How to Create a Killer Creative Brief with Wild Alchemy
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The document discusses the importance of crafting effective briefs in the creative process, emphasizing that a well-written brief can resolve many client challenges and enhance creative efficiency. It outlines key components and strategies for creating impactful briefs that inspire creativity and clarity, rather than being mere instructions. Additionally, it highlights the significance of understanding audience insights and aligning creative outputs with measurable goals to foster better brand strategies.
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80% of my clients’
problems
[culture, sales, brand
fragmentation, etc.]
can be resolved with a
killer brief.](https://image.slidesharecdn.com/wakbadworkers1hr2017-170210150838/85/How-to-Create-a-Killer-Creative-Brief-with-Wild-Alchemy-6-320.jpg)
How to Create a Killer Creative Brief with Wild Alchemy
- 1. Killer Briefs Overview Milwaukee AdWorkers 02 2017
- 2. Lynette Xanders CEO | Chief Strategist, Wild Alchemy
- 3. Wild Alchemy is a momentum company: infusing companies and individuals with insights and inspiration to create something amazing ℠. 3 Creative Research + Brand Strategies + Cultural Recalibration + Creative Momentum
- 6. 6 80% of my clients’ problems [culture, sales, brand fragmentation, etc.] can be resolved with a killer brief.
- 7. 7 Why? Because it generates greater efficiency and effectiveness through alignment, leads to better work through clarity and inspiration, and allows teams to have more fun in the process by reducing drag.
- 8. Specifically: 8 Saving creative resources Reducing circular conversations Establishing accountability Igniting strategic thought- starters Streamlining decision making Selling in work
- 9. WIIFM? 9 YOU will always have a job. Some agencies make 40% of their revenues on the thinking.
- 10. It’s All About HOW 10 It’s a good idea that doesn’t tend to pan out in reality because it’s a ‘throw away task’. (Note: if clients were right, they wouldn’t need agencies).
- 11. 11 “We never seem to have enough time to do it right, but we always seem to have time to do it over.” ~Global agency head
- 12. Briefs are NOT a: job order set of instructions client wish list record of how much you know packet of data 12
- 13. Briefs ARE: the first creative idea areas of heat/places to play a springboard for ideation inspirational > informational both creative + brief 13
- 14. 14 What do we want to have happen? How will we know when we get there? Why will they care? What do we do for them? Say about them? What do they need to believe to act and what are we asking them to do? What are the tools at our disposal?
- 15. What is on offer? What is the product or category? What are our ‘units of sale’? What is the assignment? What are we building? What is the output/deliverable? Why are we doing it? What do we want to have happen (that’s measurable)? Who are we talking to? Who are our cul@sts and low hanging fruit in terms of their shared behaviors and aAtudes? No demos. What do they currently think What do they believe (that drives their behavior)? (that helps or hurts us)? What do they need to think? What do they need to believe to act (as we wish)? What s is the ONE thing In 7 words, what is a (loaded) slogan for the idea? we need to tell them? (What do we do for them? Say about them ? What will mo@vate them?) Why should they believe us? Factual or anecdotal, what support do we have? What are we really selling? What is the magne@c virtue? What is our personality? 3 words that define our aAtude + and a poster child
- 16. What is on offer? What is the assignment? Why are we doing it? Who are we talking to? What do they currently think (that helps or hurts us)? What do they need to think? What s is the ONE thing we need to tell them? Why should they believe us? What are we really selling? What is our personality?
- 17. DON’T 17
- 18. 18 Make the background more than 3 lines. “This piece is aimed at a broad audience of both consumer and business users, as well as analysts, tech bloggers and influencers.” or “Best Buy” 3 projects within one brief with 3 different targets Main message: “n/a” “Make it cool.” Proof: show product. Back and forth Q&A with others still in the brief. ‘Make it stand out from the competition’ but no competitive review provided.
- 19. DO 19
- 20. Simplify the complicated and make people fall in love. 20
- 22. Create A Mother Brief Music Mobile Phones Space TravelAirplanes 22
- 24. Put words to it. It’s in industry of taste. What’s your philosophy of what makes work great? Nice Place. Endearing. 24
- 25. Remember the Creative Team is Your Audience. 25
- 26. Seek to Inspire, not Just Inform. 26
- 27. 27 State of Being Thinking Writing Defrag Revolution is often a 10 degree shift. Collaborating
- 28. 28 Think Like A Poet Romance it. Tell me why people love/trust/count on it. Use juicy words that touch hearts, not heads.
- 29. Be Clear about the Deliverable. (Consider others but outline the output we’re on the hook to deliver.) 29
- 30. Define the problem the output will solve. The magic can be in the WHY we want it (“We want a brand book to help educate the influx of new salespeople on what we offer the day they start.”) 30
- 31. Do NOT Include More Than 3 Lines of (Pertinent) Background. Leave it for the briefing if needed. Focus your energy on places to play/ways to solve. 31
- 32. Avoid Client-Speak + Jargon. 32
- 33. Define Success. What can we measure that we care about and can affect with this piece? (Make sure it lines up with the ask). 33
- 34. Don’t Lump Them in a Job or Lump Them Together. “Best Buy” (Buyer? Name?) 34
- 35. Paint a Picture (and make them likeable). 35
- 36. 80/20 Follow the Money and the Love. 36
- 38. Find the Point of Stain 38 Define the moment when your product or service becomes more important than any other.
- 39. Seek the common threads (mindset v demos). “Making one ad.” 39
- 41. Think in Benefits. It’s about them, not about us. (but we mirror each other in terms of what we want, what we love, what we think is cool). 41
- 42. “The difference between the right word and almost the right word is the same as the difference between lightning and a lightning bug.” Mark Twain 42
- 44. Think in Benefits. It’s about them, not about us. (but we mirror each other in terms of what we want, what we love, what we think is cool). 44
- 45. 45 BELIEF BEHAVIOR Psychology of Human Behavior A belief will always precede (drive) a behavior.
- 46. Don’t skip over the voice. 46
- 47. Use examples. 47
- 49. Treat everything as if it’s vital. 49
- 50. Make it hang together. 50
- 51. Cut away everything that is not a lion. 51
- 52. Make Sure it Passes My Tests: Elevator Mom Cringe 52
- 53. The Briefing is Where the Magic Happens 53
- 54. Do not expect music to play. 54
- 55. There is nothing in a caterpillar that tells you it is going to be a butterfly. 55
- 56. Angel | Devil | Judge ‘Plus it’ or shut it. 56 FEEDBACK
- 57. Reduce Meetings Increase Conversations Talk About Creative That’s Not ‘Our’ Creative (Bowling) 57 CULTURE OF BRIEFS
- 58. Inspire yourself. Make time to think (create wiggle.) Write juicy words down that deliver goosebumps. 58 RECAP
- 59. WHAT I BELIEVE Guessing is expensive. Guessing without a brief is lunacy. If you follow the love, the money and the ideal, you won’t go far wrong. Team cohesion is as critical as brand strategy. Brand strategy can create cohesion. Our job is to make people fall in love. It has to be about what’s in it for them. Consumer insights, culture, brand and expressions are inextricably intertwined. People will tell you exactly what you need to do to be successful. 59
- 60. 60
- 61. How to Write a Killer Brief A practical guide to writing delicious, thoughtful briefs (and coming up with the insights and ideas to get the party started). $25. Https://www.wildalchemy. com/goodies
- 62. Momentum Book An exercise-filled workbook to Feng Shui your life – redesigning elements that drive or drain your energy (and creativity). $45. (because it’s printed in the States, people). https://www.wildalchemy. com/goodies MOMENTUMLYNETTE XANDERS
- 63. wildalchemy.com 20 67 55 68 00