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Killer Briefs OverviewMilwaukee AdWorkers
02 2017
Lynette XandersCEO | Chief Strategist, Wild Alchemy
Wild Alchemy is a momentum company: infusing companies and
individuals with insights and inspiration to create
something amazing ℠.
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Creative Research + Brand Strategies+ Cultural Recalibration + Creative Momentum
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clients | brands
agency clients
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80% of my clients’ problems
[culture, sales, brand fragmentation, etc.]
can be resolved with a killer brief.
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Why? Because it generates greater efficiency and effectiveness through
alignment, leads tobetter work through clarity and inspiration, and allows teams to
have more fun in the process by reducing drag.
Specifically:
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Saving creative resourcesReducing circular conversations
Establishing accountabilityIgniting strategic thought-
startersStreamlining decision making
Selling in work
WIIFM?
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YOU will always have a job.
Some agencies make 40% of their revenues on the thinking.
It’s All About HOW
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It’s a good idea that doesn’t tend to pan out in reality
because it’s a ‘throw away task’.
(Note: if clients were right, they wouldn’t need agencies).
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“We never seem to have enough time to
do it right, but we always seem to have
time to do it over.”~Global agency head
Briefs are NOT a:job order
set of instructionsclient wish list
record of how much you knowpacket of data
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Briefs ARE:
the first creative ideaareas of heat/places to playa springboard for ideation
inspirational > informationalboth creative + brief
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What do we want to have happen? How will we know when we get there?
Why will they care? What do we do for them? Say about them?
What do they need to believe to act and what are we asking them to do?
What are the tools at our disposal?
Whatisonoffer? Whatistheproductorcategory?Whatareour‘unitsofsale’?
Whatistheassignment? Whatarewebuilding?Whatistheoutput/deliverable?
Whyarewedoingit? Whatdowewanttohavehappen(that’smeasurable)?
Whoarewetalkingto? Whoareourcul@stsandlowhangingfruitintermsof theirsharedbehaviorsandaAtudes?Nodemos.
Whatdotheycurrentlythink Whatdotheybelieve(thatdrivestheirbehavior)?(thathelpsorhurtsus)?
Whatdotheyneedtothink? Whatdotheyneedtobelievetoact(aswewish)?
What�sistheONEthing In7words,whatisa(loaded)sloganfortheidea?weneedtotellthem? (Whatdowedoforthem?Sayaboutthem?Whatwillmo@vatethem?)
Whyshouldtheybelieveus? Factualoranecdotal,whatsupportdowehave?
Whatarewereallyselling? Whatisthemagne@cvirtue?
Whatisourpersonality? 3wordsthatdefineouraAtude+andaposterchild
Whatisonoffer?
Whatistheassignment?
Whyarewedoingit?
Whoarewetalkingto?
Whatdotheycurrentlythink (thathelpsorhurtsus)?
Whatdotheyneedtothink?
What�sistheONEthing weneedtotellthem?
Whyshouldtheybelieveus?
Whatarewereallyselling?
Whatisourpersonality?
DON’T
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Make the background more than 3 lines.
“This piece is aimed at a broad audience of both consumer and business users, as well as analysts, tech bloggers and
influencers.” or “Best Buy”
3 projects within one brief with 3 different targets
Main message: “n/a”
“Make it cool.” Proof: show product.
Back and forth Q&A with others still in the brief.
‘Make it stand out from the competition’ but no competitive review provided.
DO
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Simplify the complicated and make people fall in love.
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YOUR BRAND
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=
=
SAFETY
REBELLION
FREEDOM
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Create A Mother Brief
Music Mobile Phones Space TravelAirplanes
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Write longhand. Yes, really.
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Put words to it.
It’s in industry of taste. What’s your philosophy of what makes
work great?
Nice Place. Endearing.
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Remember the Creative Team is Your Audience.
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Seek to Inspire, not Just Inform.
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State of Being
Thinking Writing
Defrag
Revolutionisoftena10degreeshift.
Collaborating
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Think Like A Poet
Romance it. Tell me why people love/trust/count on it. Use juicy words that touch
hearts, not heads.
Be Clear about the Deliverable.
(Consider others but outline the output we’re on the hook to deliver.)
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Define the problem the output will solve.
The magic can be in the WHY we want it
(“We want a brand book to help educate the influx of new salespeople on what we
offer the day they start.”)
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Do NOT Include More Than 3 Lines of (Pertinent) Background.
Leave it for the briefing if needed. Focus your energy on places to
play/ways to solve.
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Avoid Client-Speak + Jargon.
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Define Success.
What can we measure that we care about and can affect with this piece? (Make sure it lines up with the ask).
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Don’t Lump Them in a Job or Lump Them Together.
“Best Buy” (Buyer? Name?)
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Paint a Picture (and make them likeable).
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80/20
Follow the Money and the Love.
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LIONS
HORSES
DOGS
FOCUS HERE
SEEK COMMON THREADS
Find the Point of Stain
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Definethemomentwhenyourproductorservicebecomesmoreimportantthanany
other.
Seek the common threads (mindset v demos).
“Making one ad.”
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Use Loaded Language.
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Think in Benefits.
It’s about them, not about us.(but we mirror each other in
terms of what we want, what we love, what we think is cool).
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“The difference between the right word and almost the right word is the same as the
difference between lightning and a lightning bug.”
Mark Twain
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Go for goosebumps.
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Think in Benefits.
It’s about them, not about us.(but we mirror each other in
terms of what we want, what we love, what we think is cool).
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BELIEF BEHAVIOR
Psychology of Human Behavior
A belief will always precede (drive) a behavior.
Don’t skip over the voice.
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Use examples.
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MoreThis LessThat
Treat everything as if it’s vital.
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Make it hang together.
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Cut away everything that is not a lion.
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Make Sure it Passes My Tests:
ElevatorMom
Cringe
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The Briefing is Where the Magic Happens
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Do not expect music to play.
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There is nothing in a caterpillar that tells you it is going to be a butterfly.
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Angel | Devil | Judge
‘Plus it’ or shut it.
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FEEDBACK
Reduce Meetings
Increase Conversations
Talk About Creative That’s Not ‘Our’ Creative (Bowling)
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CULTURE OF BRIEFS
Inspire yourself.
Make time to think (create wiggle.)
Write juicy words down that deliver goosebumps.
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RECAP
WHAT I BELIEVEGuessing is expensive.
Guessing without a brief is lunacy.
If you follow the love, the money and the ideal, you won’t go far wrong.
Team cohesion is as critical as brand strategy. Brand strategy can create cohesion.
Our job is to make people fall in love.
It has to be about what’s in it for them.
Consumer insights, culture, brand and expressions are inextricably intertwined.
People will tell you exactly what you need to do to be successful.
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How to Write a Killer Brief
A practical guide to writing delicious, thoughtful briefs (and coming up with the insights and ideas to get
the party started).
$25.
Https://www.wildalchemy.com/goodies
Momentum Book
An exercise-filled workbook to Feng Shuiyour life – redesigning elements that drive or drain your energy (and
creativity).
$45.
(because it’s printed in the States, people).
https://www.wildalchemy.com/goodies
MOMENTUM LYNETTE XANDERS
wildalchemy.com20 67 55 68 00