Transcript Getting the best from your agency - Association of Advertisers in

Getting the best from your agency
Briefing, Creative Evaluation and
Agency Motivation
Agenda
Activity
Timing
AAI
5 Minutes
Briefing Process
15 Minutes
Creative Evaluation
15 Minutes
Write a brief
15 Minutes
Create advertising
15 Minutes
Creative Evaluation
15 Minutes
AAI CREDENTIALS
OUR RAISON D’ÊTRE
AAI help clients buy Markcoms services better and use
agencies more productively.
Market leader with 22 years experience of advising British,
Irish and multinational clients.
Offices in London, Dublin, Frankfurt, Amsterdam, Sydney,
New York ,Hong Kong and Sao Paolo.
BRIAN P. SPARKS
Brian holds Bachelor of Commerce Degree (Hons.) from University
College Dublin where he graduated in 1973. In 1996/7 he completed a
MBA at the Smurfit Business School in Dublin with a thesis on Political
Marketing In Ireland.
Senior Brand Manager Irish Distillers (1974-1978)
Director Irish International Advertising (1978-1980)
Marketing Manager (Lagers) Guinness Ireland (1980-1988)
Marketing Director GBW/Malaysia/Africa (1988- 1996)
Managing Director McCann-Erickson (1997 – 2001)
Managing Partner Ireland Agency Assessments International
© AAI
AAI SERVICES
Search & Selection
Advertising
PR
BTL
Digital
Media
Design
Relationship Audits
Remuneration
Reviews
Coaching and Training
How to manage the
agency/client relationship
Best practice briefing
Best practice creative
evaluation
Production cost
advisory
SOME OF OUR CLIENTS
OJEU PROJECTS
SEARCH & SELECTION
SET MEASURABLE CRITERIA
Evaluate critical skill sets
People
Thinking
Creativity
Process
Systems
WHY AAI?
We know:
The agency scene intimately
Market prices
How agencies work
How pitches work
How to brief
We have the time and the tools !
We save clients money
We more than cover our fees
Getting the best from your agency
Briefing, Creative Evaluation and
Agency Motivation
WHAT IS ADVERTISING?
"Advertising is what you do when you can't go
see somebody. That's all it is."
Fairfax Cone
"Advertising says to people,
'Here's what we've got.
Here's what it will do for you.
Here's how to get it.'"
Leo Burnett
AGENCY BRIEFING
“Give Me a Place to Stand and I Can Move
the Earth”
BY ?
WHEN?
New Campaigns
New Brands/Products
New Insights/Learnings
Not for adjustments to existing work
If in doubt write it!
LETS BUILD A BRIDGE!
LETS BUILD A BRIDGE!
“Forget that you are briefing an agency and instead
pretend that you are standing on the bank of a river
about to build a bridge”
Around you are the architects, builders and so on.
What do you say to them?
TELL THEM!
Where should it start from – Point A
Where should it finish – Point B
What they need to known to build it properly?
“The better the brief the better and more accurate
results”
SO WHAT IS A GOOD BRIEF?
One that contains direction defining clearly
One that contains inspiration providing a
springboard to the creative process
GIVING CLEAR DIRECTIONS
Can you explain it to your mum?
The hard work is in
Simplification
Distillation
Clarity
THE ISSUE OF LANGUAGE
A BAD EXAMPLE
A distinctive and different treatment from any
other ground coffee advertising that gives
contemporary relevance to the brand in the
real lives of our primary audience
A GOOD EXAMPLE
‘For some consumers being more expensive than
Bud is a reassurance of quality’
‘at
118 118 we always have go the extra mile, try harder ,
like just being nicer on the phone
or calling customers back quicker’
THE 10 POINT BRIEF
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
What do we want to advertise?
Why do we want to advertise
What is the source of business?
Who are we advertising to?
What do we want to communicate?
What do you want consumer to do as a result?
Budget
Deliverables
How will we measure success?
Key dates
THE BRIEF BRIEF!
An Example
Mortgages for First Time buyers
WHAT DO WE WANT TO ADVERTISE?
New mortgages package with cost savings for first
time buyers
WHY DO WE WANT TO ADVERTISE?
It is new
First time buyers are unaware of it.
WHAT IS THE SOURCE OF BUSINESS?
Our share of the First time buyers market is 18%
We want to grow this to 22% by year end by
recruiting those that would otherwise go to our main
competitors
This translates to 12000 new accounts
WHO ARE WE ADVERTISING TO?
Couples who are about to buy their first home. This is a
critical decision and a huge undertaking that they are making.
They are entering into the unknown and feel very insecure
about it. They know that buying a house will leave them short
of cash. They are likely to talk to their friends and family about
it in the hope that they guided in the right direction. They will
be reading a lot of information (and Ads). Their decision will
be a well considered one.
WHAT DO YOU WANT TO COMMUNICATE?
(THE COMMUNICATION OBJECTIVES)
That
1.
2.
There are savings (£220) to be got from a AIB package
We have advisers to help them through the process
Time out!!!
Advertising Objectives
???????
Communicate brand and/or product benefit =
Is your product cheaper?
Is your product more attractive looking?
Does it save time?
Is it faster?
RATIONAL & EMOTIONAL
WHAT DO YOU EXPECT CONSUMERS TO DO AS A
RESULT?
Visit AIB branches driven by the believe that
they are getting a better deal and a genuine
helping hand.
DATE & BUDGET
Start early June and end late
August
Budget
Media
€50000
Promotion
€40000
Merchandising €15000
Production
€15000
Total
€120000
DELIVERABLES
What you expect to receive as a result of the brief
– e.g. TV , Radio, Press, Posters
Sometimes agency best recommendation
KEY DATES FOR APPROVALS
Brand team w/c 16th February
Product Group w/c 23rd February
Management sign off w/c 1st March
In market 15th March
MEASUREMENT & EVALUATION
How will you know it is working?
How will the work be evaluated?
Research
Tracking
Sales
Market share
Branch feedback
Exercise
Divide into teams
Select your projects
Write Client brief
Present to agency
Become the agency
Create the advertising
Evaluate the work
Evaluating Creative Work
KEY PRINCIPLES
Be loose and be tight !
Open listening!
Compare V brief
Evaluate V objectives
Use research appropriately
Build or abort
WHO SHOULD ATTEND?
The person who wrote the brief
The people who will approve
The stakeholders who ‘veto’
HAVE A PROCESS
BEFORE YOU START
Reread the brief
Know what is the objective of the advertising
Remember
All creative must have a purpose
Beware of brilliant creative that has no real
substance
Creative work must be on strategy
FIRST…THE BIG PICTURE
Search for the ‘big idea’
Does it have one?
What is it?
Does the agency know it?
BIG IDEAS - EXAMPLES
“Bring an Irish orchard to a concrete jungle”
Magner’s launch in London
BIG IDEAS - EXAMPLES
“Natural and elemental”
Guinness
BIG IDEAS - EXAMPLES
“So good it had to be smuggled in”
Heineken
BIG IDEAS - EXAMPLES
“Enjoyment in every bottle”
Coca Cola
BIG IDEAS - EXAMPLES
“Helping you be successful”
AIB?
SECOND - STRATEGIC FIT
Is the ‘Big Idea’ also
• Relevant?
• On strategy?
• Derived from insight?
BE CAREFUL!
“Its on brief” and “I like it” doesn't mean that
it you have good advertising
You are not the target!
Your role is to;
Visualise what the target will make of the ad
Understand how their relationship with your
brand will change
THIRD – STAND WITH THE CONSUMER
Look for ‘take out’
What will consumers see?
What will they hear?
What is the sum of all their impressions?
Is it engaging?
Where is the benefit?
FOURTH – CAN IT LAST?
Look for ‘Campaignability.’
Is it a ‘once off’?
Has it got legs?
Is it transferable?
FIFTH - EXECUTION
Is it clever and original
Is it distinctive
Is it relevant
Is it credible
On budget
SIXTH – ASK QUESTIONS
What inspired you to create this idea?
How do you see it working in other media?
Why do you think that it will work?
How can we improve it?
YOU ARE NOT ALONE…
Seek strategic rationale
Look for the ‘bridge’
Seek the creative view
Seek the account teams view
Don’t be threatened/outnumbered
ONLY THEN GET INTO SPECIFICS
The detail
1.
2.
3.
4.
5.
6.
7.
Content
Visual
Copy
Construct
Tonality
Length
Cost
THE PISS OFFS
No comments
No questions
No emotion
Searching for negatives
“I don’t like it”
“I like it but could we have one more”
REMEMBER…
You are at the start not the end
You do not have to decide there and then
You do have time to reflect
But once you decide
Be very very clear
Either build or abort
Don’t do both at the same time!!
WHEN YOU DO COME BACK
Be honest
Objective
Detailed
Constructive
With one voice
Any Questions?
YOUR TASK
YOUR TASK
Divide into teams
Write the brief
Create advertising (TV)
Evaluate the creative
THE 10 POINT BRIEF
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
What do we want to advertise?
Why do we want to advertise
What is the source of business?
Who are we advertising to?
What do we want to communicate?
What do you want consumer to do as a result?
Budget
Deliverables
How will we measure success?
Key dates
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