Transcript Advertising Objective

Writing a
creative brief
Marketing Objective
Why we are advertising
Consumer Objective
The desired change in attitude or behaviour
Advertising Objective
How we want people to react
How it works
The advertising has to
affect people in such a
way
Advertising
Objective
That they are moved
from one mind state
or type of behaviour
to another
Consumer
Objective
Which in turn generates
the required
commercial outcome
Marketing
Objective
Guinness
 Marketing Objective
Increase frequency of use amongst Guinness drinkers
 Consumer Objective
Make people adopt Guinness as their pint of
preference
 Advertising Objective
Instill Guinness drinkers with a real sense of pride
Which objective do I put into the
creative brief?
The one that points creatives in the right direction
 Marketing Objective restates the business problem
which is more useful to the clients than to the
creatives
 Consumer Objective tells creatives what effect we
would like the advertising to have on people’s
attitudes and/or behviour
 Advertising Objective tells creatives how people are
supposed to react to their ads
Need for being realistic
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The only one I buy
One of my favourites
One I occasionally buy
I have heard of it, but I never tried it
I have never heard of it before
Need for being realistic
Do we need to …
► Extend usage to new targets?
► Increase frequency of usage amongst
current users?
► Increase loyalty?
► Establish or regain our relevance?
► Activate the brand at contact?
► Clarify our positioning?
Knowing the Target audience
 A clear, simple objective and clear
recognizable target audience.
 Who they are? –
Definition v/s description
18-25 years males with high disposable
income and enjoy sports on television,
reads the Midday and tends to share its
views, goes to a holiday at Goa, has a
club membership, etc.
Insight
What makes a
good core idea
Single minded
The Creative plea
‘Give me the
one thought and
a thousand facts
to back it up’
Motivating
The Consumer Button
‘Tell me why I should be
interested in what you
are selling’
Different
The Competitive Set
‘Show me how it
stands out from the
crowd’
By asking the right people…
..the right questions about the
brand
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What are its key characteristics?
Where is it made?
What goes into the making of it?
Does it have an interesting heritage?
Why is it better than its competitors?
Any exciting news?
…and the right question about the
brand usership
 Who uses the brand?
 How, where and when is it used?
 What distinguishes users of the brand
from non-users?
 How does the brand benefit them?
 What physical, social, psychic needs
does it fulfill?
What is the support?
If it does, it is
If it doesn’t it isn’t
What it isn’t?
‘Everything I know about
the product’
What it is?
 Support for the proposition
 Focused but rich
Focused but rich?
 As many interesting and relevant facts
- emotional as well as rational as much as you can get your hands on
Tone of voice
 It’s how we say what we are going to say
 How we speak depends on who we are
- Think of the brand as a person
- Now what sort of personality traits would
you like the brands to have
- How would you describe that person to
group of friends
- And what kind of conversation would
you expect to have with that person
 Every line in the brief should be
Relevant to the strategy
Relevant to the creative team
What is briefing?
The briefing
is more important than
the Brief
Unlike briefs, briefing is all
about inspiration
Everyone puts so time on
getting the brief right and
yet it is more often a chance
remark at the briefing that
sets off an idea in mind
What briefing should not be
 Slipping the brief under the door… or
emailing it
 A meeting squeezed in before lunch or
after a pre-production meeting
 A speech by the planner
 An event attended by the client
 Group therapy
What briefing should be
 An open exchange of ideas between
planner, account service, media and creatives
 A change of scene – use inspiring location
 A piece of theatre – use props/
images/audio to bring your vision to life
 An experience – invite creatives to use/
taste/ drink the product themselves
A few suggestions
 Check in advance if your creative team have
already worked on a similar brand and ask
them or their input into the brief
 Conduct a category advertising review – show
them how other brands are behaving
 Know your brand's advertising history – what’s
been done before, what’s worked/hasn’t worked
and why
 Remember the creative team can read! No need
to slavishly follow exact order or wording brief
Talking To Creative
Trying to speak their language
Creative Brief
 A short ‘piece of communication’ to the
creative team/s across disciplines on the
problem
 As the name suggests it needs to be two
things
 Creative
 And Brief
 Do not load the brief with unnecessary
detail and numeric objectives
Crystallizing Your Thoughts
 Brief Background
 Brand History ( If new agency)
 Market situation (Brands and competitive
position – Category growth, Brand
growth etc)
 The years marketing objectives
 Marketing approach/strategy
 Views on the communications Role &
Objectives
Crystallizing Your Thoughts
 The Target Audience
 Demographics
 Psychographics
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Key Message/s
Supports for the claim
Expected media mix
Mandatory Inclusions
Budgets (media and production)
Timelines
GOLD – Case Study
The Preamble
A painting of the environment
Background
• About the brand
•Current perceptions
•The competition
•The Category
•A lead up to the problem
Crisp Is the word !
Background – Gold
 History – Strength,
Alternative Currency,
Largest Market
The brand gold – ‘a must’,
Tradition - marriage, status
symbol, security
Current Environment – Under attack at
the top – Diamonds & Platinum + a host
of other fashion accessories, loosing
ground with the young urban
Communication Intent
What is the communication/advertising
intended to achieve?
Gold – Advertising Intended to achieve
What is the advertising trying to do for the brand?
Position gold as a fashion accessory for the
young urban woman.
Target Audience Definition
Who is this animal ?
- Specific
- One person definition
Gold – Target Audience
 Sheetal Gandhi, 21 years old living in Bandra, Mumbai
 Sheetal studied in St. Xaviers College and is currently
working for Viz Craft.
 She loves parties and visits discs and pubs on a weekly
basis. She uses western clothing on a daily basis
 Sheetal is very fashion conscious. She is aware of all
the latest trends and is one of the first in her circle to
buy the ‘new stuff’
 Sheetal believes that the woman of today is not as bound
as her earlier generations
 She feels that she has her destiny in her hands
 She is willing to explore and try out new and exciting
things that come her way
Category Relationship
Summarize his or her feelings about the
brand/ category in relation to the task at
hand.
Gold – Her relationship with the category
 Gold conjures up images of old fashioned, heavy,
ornate, marriage, responsibility
 She does not wear gold on a regular basis. In fact
she wears it only when her mother forces her to
wear on formal occasions
 She loves Diamonds and wares and swears by her
sliver and junk jewellery
 She knows that Gold would be part of her life
someday but does not wait for that day
Creative Challenge
What challenge must the
creative rise to meet?
Gold-Creative Challenge
 The advertising must break down
this barrier and change the ‘not for
me feeling in her mind’
Gold
Key Consumer Insight
The one truth that rings true with the
consumer in relation to the task at hand.
Gold – Key Consumer Insight
 The Task – Position Gold as a fashion
accessory for the young urban woman
 Gold does not go with any of my outfits.
There are no trendy designs available that
match my style.
The Proposition
Describe the one reward or benefit we are
promising, from the consumers perspective.
Gold – Proposition
‘Collection g’ a range of gold jewellery that
defies current usage boundaries.
The support
What do we have that we can share that
proves our point
Gold – Support
 The collection in use. Demonstrated in
her environment … her dressing style …
her attitude
 The creative idea – Gold so different
you’ll wear it differently
Tone/ Personality
Small idea of your brand and the tone of
this particular communication.
Gold – Tone
The communication should be young
friendly and lighthearted
Visually it should be contemporary and
warm
Mandatory
What do you need? What are the elements
that must appear. (logos, conditions,
mediums, templates etc)
Gold Mandatory
Logo of gold
World gold council
Other Initiatives
 Contests
 Direct Contact
 Events
 PR
 Cross promos
T H A N K Y O U!