Published on March 3, 2014
Briefs and Briefing Throwing Down the Gauntlet?
Briefs and Briefing Critical shift of Focus The End of the Beginning Creative Brief Creative Briefing ‘What’ we Say The Beginning of the End ‘How’ we Say it
What How Boddingtons is the ultimate smooth-drinking pint less this more this Outcome
What How Easy insurance for young value-conscious Irish people Tapping into the Irreverence of the Ryanair generation Outcome
BRAND PRODUCT/PROCESS Insight is NOT Confined to Consumers COMPANY ETHOS ‘Discovery consists of looking at the same thing as everyone else and thinking something different’ Albert Szent-Gyorgi CULTURE CONSUMER/TRADE COMMUNICATION
‘The key to all story endings is to give the audience what it wants, but not in the way it expects’ Adventures in the Screen-Trade William Goldman
One Brief owned by ALL Stakeholders in Creative Process
66%* communication of is 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
Making the Brief Tangible
The Ice-Rink Cometh
Proposition A Proposition Smoposition IBM new range of advanced computers will put you ahead in the human race Proposition B IBM computer features are solutions to your work problems
Great Briefs Contain Tension Cirque Du Soleil Rage Against the Machine
Great Briefs are Resonant Orange Let it be a beam of hope
The Elevator Pitch What exactly is the communication trying to do ?
What is the Exact Role for Advertising? Got Milk To remind people of the horror of running out of milk. Lynx To dramatise getting ahead in the mating game in a credible knowing way Stork Margarine To put the joy back into baking
Sometimes the Brief is off-Brief
Rigour Shared Ownership Ingredients of Good Briefs and Briefing Iterative Process Honesty and Feedback at All Stages Constructive Debate Throwing Down the Gauntlet
BBH Challenge to Lynx U.S. Client? Red Pill ? Blue Pill?
So what are WE prepared to DO?
Composed of the Chief Justice and eight Justices, the Supreme Court of Texas is the court of last resort for civil matters in the State of Texas.
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The Lake City reporter ( March 3, 2012 ... REPORTER DAILY BRIEFING FRIDAY & SATURDAY, MARCH 1 ... to make condi tions better for everyone and he ...
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Award given for breakthroughs made at the University of Birmingham. 2016 Nobel Prize in Chemistry. ... Government and Society; Social Policy; See all ...
At an IATP briefing on Capitol ... by 5 March 2012, ... etc.) in Durban have worked in alliances to boil down their policy briefs into a page or less of ...
In March 2008, the NPR Board announced ... Center 2012 News Consumption Survey, NPR listeners ... news briefs around the clock. NPR formerly ...
... Building a New Agricultural Future ... Hobbies Food & Drink Technology Science Vehicles Society Religion & Spirituality Pets ... BRIEFING. APRIL 2014 ...
Barack Obama: Political positions ... the United States Senate with his victory in the March ... has filed briefs which urged the Supreme Court to ...