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;
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Planning Director, McCann Erickson
Founding Partner, AnalogFolk
Media Manager – GB & Ireland, Diageo
Group Sales Manager, RTE
• What I do:
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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.
What is the role of the creative brief in the new
world of marketing communications?
Rapid development of digital tools driving massive
changes in consumer behaviour (the emergence of the
post-analogue society)
THE WORLD IS CHANGING
“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
8
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
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
Traditional (current) approach to media planning
• Impressions
• OTS
•
Reach
• Frequency
• CPT
• Share of voice
Advertising = Interruption
Images courtesy of Russell Davies
Hugh MacLeod – gapingvoid.org
The future of
advertising isn’t
messaging.
It’s in ideas that solve
business problems in
a culturally positive
way.
A new approach to planning
Account
Planning
Message
Content
Channels
Communications Planning
Ideas that drive channel behavior.
People engage with ideas, not channels.
Media
Planning
Insight. Excite.
Insight. Excite.
Key principles
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.
Levi’s – Go Forth
Principle No. 2
It’s not what we say but what we do
that matters
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”
Fiat Eco Drive
Principle No. 3
We need ideas we can advertise, not
advertising ideas
Vaseline – Prescribe The Nation
Walkers - Sandwich
Principle No. 4
We need to leave gaps for people to
participate
Volkswagen – Fun Theory
Principle No. 5
We must understand what people are
interested in and use ideas as a bridge
between these interests and the brand
Lurpak – Bake Club
Principle No. 6
We must be media positive
We should build a balanced and holistic media mix
Nike Chalkbot
Principle No. 7
We must be agile and fleet of foot
Old Spice – The Man Your Man Could Smell
Like
Principle No. 8
We must think about behaviour, not
technology
Twelpforce
PRE-DIGITAL
Interruption
POST-DIGITAL
Participation
Information
Inspiration
Messaging
Actions
Targeting markets
Creating movements
Perception
Behavior
Big
Long
All this means how you
design, create and
evaluate ideas has to
change.
Does it communicate?
Is it magnetic?
Is it clear?
Has it got depth?
Is it likeable?
Is it slippy and spreadable?
Is it engaging?
Is it participatory?
Is it replicable?
Is it generative?
The Creative Brief
What is a creative brief?
cre·a-tive (krea tiv), adj.
1. having the quality or power of creating
2. resulting from originality of thought; imaginative
brief (bref), adj.
1. lasting or taking a short time
2. using few words; concise: a brief report
3. abrupt; curt
4. a short and concise statement or written item.
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
Brief Writing – Guiding Principles
CLARITY
BREVITY
CONSISTENCY
INSPIRATION
Clarity?
• Fishing analogy
Source: Brief Guide to briefs - Dare
CLARITY
BREVITY
Source: Brief Guide to briefs - Dare
BREVITY
Source: Brief Guide to briefs - Dare
BREVITY
Source: Brief Guide to briefs - Dare
BREVITY
Source: Brief Guide to briefs - Dare
Source: Brief Guide to briefs - Dare
CONSISTENCY
Business
Goal
Target
Audience
Brand
Proposition
Evaluation
“Preparation H is of limited interest
to a bunch of twentysomething
creatives, but it is of incredible
interest to someone with piles.”
Jeremy Bullmore (paraphrased)
Source: Brief Guide to briefs - Dare
INSPIRATION
The core of the brief
GET: The people whose behavior we are trying to change
(the audience)
WHO: need, want or believe (the insight)
TO: Think, Feel or Do something specific (the action)
BY: Giving them information, a demonstration, a challenge
or an experience (the key message)
Kick-starting the ideas process
– The bunker session
Planning, Creative and Client Service
stakeholders workshop the brief for
an intensive period.
Planning provide context and
consumer understanding.
The group agrees the main insight
and message
First cut at creative platform and hero
execution
Brief agreed collaboratively
Making the idea as big as possible
– The blow-out session
High intensity session with key
stakeholders to amplify core strategy
and tactics.
Ask the critical question: How do we
make it Bigger?
Then ask it again…
And again…
ANY QUESTIONS?
Thank You