how to write a creative brief
DESCRIPTION
Презентация о том, как правильно писать креативный бриф и зачем это нужно. Написана специально для выступления перед бренд менеджерами компании Unilever. Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/TRANSCRIPT
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HOW TO MAKE YOUR AGENCY WORK
PLAN
Introduction
What is PR
How to write a brief
Practice makes perfect
PRT
We are storytellers
PR
Event
Digital
3 FACTS ABOUT PRT
Clients stay for long
80% on retainer
60% PR & Digital
UNILEVER PARTNERSHIP
WHAT IS PR
WTF
PR is an art of brand related
storytelling
WHAT IS PR
HOW IT WORKS
Our products are
natural
It`s farmer`s
choice
Farmers call Unilever
brand of choice
Farmers choose it, so
will I
WRITING A BRIEF
WHAT IS A BRIEF
Encode Decode
WORKFLOW
Brief
I guess
everything is
clear
I guess they
want this and
this
Proposal
Mother of god,
what is this?
BAD BRIEFS RESULTS
He delivered the wrong
message
She thought she could “modify
timings”
WHAT A GOOD BRIEF DOES
We understand
what and how
should we do
SINGLE MINDED
Good brief gives single direction
SINGLE MINDED
Our key audience are men,
but consider woman
important too
We should drive our new
SKU, but old ones are
important too
We need to support new
product launch
35 y.o. men are our core
target
SHORT
1-2 A4 papers
No repetitions
CLEAR
Less marketing slang
No graphs & numbers
Only valuable info
POINT OF VIEW
Good brief gives point of view
POINT OF VIEW
Propose your ideas about our
target audience
Use any appropriate channels
for communication
Focus on woman glossy
press
Bloggers should be key
channel of our
communication
LET`S CREATE A BRIEF
NAMELESS KETCHUP
HOW BRIEFS ARE BORN
Briefs are born from templates
BRIEF TEMPLATE
What is the background
Why are we communicating
Who are we talking to
What is the insight
What is the one thing we want to say
Why should people believe
Mandatory elements
Timing & Budget
List of deliverables
WHAT IS THE BACKGROUND
Describe the situation and brand
WHAT IS THE BACKGROUND
Marketing research excerpts
Market overview with graphs
and competitor stats
Brand history from the
beginning of time
A new ketchup created from
cherry tomatoes. Imported from
Spain. Mixed in sterile
conditions, without heat
procession. Contains 100% of
cherry tomato vitamins. Used in
Uiliam Lamberty`s restaurants.
Designed for those who eat food,
not nutrition
WHY ARE WE COMMUNICATING
Describe the goal of
communication
WHY ARE WE COMMUNICATING
Current belief
Current action
Message
Reason to believe
Preferred action
Preferred belief
WHY ARE WE COMMUNICATING
Our goal is to create a picture in the
head of our consumers
WHY ARE WE COMMUNICATING
To sell more ketchup
To tell people our ketchup is
great
To raise awareness about our
ketchup
To launch our ketchup in
Russia
To make our ketchup the only
ketchup trendy people consider
worth buying
TARGET AUDIENCE
Describe them as individuals,
not as demographic group
TARGET AUDIENCE
Tell us about their relationship with the
brand or category
TARGET AUDIENCE
A short story about their life will
be perfect
TARGET AUDIENCE
Men & woman
18 – 35
Middle to high income
Health geeks
Foodies
Mary & Paul are young and
successful urban professionals.
Both of them enjoy healthy food,
but sometimes they just want to
have something simple. Ketchup
is a low level guilty pleasure for
them
INSIGHT
Insight is a secret knowledge and an
ultimate source of inspiration
INSIGHT
Good insight tells something
personal about people:
thoughts, fears, desires,
passion
INSIGHT
Insight should be told correctly, you
need to feel it. Wording is critical
INSIGHT
Insight is not a:
Fact
Idea
Problem
Notice
INSIGHT
Yes, it`s true
No, these are not
insights
Young girls like to make selfies
Mothers feel responsible for the
health of their children
Most of low income men in Russia
live boring eventless life
INSIGHT
Insight is a simple but deep
truth about human behavior
Insight builds an emotional
bond between brand and
consumer
INSIGHT FORMULA
Insight = need + barrier + solution
EXAMPLE 1: DOVE
All woman want to be
beautiful
Some woman have problems
with self confidence
Beauty standards are artificial
Woman are one`s most vicious
critics
DOVE REAL BEAUTY SKETCHES
“Dove Real Beauty Sketches”
is a world phenomena gone far
beyond marketing
EXAMPLE 2: AXE
I want to be attractive to opposite
sex
Every man dreams of a woman
making the first step
AXE: AXE EFFECT
“Axe effect” is an iconic marketing
campaign with tones of monumental
activations
INSIGHT CHECKLIST
This looks like an
insight
Personal
Non obvious
Touching
Creating visions
NAMELESS KETCHUP
I want to eat healthy & tasty food
I want to eat high quality
products
Cherry tomatoes are considered
premium
MESSAGE
What do we want to say. All
information from the brief is
expressed with message
MESSAGE
Message should be short & clear
MESSAGE EXAMPLES
Nameless ketchup is the only
cherry tomato ketchup containing
100% vitamins because of it`s
unique & innovative sterile
production technology
Nameless ketchup is the only
ketchup you can consume
staying trendy
MESSAGE
Message is not as slogan, it should not “sound”, it
should carry “meaning”
MORE MESSAGE EXAMPLES
Nameless ketchup: stay
cherry, stay trendy
Nameless ketchup: made
with less steam and more
vitamin
Nameless ketchup is the only
ketchup you can consume
staying trendy
MESSAGE
Message should be connected with all other parts of the brief
REASON TO BELIEVE
RTB is a piece of info about
the brand that supports the
message and make it sound
true
WHERE RTB IS BORN
Brand facts: ingredients, technology,
acknowledgment
What brand does: save your time,
heals wounds, refuels you
How it makes you feel: healthy, sexy,
elite
Where it comes from: Marlboro
country, Alps, Spain
CHOOSE THE CORRECT RTB
Made from cherry tomatoes
Preferred by Uiliam Lamberty
Imported from Spain – land of sun
Preserve 100% tomato vitamins
TECHNICAL DETAILS
MANDATORY ELEMENTS
Tell us about things we should
consider
MANDATORY ELEMENTS EXAMPLES
Category seasonal aspects
Guidelines
Blogger relations
Glossy press focus
Campaign time
No press tours
Gifts max budget: 5k
No wonderzine
No Artemy Lebedev
DELIVERABLES
Describe what materials you expect to
receive
DELIVERABLES EXAMPLE
3 big ideas for 360 campaign in PPT
Launch event proposal in PPT
2015 detailed PR strategy in PPT
Detailed budget in excel
Team credentials
SMM strategy
TIMING
When do you want to see our proposal
When proposal should be sent
Date of presentation
Results
Work start
BUDGET
No budget forecast – no good
proposal
KPI
How will you measure results
NAMELESS KETCHUP
NAMELESS KETCHUP
LET`S PRACTICE!
WE ARE STORYTELLERS
Thank you!
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