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Writing Creative Briefs

Writing Creative Briefs. Meeting 9. Creative Briefing is. The bridge between smart strategic thinking and great advertising The key tool with which planners and partners inspire creativity Meeting where planner outlines the nature of the problem and ways to solve it

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Writing Creative Briefs

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  1. Writing Creative Briefs Meeting 9

  2. Creative Briefing is • The bridge between smart strategic thinking and great advertising • The key tool with which planners and partners inspire creativity • Meeting where planner outlines the nature of the problem and ways to solve it • Brief is a document that summarizes the meeting; it’s an ad to influence creatives

  3. Brief as a means to an end • Clients do not participate • If it’s not relevant to the consumer it’s not relevant to the brief • Don’t praise the product • Creatives write from a brief, not to it • Don’t show off how hard you’ve been working • Answer a list of questions

  4. Why are we advertising? State client’s current business situation • problems advertising needs to overcome • ways in which advertising can help Toyota wants to convince drivers to experience the new 2003 Avalon

  5. What is the advertising trying to achieve? State advertising objectives • Awareness (recognition, recall) • Attitude (improve, maintain, create) • Purchase intention (try, buy) Toyota needs to: Make current owners aware of the new model Persuade Toyota users that Avalon is luxury Inspire competitive owners to test drive

  6. Who are we talking to? Provides focus and decides whom to exclude • Should be expressed in usage and demographics Toyota wants to position Avalon as luxurious to current brand users

  7. What do we know about them? Provides creative team with knowledge about consumer • Uses anecdotes from consumers Avalon drivers are urban professionals who are concerned about their self image

  8. What’s the main idea we need to communicate? The ‘proposition’ or message that people should take away from the advertising Avalon is Toyota’s most luxurious car that is styled for urban professionals

  9. What is the best way of planting the idea? The strategy or ‘how’ part of the message • Contains suggestions and ideas Avalon users drink bottled water for its symbolic status. Why not equate the car with the drinking preference?

  10. How do we know we’re right? Evidence, support for points just made • Use consumer anecdotes from research Avalon user reports he fanticizes about washing his car with bottled water because it deserves the best

  11. Guidelines to consider • Logo and placement • Theme or tag line • Web address or 800 number Toyota logo, ‘Get the Feeling’ tag line and toyota.com web address

  12. Fostering and Inspiring Collaboration Advertising is a team sport

  13. Teamwork • Encourage everyone on the team to work together with the consumer in mind • Make your insights inspire them • Don’t compromise, collaborate • Respect the talents and skills of each member • Be consumer advocates

  14. Inspiring presentations will convince listeners that • You understand what others are thinking about • You tell them something they can use • You explain things in ways they can understand them • Your enthusiasm is so compelling they walk away excited and eager to get going

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