A practical guide to Creative Briefs and Briefings

Nick DochertyAPG Training Network14 March 2011

What I’m going to talk about

1. Briefs

2. Briefings

Briefs and Briefings in practice

Theory Practice

“The most important piece of paper in the agency” “Just the start”

CLIENT PLANNER CREATIVE

Painting the Sistine Chapel

The brief for the Sistine Chapel from Pope Julius II to Michelangelo

Brief #1: “Please paint the ceiling”: Too open

Brief #2: “Please paint the ceiling using red, green and yellow paint”: Too narrow

Brief #3: “Please paint biblical scenes on the ceiling incorporating some or all of the following: God, Adam, angels, cupids, devils and saints”: Getting there

The actual brief

Brief #4: “Please paint our ceiling for the greater glory of God as a testament to his eternal majesty and an inspiration and lesson to his people”

= DIRECTION + INSPIRATION

The brief in theory

The brief in practiceThe brief for the Sistine Chapel from Pope Julius II to Michelangelo

Brief #1: I want you to paint the ceiling of the Sistine ChapelMichelangelo: But I’m a sculptor, not a painter. I won’t do it.Brief #2: Yes you will - I’m the Pope. And actually I don’t just want you to paint the ceiling, I also want you to paint twelve large figures of the Apostles to occupy the pendentivesMichelangelo: What’s a pedentive? Can’t I just paint the ceiling? To try and avoid this whole mess I’m running away from Rome whilst you’re distracted by that war with the French.Brief #3: OK, we’re both back now. You will do what I tell you to do. Twelve large figures of the Apostles to go. Michelangelo: Fine. But I want to paint the whole ceiling, and it’s my way or the highway.Brief #4: Done. You can do it exactly the way you want. Except that my mate Egidio da Viterbo here will watch your every move and act as your “Theology Consultant”Michelangelo: OK it’s nearly finished. What do you think?Brief #5: I love it. It just needs a bit of gold in it to make all those people you’ve painted look less like gypsies.Michelangelo: Fuck off. I’m not changing a thing.

Dysfunctional relationship (don’t do that)

The brief changed

The briefs were the briefing

The process was messy

Tempers frayed

The outcome was uncertain

1. Briefs

What the creative brief isn’t

What’s the single thing we want to say?

1.

2.

3.

4.

5.

6.

information

insights

marketing objectives

brand strategy

communications objectives

creative brief

What the creative brief is

It’s called a ‘brief’ for a reason

The brief is just a conversation-starter

Four types of brief

Blank Kitchen Sink

Pared-down Post Digital

“The problem, the problem, the

problem”

“Just tell me what the brand

is”

“An interesting proposition”

“Keep it as clear and

simple as you can”

Different Creatives prize different areas of a brief

This is not a format debate or a box-ticking exercise

Why your brief should tell a story

• Everyone likes a good story

• Stories can be told in lots of different media

• Stories are a way of guiding people in their actions

• Stories have both an internal logic and an inspirational theme

The beginning:

What’s the challenge?

The middle:

What’s going to help?

The beginning of the end:

What’s the thought?

+ the “why should anyone care?” filter

The four things a Brief needs to tell a good story

Story 1 – Pot Noodle

• What’s the challenge?

• What’s going to help?

• What’s the thought?

• Lapsing users see Pot Noodle as a pleasurable but trashy experience that leaves them with a feeling of dirtiness and guilt – they are at a life stage when they want to feel more grown up

• These people haven’t entirely outgrown their younger selves and occasionally like to give into their baser desires

• Pot Noodle satisfies an unhealthy urge

Story 2 – Police Recruitment

• What’s the challenge?

• What’s going to help?

• What’s the thought?

• 9,000 police officers need to be recruited over the next three years, but the loss of public respect for the Police means that both the number and quality of applicants are falling

• Advertising needs to actively discourage the vast majority whilst inspiring the tiny minority of the most committed

• Make 99 out of 100 people realise that they couldn’t be a police officer but respect the hell out of the one that could

Story 3 – Honda

• What’s the challenge?

• What’s going to help?

• What’s the thought?

• People are put off Diesel engines because they think they’re noisy and smelly

• Honda hated Diesel engines so much that they decided to design one that they could actually like

• Hate can be positive

The ‘Why should anyone care?’ filter is critical

• Do you care?• (If not, chances are nobody else will)

• Would your audience care? • (If not, they won’t get involved)

• Would your creative team care? • (If not you won’t get great work)

• Would your mum care? • (If not, the work probably won’t get a broader

audience)

Don’t be like Pope Julius II

Know your shit

Be Churchillian

Tell a story

Ask yourself why anybody would care

Be right – then be interesting

2. Briefings

words on paper

disciplined

rigorous

concise

point of reference

verbal

visual

personal

flexible

interactive

Brief vs. Briefing

Convergent Thinking

Divergent Thinking

The theoretical difference

In practice they can be the same thing

It’s not a strategic presentation

Throw the brief away before you go the briefing

Remember that briefings aren’t just some kind of weird advertising

confection

The inspirational speech

The informed conversation

The half time team talk

The bonding chat

The off-siter

‘Theatrical’ pitfalls

“Fuck off. I’m too busy.”

“You want me to wear what?”

“I don’t want to get

Verrukas”

“Isn’t the pub nearer than

the swimming pool?”

(Mostly) keep it simple but relevant

If all else fails…

Beware the ‘all agency’ briefing

The briefing is just the start

Initial check back

Casual conversations

Creative reviews

Tissue Sessions

Feedback

Brief to the team - not to the brief

Make an effort

Take it outside (if you can)

Be relevant – not necessarily theatrical

Be inspirational - not technical

Back to the beginning

1. Briefs

2. Briefings

Why Would

Anyone Care?

“Lord, grant that I may always desire more than I can

accomplish”Michelangelo

Any questions?