SCREW BRIEFING!agenda

Parts of briefing.Interesting thing about briefing.What IS the problem with briefing?Briefing loves & briefing hates.What next.

client to client team

client team to creative

client team

to PM

PM to creative

PM to programmers

creative to client team

PM to programmers

AGREEING WHAT WE do

doING WHAT WE’VE AGREEd

AGREEING WHAT WE do

doING WHAT WE’VE AGREEdWHAT WE’VE ALL AGREEd:

Create great work to build a reputation

Interesting thing about briefingIt’s up to us to define the emotional and phyisical spaces we meet up in

Interesting thing about briefingWe choose to meet in interesting places seven dials 1872

Interesting thing about briefingWe get forced to meet in uninspiring conditions boardroom 2006

Interesting thing about briefingBrings different people together

Programming

design

Project managersUsability

Search technicians

Client managers

Production

Copy

most enjoyable part of briefing

the easiest most enjoyable

What’s the easiest part of writing a creative brief

What makes it easy to work with a brief

What causes the most headaches writing a creative brief

What makes it difficult to work with a brief

What’s the hardest part of briefing

hardest part of being briefed

The problem with briefing

“The formulation of a problem is often more essential than its solution.”

AN EDUCATED DECISION

Audience as a human INSERT INFO HERE

Audience as a profession INSERT INFO HERE

Company, service or product INSERT INFO HERE

Marketplace INSERT INFO HERE

Company objectives INSERT INFO HERE

Competition landscape INSERT INFO HERE

TRICKY?

TRICKY?

OK?

TRICKY?

OK?

TRICKY?

GUESS? GET?

whatever route

Unclear briefUnclear ideaUnclear execution

Mediocre

Behavioural change, not a change of template

the problemThe briefs are not

It’s not about the template

It’s about the journey

The problem with briefing

Client need Final work

we see it as a handover

The problem with briefing

It’s not a handoveror a raceIt’s a journey

and we’re all in itand an exploration

togetherClient CreativeClient team

The problem with briefing

INFORMATION

IDEA

INSIGHT

DOING IT

The problem with briefing

INFORMATION

IDEA

INSIGHTIDEAL WORLD

DOING IT

The problem with briefing

INFORMATION

IDEA

INSIGHTREAL WORLD

DOING IT

The problem with briefing

INFORMATION

IDEA

INSIGHTNEW WORLD

DOING IT

The problem with briefingAUDIENCE

IDEA FULLY DESIGNED

IDEA FULLY DESIGNED

IDEA FULLY DESIGNED

IDEA pROGRESSED

kEY MESSAGE

AUDIENCE

kEY MESSAGEkEY MESSAGE kEY MESSAGE

IDEA SCRIbbLE IDEA SCRIbbLE IDEA SCRIbbLE

IDEA pROGRESSED

better exploration together

better focus on execution

more effective idea finding

Client teams are the only ones that can:

• Question the client and change expectations

• Define the strategy

• Supply the background info (what the client does, what the product/service is)

• Technical info (what the requirements are)

• Objective info (business and project – what the problems are)

• Brand info (what the brand and what that means to their behavoiur)

Creative teams need to:

• If we’re involved in briefing rush to the brief not rush to the idea

• Understand our role in the ‘team’ when it comes to definining the brief

But we need to collaborate with each other to deliver:

• Required emotional response (insight)

• Required rational response (info/insight)

• Required technical response (info/behavioral insight)

• A richer understanding of the target (insight)

• A richer understanding of the marketplace (insight)

• Possible key emotional benefits (insight)

• A selection of propositions (creative thinking)

• When we review creative ideas look for reasons why we can make things work rather than look for reasons to push them off the table.

CLIENT TEAM

Technical details of the job;

ie: what the product service is/how the product service works.

NEED

To get all the basic info to ensure we’re not going back to the client again and again in a disorganised manner.

‘BASICS’ brief written for creative team.

TIME SAVEd FRoM STRUGGLING To FINd PRoPoSITIoNS

CLIENT TEAM CREATIVE TEAM

Work together to find variety of messages/stories.

NEED

Understood process:

Client team discusses challenge with creative lead.

Creative lead involves as many creatives as poss for a short amount of time in brainstorming.

Outcome shared with client team at end of brainstorm.

‘IDEAS’ presentation created for client.

TIME SAVEd FRoM INTESIVE BURST oF BRAINSToRM ENERGY

FRUSTRATIoN SAVING FRoM UN-PRoGRESSEd IdEAS

CLIENT TEAM CLIENT

Share directions on variety of messages/stories and agree 1 route (or 2 routes) to progress.

CREATIVE TEAM

Work on execution of routes.

Give justification for choices taken.

NEED:

Written doc on client feedback (issues with routes, not suggestions).

Creative read and understand f client feedback immediately. If considered worth argueing then reasons given to client team instantly to reason with client.

‘STEERING’ doc created with client issues

WASTE SAVEd FRoM NoT EXECUTING IdEAS To THRoW AWAY

FRUSTRATIoN SAVING FRoM CLIENT

NEED:

Executions based on agreed ideas with client steering. Created as close to finshed work as reasonable.

‘EXECUTED’ work presentation

TIME SAVING ANd BETTER WoRK PRodUCEd

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