The Creative Brief Mc. Cann-Erickson
It is your most important job. Mc. Cann-Erickson
It is your most important job. Without your brief, we can’t produce a great creative product! Mc. Cann-Erickson
Good things happen when you write great briefs : 1. You become a provider of solutions, not part of the problem 2. You join the creative process 3. You build relationships with your creative partners Mc. Cann-Erickson
Good things happen when you write great briefs : 4. You strengthen relationships with clients. How? - A good brief shows you understand their needs - You help them look good to their bosses Mc. Cann-Erickson
General Guidelines : 1. Remember your target - The CREATIVE TEAM. Write for them first, then adapt for the client, if necessary. 2. Keep the brief short, use annexes to supply information in depth. Mc. Cann-Erickson
General Guidelines : 3. Write the way you talk. Say it out loud first, and then write what you said. 4. Answer the questions on the form. 5. Make time to do it, review it and do it again. 6. Know the product and the client. Be honest. Mc. Cann-Erickson
What is required ? An easy start : Just tell the team - as precisely as you can - what they have to deliver : - a through-the-line campaign - a radio spot - a poster campaign the client will actually buy - an adaptation Mc. Cann-Erickson
What is required ? But even here, you can begin to turn them on - a surprising through the line campaign - a really clever radio spot - a magazine campaign to die for Mc. Cann-Erickson
What is required ? Example : Buitengewone, Effie- en CCB winnende campagne(concept) M/V 1998 + articulatie in TV, affichage, print, radio Mc. Cann-Erickson
What are we advertising, and why ? Also easy, simply answer the questions. Example : 1. Martini the product (as opposed to Brand Martini as done by NY). Why? Because there is a gap between our target’s positive perception of the Martini brand their appreciation/behaviour of the Martini drink. The image campaign lacks real product focus. Mc. Cann-Erickson
What are we advertising, and why ? Example : 2. The fun things you can do with a friend at the North. Pole when you participate and win in Fanta’s FANTASTIC TRIP promotion. Reasons: To build quick awareness of the promotion and to maximize participation amongst teens. Mc. Cann-Erickson
What are we advertising, and why ? Example : 3. Fitness on radio in order to communicate at the very moment our target is having breakfast. The main competitor (Special K) is market leader and Fitness is in need of brand awareness and relevance. Mc. Cann-Erickson
Who are we advertising to? There are different ways to describe the target audience : Mc. Cann-Erickson
Who are we advertising to? There are different ways to describe the target audience : 1. Clear, simple, preferably with a defined core. Example : Belgian teenagers from 12 -19 years old with a focus on 15 - 17 years. Mc. Cann-Erickson
Who are we advertising to? 2. A list, in order of priority. Example : - Everyone who needs (or might in the future need) glasses or contact lenses - Those who are responsible for (parents) or can influence (spouses/cojoints) - Current Vision Express customers - Vision Express employees Mc. Cann-Erickson
Who are we advertising to? 3. A qualitative description (but beware of being too “client”) Mc. Cann-Erickson
Example : M/W special and quality beer drinkers. These people are looking for natural, authentic and noble products (search for quality). They are looking for products that offer a polysensual experience (sense, taste, mind). They like novelties and search for an accessible Abbey beer. These people are able to take time to appreciate life and are looking for qualitative precious moments. They like to share real values with people. . . etc. Mc. Cann-Erickson
Who are we advertising to? 4. The individual portrait. Mc. Cann-Erickson
Parents, jeunes, ou couples sans enfants, aimant faire des photos. La femme a de plus en plus d’importance étant donné que la photographie lui est devenue plus “accessible” techniquement. On pourrait les décrire comme suit: Fabienne et Michel partent quelques jours à Barcelone, une ville où ils rêvaient d’aller depuis longtemps. Fabienne adore l’ambiance des villes, adore visiter des lieux inconnus. . Ce qu’elle recherche dans la photo, ce sont les souvenirs, une immortalité des moments passés avec Michel. . . etc. Mc. Cann-Erickson
What do they currently think/feel/do? This is the part that really drives the creative process. It is important to answer the questions, and make the distinctions between: Mc. Cann-Erickson
What do they currently think/feel/do? THINK - what they know, what they understand - rational, logic FEEL - what their hearts and guts tell them - irrational, emotional DO - what is their current behavior ? Mc. Cann-Erickson
What do they currently think/feel/do? Example : (Aquarius) They know sport drinks and understand their combination of energy and refreshment. They understand the thirst-quenching, refreshment/energy-giving benefits. . . but they think that sport drinks are only made for dedicated athletes. and therefore feel that “I’m not sporty enough for Aquarius” So if they need a replenishing drink they drink water, juice or soft drinks. They don’t consider Aquarius as an alternative. Mc. Cann-Erickson
What do they currently think/feel/do? is very Remember, choice of a brand or product often EMOTIONAL, so what consumers feel is very important. Search for emotional descriptions to inspire great creative, and try writing them in your targets’ own words. Example : “I’m afraid to ask for it * I would be proud to own one * I am anxious to be considered healthy * I trust the brand * The product feels far from me. ” Mc. Cann-Erickson
What do we want them think/feel/do? The same principles apply : - “Vision Express really seems to care, and make me feel secure. ” (Feel) - “I know Nestlé is the expert in baby food. ” (Think) - “I feel justified feeding my family frozen spinach; my time is valuable. ” (Feel) - “I’m going to go to my Opel Dealer” (Do) Mc. Cann-Erickson
How can we support this? What can we say or show to make them think/feel/do the way we want? This can be rational : - A big Range - The right Price - The Vitamins you need - Fantastic Prizes - 50 years Experience - Livraison à domicile - 3 - way Action Mc. Cann-Erickson
How can we support this? or emotional : - A warm Tone of voice - A caring Attitude - It’s a Fun product - Italy means good food. - (Or even!) The advertising will make them smile! Mc. Cann-Erickson
What’s the core message? The selling idea? • • • This is the really hard part. It’s supposed to be! You have to dig deep, search, discuss What can you say about the product that summarises its difference? It must come from within the brief itself. It’s not the creative concept nor the baseline. But it could be! Mc. Cann-Erickson
What’s the core message? The selling idea? Here are some - De Gouden Gids. . . en het gebeurt. - Vision Express. The New Generation of Traditional Optician. - Only Vacature understands the nature of Talent. - CERA Bank is de Microsoft van de banken. - Aquarius. Because you’ve earned it. - Agfa. The colours of life. - Mc. Cann. Truth Well Told. Mc. Cann-Erickson
What else do we know that will help the creative process ? The key word here is HELP. This is where you write your personal insights or intuition, or extra bits of information, anything interesting. Example : AGFA Le plus important dans la photo c’est le contenu et rien d’autre. . . il juge ses photos non pas sur la qualitié technique mais sur la signification personnelle. Mc. Cann-Erickson
What else do we know that will help the creative process ? VISION EXPRESS Vision Express is already what people want from an optician. They just don’t know it. Mc. Cann-Erickson
What else do we know that will help the creative process ? NUROFEN They laughed at the funny spots, but inside, they felt the advertising wasn’t taking their headaches seriously enough. Mc. Cann-Erickson
Mandatories, guidelines, and why? All the boring client and legal stuff. But at least tell the team why. Example : - Headline must be in 32 pt Borscht Bold. Why? Because if it ain’t, Co-ordination won’t accept it!. - Legal mention : “Une bière brassée avec savoir. . . Mc. Cann-Erickson
The last important part Mc. Cann-Erickson
Approved Account Director Creative Director Mc. Cann-Erickson
Approved Account Director Creative Director Do I have to? Mc. Cann-Erickson
Approved Account Director Creative Director Do I have to? Yes you do! Mc. Cann-Erickson
Summary : l l l Write for the CREATIVE TEAM, not the client Write the way you talk. Keep the brief short, and use annexes If you answer the questions on the form, you can’t go wrong Do it, review it and do it again Know the product Start working on your Effie case! Mc. Cann-Erickson
Mc. Cann-Erickson
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