What is the biggest problem with the briefing process?

Abdicating the creative process...

Making sure we have said the right thing... Save our

ass!

Have become just wordsmiths, not storytellers

oonce upon a time...

Every part of your brief is a story to be told…an idea waiting to be sold!!

Why are we advertising?

Who are we talking to (and what do we know about

them)?

What do we want them to think or do?

What is the core brand insight?

What should the advertising say?

Why should anyone believe it?

What is the desired tone and manner of the advertising?

What executional considerations are there?

Lets start at the very beginning, a very good

place to startWhen you’re not sure where you’re going, how will you know when you’ve got there??

Why are we advertising?

Its not just about the client marketing

needs…

Its about how your communications is going

to get him there

Why are we advertising?

ICICI Prudential Life Insurance

Reposition the traditional concept of retirement planning among

30-40 year olds, by making retirement planning increasingly

relevant to this segment

No more Geeta from Gorakhpur…Your consumer is not an “alliteration”.

Who are we talking to (and what

do we know about them)?

Can we know more about her than just an

age bracket, an SEC, or an archetypal

residence?

We do not want a thesis. Tell us what

matters.Who are we talking to? What do we know about them?

Johnson’s baby powder

Irrespective of their social strata, when it comes to a small

baby, mothers take extra precaution and extra care .. In fact the

defining mood of babycare is about taking extra care.

Separate food is cooked; water is boiled longer than usual;

mothers will probably use 2 sheets to cover the child instead of one;

pillows at the edge of the bed; clothes will be washed separately - in

some cases, Dettol is added; mothers will use a mosquito mat and a

mosquito net

Graphically explain the reaction, do not generalise itNo ‘jargonistic’ fundas…just a simple explanation

What do we want them to think or

do?

Bring alive the consumer change, don't merely state it.Say it exactly the way the consumer would.

What do we want them to think or do?

Balbir Pasha

We want consumers to question their current sexual

practices where they think they are safe without a condom

by letting the penny drop on them..

“ Fuck! I thought I was a smart-ass, in fact I am the

biggest asshole”

Truth Well Told

What is the core brand insight?

What should the advertising say?

The perspectives are many• The Context (environment)• The Consumer• The Brand

The Cornerstone of the creative process!Q: Is there something in your culture and how can you appropriate it for your

brand?

Milk is vividly woven into religion, folklore, myths and the local colloquial.

Milk is closely linked to motherhood. Historically, bathing in milk has been

considered to have quasi-religious and ceremonial connotations. In India,

idols are bathed in pure milk; mothers bathe their children in milk during

auspicious social and religious functions; In India, milk is known throughout

the ages for its nourishing properties; Milk has also been used

historically/culturally to retain the goodness of baby skin

What should the advertising say?

Johnson’s baby milk soap – give your baby the blessings of pure milk

“

Because in every box of your brief, there’s a story waiting to be told!There’s an idea that’s waiting to be sold!

Don't just write a brief...tell a story!”