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How we get people to write Creative Briefs at Crayon London, feel free to download
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Creative brief writingCrayon
© Crayon 2010
Forget the Creative Brief
The document itself isn’t the right place to start…
© Crayon 2010
When someone asks you to write a creative brief they’re not asking you to undertake a form filling exercise
They’re asking you to go away and do some original thinking
They’re asking you to untangle all the information that’s been thrown at you and find the one thing that will tell your audience why they need what your client is offering…
© Crayon 2010
Creatives then take this idea and dramatise it
© Crayon 2010
So what does this thought process look like?
© Crayon 2010
It looks something like this…
…and this is the journey we take to create a proposition that excites…
Proposition
Challenge
Audience
Insight
RTB
Response
TOV
How will we know it worked?
© Crayon 2010
Stage 1: Audience
Forget thinking about ‘the challenge’, we’ll come back to that later…
…you can also forget the product, the offer and any crap buzz words…
…you must always start your thought process by getting under the skin of your audience
© Crayon 2010
Stage 1: Audience
This is not an opportunity to write everything you know about them or list their demographics. Your task is to bring your audience to life…
© Crayon 2010
Think about who your audience are:- what do they do?- what do they think and believe?- what’s really unique about them? - what are their hopes and fears? - what do they love and what do they hate?
Stage 1: Audience
© Crayon 2010
Write your audience so you like and respect them
Stage 1: Audience - Some advice
© Crayon 2010
If you really have multiple audiences, get that out of the way briefly and focus on what makes them similar
Stage 1: Audience - Some advice
© Crayon 2010
And if you’re stuck… imagine someone you know who is the target audience…
…it’s very likely you know or have known someone in your the target audience
Stage 2: Insight
© Crayon 2010
When you start to bring your audience to life start exploring why they behave like they do or why they hold the attitudes they do….then select the most profound insight…
© Crayon 2010
If you follow this approach, your insights should seamlessly fit with your audience description
Stage 2: Insight
Stage 3: The proposition
© Crayon 2010
The proposition is just a single key thought that explains why the audience should buy your client’s product or service
© Crayon 2010
How you’ll know when you’ve got it right
You will know when your proposition is right, it’s when it locks your insight and your reason to believe together…
© Crayon 2010
Think of it like this…Imagine you got in a lift with a prospect on the top floor.
Before you reach the lobby you have to convince them in one line why they should buy your product or service
How to write a proposition
© Crayon 2010
If you’re not excited about telling someone about it, it needs more work…
How you’ll know when you’ve got it right
© Crayon 2010
If it’s a great proposition, creatives will find a way to spend more time on it
If it’s shit they’ll make their own one up and not tell you
Proposition: Some advice
© Crayon 2010
It always takes a lot longer than you think, so give yourself the time it deserves
Proposition: Some advice
Stage 4: Reason to believe
© Crayon 2010
Reason to believe = Why does the product deliver the proposition.
You must use this section to show the creatives why they should believe in your thinking.
Keep it simple and the language persuasive.
© Crayon 2010
Resist, resist, resist….Avoid the urge to write everything you know about the product when you come to write the brief…
(this can go in the support brief if you so wish)
Stage 5: Response
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What do you want people to do?
Keep it succint and simple
“Rethink the brand and register for more details” is enough…
Stage 6: Tone of Voice
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How would you want the recipient of your message to describe the tone of voice? Don’t just nick it from the brand guidelines…
Stage 7: how will we know if it worked?
© Crayon 2010
Stage 8: The Challenge
© Crayon 2010
Now, go back and think of the creative challenge, it’s easy now you’ve done all the thinking…
© Crayon 2010
Remember the challenge is to the creative team, it’s not the marketing brief in a paragraph
Keep it short, keep your problems to yourself..
Stage 8: The Challenge
© Crayon 2010
Always write it last
© Crayon 2010
By following this thought process you’ve just done this…
Proposition
Challenge
Audience
Insight
RTB
Response
TOV
How will we know it worked?
Creative Brief writingWriting the brief
© Crayon 2010
© Crayon 2010
Now when someone asks you to write a Creative Brief you know a thought process to get to a killer proposition…
…but that’s only half the story now you have to turn that thinking into a creative brief…
© Crayon 2010
Remember don’t think of this document as a form…
…it’s your opportunity to turn your thinking into your story for the creatives
Here’s some tips on how to do it…
© Crayon 2010
Get away from your desk.
Remember you’re not filling out a form you’re doing some original thinking…
…and you can’t do that if Rob is asking if you’ve seen his stapler!
© Crayon 2010
The best briefs are often written by collaboration, grab a friendly planner, creative or another account handler and chat it through…
© Crayon 2010
Have a consistent theme for the entire brief and let your personality or the personality of the consumer shine through…
…Use evocative, expressive and unexpected language…
© Crayon 2010
When you write and present your brief remember you’re selling a story to the creatives…Build towards your proposition…
Don’t give away your insight when you’re talking about your audience and don’t give your proposition away when talking about your insight!
© Crayon 2010
Don’t fuck with the template…
If you can’t fit what you want to say into the space provided, your thinking is wrong…or you’re wasting words…
We won’t read it until it is on one page
© Crayon 2010
The briefing is as important as the brief…
© Crayon 2010
remember, remember, remember
You’re writing this for a creative team, not your client
© Crayon 2010
Right, it’s your turn to do some work…
Turn this client briefs into a creative brief...
Beware the red herrings
