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The Perfect Creative Brief

Aug 17, 2014

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Page 1: The Perfect Creative Brief
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THE PERFECT CREATIVE BRIEF

Devin LiddellDirector/Strategy

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hello

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Why the first time didn’t go so well.

slide 04 / 186

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What is the FUNDAMENTAL TENSION

within creative briefs?

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MIT Study: Why don’t police sketches work?

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But what about these?

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TextTextText

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Why are political cartoonsso recognizable?

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The brain loves big, exaggerated features.

Not details.

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The fundamental tension within creative briefs:

COMPREHENSIVE versus CONCISE.

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PART ONEWHY WRITE A CREATIVE BRIEF?

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Why write a creative brief?

• You want high-quality, e!ective, measurable creative work

• You want to save time and money

• You want fair payment or compensation

• The project is su"ciently large, high-profile, important, or long-term in nature

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BETTER WORKGREATER EFFICIENCY

OPTIMAL PRICING

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PART TWOTHE STATE OF THE CREATIVE BRIEF

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The state of the creative brief

• Less frequent

• Less prepared

• Increasingly important

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“I don’t have time.”

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“I don’t know enough.”

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“I want you to do it.”

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Memo Forms

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Memo Forms

Fax Cover Sheets

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Memo Forms

Fax Cover SheetsSta! Contact Lists

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Memo Forms

Fax Cover SheetsSta! Contact Lists

Routing Slips

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Memo Forms

Fax Cover SheetsSta! Contact Lists

Routing SlipsInvoices

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Memo Forms

Fax Cover SheetsSta! Contact Lists

Routing SlipsInvoices

Service Agreements

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Memo Forms

Fax Cover SheetsSta! Contact Lists

Routing SlipsInvoices

Service Agreements

Di!erent Kinds of Invoices

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Memo Forms

Fax Cover SheetsSta! Contact Lists

Routing SlipsInvoices

Service Agreements

Di!erent Kinds of InvoicesPrint Estimates

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Memo Forms

Fax Cover SheetsSta! Contact Lists

Routing SlipsInvoices

Service Agreements

Di!erent Kinds of InvoicesPrint Estimates Project Briefs

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Memo Forms

Fax Cover SheetsSta! Contact Lists

Routing SlipsInvoices

Service Agreements

Di!erent Kinds of InvoicesPrint Estimates Project Briefs

Emergency Phone Trees

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Memo Forms

Fax Cover SheetsSta! Contact Lists

Routing SlipsInvoices

Service Agreements

Di!erent Kinds of InvoicesPrint Estimates Project Briefs

Emergency Phone TreesThe Sheet With the # Codes to Punch for Long-distance Client Calls

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Memo Forms

Fax Cover SheetsSta! Contact Lists

Routing SlipsInvoices

Service Agreements

Di!erent Kinds of InvoicesPrint Estimates Project Briefs

Emergency Phone TreesThe Sheet With the # Codes to Punch for Long-distance Client Calls

Billable Hours Reports

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Memo Forms

Fax Cover SheetsSta! Contact Lists

Routing SlipsInvoices

Service Agreements

Di!erent Kinds of InvoicesPrint Estimates Project Briefs

Emergency Phone TreesThe Sheet With the # Codes to Punch for Long-distance Client Calls

Billable Hours Reports

Job Sheets

Approval Sticker Things

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The creative brief is not a tactical document.

THIS IS A STRATEGIC DELIVERABLE.

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A creative brief coexists with a project brief.

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When is it okay to ONLY use a project brief?

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Just a project brief will do:

• When all of the strategic and creative questions have already been answered.

• When the deliverable is entirely tactical.

• Examples:

• A reprint of existing collateral featuring a di!erent partner logo.

• A branded giveaway in which the giveaway has already been identified.

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Who should write it?

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900 Seconds(Break)

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PART THREEINGREDIENTS FOR A BRIEF: 5 CORE ELEMENTS

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01: The Big Picture

• High-level background information

• Declarative statements; “this is what’s happening” and “this is what we want to do about it”

• The biggest obstacle to success

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02: Business Objectives

• Ultimate goals and/or criteria for success (e.g., increase awareness, generate sales leads, improve morale)

• Why right now is the ideal timing

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03: Creative Objectives

• Criteria for success (e.g., expression of brand attributes, desired emotional impact, alignment with other initiatives, relevant synergies)

• Mandatory elements that inform the creative direction (e.g., product shots, use of spokesperson)

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04: Audience & Response

• Who the target audience is and what they care about (e.g., demographics, motivations and inspirations, turnoffs, etc.)

• What we want them to do and why they should do it

• The single most important takeaway from the experience

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05: Competitive Landscape

• The competitors

• What they’re doing (e.g., notable marketing activities, strengths and weaknesses, description of competitive pressures on business and creative objectives)

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What about a description of the deliverable(s)?

What is the cost of defining the deliverables?What is the cost of not defining them?

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5 Core Elements • The Big Picture

• Business Objectives

• Creative Objectives

• Audience & Response

• Competitive Landscape

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PART FOUR5 WAYS TO MAKE A BRIEF LIVE . . . OR DIE!

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01: Written format + verbal presentation

• Writing is about being exact; carefully selected language

• Not the same as a cover sheet (e.g., “see attached PowerPoint”

• A tool for an advocate/evangelist

• A set-up for great creative

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02: Brevity

• Longer does not mean better; remember that they’re called “briefs”

• Not a work in progress

• A one-pager or “a brief within a brief”

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03: Clarity

• Relevant information in context

• No tribal language

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QuickTime™ and a decompressor

are needed to see this picture.

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04: Opens more doors than it closes

• Leaves room for the creative to achieve the objectives in unexpected ways

• Uses brand guidelines to set the stage for breaking new ground (instead of breaking the rules)

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05: Compelling language

• Write the manifesto

• Put the energy into the brief that you’d like to get out of the creative

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Inform. Invest. Inspire.

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5 Success Indicators • Written format + verbal presentation

• Brevity

• Clarity

• Opens more doors than it closes

• Compelling language

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Lunch(eat)

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PART FIVEEXERCISES

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Write this brief.

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900 Seconds(Break)

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Using the content you’ve just developed, sketch out a new

creative brief format.

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Q/A

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Thank You