Im sorry Ive written you a long letter. I didnt have the time to write you a short one.

The One-Sentence Creative Brief

I recently chanced across the overall strategy of a major advertiser who is not our client.

Keith ReinhardtAny Wednesday10 March 1999

Its an example of how jargon can almost completely obscure meaning - something I hope we would never do.

Overall strategy verbatimLeverage brand multi-dimensionality [fusion of functional (intrinsics) and non-functional (extrinsics) values] to increase relevance and differentiation amongst multiple consumer segments.

We need to guard against jargon and fight for clear and sensible communications.

The brief that inspired our London team to create the award-winning Volkswagen affordability campaign is a good example.

According to Jorian Murray, head of A/C Management at BMP DDB, the campaigns creators were asked to simply do one thing.

Tell people that Volkswagens dont cost as much as they think they do.

the TV commercials

the Print ads

Tell people that Volkswagens dont cost as much as they think they do.

Now, imagine if the brief had said...

Tell people that Volkswagens are also very economical to run.

And dont forget to say that Volkswagens are very reliable.

And while youre at it, tell people that Volkswagen makes very safe cars too.

All the brilliantly simple ads you saw would not have been made.

Because the brief asked the creative teamto communicate too many things at the same time.

Tell people that Volkswagens dont cost as much as they think they do.

That was the one and only thing the creative team was asked to do.

Its good for the creative team to know the product, the pricing, the competition, market trends, consumer insights and the clients long and short-term goals.

But what they really need to work with is, What is the one thing you want to say, and to whom?

One thing because a single brand cannot be all things to all people.

Brand PositioningVolvo = SafetyBMW = PerformanceMercedes Benz = PrestigeVolkswagen = Surprisingly Affordable

Sacrifice is the essence of positioning.

Keith Reinhard

If you cant write down your idea on the back of your business card, maybe you dont have much of an idea to begin with.Keith Reinhard

If you have not crystallised into a single purpose, a single theme, what you want to tell the reader, you cannot be creative.Bill Bernbach

1

How much does the creative team (i.e. the target audience of the brief) really need to know?

What are we selling?

This could be a new or existing product, a service or an idea. Define the marketing problem or opportunity in a competitive environment.

Who do we want to talk to? How do they perceive our product or service?

We need to focus on the core target audience and their perception.

What do we want to tell them/ask them to do?

State that one action we want the core target audience to take.

Why should they believe us or do what we tell them to?

State the single most compelling reason. There could be other lesser reasons. The key insight, though it could come from other considerations, is quite likely to be found here.

What tone and manner will appeal most to the target?

If were selling soft drinks to teenagers, humour and/or music would be appropriate.

Where and when will the communication work best with the target?

Sometimes, a bumper sticker is more effective than a million dollar TVC.

What does the client have in mind?

Provide a list in point form, e.g. - strategic direction - creative direction - media selection- number of ads & budget

This is not a list of orders we must adhere to.Its always good to know what the client has in mind.We should propose what, in our professional opinion, is right for the brand.

If we know there is a better way and do as the client says without voicing our concerns, the sales figures will come back to haunt us.

The One-Page Creative Brief

1. What are we selling?

2. Who do we want to talk to? How do they perceive our product or service?

3. What do we want to tell them/ask them to do?

4. Why should they believe us or do what we tell them to?

5. What tone and manner will appeal most to the target?

6.Where and when will the communication work best with the target?

7. What does the client have in mind?

Answers should be well thought-out and presented succinctly, preferably using no more than a piece of A4 paper. Choice of words is crucial the difference between angry and furious are two very different ads.

It is from the answers to The One-Page Creative Brief that we arrive atThe One-Sentence Creative Brief

Whats in The One-Sentence Creative Brief?WHO are we specifically talking to?WHAT is the one thing we want to tell him/her?WHY should he/she believe us?WHEN and WHERE is he/she most receptive to our message?

Example 1Tell a safety-conscious father who drives that Dunlop XP will protect his child because it has better grip in the wet use car magazines like Asian Auto.

Example 1Tell a safety-conscious father who drives that Dunlop XP will protect his child because it has better grip in the wet use car magazines like Asian Auto.

Example 1Tell a safety-conscious father who drives that Dunlop XP will protect his child because it has better grip in the wet use car magazines like Asian Auto.

Example 1Tell a safety-conscious father who drives that Dunlop XP will protect his child because it has better grip in the wet use car magazines like Asian Auto.

Example 1Tell a safety-conscious father who drives that Dunlop XP will protect his child because it has better grip in the wet use car magazines like Asian Auto.

Example 2Persuade a health-conscious mother to give her 1 to 3 year-old child Promil because it has nucleotides to boost his/her immunity use family magazines like Parenthood.

Example 2Persuade a health-conscious mother to give her 1 to 3 year-old child Promil because it has nucleotides to boost his/her immunity use family magazines like Parenthood.

Example 2Persuade a health-conscious mother to give her 1 to 3 year-old child Promil because it has nucleotides to boost his/her immunity use family magazines like Parenthood.

Example 2Persuade a health-conscious mother to give her 1 to 3 year-old child Promil because it has nucleotides to boost his/her immunity use family magazines like Parenthood.

Example 2Persuade a health-conscious mother to give her 1 to 3 year-old child Promil because it has nucleotides to boost his/her immunity use family magazines like Parenthood.

Why do we need The One-Sentence Creative Brief?

It tells everyone at a glanceWHO are we specifically talking to?WHAT is the one thing we want to tell him/her?WHY should he/she believe us?WHEN and WHERE is he/she most receptive to our message?

It helps everyone toAgree/Disagree with the direction proposed without having to go through reams of jargon Start work immediately if we agreeDiscuss the direction immediately if we dont or have other input

Bonus

Account handlers will no longer stop at mere information gatheringThey will learn to analyse and focusThey will come up with ideas and own themThey will become strategic thinkersThey will be more confident in meetings with clients

DISTILL ALL RELEVANT INFORMATION

TO THE ONE THING WE WISH TO COMMUNICATE

Throw someone a tennis ball and hell catch it. Throw five and hell drop them all.

Adrian HolmesAd Legend