What is the role of the creative brief in the new world of marketing communications?

Leo Moore Planning Director Irish International

About me

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Currently Planning Director at Irish International

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Previously;

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Planning Director, McCann Erickson

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Founding Partner, AnalogFolk Media Manager – GB & Ireland, Diageo Group Sales Manager, RTE

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What I do:

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Lead the development of new processes and ways of working Champion the digital evolution of the agency

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Lead the strategic communications planning on a number of brands including Guinness, Bank Of Ireland, Barry’s Tea and upc.

What is the role of the creative brief in the new world of marketing communications?

Rapid development of digital tools driving massive changes in consumer behaviour (the emergence of the post-analogue society)

THE WORLD IS CHANGING

“Our focus should not be on emerging technologies but emerging cultural practices” Henry Jenkins Text “A revolution doesn't happen when a society adopts new tools. it happens when society adopts new behaviors” Clay Shirky 8

There is a massive change in how consumers and brands engage with each other

• More participatory • More social and communal • More fragmented • More transparent • More playful • ‘Always on’ • Location increasingly important

Traditional (current) approach to briefing

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A problem to be solved by advertising

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‘Consumers’ to ‘target’

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A message to say at them

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Reasons to believe

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Tone of voice

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Maybe, if lucky, what media you’re filling

Traditional (current) approach to media planning

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Impressions

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OTS

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Reach

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Frequency

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CPT

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Share of voice

Advertising = Interruption

Images courtesy of Russell Davies

Hugh MacLeod – gapingvoid.org

The future of advertising isn’t messaging.

It’s in ideas that solve business problems in a culturally positive way.

A new approach to planning

Account Planning Message Content Channels Media Planning Communications Planning Ideas that drive channel behavior.

People engage with ideas, not channels.

Insight.

Excite.

Insight.

Excite.

Key principles

Principle No. 1 We need a noble purpose, not a message. Have a point of view on the world, not a position in the category.

Levi’s – Go Forth

Principle No. 2 It’s not what we say but what we do that matters

From peacocks to bowerbirds

Peafowl are best known for the male's extravagant tail, which it displays as part of courtship.

Bowerbirds are most known for their unique courtship behaviour, where males build a structure and decorate it with sticks and brightly coloured objects in an attempt to attract a mate.

Source: Gareth Kay “Briefing in a post-digital world”

Fiat Eco Drive

Principle No. 3 We need ideas we can advertise, not advertising ideas

Vaseline – Prescribe The Nation

Walkers - Sandwich

Principle No. 4 We need to leave gaps for people to participate

Volkswagen – Fun Theory

Principle No. 5 We must understand what people are interested in and use ideas as a bridge between these interests and the brand

Lurpak – Bake Club

Principle No. 6 We must be media positive

We should build a balanced and holistic media mix

Nike Chalkbot

Principle No. 7 We must be agile and fleet of foot

Old Spice – The Man Your Man Could Smell Like

Principle No. 8 We must think about behaviour, not technology

Twelpforce

PRE-DIGITAL Interruption Information Messaging Targeting markets Perception Big POST-DIGITAL Participation Inspiration Actions Creating movements Behavior Long

All this means how you design, create and evaluate ideas has to change.

Does it communicate?

Is it clear?

Is it likeable?

Is it engaging?

Is it replicable?

Is it magnetic?

Has it got depth?

Is it slippy and spreadable?

Is it participatory?

Is it generative?

The Creative Brief

What is a creative brief?

cre·a-tive (krea tiv), adj.

1. having the quality or power of creating 2. resulting from originality of thought; imaginative brief (bref), adj. 1. lasting or taking a short time 2. using few words; concise: a brief report 3. abrupt; curt 4. a short and concise statement or written item.

What is the role of the brief?

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The bridge between smart strategic thinking and great communication

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Designed to improve our chances of having lots of good ideas

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Intended to liberate not limit creative thinking

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It is the first stage in the creative process

Brief Writing – Guiding Principles

CLARITY BREVITY CONSISTENCY INSPIRATION

Clarity?

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Fishing analogy

CLARITY

Source: Brief Guide to briefs - Dare

BREVITY

Source: Brief Guide to briefs - Dare

BREVITY

Source: Brief Guide to briefs - Dare

BREVITY

Source: Brief Guide to briefs - Dare

BREVITY

Source: Brief Guide to briefs - Dare

Source: Brief Guide to briefs - Dare

Business Goal Target Audience Brand Proposition Evaluation CONSISTENCY

“Preparation H is of limited interest to a bunch of twentysomething creatives, but it is of incredible interest to someone with piles.”

Jeremy Bullmore (paraphrased)

INSPIRATION

Source: Brief Guide to briefs - Dare

The core of the brief GET: The people whose behavior we are trying to change (the audience) WHO: need, want or believe (the insight) TO: Think, Feel or Do something specific (the action) BY: Giving them information, a demonstration, a challenge or an experience (the key message)

Kick-starting the ideas process – The bunker session

Planning, Creative and Client Service stakeholders workshop the brief for an intensive period.

Planning provide context and consumer understanding.

The group agrees the main insight and message First cut at creative platform and hero execution Brief agreed collaboratively

Making the idea as big as possible – The blow-out session

High intensity session with key stakeholders to amplify core strategy and tactics.

Ask the critical question: How do we make it Bigger?

Then ask it again… And again…

ANY QUESTIONS?

Thank You