what is the role of the creative brief in the new world of marketing communications? leo moore...
TRANSCRIPT
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What is the role of the creative brief in the new world of marketing communications?
Leo Moore
Planning Director
Irish International
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About me
• Currently Planning Director at Irish International
• Previously;– Planning Director, McCann Erickson
– Founding Partner, AnalogFolk
– Media Manager – GB & Ireland, Diageo
– Group Sales Manager, RTE
• What I do:– Lead the development of new processes and ways of working
– Champion the digital evolution of the agency– Lead the strategic communications planning on a number of brands including
Guinness, Bank Of Ireland, Barry’s Tea and upc.
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What is the role of the creative brief in the new world of marketing communications?
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THE WORLD IS CHANGING
Rapid development of digital tools driving massive changes in consumer behaviour (the emergence of the post-analogue society)
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8
Text
“Our focus should not be on emerging technologies but emerging cultural practices”
Henry Jenkins
“A revolution doesn't happen when a society adopts new tools. it happens when society adopts new behaviors”
Clay Shirky
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There is a massive change in how consumers and brands engage with each other
• More participatory
• More social and communal
• More fragmented
• More transparent
• More playful
• ‘Always on’
• Location increasingly important
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Traditional (current) approach to briefing
• A problem to be solved by advertising
• ‘Consumers’ to ‘target’
• A message to say at them
• Reasons to believe
• Tone of voice
• Maybe, if lucky, what media you’re filling
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Traditional (current) approach to media planning
• Impressions
• OTS
• Reach
• Frequency
• CPT
• Share of voice
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Advertising = Interruption
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Images courtesy of Russell Davies
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Hugh MacLeod – gapingvoid.org
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The future of advertising isn’t
messaging.
It’s in ideas that solve business problems in a
culturally positive way.
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A new approach to planning
Message Content
ChannelsAccount Planning
Media Planning
Communications PlanningIdeas that drive channel behavior.
People engage with ideas, not channels.
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Insight. Excite.
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Insight. Excite.
Key principles
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We need a noble purpose, not a message. Have a point of view on the world, not a position in the category.
Principle No. 1
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Levi’s – Go Forth
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It’s not what we say but what we do that matters
Principle No. 2
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From peacocks to bowerbirds
Source: Gareth Kay “Briefing in a post-digital world”
Peafowl are best known for the male's extravagant tail, which it
displays as part of courtship.
Bowerbirds are most known for their unique courtship behaviour, where
males build a structure and decorate it with sticks and brightly coloured objects in an attempt to attract a
mate.
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Fiat Eco Drive
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We need ideas we can advertise, not advertising ideas
Principle No. 3
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Vaseline – Prescribe The Nation
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Walkers - Sandwich
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We need to leave gaps for people to participate
Principle No. 4
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Volkswagen – Fun Theory
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We must understand what people are interested in and use ideas as a bridge between these interests and
the brand
Principle No. 5
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Lurpak – Bake Club
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We must be media positive
Principle No. 6
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We should build a balanced and holistic media mix
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Nike Chalkbot
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We must be agile and fleet of foot
Principle No. 7
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Old Spice – The Man Your Man Could Smell Like
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We must think about behaviour, not technology
Principle No. 8
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Twelpforce
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PRE-DIGITAL
Interruption
Information
Messaging
Targeting markets
Perception
Big
POST-DIGITAL
Participation
Inspiration
Actions
Creating movements
Behavior
Long
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All this means how you design, create and
evaluate ideas has to change.
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Does it communicate?
Is it clear?
Is it likeable?
Is it engaging?
Is it replicable?
Is it magnetic?
Has it got depth?
Is it slippy and spreadable?
Is it participatory?
Is it generative?
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The Creative Brief
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What is a creative brief?
cre·a-tive (krea tiv), adj.
1. having the quality or power of creating
2. resulting from originality of thought; imaginative
brief (bref), adj.
1. lasting or taking a short time
2. using few words; concise: a brief report
3. abrupt; curt
4. a short and concise statement or written item.
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What is the role of the brief?
• The bridge between smart strategic thinking and great communication
• Designed to improve our chances of having lots of good ideas
• Intended to liberate not limit creative thinking
• It is the first stage in the creative process
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Brief Writing – Guiding Principles
CLARITY BREVITY
CONSISTENCY INSPIRATION
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Clarity?
• Fishing analogy CLARITY
Source: Brief Guide to briefs - Dare
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BREVITY
Source: Brief Guide to briefs - Dare
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BREVITY
Source: Brief Guide to briefs - Dare
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BREVITY
Source: Brief Guide to briefs - Dare
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BREVITY
Source: Brief Guide to briefs - Dare
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Source: Brief Guide to briefs - Dare
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CONSISTENCYBusiness Goal Target
Audience
Brand Proposition
Evaluation
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“Preparation H is of limited interest to a bunch of twentysomething creatives, but it is of incredible
interest to someone with piles.”Jeremy Bullmore (paraphrased)
INSPIRATION
Source: Brief Guide to briefs - Dare
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The core of the brief
GET: The people whose behavior we are trying to change (the audience)
WHO: need, want or believe (the insight)
TO: Think, Feel or Do something specific (the action)
BY: Giving them information, a demonstration, a challenge or an experience (the key message)
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Planning, Creative and Client Service stakeholders workshop the
brief for an intensive period.
Planning provide context and consumer understanding.
The group agrees the main insight and message
First cut at creative platform and hero execution
Brief agreed collaboratively
Kick-starting the ideas process – The bunker session
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High intensity session with key stakeholders to amplify core strategy
and tactics.
Ask the critical question: How do we make it Bigger?
Then ask it again…
And again…
Making the idea as big as possible – The blow-out session
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ANY QUESTIONS?
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Thank You