karen hand - march 2012 -presentation to the marketing society on better briefs and briefing
DESCRIPTION
Briefs and Briefing are deceptively simple processes but the shift of power that occurs means that people need to be careful of what briefs lead to , rather than just seeing it as a chance to pass the puck.TRANSCRIPT
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Briefs andBriefing
Throwing Downthe Gauntlet?
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Briefs and BriefingCritical shift of Focus
The Endof theBeginning
Creative BriefCreative Briefing
TheBeginningof the End
‘What’ we Say ‘How’ we Say it
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How OutcomeWhatBoddingtonsis the ultimatesmooth-drinkingpint
less this
more this
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HowWhatTapping intothe Irreverence ofthe Ryanair generation
Easy insurance for young value-conscious Irish people
Outcome
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Insightis NOTConfined toConsumers
‘Discovery consists of looking at the same thing as everyone elseand thinking something different’
Albert Szent-Gyorgi
PRODUCT/PROCESS COMPANY ETHOS
BRAND
CULTURE CONSUMER/TRADE
COMMUNICATION
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‘The key to all story endingsis to give the audience whatit wants, but not in the wayit expects’
Adventures in the Screen-TradeWilliam Goldman
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One Briefowned by ALLStakeholdersin CreativeProcess
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Collaboration Stereotypes
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66%*ofcommunicationis non-verbal* Social Psychologists cannot agree on the exact figure - you’ll hear estimates from 66% up to 95% but I have erred on the conservative side
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Makingthe BriefTangible
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TheIce-RinkCometh
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PropositionSmoposition
Proposition AIBM new range ofadvanced computerswill put you aheadin the human race
Proposition BIBM computerfeatures aresolutions to yourwork problems
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Cirque Du Soleil -Rage Against the Machine
GreatBriefsContain Tension
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OrangeLet it be a beamof hope
GreatBriefsareResonant
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What exactly isthe communicationtrying to do ?
TheElevatorPitch
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Got MilkTo remind peopleof the horror ofrunning out of milk.
LynxTo dramatise gettingahead in the matinggame in a credible knowing way
Stork MargarineTo put the joyback into baking
What isthe Exact Role forAdvertising?
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Sometimesthe Briefis off-Brief
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Rigour
Shared Ownership
Iterative Process
Honesty and Feedback at All Stages
Constructive Debate
Throwing Downthe Gauntlet
Ingredientsof Good Briefsand Briefing
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Red Pill ? Blue Pill?
BBHChallengeto LynxU.S. Client?
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So what are WEprepared to DO?