ppt

Account Planning & Research Nikki McClaran

Week 5: Creative Briefs

Notes:

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•Our last face-to-face week •Next week: • Upload final presentation by August 13 • No longer than 12 minutes

• Ask one question on one person’s presentation by August 15 • Be required to answer any questions given • I will make sure to ask a question on your posts

Notes:

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•Report 1 reminder •Extra points granted •Quiz 2, question 10 •Quiz 3: 100% •Quiz 4: question 7 •Extra Credit

Final Presentations

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•Introduction + client history (1-2 minutes) •Research problem (1 minute) •Research method (1-2 minutes) •Research results (2 minutes) •Creative strategy (2 minutes)

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• Too much text • Too much background info • Reading off paper/slides • Using data vs. visuals

Common Mistakes

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•The ”blueprint” of your entire project •Communicate •What to say •How to say it

Creative Briefs

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“… include broad thoughts on how to reach the target market as well as what message will best

motivate the target market” - Pg. 172

Creative Briefs

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Creative Briefs

•Art = Science? •Science = Art?

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•Executives •Creative time •Digital team •Media team •PR team

Creative Briefs

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1. What is the problem? • Marketing problem is not the same as a

consumer problem • What does this mean?

Aspects of a Creative Briefs

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2. Whom are we marketing to? • Who is your target audience? • Be vivid • Go beyond demographics and into

psychographics

Aspects of a Creative Briefs

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3. What do they currently think and do? • This is where you can bring in some of the

research you conducted • What have you found?

Aspects of a Creative Briefs

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4. What do we want them to think and do? • What are your intended outcomes? • Sometimes thought of as the “big picture”

Aspects of a Creative Briefs

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5. What is the idea that will get them to think that way?

• Here’s your big idea! • What’s your strategy? • What is your key message?

Aspects of a Creative Briefs

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6. What are the best ways to connect the idea to the consumer? • What channels? • What messages?

Aspects of a Creative Briefs

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7. What tone do we want?

Aspects of a Creative Briefs

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6. How will we measure success? • How will you show your employer that

your campaign worked?

Aspects of a Creative Briefs

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7. What are the mandatories and key milestones?

Aspects of a Creative Briefs

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Your turn. Create a creative brief KFC’s “Hot and Spicy” campaign in Hong Kong

Provide aspects of a creative brief you may think was in the original creative brief. Turn in document at end of class

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• Ideal for presenting exact numbers • Includes: • Descriptive title • Columns are clearly labeled • Number or respondents in each group is shown • Numbers are reasonably rounded • Columns add to appropriate total • Fonts are consistent and not distracting

Numeric Tables

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• Ideal for comparing groups Bar Charts

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• Ideal only when looking at one point in time, but you want to show the share or a segment compared to the whole

Pie Charts

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• Ideal for displaying trends, especially over time • Remember, no causation

Line Charts