As we discussed in Chapter 12, the creative brief is a document that should help every- one focus on outcomes desired from a campaign or a promotion. If done right, a template such as the one below aligns everyone behind the client’s goals, with each person fulfilling different roles and functions. Ideally, the brief provides both direction and inspiration to the creative team in developing the Big Idea and the most effective way to tell the product’s story.
The Creative Brief: A Template for Teamwork 101
Each agency organizes its teams somewhat differently, and each uses different formats for the creative brief. However, except for very small or boutique agencies, almost all agen- cies use a brief to develop creative executions.
As we saw in the W+K example, team members on the Old Spice account worked quickly to respond to one person’s creative insight. “Working Fast and Brilliant Is the Chal- lenge for Creatives Today” suggests that the age of the loner artistic genius is gone, and the author writes, “Surely the true thrill and reward today is working hell for leather along- side others with different but complementary skills” (A10; http://adage.com/agencynews/ article?article_id=134398).
“The Era of Creative Empowerment” argues that creative processes of the past can’t be effective: “The difference is in your attitude and willingness to be open to in- puts that may help you get to that final idea” (A11; http://adage.com/digitalnext/ post?article_id=141473).
“Collaboration Increasingly Crucial to Way We Do Business” suggests that firms need teamwork to accomplish an integrated approach to brand promotion in part because the advertising business no longer just does advertising (A12; http://adage.com/smallagency/ post?article_id=141683). Paid space and time, as we traditionally define advertising, is only one element of the integrated plan. According to Bart Cleveland, “Understanding and effectively working in a larger group with diversified expertise is something we must em- brace if we are to survive the evolution our industry is undergoing.” “Creative Evolution: Making the Process More Relevant to Our Time” points out just as technology has trans- formed advertising and promotion, collaborative tools can link teams around the world (A13; http://adage.com/digitalnext/post?article_id=134379).
Creative Evolution: Making the Process More Relevant to Our Time
Some people think that the creative process involves a lonely genius who’s seized with inspiration. And while some creative people do seem to operate that way, today’s adver- tising and promotion generally involves collaboration—teams of two or more who work together. Traditionally, that’s been the art director, responsible for design and visuals, and the copywriter, responsible for the text or copy of a print or television commercial.
This article by a director of digital strategy identifies how technology is fostering creativity by using group decision-making tools and harnessing the power of an internal social network. The author writes that the technology allowed distant and even interna- tional team work and “the communication between creative teams became more quick and fluid, cultural adjustments to ensure creative worked globally . . . and we stated benefiting from large groups of people (30+) collaborating on concepts for a single plan.”
If we unpack the creative brief, it becomes clearer how teamwork is increasingly critical to the success of the final product. Traditionally, an account manager or planner was the link between the client and the agency. Account managers and planners prepared the creative brief with input from the client. Today, however, account planners may call on a range of people including the creatives in honing and sharpening the creative brief.
Why are we advertising? and Who are we talking to? call on the planners and
researchers to work with the client to clarify objectives and distill what’s known about the marketing situation and the target audience. As the template suggests, it’s critical to be spe- cific about the target and avoid trying to cast too wide a net. Trying to communicate with everyone often results in failing to communicate with anyone.
Key consumer insights and the answer to What do we want them to take away? can
emerge from both qualitative and quantitative research, observations about how people use similar products, and quotes from users. If the insights are concrete, the creatives can
102 CHAPTER 13 • Creative Design and Visuals
begin to see the story unfold. “What Are You Packing Into Your (Creative) Briefs” uses the example of the “Got Milk?” campaign built around a simple and truthful insight: “People wait until they’re out of milk to buy more” (A14; http://adage.com/smallagency/ post?article_id=136711). The message that food’s better with milk could be and was dra- matized in highly visual spots. Those spots provided the evidence by showing the humor- ous consequences of forgetting to buy milk.
Similarly, the key copy points, tone, or personality will help the copywriters, the art directors, the interactive specialists, and the media experts to apply creative thinking to the assignment. Based on knowledge of the target audience, the team must consider what stories they can tell through different media. For example, if the target audience of 18- to 24-year-old males uses mostly social media, texts, and mobile apps and games, what kind of verbal and visual storytelling will be persuasive?
Elements of the Creative Brief
Why Are We Advertising?
What do we want the advertising to accomplish? Pick one main objective, not a laundry list of things that will be unrealistic to achieve.
Who Are We Talking To?
Clearly identify the target audience. Resist the temptation to talk to everyone. Make a strategic decision about the best prospect. This is not about demos. The demos may or may not be relevant to the creatives. But clearly identifying the target is.
What Do We Know about Them That Will Help Us? (Key Consumer Insights) Isolate the one consumer insight on which the creative will be based. Bring that insight to life in an inspiring way. There will be many insights. Which one is relevant to this strategy?
What Do We Want Them to Take Away? (Main Message, Promise)
What do we want the advertising to communicate? Should be based on a benefit or consumer value that is relevant to the insight/target. One sentence.
Support (Reason Why)
One or two ideas that give the promise credibility—give the consumer a reason to believe.
Key Copy Points (Optional)
May be some critical points that should be included in copy. Should be short. Tonality
Capture the brand essence or personality. Try not to be trite. What is the image or feeling this advertising should evoke that reinforces the brand?
Mandatories
If there is something mandatory, such as a legal disclaimer or logo, be sure the team knows about it. Keep this list short, but don’t surprise the creative team later with something that will affect copy or layout.
Creative Sparks
Nuggets gleaned from research (or clients) that could spark a creative idea. Relevant quotes from qualitative research can provide rich creative fodder. (6)