Strategy for Marketers
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The document discusses the importance of creating an effective creative brief. It notes that a brief should tell a compelling story in a brief yet imaginative way. An effective brief will identify a target audience and relevant insight, communicate a single key message, explain why the audience should believe the message, and specify the desired action or outcome.
Strategy for Marketers
- 2. “The brief is really an ad to influence the creative team.” – Jon Steel
- 3. Ingredients of a Good Brief Brevity A compelling story Imagination
- 4. Which of the following would you put on a brief? A. Create awareness, induce trial, and drive consumption of apples. B. Increase revenue from apples by 10%. C. Get more people to eat apples.
- 5. Working moms 25 – 40 years She’s a working mom who will never of age. They have children overcome the guilt of leaving her under the age of one. infant son in someone else’s care. They want their children to get The one thing she can give him is the vitamins and minerals from nourishment to grow healthy and natural sources and are strong, and she is willing to do willing to pay a premium for whatever it takes to ensure that he organic foods. gets the freshest, most nutritious food possible.
- 6. Paint a ceiling that shows the history of Christianity. Vs. Create an Altar to the Glory of God!
- 7. Five Critical Parts 1. The specific reason for briefing 2. Your target and a relevant insight about them 3. The one thing you want to tell them 4. Why they should believe you 5. What you want them to do
Editor's Notes
- #2: The task that advertising has to accomplish is pretty daunting. You have virtually no time to capture attention – 30 to 60 seconds if you are on TV, maybe 3 – 4 seconds if you have a print or a banner ad . . . Your audience is actively engaged in avoiding you, and they listen to you with the skepticism of people who know they want your money. So how do you persuade them?The creative brief is the starting point. It is the blueprint for effective communications.
- #3: A good creative brief:is the reduction of all the research, information and ideas investigated through the tools and processes that Adam and Miguel reviewedIt crystallizes how communications can solve a business issueTells creative people what to expect people to do,think or feel in response to the communications they createUltimately it is the springboard to creativityMost importantly, the brief is not a marketing plan. It’s not a business case. It’s a creative document.
- #4: A creative brief should be brief. No longer than a page. Essentially, if you can’t put it on one page, the creative can’t either. It should tell a story – and a compelling one. One that is relevant. It’s less important to get across a bunch of facts, and more important to paint a picture. For example,
- #5: Given that, which of the following would you put into a brief? C. Why? Because the brief is a creative document. Not a business document. Consumers don’t think in sales figures or marketing objectives. And neither do creatives.
- #7: Imagination is critical. Think about the brief that would have led to the ceiling of the Sistine Chapel. Are you more likely to get this work if you say