Karen Hand - March 2012 -Presentation to the Marketing Society on Better Briefs and Briefing
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Transcript of Karen Hand - March 2012 -Presentation to the Marketing Society on Better Briefs and Briefing
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Briefs andBriefing
Throwing Downthe Gauntlet?
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Briefs and BriefingCritical shift of Focus
The Endof theBeginning
Creative BriefCreative Briefing
TheBeginningof the End
‘What’ we Say ‘How’ we Say it
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How OutcomeWhatBoddingtonsis the ultimatesmooth-drinkingpint
less this
more this
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HowWhatTapping intothe Irreverence ofthe Ryanair generation
Easy insurance for young value-conscious Irish people
Outcome
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Insightis NOTConfined toConsumers
‘Discovery consists of looking at the same thing as everyone elseand thinking something different’
Albert Szent-Gyorgi
PRODUCT/PROCESS COMPANY ETHOS
BRAND
CULTURE CONSUMER/TRADE
COMMUNICATION
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‘The key to all story endingsis to give the audience whatit wants, but not in the wayit expects’
Adventures in the Screen-TradeWilliam Goldman
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One Briefowned by ALLStakeholdersin CreativeProcess
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Collaboration Stereotypes
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66%*ofcommunicationis non-verbal* Social Psychologists cannot agree on the exact figure - you’ll hear estimates from 66% up to 95% but I have erred on the conservative side
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Makingthe BriefTangible
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TheIce-RinkCometh
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PropositionSmoposition
Proposition AIBM new range ofadvanced computerswill put you aheadin the human race
Proposition BIBM computerfeatures aresolutions to yourwork problems
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Cirque Du Soleil -Rage Against the Machine
GreatBriefsContain Tension
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OrangeLet it be a beamof hope
GreatBriefsareResonant
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What exactly isthe communicationtrying to do ?
TheElevatorPitch
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Got MilkTo remind peopleof the horror ofrunning out of milk.
LynxTo dramatise gettingahead in the matinggame in a credible knowing way
Stork MargarineTo put the joyback into baking
What isthe Exact Role forAdvertising?
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Sometimesthe Briefis off-Brief
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Rigour
Shared Ownership
Iterative Process
Honesty and Feedback at All Stages
Constructive Debate
Throwing Downthe Gauntlet
Ingredientsof Good Briefsand Briefing
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Red Pill ? Blue Pill?
BBHChallengeto LynxU.S. Client?
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So what are WEprepared to DO?