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CREATIVE BRIEF
What's it - one of the most integral parts of any advertising agency, almost as integral as the creative folk themselves.
But it seems it is being ignored and is like a floating paper in an agency. There are agencies without such formats in fact. “Professionals” got no respect for it. Briefs have become griefs!
Briefs are not just important, they are critical A creative brief is actually the inflection point in creating advertising. It’s the point at which logic (the strategy) starts turning into magic (the idea). It’s where planning ends and creativity begins.
We keep indulging in the over-optimism of giving a bland brief and hoping to get exciting creative work in return. ‘Garbage in garbage out’ is as true here as in computer programming.
Let's define a brief - “The most insightful, inspiring and igniting tipping point in the creation of advertising.”
‘Insightful’ means packed with gems and nuggets that bring the strategy to life. ‘Inspiring’ because it should make the creative team go ‘Wow!’ and take ownership of the brief. ‘Igniting’ in that it triggers the creative team to buzz with ideas that it can’t wait to get cracking on.
In fact, the brief is like “an ad for the creative”.
What makes a great brief?
While most agencies have their own briefing formats, based on their conceptual frameworks and creative philosophies, the basics of a great brief are fundamentally the same.
- Move from complex jargon to simple expressions
- Move from long and winding to short and crisp
- Move from information to story telling
- Move from target audience to target person
- Move from piece of paper to piece of theatre
Once, a bunch of creative people were packed like sardines into a small car and told they were being taken to the client’s office for a briefing. Midway, they were met by the account supervisor, driving a Maruti van rather coincidentally – a move that was engineered. The creative guys were transferred to the more spacious van and, as they sprawled inside, someone exclaimed, “Guys, this is the brief. Travel in space.” How’s that for a powerful demonstration?
So folks, let's practice briefing.
(Extracts from the Guest Article of afaqs, December 11, 2008. Anand Narasimha is an independent brand consultant)
Campaigns:
Zoozoo
During the 2nd IPL, Zoozoos gained instant stardom. For the first time, I saw people running from other rooms into their drawing rooms to see a Zoozoo TVC. No wonder, the campaign was from Ogilvy.
But what’s the best thing that happened to Zoozoos?
I comment: The timing and the medium. Chosing IPL as the time to introduce, and of course the channel that was airing IPL. This gave the Zoozoos a great mileage in terms of brand visibility and reach. Had it been any other time period or medium, the non-human character wouldn’t have tasted this amount of fame.
Why couldn’t the Zoozoo campaign create same kind of enthusiasm during the next IPL?
I comment: Viewers found it monotonous – lack of gripping script and execution style. Few felt that Vodafone should not have done 2nd series Zoozoo campaign. But I would say, most of the popular creations had have been extended, recreated and re-presented to consumers, time and again. From Tom and Jerry to Harry Potter to James Bond to Spider Man to KBC…people would like to see them again and again. Few sequels failed and disappointed the consumers. So it’s in the hands/minds of the creators to present those creations in a better and lively form so that it maintains the same or may be better tempo and excitement to the consumers. So the 2nd series Zoozoo campaign received mixed reactions as it lacked that pinch of creativity and quality execution. I am sure OnM and Vodafone realized this.
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What’s segmentation?
(Source: the economic times, 24th Oct 2009)
Is it about people having similar demographic characteristics? Segments are groups of consumers who want the same things - the fact that they might share an age range, gender or postcode is relevant only after using market research. To show specific clusters of shared needs. Segments built from survey data, with good behavioral names and a tight portrait to capture their identity is a hallmark of a good marketer. The usual ‘18-35 male’ crap indicates the opposite.
Then comes targeting. A good marketer has made the leap of faith and accepted that fewer target consumers will deliver a better overall result. Usually, that means stepping back from the segmentation and only going after 10% or 20% of the potential market.
I comment: The TG concept plays a vital role in any communication plan. Hence, segmentation, supported by an appropriate research should define the TG to ensure that the communication reaches them in a right tone/language at right time, through right channel and for a right response.
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A decade of changes: 1999 - 2009
(Source: www.afaqs.com - 10th anniversary special)
Number of coffee shops in 1999: 9
Number of coffee shops in 2009: 1,200+
DTH subscribers in 1999: Did not exist
DTH subscribers in 2009: 16.3 Million (excl DD Direct Plus)
Number of ATMs in 1999: 1,100
Number of ATMs in 2009: 40,000 +
Forgotten ones: Cassettes and Floppies
I comment: Call it philosophy or spirituality or business acumen, change happens inevitably. The key is innovation in a world of opportunities. One shouldn't wonder if the coming decade will change the way we’re living today. The most happening things (accesories, services, products, technologies etc) of today might be forgotten by 2015 or so. So friends, capture your moments, things and accessories. History is precious. Isn’t it?
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Intangible "Brands" (according to me):
1.Love
2.India
3.Indian Politics
4.Bollywood
5.South India
6.Gandhi
I think:
Enterprising, innovating, strategizing, brain storming…all conscious and systemetized methods of branding. But certain things (mentioned above), with time have evolved as much stronger brands. The hearty love is the most thought, experienced, discussed and interpreted brand. Brand India has different perceptions across different places of the world. Its diversity enhanced its image. Our politics are hated for the way they have been perceived and portrayed. The masala Bollywood is loved and hated for its ingredients. South India is still viewed as a single entity by the North Indians. And the Mahatma’s image is improving through movies, books, ads, discussions, also through controversies. So, not always advertising is necessary for branding.
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TVC
Recent(May 2010) Pizza Hut TVC – Rs: 99 theme – a guy, who usually doesn’t like spending, says – my treat. Otherwise, he is seen practicing for excuses for not spending money, like, I forgot my valet.
I comment: The TVC strikes to its TG perfectly. The high priced PIZZA HUT, now offering economical package has successfully been communicated through the TVC.
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Does humor in advertising work? Especially the use of weird concepts to sell products like chewing gum or candy?
Firstly, humour in advertising grabs the attention of the viewer/listener. Humour has to be used in such a proper manner that is should enhance the brand identity, recall and should not overpower the brand or the message. Advertisers should not get carried away by the creativity or the laughter element. Usage of humour in the Ads for products like chewing gum, candy, chocolates and other low involvement items is a great strategy as these are impulsive purchase products.
It is very important for a brand to be on top of the mind when it comes to brand recall, and humour surely makes people remember the advertisement and therefore, the brand.
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Highlights of The Annual Marketing Conclave 2009 @ FMS Delhi
(source: IndiaPRwire.com)
Mr Nagesh (Dentsu Communications) said:
- Innovation is the key
- Use common sense resulting in uncommon action, and to measure the market on consumer behavior
- Product mattered much more than the packaging - gimmicks to sell an incompetent product could fall flat
- At the end of the day product matters the most
Mr.Ravi Kiran (Starcom MediaVest Group) said:
- Focus on customer need and interest - ‘listen to your customer’
- The customer is the centre of all activities and should be treated with respect
- The change in the way social media has changed the scope of interaction and has given marketers a deeper understanding of consumer profiles etc.
- Tough periods have created the greatest companies in the past (for e.g. GE in the panic of 1873, Microsoft in downturn of 1975, Walt Disney in 1923)
