magic sauce & the death of the creative brief

May 7, 2015 - TORONTO

© Copyright 2015 All rights reserved

Presented by: John Miziolek, Reset Branding

MAGIC SAUCE & THE DEATH OF THE CREATIVE BRIEF

CMA Creative PRESENTATION

“Maddy, where is your brain?”…

1 - Why?

2 - Magic Sauce

3 - Case Study

4 - Key Action Items

Conclusion / Q&A

TODAY’S PRESENTATION


WHY?There are literally thousands of iterations of briefs online

Seminars

Lunch n’ learns

Workshops

All aboard the “Vanilla Train”


WHY? The brief is the single most important document in the creative process to communicate your business objectives…but it has to change


Let’s kill the brief! (or at least change the way we think about it)


You must unlearn what you have learned

Master Yoda


Establish Standards


Establish Standards

It’s BRIEF and single-minded in focus

Contains powerful insights

Logical and grounded in truth

It integrates with the overall brand strategy

Result of a collaborative effort


Common Mistakes


Too much detail, too many messages

Insights that state the obvious: “People who run out soap, usually buy more”

Wrong objectives


Slightly more inspired briefs


Format-just blocks of copy on a page?

Location-same old boardroom?

People are inspired by more than just words and images

Environment-sensory stimulation

What is the desired consumer response? (DCR)


3 key ingredients: Relativity Perspective Collaboration


“When you are courting a nice girl an hour seems like a second…but sit on a red hot cinder and a second seems like an hour…”

Albert Einstein


“Perspective is worth 80 IQ points”

Alan Kay


5% vs 50%


5% vs 50%

20+ years interpreting creative briefs

Goals are set low to avoid disappointment

5% may seem ambiguous and not that hard to achieve

Designers mindset is already established to achieve low increase

At 5%, with no context or perspective, most designers rely on how they have created, thought and designed in the past


50%


5% vs 50%

At 50% a radical change in mindset occurs and affects the approach to:

Thinking Innovation Creative development Idea generation Actions

Largest percentage of thinking is about developing new processes, and releasing the past


Brand Stretch®

Purposely thinking beyond and outside the brief provides context and perspective

Develop multiple points of perspective in between goal posts

Reverse briefing

5% vs 50%


How to articulate Magic Sauce on a creative brief? Include 2 new sections:

1-Completely Outrageous Goals (COG) Statements that outline seemingly unachievable goals in order to shift category paradigms 2-Desired Consumer Response (DCR)Identify the emotional response we’re attempting to achieve from consumers

5% vs 50%


Case Study


Global brand

#1 brand of topical pain relief

Stagnant sales in North America

In need of a refresh

Voltaren wanted consumers who use pills

Objective: Increase CAGR by 3%


Utilized Brand Stretch®

COG

DCR

Impact reached beyond packaging

The entire approach to supporting the brand changed


31%


ACTION ITEMS

1. Magic Sauce: add 2 new sections to the creative brief: COG, DCR

2. Change the location and environment of the briefing meeting

3. Encourage Reverse Briefing using multiple methods of sensory communication


Thank you!
