1. 1 The Brief What is a brief? –A written document advising where we want to take the brand, containing detailed information such as: Market situation Competitive environmnet Market distribution Communications objectives Media objectives Unique features of the product

2. 2 The Brief Why do we need one? –To ensure that everybody is going in the same direction! A creative brief is like a roadmap. A good brief leads to imaginative and persuasive ads – and get you there quickly. A bad brief starts you off in the wrong direction. So you have to stop, figure out where you are going and start again. Working from verbal input without a written brief, is how non-professionals waste time & money

3. 3 The Brief What does a brief contain? –Most briefs are simply a list of questions. The people writing the briefs answer the questions based on the ad or the campaign to be constructed. –Essensially contains four important elements 1.The target audience 2.The reason why the consumer should buy the product (positioning) 3.Support for the reason why 4.Tone of voice

4. 4 The Brief Writing a brief –Dig and probe to achieve an understanding of the client’s culture, product,services and market. –Look for insights that explain why the consumer buy and why they don’t buy. –Look for interesting stories and details (about the product) that you can use in your ads. –Preparing a brief is a colaborative process. Include creative, planners, research & media.

5. 5 The Brief Writing a brief –Getting to the final brief is a process. The first draft should be presented as... “here’s where we’re headed with this brief... What do you think?” –Make sure that everybody signs of on the brief... especially the cleint! –Sometimes the Dreative Director will have to write the brief. As a creative person, the CD will know what information the writers, designers and art directors will need to do the job.

6. 6 The Brief Writing a brief –Finally There is both an art and a science to writing a brief. Many are ambiguous, lacking specific details... Or even incomplete. Remember what you put in the brief and how you write will be the difference between an ad that succeeds or fails.

7. 7 The Brief Media brief –Essensially contains three important elements 1.The target audience 2.The media objectives; reach, frequency, awareness 3.The vehicle(s) 4.Other cinsideartions Performance of the brand Marketing environment Are the specific areas that need support?

8. 8 The Brief The creative brief –Client Name of persons you work with on the client side. Name of compony & brand –Project description Example: “New campaign to promote Yusca Ismail as Chairman of the Senate of ITKP.” –Prepared by: Name of the person(s) who assumed primmary responsibility for writing the brief.

9. 9 The Brief The creative brief –Approved by: Client: Agency: Background/Overview: –What is the big picture? What is going on in the market? Anything happening with the client side we should know about? Can you summarize the entire brief in one sentence, “Who are we talking to, and what do we want to say?”

10. 10 The Brief The creative brief - continued –What is the objective, the purpose of the ad? A consise statement of the effect the ad should have on consumers. Typically expressed in action... Focused either on what we want them to think, to feel or to do. –What do we want to say? What is the most important thing we can say to achieve the objective? This should be a simple sentence, expressing a specific idea. Avoid generalities like potholes in the road.

11. 11 The Brief The creative brief – continued –What are the supporting rational and emotional reasons to believe? List all the rational and emotional reasons to believe what we want people to believe, and do what we want them to do. Include all major copy points, in order of relative importance to the consumer. –Target audience: who are we talking to? The more precise and detailed the better. Go beyond age, sex & goegraphy. Include demographics and phsycographics.

12. 12 The Brief The creative brief – continued –Any other important details? Here’s where youput all other details, such as information about the offer if it’s a direct response ad. Perhaps a description of the brand personality. Any mandatories such as placment of corporate logo, address, phone number etc. –What do we need and when do we need it? Information about media. TV, print, radio. Sizes and or duration. Timing: date of initial creative ideas; review of revised creative; first internal creative presentation; client presentation; delivery of materials to media.

13. 13 Advertising Workflow Creative Process Preparation of a TV Commercial Preparation of a print ad Preparation of a radio commercial

14. 14 Advertising Workflow Client Brief Internal Sharing Agency Brainstorming Session Various Surveys/ Research Creative Brief Rough Concepts/ Ideas Testing of Rough Concepts Final Concepts Prsentation To Client Fine tuning Of Concepts Final Presentation to Client Testing to Focus Group Final Fine tuning Approval By Client Execution

15. 15 Advertising Workflow Storyboard Preproduction Meeting Final Preproduction Meeting Commercial Shoot Film/Video Processing Offline Editing Presentation To Client Online Editing Presention To Client Sensor Card Send to TV Station Quotation Airing Process usually takes between 45 – 60 days TV Commercial Production Estimate

16. 16 Advertising Workflow Layout Colorsep proccesing First Proofprint Color Corrections Presentation To Client Final Proofprint Send To Media Radio Script Voice talent Selection Artwork/ Optical Disc Recording Process usually takes between 7 – 14 days Print Advertisement Radio Commercial Presentation To Client Process usually takes between 7 –14 days Send to Radio Station Production Estimate Production Estimate

17. 17 The Brief Main Ingredients –Date –Names of people involved –Name of Company & brand –Product description –Background overview –Objective & purpose of ad? –What do we want to say –Rational & emotional reasons for believing –Who are we talking to –Other important details –What do we need & when do we need it by –Who prepared the brief