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What is the role of the creative brief in the new world of marketing communications?

What is the role of the creative brief in the new world of marketing communications?. Leo Moore Planning Director Irish International. About me. Currently Planning Director at Irish International Previously; Planning Director, McCann Erickson Founding Partner, AnalogFolk

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What is the role of the creative brief in the new world of marketing communications?

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  1. What is the role of the creative brief in the new world of marketing communications? Leo Moore Planning Director Irish International

  2. About me • Currently Planning Director at Irish International • Previously; • Planning Director, McCann Erickson • Founding Partner, AnalogFolk • Media Manager – GB & Ireland, Diageo • Group Sales Manager, RTE • What I do: • Lead the development of new processes and ways of working • Champion the digital evolution of the agency • Lead the strategic communications planning on a number of brands including Guinness, Bank Of Ireland, Barry’s Tea and upc.

  3. What is the role of the creative brief in the new world of marketing communications?

  4. Rapid development of digital tools driving massive changes in consumer behaviour (the emergence of the post-analogue society) THE WORLD IS CHANGING

  5. “Our focus should not be on emerging technologies but emerging cultural practices” Henry Jenkins Text “A revolution doesn't happen when a society adopts new tools. it happens when society adopts new behaviors” Clay Shirky

  6. There is a massive change in how consumers and brands engage with each other • More participatory • More social and communal • More fragmented • More transparent • More playful • ‘Always on’ • Location increasingly important

  7. Traditional (current) approach to briefing • A problem to be solved by advertising • ‘Consumers’ to ‘target’ • A message to say at them • Reasons to believe • Tone of voice • Maybe, if lucky, what media you’re filling

  8. Traditional (current) approach to media planning • Impressions • OTS • Reach • Frequency • CPT • Share of voice

  9. Advertising = Interruption

  10. Images courtesy of Russell Davies

  11. Hugh MacLeod – gapingvoid.org

  12. The future of advertising isn’t messaging.It’s in ideas that solve business problems in a culturally positive way.

  13. A new approach to planning Account Planning Message Content Media Planning Channels Communications Planning Ideas that drive channel behavior. People engage with ideas, not channels.

  14. Insight. Excite.

  15. Insight. Excite. Key principles

  16. Principle No. 1 We need a noble purpose, not a message. Have a point of view on the world, not a position in the category.

  17. Levi’s – Go Forth

  18. Principle No. 2 It’s not what we say but what we do that matters

  19. From peacocks to bowerbirds Peafowl are best known for the male's extravagant tail, which it displays as part of courtship. Bowerbirds are most known for their unique courtship behaviour, where males build a structure and decorate it with sticks and brightly coloured objects in an attempt to attract a mate. Source: Gareth Kay “Briefing in a post-digital world”

  20. Fiat Eco Drive

  21. Principle No. 3 We need ideas we can advertise, not advertising ideas

  22. Vaseline – Prescribe The Nation

  23. Walkers - Sandwich

  24. Principle No. 4 We need to leave gaps for people to participate

  25. Volkswagen – Fun Theory

  26. Principle No. 5 We must understand what people are interested in and use ideas as a bridge between these interests and the brand

  27. Lurpak – Bake Club

  28. Principle No. 6 We must be media positive

  29. We should build a balanced and holistic media mix

  30. Nike Chalkbot

  31. Principle No. 7 We must be agile and fleet of foot

  32. Old Spice – The Man Your Man Could Smell Like

  33. Principle No. 8 We must think about behaviour, not technology

  34. Twelpforce

  35. PRE-DIGITAL POST-DIGITAL Participation Inspiration Actions Creating movements Behavior Long Interruption Information Messaging Targeting markets Perception Big

  36. All this means how you design, create and evaluate ideas has to change.

  37. Does it communicate? Is it clear? Is it likeable? Is it engaging? Is it replicable? Is it magnetic? Has it got depth? Is it slippy and spreadable? Is it participatory? Is it generative?

  38. The Creative Brief

  39. What is a creative brief? cre·a-tive (krea tiv), adj. • having the quality or power of creating • resulting from originality of thought; imaginative brief (bref), adj. • lasting or taking a short time • using few words; concise: a brief report • abrupt; curt • a short and concise statement or written item.

  40. What is the role of the brief? • The bridge between smart strategic thinking and great communication • Designed to improve our chances of having lots of good ideas • Intended to liberate not limit creative thinking • It is the first stage in the creative process

  41. Brief Writing – Guiding Principles CLARITY BREVITY INSPIRATION CONSISTENCY

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