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Writing creative briefs 28 th  October 2009
<ul><li>Role  </li></ul><ul><li>Proposition  </li></ul><ul><li>Writing </li></ul><ul><li>Briefing </li></ul>
<ul><li>Define the task at hand </li></ul><ul><li>Act as a platform for great ideas </li></ul><ul><li>Inspire everyone on ...
<ul><li>Copy and paste the Client brief </li></ul><ul><li>Rushed and last minute </li></ul><ul><li>Dull  </li></ul>What th...
 
Where to start? What is the problem we are trying to solve? Define the comms/biz objective before writing the brief
<ul><li>Role  </li></ul><ul><li>Proposition  </li></ul><ul><li>Writing </li></ul><ul><li>Briefing </li></ul>
The hardest part of the brief
Insights required <ul><li>Inspire original thinking  </li></ul><ul><li>Ensure distinctiveness within the market </li></ul>...
How to get there… Consumer Market Competition Product/ Company Technology Research Assess Establish insights Proposition
Consumer Who are they? What’s their current relationship with the brand/product? What are their attitudes towards its? Wha...
 
Competition Who is the competition in the sector? What are they saying? To whom? How much do they spend? Where do they adv...
 
Market How big is it? Is it growing/flat? What is our market share? Is there any innovation? What factors are shaping it’s...
 
Technology What is the role for digital? What examples of innovation are there? How are people using social media/mobile? ...
 
Product/Company What are the core attributes? Are these differentiating? Is it first/cheapest/most highly rated? What is t...
 
Distillation
Solid performance  Trust crucial  for consumers Sleeping giant Digital under used Weathering the storm Consumers feeling  ...
Solid performance  Trust crucial  for consumers Sleeping giant Digital under used Weathering the storm Consumers feeling  ...
Developing a proposition What is interesting in all this? Brand Truth, Consumer Truth, Market truth, Digital truth? Combin...
Developing a proposition For this generation the future has never been more uncertain More people have personal pensions w...
<ul><li>Role  </li></ul><ul><li>Proposition  </li></ul><ul><li>Writing </li></ul><ul><li>Briefing </li></ul>
 
It is not… The media placement It is… Exactly what it is we are promoting
It is not… An endless list of product attributes It is… The core product benefit to the consumer
It is not… A broad brush stroke or one liner from the client segmentation It is… A tight description of the exact person w...
It is not… An end line It is… A creative platform for the work
It is not… A list of all your research It is… The reason to believe the proposition
It is not… A generic statement about the product It is… A consumer insight that supports the proposition
It is not… The media schedule It is… The expected creative deliverable
It is not… “N/A” It is… Amplification thought starters
It is not… A list of random adjectives It is… The brand’s personality
It is not… A detailed breakdown It is… How much we have to produce the work
It is not… “See brand guidelines” It is… The absolutes the Client cannot live without
It is not… A repository for things you forgot It is… Other campaign activity, similar previous work
<ul><li>Role  </li></ul><ul><li>Proposition  </li></ul><ul><li>Writing </li></ul><ul><li>Briefing </li></ul>
Briefings Have the product present Go outside the office Make it enjoyable  Don’t just sit there and read Client documents...
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<ul><li>Role </li></ul><ul><li>Proposition </li></ul><ul><li>Writing </li></ul><ul><li>Briefing </li></ul> Creative Brief Breakfast

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Role Proposition Writing Briefing

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