Writing Creative Briefs

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Writing Creative Briefs

• Meeting 9

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Creative Briefing is

• The bridge between smart strategic thinking and
  great advertising
• The key tool with which planners and partners
  inspire creativity
• Meeting where planner outlines the nature of the
  problem and ways to solve it
• Brief is a document that summarizes the meeting
  its an ad to influence creatives

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Brief as a means to an end

1. Clients do not participate
2. If its not relevant to the consumer its not
   relevant to the brief
3. Dont praise the product
4. Creatives write from a brief, not to it
5. Dont show off how hard youve been working
6. Answer a list of questions

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Why are we advertising?

• State clients current business situation
• problems advertising needs to overcome
• ways in which advertising can help
• Toyota wants to convince drivers to experience
  the new 2003 Avalon

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What is the advertising trying to achieve?

• State advertising objectives
• Awareness (recognition, recall)
• Attitude (improve, maintain, create)
• Purchase intention (try, buy)
• Toyota needs to
• Make current owners aware of the new model
• Persuade Toyota users that Avalon is luxury
• Inspire competitive owners to test drive

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Who are we talking to?

• Provides focus and decides whom to exclude
• Should be expressed in usage and demographics
• Toyota wants to position Avalon as luxurious to
  current brand users

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What do we know about them?

• Provides creative team with knowledge about
  consumer
• Uses anecdotes from consumers
• Avalon drivers are urban professionals who are
  concerned about their self image

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Whats the main idea we need to communicate?

• The proposition or message that people should
  take away from the advertising
• Avalon is Toyotas most luxurious car that is
  styled for urban professionals

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What is the best way of planting the idea?

• The strategy or how part of the message
• Contains suggestions and ideas
• Avalon users drink bottled water for its symbolic
  status. Why not equate the car with the drinking
  preference?

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How do we know were right?

• Evidence, support for points just made
• Use consumer anecdotes from research
• Avalon user reports he fanticizes about washing
  his car with bottled water because it deserves
  the best

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Guidelines to consider

• Logo and placement
• Theme or tag line
• Web address or 800 number
• Toyota logo, Get the Feeling tag line and
  toyota.com web address

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Fostering and Inspiring Collaboration

• Advertising is a team sport

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Teamwork

• Encourage everyone on the team to work together
  with the consumer in mind
• Make your insights inspire them
• Dont compromise, collaborate
• Respect the talents and skills of each member
• Be consumer advocates

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Inspiring presentations will convince listeners
that

• You understand what others are thinking about
• You tell them something they can use
• You explain things in ways they can understand
  them
• Your enthusiasm is so compelling they walk away
  excited and eager to get going