The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
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This document presents a session on the creative briefing process aimed at enhancing communication between account/strategy teams and the creative team. It emphasizes the importance of clarity, understanding the needs of a project, and the distinction between creative and task briefs while outlining an effective briefing process. Key takeaways include understanding the brand, product, and audience, and the essential questions to answer in a brief to foster creativity and direction.
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
- 1. SESSION ON CREATIVE BRIEFING HOW ACCOUNTS/STRATEGY CAN BETTER COMMUNICATE AN ASSIGNMENT TO THE CREATIVE TEAM DEC ’14 | Dubai
- 2. The purpose of this document is to give a clear understanding of creative briefing as a process and not a handover of assignments and responsibilities onto another team. The aim is to delve into the art of briefing in order to use it to enliven a project’s scope even before it has reached the drawing board.
- 3. Agenda/ Why brief Creative vs. task briefs Steps to follow Drawing a picture The bigger purpose Round-up
- 4. ““Etymology et al”Etymology et al” 1.Why do we brief?1.Why do we brief?
- 5. “to simplify means to eliminate the unnecessary so that the necessary may speak” - Hans Hoffman, Painter
- 6. a brief’s an early stage blueprint, a guide, a canvas to what we are about to do
- 8. The right brief.The right brief. Comprehensive before concise. Clarity before brevity.
- 9. We wouldn’t have needed a brief if there was a menu or if everything was à la carte. But it’s not really a waiting job, is it?
- 10. Why? A brief answers all the Ws A BRIEF What? Who? Where? When? Never answer a How
- 11. *Source: Julian Cole’s Creative Briefing Process
- 12. ““Ask what you need first”Ask what you need first” 2.Creative vs. task briefs2.Creative vs. task briefs
- 13. First thing you do is to scope the requirement
- 14. We are dealing with a challenge here When to do a creative brief When to write a task brief
- 15. Answer these ✓Existing or new account? ✓Do we know the brand, the business, the strategy, the campaign… the requirement scoped? ✓Have the Ops team worked on this business before? ✓Do we know what they exactly need to deliver? ✓Can they work without any added guidance, strategic or creative direction?
- 16. Task Brief A task brief is simply pro forma. It should clearly and objectively state what’s needed
- 17. Task Brief The aim is always to delegate a specific work to a team where there’s no apt conceptualizati on required
- 18. Creative Brief A creative brief being thoroughly conceptual, tries to encapsulate the larger challenge in a precise form *Source: Saatchi
- 19. Creative Brief As mentioned earlier it has a primary goal of inspiring thoughts and mandating the solution its seeking from the creative team *Source: BBDO
- 20. Team Exercise: Write a task brief Case #1: Need 3 display banners for an acquisition campaign for a bank’s credit card product line.
- 21. ““Lose the templates”Lose the templates” 3.Creative briefing in steps3.Creative briefing in steps
- 22. The thing about getting briefed over email. No one likes to get notified. We like being talked to.
- 23. A briefing process we like.A briefing process we like. LIAISE Take them through your material. Set a communication agenda. HAVE A CHAT FIRST Tell brand (client), scope (what’s needed), expected timelines (tentative) in a min. SET UP SESSION Sync timelines, get the right people in. REITERATE Have them disagree with your agenda. Set a new one. CONFORM Back-and-forth through the pipeline and have a final set- in-stone consensus.
- 24. Work with a checklist if required. The accounts team is clear on the objective and the client’s launch timelines Strategy has an issue with the audience profiling. They would like the client to answer few questions Creative team wants to know if the objectives of the 1st campaign can be communicated little more clearly Step 2: Session Step 2: Session Step 3: Liaise Step 3: Liaise 1 member from accounts/biz team will join for the 4 pm session 2 members from strategy/social will join for the 4 pm session 2 members from Creatives will join the 4 pm session. 1 member will get briefed by them later in the evening
- 25. ““Preempt the storms”Preempt the storms” 4.Prep-work for a briefing4.Prep-work for a briefing
- 26. So how do we scope the requirement
- 27. BUSINESS PLAN where is the client’s business headed? ENTERPRISE PLAN who really are we in business with? the stakeholders, the managers, the partners, the local agency? how are they? BRAND PLAN what is the brand about? globally vs. locally. ACCOUNT PLAN what’s on our roadmap with them? COMMS PLAN what have they been saying/doing? what are they going to say/do? CONNS PLAN what touchpoints (across media) are essential for the brand to activate?
- 28. Why? Can you answer these in a session with enough reasoning behind each aspect? CREATIVE BRIEFING What? Who? Where? When? The brand exists because.. Build a campaign that... Targets are the late- boomer.. At an event sponsored by the brand.. Last week of Dec when people are…
- 30. Team Exercise: Do a requirement scoping Case #2: Take an existing client and fill in slide 27 and 28.
- 31. ““Don’t write, draw”Don’t write, draw” 5.Framing a creative brief5.Framing a creative brief
- 32. Picking up a template has never been a task.Picking up a template has never been a task. Just image search “creative brief”Just image search “creative brief”
- 33. Creative Brief Sample brief #1 *Source: The Planning Lab
- 34. Creative Brief Sample brief #2 *Source: The Planning Lab
- 35. Creative Brief Sample brief #3 *Source: The Planning Lab
- 36. Creative Brief Sample brief #4 *Source: The Planning Lab
- 37. Creative Brief Sample brief #5 *Source: The Planning Lab
- 38. Creative Brief Sample brief #6 *Source: Wundermann
- 39. Creative Brief Sample brief #7 *Source: RNSP
- 40. Creative Brief Sample brief #8 *Source: Unknown
- 41. Creative Brief Sample brief #9 *Source: Hyper Island
- 42. Some tips to writing briefs ✓let the thought device the platform – make up your own brief every time ✓build an aura with your storytelling - communicate it well ✓use simple, jargon-less statements ✓write interpretations, not facts ✓use the brief as a tool for the sessions, not the other way round
- 43. The not-to-dos ✓all-inclusive statements ✓repetitive remarks ✓pointless information ✓too smart, know-it-alls ✓Prescriptions, e.g. please do this and that
- 44. 12 essential questions to answer in a brief
- 45. 1/12 Try to answer what’s the true purpose of the entity you are working for. What’s the product/servic e/brand? Creative Brief
- 46. 2/12 Irrespective of what stage it’s in or what the brand manager says, we have to identify a problem. There always is one. What’s the problem/ challenge? Creative Brief
- 47. 3/12 Not every challenge a brand faces is a comms challenge. We have to know if it is though. What should be the role of comms in this? Creative Brief
- 48. 4/12 Who are we talking to or who are we trying to engage with?Who’s the customer, the audience, the community? Creative Brief
- 49. 5/12 Do we know everything about our category, medium, platforms and what reception our brand should expect there? What’s the landscape, scene, setup? Creative Brief
- 50. 6/12 How is the brand perceived right now? What’s the current belief? Creative Brief
- 51. 7/12 What should be the desired response as a result of our work?What’s the changed belief? Creative Brief
- 52. 8/12 Of the thousand things we know, what really make a difference for us?What’s our insight? Creative Brief
- 53. 9/12 Look at our “has- beens” and see if there’s a thing that we are changing radically here Are we bringing a change in convention? Creative Brief
- 54. 10/12 If we flip the insight to arrive at something big and it seems like we turned a new leaf with it, what is it? What can be our catalytic idea? Creative Brief
- 55. 11/12 The new shiny, jewel of a thought that we have conceived glows brightest under what circumstances? What’s the right context? Creative Brief
- 56. 12/12 Riding on the new idea we have came up with, imagine what would the case study videos and headlines say about it. What’s our news story from the future? Creative Brief
- 57. Team Exercise: Create your template Case #3: Come up with your own.
- 58. ““there’s an underlying thought”there’s an underlying thought” 6.The bigger picture6.The bigger picture
- 59. How can we ever know if our layered thoughts on a piece of paper can actually incite convention-changing ideas?
- 60. Customers okay with your brand Customers really liking your brand An intervention
- 62. Even as someone taking a technical brief, you have to ask the strategic question.Even as someone taking a technical brief, you have to ask the strategic question. What’s between “Now” and “Could be”?What’s between “Now” and “Could be”? Even as someone taking a technical brief, you have to ask the strategic question.Even as someone taking a technical brief, you have to ask the strategic question. What’s between “Now” and “Could be”?What’s between “Now” and “Could be”? What does the digital environment currently look like? What is our current digital footprint within the larger digital environment? How is this footprint connecting with your brand by market? How are each of our digital assets currently being used? How are we using digital to connect with our various audiences? Where are we weak and where are we strong on the digital front? Within our markets, what is the role of digital in general? Developing? Launch? Against our audience what is the digital experience we want to create? What is the tone of voice that we will use? Against our business segments what should be the role of digital in marketing, corporate communications and other biz functions? What are the gaps between where we are and where we need to be? From a creative development perspective? From a technical perspective? What are the short term opportunities? What are the longer term opportunities? What are the metrics/monitors that need to be in place to ensure we are meeting our goals? NOW COULD BE Sam ple brief
- 63. believe.in.utopia. *Source: Planning toolkit by Clique
- 64. ✓Follow the process ✓Scope the requirements ✓Know what’s what ✓Communicate efficiently ✓Don’t get tangled up in data ✓Be mindful of the bigger picture ✓Be objective.
- 65. Team Exercise: Divide into teams of three and then let one team brief the other Next session: Case presentation
- 66. Did it inspire? Yes/No Did it direct? Yes/No LASTLY, RATE EVERY BRIEFING SESSIONS . WITH TWO SIMPLE PARAMETERS.
- 68. To get this session presented in your agency or to your brand team, drop a line to @kunaldgp