1.
The feeling of better briefs!

2.
2
AGENDA
THE FEELING OF BETTER BRIEFS
INTRODUCTIONS & 2015 SHOWREEL – David S
The story of Kelley & her Frisbee – DB
1. THE IMPORTANCE OF THE BRIEF – DB
2. BETTER BRIEFS: Understanding the creative process – DB & Simon
3. MINING THE DATA GOLD - AV
4. SIX STEPS TO BETTER BRIEFS – David S
5. EFFECTIVE FEEDBACK – DB & Simon
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.

3.
“I’m not creative”

4.
Every child is an artist.
The problem is how to
remain an artist once
you grow up.

5.
KELLEYAND HER FRISBEE

6.
Seehow
muchcar
yourmoney
canbuy.
1970 - 1975

7.
You
asked
forit.
Yougotit.
1975 - 1979

8.
Oh
whata
feeling!
1980 - 1986

9.
Whocould
askfor
anything
more!
1986 - 1990

10.
1991 - 1996
Ilove
whatyoudo
forme

11.
1997 - 2001
Toyota.
Everyday.

12.
2001 - 2004
Getthe
feeling

13.
2004 – 2012
Moving
forward

14.
2013 - 2015
Let’s
Go
Places

15.
1983 - 2015
Steve Vengrove

16.
Kelley

17.
1.THE IMPORTANCE
OFTHE BRIEF

18.
“GIVE METHE
FREEDOM OFA
TIGHTBRIEF”David Ogilvy

19.
3 WAYSYOU
CAN HELP CREATE
BETTER BRIEFS
1. THE IMPORTANCE OF THE BRIEF

20.
1.INFORM
TO INSPIRE

21.
Pope Julius II ~ 1508
POPE JULIUS II
1508
By Damian O’Malley
1:1. INFORM TO INSPIRE

22.
1:1. INFORM TO INSPIRE

23.
1:1. INFORM TO INSPIRE

24.
MICHELANGELO
1:1. INFORM TO INSPIRE

25.
THE BRIEF
1:1. INFORM TO INSPIRE

26.
BRIEF ONE:
Can you paint the ceiling?
1:1. INFORM TO INSPIRE

27.
1:1. INFORM TO INSPIRE

28.
BRIEF TWO:
Can you paint the ceiling
using red, green and yellow
paint?
1:1. INFORM TO INSPIRE

29.
1:1. INFORM TO INSPIRE

30.
BRIEF THREE:
We’ve got problems with damp and
cracks in the ceiling and I’d be
grateful if you would just cover it
up for us.
1:1. INFORM TO INSPIRE

31.
1:1. INFORM TO INSPIRE

32.
BRIEF FOUR:
Please paint biblical scenes on the ceiling,
incorporating some or all of the following:
- God
- Adam
- Angels
- Cupids
- Saints
1:1. INFORM TO INSPIRE

33.
1:1. INFORM TO INSPIRE

34.
BRIEF FIVE:
Please paint the ceiling for the greater glory of God,
being an inspiration and lesson to his people.
1:1. INFORM TO INSPIRE
Inform to inspire.

35.
1:1. INFORM TO INSPIRE
“Painted like it was
touched by the
hand of God.”

36.
1:1. INFORM TO INSPIRE

37.
2.‘Visit the factory’

38.
“Always have
the product on
your desk”
2:2. KNOW YOUR PRODUCT

39.
PTaste PTouch PSmell PSight PSound
2:2. KNOW YOUR PRODUCT

40.
2:2. KNOW YOUR PRODUCT

41.
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List how else you
can give the
agency access to
Toyota products
and services
EXERCISE No. 1
2:2. KNOW YOUR PRODUCT

42.
3.EMPLOY
‘WORD BOMBS’

43.
Wordsarelittlebombs.
Therightonescanexplode
insideus,demandingan
originalandexcitingidea.

44.
Crazy, zany orange drink
3:3. WORD BOMBS: Before

45.
Taste the buzz of real oranges
3:3. WORD BOMBS: After

46.
Harley Davidson
the escape machine
3:3. WORD BOMBS: Before

47.
Harley Davidson"
sets you free
3:3. WORD BOMBS: After

48.
Harley Davidson sets you free

49.
3:3. WORD BOMBS: Before
Communicate ANZ’s support
for the Mardi Gras

50.
Communicate ANZ’s support
for the Mardi Gras
in a fun and meaningful way
3:3. WORD BOMBS: After

51.
YOUWILLGETWHAT
YOUASKFOR
Soit’svitalthatyouaskfor
whatyouwant

52.
1. Inform to inspire,
and fuel the creative fire
2. Give full access to
the product or service
3. Be courageous and imploy
‘word bombs’
1. THE IMPORTANCE OF THE BRIEF

53.
2.BETTER BRIEFS
Understanding the creative process

54.
2. BETTER BRIEFS

55.
UNDERSTANDING THE
CREATIVE PROCESS
2. BETTER BRIEFS

56.
7BILLION
2. BETTER BRIEFS

57.
7BILLION

58.
1.Thisisawesome
2.Thisistricky
3.Thisisshit
4.I’mshit
5.Thismightbeokay
6.Thisisawesome
2. BETTER BRIEFS

59.
TIP No. 1: 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

60.
Stunts

61.
Is there an idea
in the logo?

62.
Is there an idea
in using animals?

63.
Celebrity

64.
THE FOUR KEY CREATIVE
TRIGGERS THAT GUIDE
THE CREATIVE PROCESS
2. BETTER BRIEFS

65.
“So what are we doing, again?”
Who are we talking to?
And why are they
going to
believe us?
And how are we
going to tell them?
CREATIVETRIGGERS

66.
The what?
How you define the problem defines the solution.
TRIGGER No. 1
2. BETTER BRIEFS

67.
Tips in writing a ‘well put’ problem
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1. Try to outline the business problem in a single sentence.
2.Try reducing the problem to a challenging question.
3. See every problem as an opportunity.
So ask yourself what is the opportunity here?
Great solutions
require great problems
2. BETTER BRIEFS

68.
“aproblemwellputishalf solved”
John Dewey
2. BETTER BRIEFS

69.
Who are we
talking to?
2.CREATIVETRIGGER
2. BETTER BRIEFS

70.
TRIGGER No. 2
The who?
2. BETTER BRIEFS
Three things we need to consider when
uncovering the customer insight and building
a persona (pen portrait).
1. demographics
2. psychographics
3. examine the customer’s beliefs

71.
PEN PORTRAIT
DEMOGRAPHIC:
AGE:
SEX:
ENTHNICITY:
FAMILY STATUS:
HOME:
JOB:
PSYCHOGRAPHIC:
LIFESTYLE:
HOBBIES:
INTERESTS:
ATTITUDES:
BEHAVIOUR:
VALUES:
Describe the customer in relation to the Toyota brand
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2. BETTER BRIEFS – The Who

72.
SO, WHAT IS
A CUSTOMER
INSIGHT

73.
And why are
they going to
believe us?
3.CREATIVETRIGGER
2. BETTER BRIEFS

74.
TRIGGER No. 3
The why?
2. BETTER BRIEFS

75.
THE SINGLE MOST
MOTIVATING THING
WE HAVE TO SAY

76.
SAY IT IN THE
MOST
MOTIVATING WAY

77.
2. BETTER BRIEFS

78.
2. BETTER BRIEFS

79.
Don’t just list all the features, draw out the benefits.

80.
Don’t just list all the features, draw out the benefits.

81.
Don’t just list all the features, draw out the benefits.

82.
PENCIL SAVES MAN’S LIFE

83.
HINTS
Shareable
Create artWorks underwater

84.
Feature Benefit
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85.
Turning your
observations
into an insight
2. BETTER BRIEFS

86.
Observation: What people do or say
People consume chocolate bars
to satisfy their hunger.

87.
2. BETTER BRIEFS

88.
PICK THE
PROP
2. BETTER BRIEFS

89.
3. PICK THE PROP

90.
PROP: The Legend of Utility
3. PICK THE PROP

91.
3. PICK THE PROP

92.
PROP: The Legend of Utility
PROP: The Safest Compact
Around
3. PICK THE PROP

93.
PROP: The Legend of Utility
PROP: The Safest Compact
Around
PROP: The New Generation
Tacoma is coming
3. PICK THE PROP

94.
And how are we
going to tell them?
4.CREATIVETRIGGER
2. BETTER BRIEFS

95.
The how?
TRIGGER No. 4
2. BETTER BRIEFS

96.
WHY: Is the insight clear
and true?
~ Does the ‘PROP’ fully answer
the business challenge?
HOW: Are all the details
there and correct?
2. BETTER BRIEFS

97.
1. How you define the problem defines the solution
2. Write a persona that brings the customer to life
3. Identify a truth about the customer’s emotions
or behaviour, that can be used to solve the problem
Thesecretof betterbriefs
2. BETTER BRIEFS

98.
3.MININGTHE
DATAGOLD

99.
AN INTERACTIVE PROCESS

100.
THE ORIGINAL CAMRY BRIEF: