Karen Hand - March 2012 -Presentation to the Marketing Society on Better Briefs and Briefing

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Information about Karen Hand - March 2012 -Presentation to the Marketing Society on Better...

Published on March 3, 2014

Author: karenmiriamhand

Source: slideshare.net


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.

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

Collaboration Stereotypes

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?

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