a piece of info about
the brand that supports the
message and make it sound
true

55. WHERE RTB IS BORN
Brand facts: ingredients, technology,
acknowledgment
What brand does: save your time,
heals wounds, refuels you
How it makes you feel: healthy, sexy,
elite
Where it comes from: Marlboro
country, Alps, Spain

56. CHOOSE THE CORRECT RTB
 Made from cherry tomatoes
 Preferred by Uiliam Lamberty
 Imported from Spain – land of sun
 Preserve 100% tomato vitamins

57. TECHNICAL DETAILS

58. MANDATORY ELEMENTS
Tell us about things we should
consider

59. MANDATORY ELEMENTS EXAMPLES
 Category seasonal aspects
 Guidelines
 Blogger relations
 Glossy press focus
 Campaign time
 No press tours
 Gifts max budget: 5k
 No wonderzine
 No Artemy Lebedev

60. DELIVERABLES
Describe what materials you expect to
receive

61. DELIVERABLES EXAMPLE
 3 big ideas for 360 campaign in PPT
 Launch event proposal in PPT
 2015 detailed PR strategy in PPT
 Detailed budget in excel
 Team credentials
 SMM strategy

62. TIMING
When do you want to see our proposal
 When proposal should be sent
 Date of presentation
 Results
 Work start

63. BUDGET
No budget forecast – no good
proposal

64. KPI
How will you measure results

65. NAMELESS KETCHUP

66. NAMELESS KETCHUP

67. LET`S PRACTICE!

68. Thank you!
WE ARE STORYTELLERS
WWW.PRT.RU 2014