Insight Mining

Most important step creative development

Those who are involved with the product

are greedy

My product has three new

ingredients!

My product does this and

that and this as well!

My product should appeal to

all men and women, in

urban and rural areas

Don’t forget those

endorsements!

Poor Briefs are more product focused than

consumer focused

“This is what we have invented!”

Not

“These consumer needs are fulfilled”

Some tips on writing a good brief

Outside in thinking: be consumer focused. Ban the “AND” word: don’t let the second idea creep

in. Be focused on one idea, one thought. Make some real DISCOVERIES about how the

consumer thinks and feels. Don’t exceed the single page!

The Lowe Creative Brief:

Eight Questions to answer in one page.

A ppr o v a l o f B r ie f

S t r a t eg y an d T imin g

A c c o u n t D ir

P l an n in g D ir

M an ag emen t

C r eat iv e D ir ec t o r

F ir s t R ev iew

D at e D at e is s u ed C r eat iv e t eam F in a l R ev iew

W r it t en b y t r affi c b u d g et C l ien t P r es en t at io n

C r eat iv e B r ie f

ad v er t is in g

C l ien t J o b n o

Pr o duc t

Desc r ipt io n

R equir ement A ir /Inser t io n dat e

Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there? Legal, branding, logistical and directional input.

The Lowe Creative Brief:

Eight Questions to answer in one page.

A ppr o v a l o f B r ie f

S t r a t eg y an d T imin g

A c c o u n t D ir

P l an n in g D ir

M an ag emen t

C r ea t iv e D ir ec t o r

F ir s t R ev iew

D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew

W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n

C r ea t iv e B r ie f

ad v er t is in g

C l ient J o b n o

Pr o duc t

Desc r ipt io n

R equir ement Air /Inser t io n dat e

Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there? Legal, branding, logistical and directional input.

Why are we Advertising?

The roles and goals of the advertising in meeting the marketing and communication objectives.

The Lowe Creative Brief:

Eight Questions to answer in one page.

A ppr o v a l o f B r ie f

S t r a t eg y an d T imin g

A c c o u n t D ir

P l an n in g D ir

M an ag emen t

C r ea t iv e D ir ec t o r

F ir s t R ev iew

D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew

W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n

C r ea t iv e B r ie f

ad v er t is in g

C l ient J o b n o

Pr o duc t

Desc r ipt io n

R equir ement Air /Inser t io n dat e

Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there? Legal, branding, logistical and directional input.

Who are we talking to (and what do we know about them)?

Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

The Lowe Creative Brief:

Eight Questions to answer in one page.

A ppr o v a l o f B r ie f

S t r a t eg y an d T imin g

A c c o u n t D ir

P l an n in g D ir

M an ag emen t

C r ea t iv e D ir ec t o r

F ir s t R ev iew

D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew

W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n

C r ea t iv e B r ie f

ad v er t is in g

C l ient J o b n o

Pr o duc t

Desc r ipt io n

R equir ement Air /Inser t io n dat e

Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there? Legal, branding, logistical and directional input.

What do we want them to think or do?

The desired change in their thinking or behaviour that will occur as a result of the advertising.

The Lowe Creative Brief:

Eight Questions to answer in one page.

A ppr o v a l o f B r ie f

S t r a t eg y an d T imin g

A c c o u n t D ir

P l an n in g D ir

M an ag emen t

C r ea t iv e D ir ec t o r

F ir s t R ev iew

D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew

W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n

C r ea t iv e B r ie f

ad v er t is in g

C l ient J o b n o

Pr o duc t

Desc r ipt io n

R equir ement Air /Inser t io n dat e

Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there? Legal, branding, logistical and directional input.

What is the core brand insight?

The surprising, new insightful connection which springs from

Insight MiningTM

The Lowe Creative Brief:

Eight Questions to answer in one page.

A ppr o v a l o f B r ie f

S t r a t eg y an d T imin g

A c c o u n t D ir

P l an n in g D ir

M an ag emen t

C r ea t iv e D ir ec t o r

F ir s t R ev iew

D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew

W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n

C r ea t iv e B r ie f

ad v er t is in g

C l ient J o b n o

Pr o duc t

Desc r ipt io n

R equir ement Air /Inser t io n dat e

Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there? Legal, branding, logistical and directional input.

What should the advertising say?

The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

The Lowe Creative Brief:

Eight Questions to answer in one page.

A ppr o v a l o f B r ie f

S t r a t eg y an d T imin g

A c c o u n t D ir

P l an n in g D ir

M an ag emen t

C r ea t iv e D ir ec t o r

F ir s t R ev iew

D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew

W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n

C r ea t iv e B r ie f

ad v er t is in g

C l ient J o b n o

Pr o duc t

Desc r ipt io n

R equir ement Air /Inser t io n dat e

Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there? Legal, branding, logistical and directional input.

Why should anyone believe it?

Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

The Lowe Creative Brief:

Eight Questions to answer in one page.

A ppr o v a l o f B r ie f

S t r a t eg y an d T imin g

A c c o u n t D ir

P l an n in g D ir

M an ag emen t

C r ea t iv e D ir ec t o r

F ir s t R ev iew

D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew

W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n

C r ea t iv e B r ie f

ad v er t is in g

C l ient J o b n o

Pr o duc t

Desc r ipt io n

R equir ement Air /Inser t io n dat e

Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there? Legal, branding, logistical and directional input.

What is the desired tone and manner of the advertising?

Reflected in the brand personality, but more specific to the advertising tone.

The Lowe Creative Brief:

Eight Questions to answer in one page.

A ppr o v a l o f B r ie f

S t r a t eg y an d T imin g

A c c o u n t D ir

P l an n in g D ir

M an ag emen t

C r ea t iv e D ir ec t o r

F ir s t R ev iew

D a t e D a t e is s u ed C r ea t iv e t eam F in a l R ev iew

W r it t en b y t r affi c b u d g et C l ien t P r es en t a t io n

C r ea t iv e B r ie f

ad v er t is in g

C l ient J o b n o

Pr o duc t

Desc r ipt io n

R equir ement Air /Inser t io n dat e

Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives.

Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising.

What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there? Legal, branding, logistical and directional input.

What executional considerations are there?

Legal, branding, logistical and directional input.

Consumer Insight is the most

important value addition we can

make to a client’s brief!

“The English are always degrading truths into facts. When a truth becomes a fact it loses all intellectual

value.”

Oscar Wilde

Consumer Insight:The heart of our strategy

Consumer Understanding

ConsumerInsight

Brilliant Innovation

Impactful Communication

Fact Vs.Truth

Facts are Cold!

Truths are electrifying!

Fact:

Milk goes with many things!

Truth:

You only notice milk when it isn’t

there!

FACT:

Candies are for sharing.

Truth:

When you have some tasty

candies, the last piece is the most

precious!

Discovering the insights to change behavior

CURRENT:

Current behavior

FUTURE:

Future behavior

BECAUSE:

Currently think/ feel

If we make them think/ feel differently

CONSUMER INSIGHT

COMMUNICATION STRATEGY

Communication Development process

BUSINESS CHALLENGE

COMMUNICATION CHALLENGE

COMMUNICATION STRATEGY

ADVERTISING IDEA

CONSUMER INSIGHT

IDEA SPRINGBOARDS

An Insight is a deeply felt human

truth that bonds our brand to our

consumer.

AXE:

Every man dreams of the woman

making the first move!

Sprite:

Generation X’ers think it’s cool to

believe that Image is Unimportant!

Lipton Cup-a-Soup:

The eager beaver is secretly envied

by most co-workers!

Rexona:

When you are under pressure, you

need to feel cool and in-control to

come through!

Thank you

EXAMPLE ORANGE TITLE SCREEN

EXAMPLE RED TITLE SCREEN

EXAMPLE MAUVE TITLE SCREEN

EXAMPLE PURPLE TITLE SCREEN

EXAMPLE TURQUOISE TITLE

SCREEN

EXAMPLE GREEN TITLE SCREEN

EXAMPLE LIME TITLE SCREEN

Discovering Insights