The Flux brief - A New brief for better creative solutions

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Information about The Flux brief - A New brief for better creative solutions

Published on March 10, 2014

Author: kkrossing1



As marketers, we need to fully embrace today's reality that the consumer now has tremendous control. As a result, we need to provide ourselves and our clients room to evolve our thinking as consumer reactions are gathered in real-time.

These insights and imagination of today’s consumers have transformed the traditional advertising monologue into a real-time, constantly evolving conversation online.

the brief in flux: (v1.0)! As the world becomes more complex,! our chances of being wrong increase.

what must the “agency of the future” believe and deliver to be credible? If advertising/marketing is a business discipline focussed on selling the most goods and services at the best prices, it can’t be just a random collection of activities or assumptions set in time. ! It must be adaptive and dynamic to respond to the market. Thought Starter - Discussion Paper THE BRIEF IN FLUX

“The flux capacitor is what makes time
 travel possible” ! ! Then perhaps…! ! “The flux brief is what makes effective marketing possible” The “Flux Brief” Corollary Source: Back to the Future. Universal Pictures. 1985. Film

As a result of the “Network Effect”, we must evolve our go-to- market strategy We need to focus our thinking, planning and briefing for different outcomes and behaviour changes.! ‣ Have a point-of-view on the world, not a position in a category.! ‣ Create ideas that foster interaction, not integration.! ‣ Understand the values, behaviours and shared vision of the people you want to connect with.! ‣ Look for ways to share, co-operate, co-create and organize for collective action.! AND FINALLY,! ‣ Realize we live in two world’s, one of “social exchanges” and one of “market exchanges”. Thought Starter - Discussion Paper THE BRIEF IN FLUX

Thought Starter - Discussion Paper OPPORTUNITY BRIEF Now, all experiences take place in the context of a network of connected people through technology.

AGILE DEVELOPMENT! Agile software development is a group of software development methods based on iterative and incremental development, where requirements and solutions evolve through collaboration between self-organizing, ! cross-functional teams. 1 LEAN START-UP! "Lean Startup" is a method ! for developing businesses/ products by shortening their development cycles through ! a combination of business- hypothesis-driven experimentation, iterative product releases, and ! validated learning. 2 MINIMUM VIABLE PRODUCT! The Minimum Viable Product (MVP) is a strategy used for fast and quantitative market testing of a product or product feature. 3 How have other industries adapted their processes to manage rapid change? Thought Starter - Discussion Paper THE BRIEF IN FLUX

The concept of a Minimum Viable Brief (MVB) is mirrored from tech companies that quickly build a "Minimum Viable Product," with only the features needed to make it functional enough for real-world testing. The MVB covers as much as it needs to for creatives to get cooking, and can be built in a day.! ! An MVB is a dynamic framework for inspiration with:! ‣ Insights that are mined “real-time” with digital tools! ‣ Multiple thought starters vs. one perfected strategic line! ‣ Room to evolve as consumer reactions are gathered What is a Minimum Viable Brief? Source: Google - Google Lean Creativity, Thought Starter - Discussion Paper THE BRIEF IN FLUX

Many agencies have changed their processes to align to changing platforms and consumer behaviour. ‣ Publicis Mojo - “Soundboarding"
 Rapidly prototype and research early idea with real-time feedback! ‣ 72 and Sunny - “Work Wall”
 “When its on your desk its yours, when its on the wall its ours”.! ‣ Publicis London - “Eco-System Mapping”
 Explicitly analyzes existing consumer “gathering places” for each major idea Source: Google- Minimum Viable Brief, Google Lean Creativity. Thought Starter - Discussion Paper THE BRIEF IN FLUX

BEHAVIOUR MOTIVATION OPPORTUNITY= A business problem is a behavioural change in disguise. Think about network insights, not just consumer insights. From the “single thing we should say” to “what can we make or do” What do we need people to do? Why would they do it? What are their network motivations? What are we going to make or do that will enable the behaviour we need to see? ! Source: Clay Shirky, SxSW, “Behaviour equals motivation divided by opportunity”. Thought Starter - Discussion Paper THE BRIEF IN FLUX Fundamental approach and questions to consider through the process.

Thought Starter - Discussion Paper THE BRIEF IN FLUX What:!Solve business problem! Who:! Multi-disciplined, self-organizing team! How:! Iterative, collaborative process Organizational/Structural challenge: 
 We must help teams become comfortable with designing for a world in which interactions are spread across time and channel. It’s how all of these are perceived together that creates the voice, tone, and personality of a brand. ‣ Client briefs agency OR Agency approaches client ‣ Business challenge clearly defined (numeric)! ‣ Factors affecting opportunity (if known)! ‣ Record of today’s solution 01. ! Opportunity ID 02. ! Opportunity Brief 03. ! Discovery 03. ! Discovery 04. ! Concepting 03. ! Discovery 05. ! In-market Learning ‣ Team knowledge gathering! ‣ Hypothesis building! ‣ Motivation/Network Effect ‣ Ideas that deliver against business objective (scale) ‣ Response from market and indication on how to optimize/re-think approach

“Minimum viable brief” process focuses our attention on creating for collective action through developing communities and platforms BEHAVIOURS TOOLS/ METHODS HOW VALUES MOTIVATIONS WHY COMMUNITY PARTICIPANTS WHO VISION GOAL WHAT Account, planners, creative teams, technology, media, data scientist, anthropologist, retail specialist, UX, etc. Thought Starter - Discussion Paper THE BRIEF IN FLUX Source: Mike Arauz, Design for Networks, May 2010

Here are a few sample briefs and categories to consider… OPPORTUNITY BRIEF! ! Context! (Background, market dynamics, consumer behaviour, platforms)! ! Objective! (Real and measurable business goal)! ! Issue ! (The one thing preventing us from meeting the objective?)! ! Insight 
 (A simple truth about people to overcome the issue?)! ! Challenge ! (What we need to do – not say – to meet the objective)! ! Support! (Reasons to believe the Challenge)! ! Brand Voice
 (The tone and feeling of brand communications)! ! Timing! (When things need to be in market) CONTEXT BRIEF! ! Consumers! (What are their motivations?)! ! Connections! (Where are their networks? What are they doing their?)! ! Community ! (Who influences them? Who do they influence?)! ! What’s the Buzz 
 What are people saying about the brand/ category?) Thought Starter - Discussion Paper THE BRIEF IN FLUX

Thank You. Thought Starter - Discussion Paper THE BRIEF IN FLUX

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