get creative with briefs - canada post
TRANSCRIPT
Get Creative with Briefs
About Adcam
Event Management
Custom Publishing
National Advertising Award
The National Advertising Awards is the only brief‐based awards
competition in North America
Entry Categories include –
Print, Out of Home, Direct, Mobile,
Interactive, Media Planning and Buying and Broadcast
This year’s competition marked the 10th
Anniversary of the
National Advertising Awards
The National Advertising Awards brings together marketers,
agencies and media companies.
AGENCIES PARTICIPATION
The NAA’s
attracts an A‐list of industry leaders to Chair or be part
of the creative and media juries because:
They see new brand perspectives
See original work from some hot new talent
Discuss and brainstorm with their peers ideas that originate from
some well written briefs
AGENCIES & MEDIA COMPANIES
The 2012 National Advertising Awards Lead Chair was
Israel Diaz, CCO of Y&R.
National
and
globally
known
brands
sponsor
the
NAA
categories
for
the
opportunity
to
acquire
fresh
new
ideas
from
the
top
creative
teams
across
the
country.
All
submissions
become
property
of
the
brand
for
commercial
use
in the marketplace.
MARKETERS
Renowned brands sponsor the categories
Top agency leaders judge the work
Entrants work from real briefs
And the winners go to Cannes, France …
How’s that for motivation?
The National Advertising Awards has enjoyed ten years of success.
Great sponsors and outstanding briefs are key reasons
”A great brief is the spark of a fresh idea and the key to
unlocking creative brilliance.”
‐
Mark Childs, VP Marketing Campbell's Canada (and a long time brand participant in the NAA’s)
Adcam
has seen many different
templates over the years from both
our agency and brand sponsors.
The briefs that deliver the best creative
results share these commonalities:
They’re never more than 1 page
They succinctly communicate the
mandatories
They identify the key Consumer and
Brand Insights
They find the ‘Sweet Spot’
So …
What Makes a Great Brief?
This one‐pager summarizes the most
important information from the
marketing brief:
Target
Purpose
Insight
KEY MESSAGE(WHAT IS THE ONE, SINGLE MINDED
THING THAT WE NEED TO SAY?)
Proof
Medium
Brand
Mandatories
Most category sponsors this year,
including Canada Post, used Y&R’s
brief template.
Working with Lead Chair, Israel Diaz,
Canada Post created a brief that
attracted a record number of NAA
entries versus previous years.
Here’s a simplified translation of the Y&R brief by section:
Deliverables & MandatoriesWhat do I want and how will I get it done?
Section One: THE BASICSWhy does this even exist? What are the fundamentals?
Section Two: BUSINESS REALITYWhat’s keeping me up at night? What are my communications goals?
Section Three: WHOWhat makes these people tick? What need can we satisfy for them?
Section Four: US vs. THEMHow can I be more irresistible than my
competition?
Section Five: LOVE, ADVOCACY & EXPRESSIONSHow do I want people to feel?
Section Six: SWEET SPOTI know the intersect between my brand and the consumer.
How can I say it in six words or less?
:SAMPLE BRIEFS AND CREATIVE OUTCOMESFROM THE NAA
Sweet Spot:GOTCHA! DIRECT MAIL STILL WORKS.
DIRECT CATEGORY
Category/Brand
Sponsor:
Voodoo doll – pin prick the
doll
and
a
wireless
transmitter
linked
to
a
website
shows
the
place
the
pin
hit
– It
was
an
entertaining
way
to
show
Direct
used
as
the
foundation
of
an
integrated media plan.
GOLD, DIRECT CATEGORYAGENCY: BBDO
Sweet Spot:ARE YOU MAN ENOUGH?
YOUNG CREATIVES
CATEGORY
Category Sponsor:
Brand:
GOLD WINNER
“Transit
Shelter”
was
GOLD
worthy
for
its
originality
and
because
it
met
the
ask
of
the brief, “Are You Man Enough?”
GOLD, YOUNG CREATIVE CATEGORYAGENCY: LEO BURNETT
Sweet Spot:BMW M stands for the most powerful, most
innovative, and most exclusive vehicles in the world.
MOBILE CATEGORY
Category Sponsor:
Brand:
A
dynamic
mobile
case
using
the
same
high‐quality
performance
parts
that
go
into
every
M Vehicle.
GOLD, MOBILE CATEGORYAGENCY: THE HIVE & INNOCEAN
Sweet Spot:DROP IT, FLUSH IT, FORGET IT.
PRINT CATEGORY
Category Sponsor:
Brand:
GOLD, PRINT CATEGORYAGENCY: BBDO
A great brief is one that educates and then inspires.
We hope we’ve helped you understand the creative brief‐writing process and
that today brings you closer to unlocking your teams’
creative potential.
Getting to Killer Briefs
July 2012
Bad input = bad outputs
• We all have a shared responsibility for killer briefs.
• Contributing to them, crafting or recognizing them when we see them.
• Together we’ll get to a better place.
• Better thinking, better work, it’s that simple.
Killer Briefs
Strategy is a creative discipline
A brief
Is not a piece of paper.
Resist the temptation of the obvious
“Search the right place,not the bright place.”
Morihino Harano, CDCannes Festival of Creativity, June 2012
“Search the right place,not the bright place.”
Morihino Harano, CDCannes Festival of Creativity, June 2012
Language matters
“Words which are simple, but far-reaching in meaning, are good words.”
Chinese Proverb
“Words which are simple, but far-reaching in meaning, are good words.”
Chinese Proverb
A brief…
A brief is…
For them
Who live here
Let’s see some examples
Reframe
• Break the established category conventions
• Set your own points of reference
• Reposition competitors
Athletic shoes and apparel
Puma
Puma
Puma
Confront your ‘drawbacks’
• Could be beneficial when leveraged correctly
• ‘Judo’ your critics
Gaming
Your mom hates Dead Space
Your mom hates Dead Space
Your mom hates Dead Space
Don’t be shy
• Be bravely honest
• Be as loud and proud as you can be
Axe Anarchy
Start with a truth
• The most impactful communication is built upon a truth, no matter how small.
Barclaycard Direct Mail
Their terms, not yours
• Inspire storytelling, not advertising.
• Don’t presume where the message will be most impactful.
Adidas
Adidas
Adidas
Parting Thoughts
• Powerful
• Ambition is key
• Part of the creative process
• Sweat the language
• Be what they want to work on
• Be prepared to fight
Social Good
Thank You
@musicartgeekRobin HeiseyCCO, DraftFCB
@mszegoMichael SzegoVP, Strategic Planning, DraftFCB