brilliant briefs for digital projects

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WRITING EFFECTIVE (DIGITAL) CREATIVE BRIEFS

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HELLO

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9:00-9:15 INTRODUCTION 9:15-10:00 STRATEGY BRIEFS IN BRIEF 10:00-10:30 PREPARING TO WRITE A BRIEF 10:30-10:45 BREAK 10:45-NOON EXERCISE 1 12:00-12:30 LUNCH 12:30-2:15 EXERCISE 2 2:15-2:30 BREAK 2:30-3:15 EXERCISE 3 3:15-4:00 PITCHING

AGENDA

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INTRODUCTIONS

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RAPPORT

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WHO AM I TO "TELL YOU ABOUT STRATEGY?

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STRATEGY IN BRIEF

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WHAT IS A CREATIVE BRIEF?

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STRATEGY?

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TACTICS?

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PHILOSOPHY?

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THE THINKING BEFORE THE DOING.

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AN ADVERTISEMENT FOR THE PROJECT.

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CONFESSION

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I CAN’T TEACH YOU HOW TO WRITE BRIEFS.

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I THINK I CAN TEACH YOU HOW TO THINK.

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DON’T RELY TOO "MUCH ON BRIEFS.

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THERE IS NO FINISH LINE.

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DON’T ASSUME BRIEFS ARE USELESS.

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REASONS TO WRITE A CREATIVE BRIEF:

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EFFICIENCY

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FOCUS

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QUALITY

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OTHER LESS GOOD REASONS:

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TO SAY YOU DID IT.

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COVER YOUR ASS.

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TO PARAPHRASE.

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SHOW YOUR BRILLIANCE.

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YOU WILL BE GOOD AT THIS WORK IF…

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YOU ARE COLLABORATIVE.

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YOU FIGHT PROCRASTINATION.

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YOU HAVE IDEAS.

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YOU HAVE COURAGE TO SHARE YOUR IDEAS.

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YOU ENJOY WRITING IN PLAIN LANGUAGE.

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YOU LOVE TO SIMPLIFY.

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YOU LOVE THE BUSINESS.

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YOU ARE CURIOUS.

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YOU ARE OBSERVANT.

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YOU ARE WILLING TO BELIEVE.

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YOU READ CASE STUDIES.

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WHAT’S IN A BRIEF?

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— 1.  WHAT’S ASSIGNMENT ARE WE TALKING ABOUT? 2.  WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT? 3.  WHO ARE WE TALKING TO? 4.  WHAT DO THEY THINK OR FEEL NOW? 5.  WHAT DO WE WANT THEM TO THINK OR FEEL? 6.  WHAT IS OUR KEY IDEA? 7.  WHAT IS OUR SUPPORT? 8.  THINK ABOUT… 9.  CONSTRAINTS

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OVERVIEW

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1. ASSIGNMENT

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DEMYSTIFY THE ASSIGNMENT.

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MASTERBRAND VS. PRODUCT

!Creates sense of urgency

!Contains a reason to buy

!Distinct call to action around product

! Selective use of media properties & assets in research/consideration

and purchase

Product  :  Demand  s0mula0on  Drive  preference,  highlight  the    benefits  &  connect  them  to    primary  purchase  drivers    through  the  funnel      

Masterbrand : Drive Intel Relevance

Product assets to add increased levels of feature detail deeper in the funnel.

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CAMPAIGN IDEA THAT PROTECTS THE PRODUCT’S POSITION AS MARKET LEADER AND PREMIUM PRODUCT IN A SEA OF UPSTARTS AND LOW COST OR FREE OPTIONS.

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A CONTENT LED IDEA THAT WILL GENERATE BUZZ IN SOCIAL CHANNELS AND CREATES INTEREST IN AN OLD BRAND IN A LOW INTEREST CATEGORY.

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A DIGITAL EXPERIENCE THAT AMPLIFIES THE BRAND’S REAL BEAUTY POSITION.

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A SOCIAL CAMPAIGN IDEA THAT MOBILIZES THE PRODUCT’S MOST LOYAL FANS

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WHEN WRITING THE ASSIGNMENT AND OBJECTIVES, THINK ABOUT THE BRAND.

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CHALLENGER LEADER

VALUE INNOVATOR

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2. THE PLAIN TRUTH

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NOT JUST BACKGROUND. "BE HONEST ABOUT THE CHALLENGE AND INSPIRE THE TEAM.

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WEIGHT WATCHERS HAS HISTORICALLY STRUGGLED TO GET MALE CUSTOMERS TO SIGN UP, BUT COMPETITORS LIKE NUTRISYSTEM ARE SUDDENLY MAKING HEADWAY.

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DOCKERS SALES HAVE BEEN IN GRADUAL DECLINE FOR NEARLY TEN YEARS AS TREND INFLUENCERS VIEW THE PRODUCT AS A SIGN OF WEAKNESS. RECALL THE SCENE FROM FIGHT CLUB.

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TWO THIRDS OF BEST BUY’S SALES OCCUR DURING THE HOLIDAY TIME FRAME. POOR DIFFERENTIATION AND A LACK OF FOCUS COST THEM LAST YEAR. THIS YEAR WILL BE DIFFERENT.

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3. TARGET AUDIENCE

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FOCUS GROUP OF ONE.

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WHAT YOU FOUND, "NOT WHAT YOU THINK.

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SOCCER CRAZY KID

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KBD

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SEGMENTATION

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4. WHAT DO THEY THINK OR FEEL NOW?""WHAT DO WE WANT THEM TO THINK OR FEEL?

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WHAT DO THEY THINK OR FEEL

NOW?

WHAT DO WE WANT THEM TO THINK OR FEEL?

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WHAT DO THEY THINK OR FEEL

NOW?

WHAT DO WE WANT THEM TO THINK OR FEEL?

WEIGHT WATCHERS IS A DIET PROGRAM.

DIETS DON’T WORK. WEIGHT WATCHERS DOES WORK.

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WHAT DO THEY THINK OR FEEL

NOW?

WHAT DO WE WANT THEM TO THINK OR FEEL?

HYBRID CARS DON’T HAVE THE POWER OR PERFORMANCE OF THEIR GASOLINE POWERED COUNTERPARTS.

THE MERCEDES HYBRID IS NOT A HYBRID. IT’S FIRST AND FOREMOST A MERCEDES BENZ.

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WHAT DO THEY THINK OR FEEL

NOW?

WHAT DO WE WANT THEM TO THINK OR FEEL?

INSTANT COFFEE IS NOT FOR PEOPLE WHO EITHER KNOW OR APPRECIATE COFFEE. IT REALLY ISN’T COFFEE AT ALL.

STARBUCKS VIA IS SO GOOD YOU MAY NOT BE ABLE TO TELL THE DIFFERENCE BETWEEN INSTANT AND BREWED.

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5. KEY IDEA

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NOT A TAGLINE, A FOCUSED ARTICULATION OF THE STRATEGIC INTENT.

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HAPPINESS IN A BOTTLE.

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TOOLS FOR CREATIVE MINDS.

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THE BEST WAY TO PAY FOR EVERYTHING THAT MATTERS.

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ELEVATE YOUR AUTOMOTIVE LIFE.

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DO MORE FROM LESS.

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THE LAGER OF SUPREME QUALITY AND WORTH.

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6. SUPPORTING TRUTH

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CONSIDER HOW TO MAKE SUPPORTING TRUTH DISRUPTIVE.

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DISRUPTIVE SUPPORTING TRUTHS

64 MB of storage vs.

1000 Songs

3G vs.

Nation’s Largest

Hybrid vs.

100% Electric

41 degrees vs.

Uncertainty

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OWNERSHIP

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Redefine Category

Conceptual Inspiration

Shared Ideal

Supportive Truth

Convention Streaming means movies are here today gone tomorrow

Disney Access Disruption Your movies are safe and always there for you

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ACCESS

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Redefine Category

Conceptual Inspiration

Shared Ideal

Supportive Truth

Convention Digital services are tied To an individual

Disney Access Disruption Now everyone gets their own Disney

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EXCLUSIVITY

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Redefine Category

Conceptual Inspiration

Shared Ideal

Supportive Truth

Convention Digital services has blurred the line between movies, TV and video. It’s all just “content”

Disney Access Disruption It’s not content, it’s Disney. And Disney is only on Disney Access.

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EXPERIENCE

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Redefine Category

Conceptual Inspiration

Shared Ideal

Supportive Truth

Convention Digital means going to the movies isn’t what it used to be. The rise of the digital omnivore.

Disney Access Disruption Magical movie moments still happen. On Disney Access.

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BONUS FEATURES

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Redefine Category

Conceptual Inspiration

Shared Ideal

Supportive Truth

Convention Bonus features are no longer a bonus for most people. Terminology has lost meaning. The forgotten extras.

Disney Access Disruption With Disney Access every movie is a special edition.

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REWARDS

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Redefine Category

Conceptual Inspiration

Shared Ideal

Supportive Truth

Convention The digital world has driven free and freemium into the collective, making traditional rewards less valuable.

Disney Access Disruption Disney Access Rewards are for people who love Disney. They’re personal.

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7. THINK ABOUT…

DSAA Launch Plan 119

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SHARE YOUR INITIAL IDEAS TO PRESSURE TEST YOUR THINKING.

DSAA Launch Plan 120

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COMPARE RE-IMAGINE

RIDE A WAVE

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8. CONSTRAINTS

DSAA Launch Plan 122

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PREPARING TO WRITE A BRIEF

DSAA Launch Plan 123

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SPEND SOME TIME GRAZING.

DSAA Launch Plan 124

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CULTURE

BUSINESS BRAND

CONSUMER COMPETITOR

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EXERCISE 1

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— 1.  WHAT’S ASSIGNMENT ARE WE TALKING ABOUT? 2.  WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT? 3.  WHO ARE WE TALKING TO? 4.  WHAT DO THEY THINK OR FEEL NOW? 5.  WHAT DO WE WANT THEM TO THINK OR FEEL? 6.  WHAT IS OUR KEY IDEA? 7.  WHAT IS OUR SUPPORT? 8.  THINK ABOUT… 9.  CONSTRAINTS

10. 

OVERVIEW

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CHALLENGER LEADER

VALUE INNOVATOR

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EXERCISE 2

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— 1.  WHAT’S ASSIGNMENT ARE WE TALKING ABOUT? 2.  WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT? 3.  WHO ARE WE TALKING TO? 4.  WHAT DO THEY THINK OR FEEL NOW? 5.  WHAT DO WE WANT THEM TO THINK OR FEEL? 6.  WHAT IS OUR KEY IDEA? 7.  WHAT IS OUR SUPPORT? 8.  THINK ABOUT… 9.  CONSTRAINTS

10. 

OVERVIEW

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EXERCISE 1

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— 1.  WHAT’S ASSIGNMENT ARE WE TALKING ABOUT? 2.  WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT? 3.  WHO ARE WE TALKING TO? 4.  WHAT DO THEY THINK OR FEEL NOW? 5.  WHAT DO WE WANT THEM TO THINK OR FEEL? 6.  WHAT IS OUR KEY IDEA? 7.  WHAT IS OUR SUPPORT? 8.  THINK ABOUT… 9.  CONSTRAINTS

10. 

OVERVIEW

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EXERCISE 2

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— 1.  WHAT’S ASSIGNMENT ARE WE TALKING ABOUT? 2.  WHAT’S THE PLAIN TRUTH ABOUT THE ASSIGNMENT? 3.  WHO ARE WE TALKING TO? 4.  WHAT DO THEY THINK OR FEEL NOW? 5.  WHAT DO WE WANT THEM TO THINK OR FEEL? 6.  WHAT IS OUR KEY IDEA? 7.  WHAT IS OUR SUPPORT? 8.  THINK ABOUT… 9.  CONSTRAINTS

10. 

OVERVIEW

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EXERCISE 3

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