如何写一个好的创意简介.ppt

How to Write a Good Creative BriefWhat is a brief?“I have no idea. Sorry.”David Ogilvy Co-founder/O&M“It’s like foreplay. It’s alright as long as it doesn’t go on for too long.”F. Stone Roberts CEO/Lintas“An insight into the consumer that becomes an engine for driving the advertising strategy, and delivering the best creative.”Joe Plummer Y&R“Please state on one side of a sheet of paper how the Royal Navy is prepared for the eventuality of war with Germany.”Winston Churchill, 1937What is a brief?A tool that helps the agency focus on and deliver brand building ideas, by being.A bridge between strategy and executionWhat are key elements of a brief?• Brand Position • Brand Objective • Advertising Objective • Target Audience • Target Insight/Desire • Essential Message • Support/Reason to Believe • Brand Personality/Character • MandatoriesWhy is a brief important?It’s the marching orders for your “creative army”…Get the instructions right: you send your troops in the right direction, and can win the war.Get the instructions wrong: you can wasteyour manpower, lose direction, and can lose the war.The Waste of Time• Brand Position: well known brand • Brand Objective: increase sales • Advertising Objective: make people buy more • Target Audience: female 18-25 middle class • Target Insight/Desire: shop a lot • Essential Idea: brand X is the most satisfying • Support: highest quality/made by X • Brand Personality: fun, thoughtful, helpful, energetic, youthful, warm, exciting, kind, brave, trustworthy, edgy.Writing a Good BriefThere is no single, perfect formula for writing a good brief, but here are a few suggestions:Writing a Good BriefFor the Brand Position and Brand Objective, it is vital to really understand the Brand and its mission.Writing a Good BriefThe key to writing the best Advertising Objective is to prioritize and focus: what is the single most important thing the advertising should address?Writing a Good BriefFor describing the target audience, you must understand them in-depth…going beyond demographic or product usage generalities.Writing a Good BriefThe toughest thing to write is the essential message, because it has to be simple, focused and very concise. Ask yourself: What is single most important thing we want to say about how/why the brand fits the consumers’ needs and desires? Remember, this is not the campaign slogan, but it must be focused and inspiring.Writing a Good BriefSupport for the advertising claim is the reason the consumer should believe you. Make it concise and relevant to the them.Writing a Good BriefThe ‘personality’ should not be a long list of attributes, but a summary of the character you want to communicate.Final Suggestions• Know your brand and the consumer • Keep your words concise and to the point • Use everyday language…no need for jargon • You might find it useful to define what you are looking for by trying to write a single sentence: “I want an ad which…” • Include timing and a budgetNow, go out and help create some great advertising。