The Creative Brief

THE BRIEF, OUR DUTY

LET’S GET EXCITED ABOUT ADVERTISING

99%OFTODAY’S

ADVERTISINGISSHIT

Source: Advertising for people who don’t like advertising

Nevertheless, we still have hope…

“It’s a time when advertising can be hated in whole new ways, but also occasionally admired for its bravery and experimentation”

Erik KesselsKesselsKramer Founder and CCO

Source: Advertising for people who don’t like advertising

WTF DOES THE CREATIVE BRIEF HAVE TO DO WITH THIS?

Even though the Planner doesn’t come up with “the idea”, he is orchestrates it and inspires it.

And the tool to achieve this is the CREATIVE BRIEF.

A 1-PERCENTER CASE

IF ONLY FOR A SECOND

Agency: Leo Burnett Paris Client: Mimi Foundation

A brief MUST NOT be complex, has to be as simple as:

“You know what I miss the most? Being carefree”

Katy A.Diagnosed with cancer two years ago

MATRIMONIO POR ACCIDENTE

Agencia: Circus Grey Cliente: Pacífico

PLANTA

Agencia: Circus Grey Cliente: Backus

ADÁN Y EVA

Agencia: Circus Grey Cliente: BCP

DEW BOTTLE TOOL

Agencia: Sancho BBDO Cliente: PepsiCo

WORLD GALLERY

Agencia: TBWA Media Arts Lab Los Angeles Cliente: Apple

I WILL WHAT I WANT

Agencia: Droga5 New York Cliente: Under Armour

WHAT IS A CREATIVE BRIEF?

Before defining what it is, we need to understand its role.

Probably the best creative brief ever was a phrase-long.

A brief not only establishes the perimeter, but it also gives you

inspiration to transcend them.

WHY DO WE NEED A CREATIVE BRIEF, WHEN THERE’S A CLIENT’S BRIEF?

Because this is what a client’s brief looks like:

We are a leader firm in professional services. What we do is: audit, consultancy, taxation and financial transactions. Our values are: quality and responsibility. We also look after our

stakeholders by nurturing solid relationships with them, while also giving an excellent service consistent in time.

*An actual client’s brief… that made me cry. But the saddest part is that I’m used to this kind of shitty briefs.

We want branding. We want to get closer to our current clients and potential clients.


This is for top and mid level executives. But it will be ideal that a broader audience could understand this.


We have a large portafolio to offer to our clients. We give a 150%, more than what you are expecting. We want the

message to highlight the Peruvian gastronomy because it is a global trend and that makes us proud**.


**The client’s business is not even remotely related to food or agriculture or gastronomy, but since the CEO had a dream about food (this is 100% true), he thinks that we should relate the services of this B2B company in some way.

This brief far from inspiring me, it makes me want to kill myself.

There are many issues related to client’s briefs.

1They tend to be either excessively long or excessively short, meaning that they either say too much or nothing at all.

Filled with marketing jargon that a planner HAS TO understand but that will make a creative fall asleep.2

They address a business problem: sales, market share, promotions. But they don’t talk about the real problem: Why they are not already in the place they want to be?3

They tend to include more than one objective and we all know that we can address just one at a time.4

They tend to be written by an intern.5

In my whole life, I’ve only seen once or twice a brief with useful information.6

A creative brief needs to:

‣ Translate marketing jargon to a language that anyone could understand.

‣ Straight forward, no gibberish.

‣ Has to link the brand’s idea with a short-term goal.

‣ Has to be creative. It is every planners opportunity to demonstrate not only their creativity but also their copywriting skills.

WHAT HAPPENS WHEN YOU FUCK IT UP?

Creatives will think that you are a useless idiot.

As someone who is incapable of thinking in a creative way.

And your brief will be sadly IGNORED.

IT’S ALL ABOUT THE RIGHT QUESTIONS

The questions are what matters, not the format.

WHY IS ADVERTISING THE SOLUTION?

What are our expectations? Business objective

Why aren’t we there yet? Human problem

WHAT WILL BE THE MAIN STRATEGY?

What will drive behavior change? The main message

Why is this brand the best one to say this? The brand’s positioning statement

Where can we be more relevant for people? Touchpoints and roles

FOR WHOM IS THIS?What do we know about the audience and

why this will be relevant for them? The key insights about our audience

What do we want people to do? The behavior we need to change

HOW DO WE KNOW THIS WAS A SUCCESS?

How are we going to judge success? Key metrics

What do we have to make this real? Budget and deadlines

BEHIND THE BRIEF

What you need to write a brief is:

KNOWLEDGE ABOUT THE BRAND, PRODUCT, CATEGORY, AUDIENCE AND MEDIA.

COMMON SENSE

Get all your knowledge

in order


in orderStart your research

if not enough

Audience Brand

Product Category Trends

Best practices



Filter the information

if not enough

What to do with

so much things

Audience Brand


Best practices



Filter the information

WRITE THE

BRIEF

if not enough

Audience Brand


Best practices

Time to get your

shit together

What to do with

so much things

WRITE THE

BRIEF

WRITE THE

BRIEF

PREPARE AN AMAZING BRIEFING SESSION

THE PERFECT FINISH TO THE PERFECT BRIEF

The Briefing Session

The briefing session is as important as the brief.

It is like going out on a date.

You have a lot to offer (your Creative Brief). You know you are cool enough.

But if you don’t display your coolness in the right way, you’ll end up getting ditched.

A briefing session has to be as inspiring as the creative brief.

You need to lure your creatives, make them feel as excited as you

on the project.

Because, if they feel excited, you’ll have a great outcome.

Try telling a story, not just reading the creative brief.

Let them experiment the product or even take them to where the product is consumed.

Create the perfect environment in order for them to feel relaxed. This shouldn’t

feel like work and responsibilities.

THE TWEETBRIEF

I rather train you for a harder task than showing you all the cool brief

formats that agencies have.

The TWEETBRIEF.

A good brief, as a good idea, is not longer than a tweet, less than 140 characters.

I have to understand the brand’s problem, learn a core insight about the audience and get the path I must follow.

SPORTS IS WAR MINUS THE KILLING

YOU KNOW WHAT I MISS THE MOST? BEING CAREFREE

THAT I HAVE DONE

ONLY MY BEST FRIENDS GET ME AND I GET THEM, EVERYBODY ELSE THINKS WE ARE IDIOTS.

FOR A CONSERVATIVE GUY, STYLE IS GAY. WHEN ACTUALLY, PLAYING WITH MY STYLE IS A FORM OF ART.

BEHIND EVERY ATHLETE THERE’S A COUNTRY FILLED WITH PEOPLE THAT CREATE THE PERFECT CONDITIONS FOR THEM TO WIN A MEDAL.

WE ARE NOT HERE TO TELL YOU HOW YOU SHOULD DRESS. WE ARE A PLAYGROUND OF INFINITE POSSIBILITIES FOR YOU TO MIX.

WE ALL HAVE THE OPPORTUNITY

TO DO SOMETHING GREAT

OR TO KEEP BULLSHITTING OURSELVES

SEE YA!

Marketing

The Creative Brief