(奥美内部)新版创意简报DO brief Eng.ver
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Creative Director
Creative developmenttime
Final review date
Client presentation date
百度文库Air/insertion date
Production budget
This brief ischannel neutral– the idea that it generates must translate intoanychannelat any point of the 360 Degree Brand Experience.
PropositionWhat is the core thought that will drive the creative solution?
SupportHow is this proposition competitive, relevant to the targetTone of voiceUse the language of the BrandPrintTM. What are the feelings
audienceand true? NB: Additional product detail can beattached as anabout the brand we need to stay true to?How do we want to be perceived?E.g. are
addendum to the core briefwe questioning ordirecting?Is it inclusive or exclusive? Should this seem like a
Whatdo we want people to DOas result of this communication?When itsaysdo it means DO. The actual change in behaviour that will ultimately impact on the clients business – and help them sleep well at night. Simplistic answers are not enough–buy more X is not enough–everyone in the whole business is doing that, specific rather thangeneral.
Who are we trying to influence?In the context of the strategy we’ve set out in the role for communication–who is it we need to influence and how (if at all) do they currently think, feel and behave towards the brand/category/product area? If you’ve carried out a BrandAuditTMthen you’ll already have theammunitionyou need. We need to bring this audience to life in a way that will help the creative team get inside their heads. Not just as general consumers butwithinthe context of the specific challenge our brand is facing.
How do we expect communications to work towards achieving this?How’s the communications actually going to DO that? Will it shock, engage, make things morerelevant, entice people to trial, create a unified voice for the brand, change the way they feel about when and where they should consume the product and so get them to consume it more often…etc)
conspiratorialdialoguewith the target or do we needto keep ourdistanceand be seen as authoritative?
MandatoriesWhat are the immovable ‘must haves’ or ‘must nots’ for this task?e.g. Avoid knocking competition, slapstick humour, culturally sensitivereferences, feature product etc…
Account Director
Planning Director
Requiremente.g. Big core idea, TV, Print, Online, activation ideas etc…
Supporting materialsList any additional technical specs,copy briefs, or product detailssupporting this brief
OgilvyDObrief: New idea generation
Brand
Product
Job No.
Task
SuccesscriteriaHow will this activity be measured and are the measurements in place?
Date
Why is this brief here?What’s keeping the client awake at night? What’s happening in the client’s business that has prompted the need for communication?
Creative developmenttime
Final review date
Client presentation date
百度文库Air/insertion date
Production budget
This brief ischannel neutral– the idea that it generates must translate intoanychannelat any point of the 360 Degree Brand Experience.
PropositionWhat is the core thought that will drive the creative solution?
SupportHow is this proposition competitive, relevant to the targetTone of voiceUse the language of the BrandPrintTM. What are the feelings
audienceand true? NB: Additional product detail can beattached as anabout the brand we need to stay true to?How do we want to be perceived?E.g. are
addendum to the core briefwe questioning ordirecting?Is it inclusive or exclusive? Should this seem like a
Whatdo we want people to DOas result of this communication?When itsaysdo it means DO. The actual change in behaviour that will ultimately impact on the clients business – and help them sleep well at night. Simplistic answers are not enough–buy more X is not enough–everyone in the whole business is doing that, specific rather thangeneral.
Who are we trying to influence?In the context of the strategy we’ve set out in the role for communication–who is it we need to influence and how (if at all) do they currently think, feel and behave towards the brand/category/product area? If you’ve carried out a BrandAuditTMthen you’ll already have theammunitionyou need. We need to bring this audience to life in a way that will help the creative team get inside their heads. Not just as general consumers butwithinthe context of the specific challenge our brand is facing.
How do we expect communications to work towards achieving this?How’s the communications actually going to DO that? Will it shock, engage, make things morerelevant, entice people to trial, create a unified voice for the brand, change the way they feel about when and where they should consume the product and so get them to consume it more often…etc)
conspiratorialdialoguewith the target or do we needto keep ourdistanceand be seen as authoritative?
MandatoriesWhat are the immovable ‘must haves’ or ‘must nots’ for this task?e.g. Avoid knocking competition, slapstick humour, culturally sensitivereferences, feature product etc…
Account Director
Planning Director
Requiremente.g. Big core idea, TV, Print, Online, activation ideas etc…
Supporting materialsList any additional technical specs,copy briefs, or product detailssupporting this brief
OgilvyDObrief: New idea generation
Brand
Product
Job No.
Task
SuccesscriteriaHow will this activity be measured and are the measurements in place?
Date
Why is this brief here?What’s keeping the client awake at night? What’s happening in the client’s business that has prompted the need for communication?