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© barrett and welsh
BRIEF
THE
AR T OF
T HE
OR,
WAYS TO FILL
YOU R BRIEFS
THE QU ALITY OF THE
BRIEF IS IN VE RS E L Y
PROPORT ION AL
TO THE LEN GTH O F
WORDS US ED .
DAV E TRO TT
DAVE TROTT’S
B INARY BRI EF
DAV E TRO TT
WHO SHOULD B UY IT?
DAV E TRO TT
INSTEAD OF WH AT?
DAV E TRO TT
WE’RE SIM P L E
OR WE’RE D EAD.
DAV E TRO TT
SIMPLE IS V ERY C OM PLI CAT ED .
ME
BRIE FS SHOULD BE LESS ABOUT
EXP RE SSING THE VALUES OF A BRAND
AND MORE ABOUT PROGRAMMING
A BR AND’S OWN BEHAVIOUR AND
R ...
BRIE FS SHOULD BE LESS ABOUT
EXP RE SSING THE VALUES OF A BRAND
AND MORE ABOUT PROGRAMMING
A BR AND’S OWN BEHAVIOUR AND
R ...
A BRIEF IS THE BRAND’S
INSTRUCTION MA NUAL
FOR COM MUNICATING.
ME
3 M IST A KES WH EN
WR IT I NG A B RIE F
KI M ALTIN
WH AT IS A N I NSIGH T?
INSI GH T: PEO PL E RUN OUT OF
MILK BE FOR E THEY B UY MORE .
BARTL E B O G LE HE GART Y
& L EVI S
EMMA C OO KSO N’S (BBH) GOL DE N R U LE:
MAK E SU RE T HE BRI E F
IS C OM PL ET ELY, UT T E RLY
INTER NA L L Y C ONSIS T E...
WH AT’ S MY MAD NESS,
UM , M ETH OD .
FIR S T T HE BRIE F.
THEN T HE CRE AT IVE .
ME
THE B ES T CREAT IVE BRI E F
QUEST I ONS THE ANSWE RS
&ANSWE RS THE Q UE ST I ONS.
ME
THE B ES T CREAT IVE BRI E F
IS B ULL SH IT -FREE .
ME
THE B ES T CREAT IVE BRI E F
IS A BA D AD.
ME
THE B ES T CREAT IVE BRI E F
I S N OT CR E AT IVE .
ME
THE M OS T L IB ERATI NG
CR EA T IV E BRI EF
IS A WA T ERTIGH T B OX.
ME
BR I EF:
TH ER E’S NEVE R B EE N
A W OM AN L IKE H ER.
WA LK T HE B RIE F.
ME
ME
EXPOS E YOUR B RIE F T O
YOUR HA RSHEST C RI T I C . YOU.
YOU CA LL T HA T
A BRIEF ? HA !
BO O.
TH E
BAR R ETT AND WE LSH
CR EA T IV E BRI EF
© barrettandwelsh
Why are we
advertising?
Who are we
talking to?
What do we want
from them? What do
they want?
What do we
...
© barrettandwelsh
I’m the agency.
And I’m the
brand.
© barrettandwelsh
Why are we
advertising?
© barrettandwelsh
We have just invented the
iPhone. It is mobile phone,
mobile internet and iPod rolled
into one. Mobile p...
© barrettandwelsh
Who are we
talking to?
© barrettandwelsh
Anyone with fingers and a
love of cool – M/F, 15-60,
TV watchers, music lovers.
They believe that if App...
© barrettandwelsh
What do we want
from them?
© barrettandwelsh
This phone is so
fucking sexy I will
wait in line for 2
days so I can be the
first to get it.
© barrettandwelsh
What do they
want?
© barrettandwelsh
Tech has become
the enemy of touch.
Smartphones feel techy.
Not human. They don’t
integrate into my vast...
© barrettandwelsh
What do we want
to say?
© barrettandwelsh
The sexiest, most
human, most life-
changing phone
ever made.
© barrettandwelsh
Why will they
believe us?
© barrettandwelsh
Touch technology,
gesture driven
navigation, things -
“apps” - for actual
life.
© barrettandwelsh
Anything else?
© barrettandwelsh
Use apple.com and new
iPhone brand standards.
Remember we are about
touch. Be human.
Competition? Blackb...
TH E ADS THAT LAUNCHED
TH E I PH ONE F IRST REMINDED
U S T H AT PH ONES USED TO BE HUMAN.
U SE D TO BE A WAY TO CONNECT.
T...
© barrettandwelsh
© barrettandwelsh
THE BES T BRIE FS M AKE
THE BES T ADV ERTIS IN G
POSSIBLE.
THE BES T ADV ERTIS IN G?
THAT’S A WHOL E O THE R
PRESENTATION .
#BLOODY GREATIDEAS #BARRETTAN DWELSH
THANK Y OU
CREDI T WHERE CREDIT I S DUE
BRAND
MOPHIE
MILK BOA RD
LEVIS
APPL E IPHONE
AGENCY
DEUTSCH
GOOD BY BERLIN SILVERSTEI N
BARTL...
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
The Art of the Brief or Ways to Fill Your Briefs.
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Gavin and Russell Barrett: St Xavier's Zeitgeist Conference 2014 Interactives Series
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A presentation by Gavin Barrett, founding partner and creative director at Barrett and Welsh Inc. to the Strategic Communications class at UofT/Rotmans taught by Ishan Ghosh, CEO and Partner at Barrett and Welsh Inc.

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The Art of the Brief or Ways to Fill Your Briefs.

  1. 1. © barrett and welsh BRIEF THE AR T OF T HE
  2. 2. OR, WAYS TO FILL YOU R BRIEFS
  3. 3. THE QU ALITY OF THE BRIEF IS IN VE RS E L Y PROPORT ION AL TO THE LEN GTH O F WORDS US ED . DAV E TRO TT
  4. 4. DAVE TROTT’S B INARY BRI EF DAV E TRO TT
  5. 5. WHO SHOULD B UY IT? DAV E TRO TT
  6. 6. INSTEAD OF WH AT? DAV E TRO TT
  7. 7. WE’RE SIM P L E OR WE’RE D EAD. DAV E TRO TT
  8. 8. SIMPLE IS V ERY C OM PLI CAT ED . ME
  9. 9. BRIE FS SHOULD BE LESS ABOUT EXP RE SSING THE VALUES OF A BRAND AND MORE ABOUT PROGRAMMING A BR AND’S OWN BEHAVIOUR AND R E LATIONSHIP WITH THE WORLD. GREG DI NOTO
  10. 10. BRIE FS SHOULD BE LESS ABOUT EXP RE SSING THE VALUES OF A BRAND AND MORE ABOUT PROGRAMMING A BR AND’S OWN BEHAVIOUR AND R E LATIONSHIP WITH THE WORLD. GREG DI NOTO
  11. 11. A BRIEF IS THE BRAND’S INSTRUCTION MA NUAL FOR COM MUNICATING. ME
  12. 12. 3 M IST A KES WH EN WR IT I NG A B RIE F KI M ALTIN
  13. 13. WH AT IS A N I NSIGH T?
  14. 14. INSI GH T: PEO PL E RUN OUT OF MILK BE FOR E THEY B UY MORE .
  15. 15. BARTL E B O G LE HE GART Y & L EVI S
  16. 16. EMMA C OO KSO N’S (BBH) GOL DE N R U LE: MAK E SU RE T HE BRI E F IS C OM PL ET ELY, UT T E RLY INTER NA L L Y C ONSIS T E NT
  17. 17. WH AT’ S MY MAD NESS, UM , M ETH OD .
  18. 18. FIR S T T HE BRIE F. THEN T HE CRE AT IVE . ME
  19. 19. THE B ES T CREAT IVE BRI E F QUEST I ONS THE ANSWE RS &ANSWE RS THE Q UE ST I ONS. ME
  20. 20. THE B ES T CREAT IVE BRI E F IS B ULL SH IT -FREE . ME
  21. 21. THE B ES T CREAT IVE BRI E F IS A BA D AD. ME
  22. 22. THE B ES T CREAT IVE BRI E F I S N OT CR E AT IVE . ME
  23. 23. THE M OS T L IB ERATI NG CR EA T IV E BRI EF IS A WA T ERTIGH T B OX. ME
  24. 24. BR I EF: TH ER E’S NEVE R B EE N A W OM AN L IKE H ER.
  25. 25. WA LK T HE B RIE F. ME
  26. 26. ME EXPOS E YOUR B RIE F T O YOUR HA RSHEST C RI T I C . YOU. YOU CA LL T HA T A BRIEF ? HA ! BO O.
  27. 27. TH E BAR R ETT AND WE LSH CR EA T IV E BRI EF
  28. 28. © barrettandwelsh Why are we advertising? Who are we talking to? What do we want from them? What do they want? What do we want to say? Why will they believe us?
  29. 29. © barrettandwelsh I’m the agency. And I’m the brand.
  30. 30. © barrettandwelsh Why are we advertising?
  31. 31. © barrettandwelsh We have just invented the iPhone. It is mobile phone, mobile internet and iPod rolled into one. Mobile phones are never going to be the same again.
  32. 32. © barrettandwelsh Who are we talking to?
  33. 33. © barrettandwelsh Anyone with fingers and a love of cool – M/F, 15-60, TV watchers, music lovers. They believe that if Apple made a phone it would probably be as cool as the iPod.
  34. 34. © barrettandwelsh What do we want from them?
  35. 35. © barrettandwelsh This phone is so fucking sexy I will wait in line for 2 days so I can be the first to get it.
  36. 36. © barrettandwelsh What do they want?
  37. 37. © barrettandwelsh Tech has become the enemy of touch. Smartphones feel techy. Not human. They don’t integrate into my vast non-tech life. They don’t connect with me.
  38. 38. © barrettandwelsh What do we want to say?
  39. 39. © barrettandwelsh The sexiest, most human, most life- changing phone ever made.
  40. 40. © barrettandwelsh Why will they believe us?
  41. 41. © barrettandwelsh Touch technology, gesture driven navigation, things - “apps” - for actual life.
  42. 42. © barrettandwelsh Anything else?
  43. 43. © barrettandwelsh Use apple.com and new iPhone brand standards. Remember we are about touch. Be human. Competition? Blackberry? Ha! In a decade Blackberry will be an iPhone app.
  44. 44. TH E ADS THAT LAUNCHED TH E I PH ONE F IRST REMINDED U S T H AT PH ONES USED TO BE HUMAN. U SE D TO BE A WAY TO CONNECT. TH E N THEY SH OW ED US WHY IT WAS GOI NG TO B E T H AT WAY AGAIN.
  45. 45. © barrettandwelsh
  46. 46. © barrettandwelsh
  47. 47. THE BES T BRIE FS M AKE THE BES T ADV ERTIS IN G POSSIBLE.
  48. 48. THE BES T ADV ERTIS IN G?
  49. 49. THAT’S A WHOL E O THE R PRESENTATION .
  50. 50. #BLOODY GREATIDEAS #BARRETTAN DWELSH THANK Y OU
  51. 51. CREDI T WHERE CREDIT I S DUE BRAND MOPHIE MILK BOA RD LEVIS APPL E IPHONE AGENCY DEUTSCH GOOD BY BERLIN SILVERSTEI N BARTLE B OGLE H EGARTY CHIAT DAY
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    Jan. 17, 2019
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    Nov. 23, 2017
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    May. 6, 2016
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    Jun. 10, 2015

A presentation by Gavin Barrett, founding partner and creative director at Barrett and Welsh Inc. to the Strategic Communications class at UofT/Rotmans taught by Ishan Ghosh, CEO and Partner at Barrett and Welsh Inc.

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