The document provides tips on how to write an effective agency brief in 3 parts:
1) What makes a great brief including understanding the customer and fueling creative ideas.
2) How to uncover the 4 key creative triggers - the problem, customer insight, compelling message, and how to communicate it.
3) How to give constructive creative feedback by thinking like the customer, focusing on what works, and providing clear guidance for improvements.
How to utilize calculated properties in your HubSpot setups
How to write a killer agency creative brief
1. DAVID BELL • EXECUTIVE CREATIVE DIRECTOR
2019 QANTAS AGENCY BRIEFING WORKSHOP
HOWTOWRITEAKILLER
AGENCYBRIEF
2. 1.What makes a killer agency brief
2.How to brief your agency
[ uncovering the four key creative triggers ]
3. Creative presentations and how to
give creative feedback
2019 QANTAS AGENCY BRIEFING WORKSHOP
DAVID BELL • EXECUTIVE CREATIVE DIRECTOR
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 70 George The Rocks, Street Sydney NSW 2000 AUSTRALIA (02) 9299 0802.
62. 2019 AGENCY BRIEFING WORKSHOP
1. Experience the product
2. Use ‘word bombs’
3. Look to ‘inform to inspire’
and you’ll fuel the fire
1.WHATMAKES A
GREAT AGENCYBRIEF
66. The what
‘What is the single biggest issue or opportunity
to focus on? And why is it one?’
TRIGGER 01:
67. 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.
TIP: How you define the problem, helps define the solution
69. Three key things you need to consider when
uncovering a customer insight and building
a persona (pen portrait).
1. demographics
2. psychographics
3. then examine the customer’s beliefs
The who
TRIGGER 02: The Who
70. CUSTOMER PERSONA
DEMOGRAPHIC:
AGE:
SEX:
ENTHNICITY:
FAMILY STATUS:
HOME:
JOB:
PSYCHOGRAPHIC:
LIFESTYLE:
HOBBIES:
INTERESTS:
ATTITUDES:
BEHAVIOUR:
VALUES:
Describe the customer in relation to the QANTAS brand
________________________________________________________________________________________
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Tip: Base the persona on an actual Qantas customer.
71. Spend a day in their life
TIP: Understanding the customer
107. PLAYAWAY
Visit the agency. The team are better prepared and more
relaxed when they present in their own environment.
108. IN PERSON
Whenever possible have the Creative team present their work.
RECAP Always have the agency begin by revisiting the main
areas of the brief.
• Problem • Audience • Insight • Prop
109. SMILE
Creative types are nearly always nervous, so for a smoother
presentation be positive, open and engaged.
110. EXPECTATIONS Be absolutely clear about of the
level of creative being presented:
• creative territories • adcepts • scripts & story boards
• scamps Vs full Mac layouts
QUANTITY Have agreement with the agency on the
number of concepts required. (three is good)
1. Safe 2. Surprising 3. Courageous
114. BETHE CUSTOMER
You should have just revisited the key areas of the brief, including
the target audience so it’s vital you think like the customer.
115. THREE STEPS TO ASSESSING THE IDEA
1. RELEVANCE
For the customer does the idea bring the proposition to life
in a memorable or dramatic way?
2. LEGS Can the idea work well in all channels;
• socials • pixels • paper • OOH • film • eCRM
And is it...
117. 3 STEPS TO ASSESSING THE IDEA
3. ROI Does the idea pass the ROI test?
Relevance, Originality & Impact
118. ON BRAND
Ask yourself; has the brand/campaign platform been
brought to life in the best possible way?
Are we leveraging the power of the brand and the tag line?
Do we need to?
119.
120.
121. MINUTIAE
At concept stage please don’t stress a missing comma,
worry about a missing idea.
RECOMMENDATION
Always ask for the agencies recommendation.
And why.
122. FEEDBACK
“Spend your time on looking at what is good,
and making it great.” Sir John Hegarty – Worldwide CCO of BBH
123. THE MEETING FEEDBACK
• Try to recognise the good first "this is good because..."
• Don’t be afraid to ask questions
‘be a Juror, not the Judge’
• Initial feedback is good and appreciated
• Not sure then ‘sleep on it’ and follow up with
consolidated feedback later
125. FEELING NERVOUS?
Great. That’s a good thing.
Pin the work on your wall and give the ideas the overnight test.
And always remember.
1. Safe 2. Surprising 3. Courageous
BUT THEN THERE IS THE STAKEHOLDERS
127. STAKEHOLDERS
They are very, very busy people, so make it easy for them to see
your thinking and all your hard work.
1. Always attach the brief (or a summary)
2. Identify for them the level of creative that they are reviewing
• Adcepts • Creative territories • Scamps Vs Mac layouts
3. Put your best foot forward and present like the agency
and write a rationale
128.
129. STAKEHOLDERS
4. 'Audentes Fortuna Luvat' Don't be afraid to make your
recommendation. And be prepared to say why.
5. Present with the businesses desired outcomes in mind
Time, money, politics, legals and ‘pet hates’
6. Timing is everything (pick your moment)
131. THE DE-BRIEF
Consolidate and give clear guidance about the collective
feedback.
DISCUSSION
If possible separate the amends into 100% mandatory
vs optional (to be discussed)