Screw briefing2
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17-Oct-2014 -
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Design
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Transcript of Screw briefing2
SCREW BRIEFING!agenda
Parts of briefing.Interesting thing about briefing.What IS the problem with briefing?Briefing loves & briefing hates.What next.
client to client team
client team to creative
client team
to PM
PM to creative
PM to programmers
creative to client team
AGREEING WHAT WE do
doING WHAT WE’VE AGREEdWHAT WE’VE ALL AGREEd:
Create great work to build a reputation
Interesting thing about briefingIt’s up to us to define the emotional and phyisical spaces we meet up in
Interesting thing about briefingWe choose to meet in interesting places seven dials 1872
Interesting thing about briefingWe get forced to meet in uninspiring conditions boardroom 2006
Interesting thing about briefingBrings different people together
Programming
design
Project managersUsability
Search technicians
Client managers
Production
Copy
AN EDUCATED DECISION
Audience as a human INSERT INFO HERE
Audience as a profession INSERT INFO HERE
Company, service or product INSERT INFO HERE
Marketplace INSERT INFO HERE
Company objectives INSERT INFO HERE
Competition landscape INSERT INFO HERE
TRICKY?
TRICKY?
OK?
TRICKY?
OK?
TRICKY?
GUESS? GET?
whatever route
Unclear briefUnclear ideaUnclear execution
Mediocre
Behavioural change, not a change of template
the problemThe briefs are not
It’s not about the template
It’s about the journey
The problem with briefing
Client need Final work
we see it as a handover
The problem with briefing
It’s not a handoveror a raceIt’s a journey
and we’re all in itand an exploration
togetherClient CreativeClient team
The problem with briefingAUDIENCE
IDEA FULLY DESIGNED
IDEA FULLY DESIGNED
IDEA FULLY DESIGNED
IDEA pROGRESSED
kEY MESSAGE
AUDIENCE
kEY MESSAGEkEY MESSAGE kEY MESSAGE
IDEA SCRIbbLE IDEA SCRIbbLE IDEA SCRIbbLE
IDEA pROGRESSED
better exploration together
better focus on execution
more effective idea finding
Client teams are the only ones that can:
• Question the client and change expectations
• Define the strategy
• Supply the background info (what the client does, what the product/service is)
• Technical info (what the requirements are)
• Objective info (business and project – what the problems are)
• Brand info (what the brand and what that means to their behavoiur)
Creative teams need to:
• If we’re involved in briefing rush to the brief not rush to the idea
• Understand our role in the ‘team’ when it comes to definining the brief
But we need to collaborate with each other to deliver:
• Required emotional response (insight)
• Required rational response (info/insight)
• Required technical response (info/behavioral insight)
• A richer understanding of the target (insight)
• A richer understanding of the marketplace (insight)
• Possible key emotional benefits (insight)
• A selection of propositions (creative thinking)
• When we review creative ideas look for reasons why we can make things work rather than look for reasons to push them off the table.
CLIENT TEAM
Technical details of the job;
ie: what the product service is/how the product service works.
NEED
To get all the basic info to ensure we’re not going back to the client again and again in a disorganised manner.
‘BASICS’ brief written for creative team.
TIME SAVEd FRoM STRUGGLING To FINd PRoPoSITIoNS
CLIENT TEAM CREATIVE TEAM
Work together to find variety of messages/stories.
NEED
Understood process:
Client team discusses challenge with creative lead.
Creative lead involves as many creatives as poss for a short amount of time in brainstorming.
Outcome shared with client team at end of brainstorm.
‘IDEAS’ presentation created for client.
TIME SAVEd FRoM INTESIVE BURST oF BRAINSToRM ENERGY
FRUSTRATIoN SAVING FRoM UN-PRoGRESSEd IdEAS
CLIENT TEAM CLIENT
Share directions on variety of messages/stories and agree 1 route (or 2 routes) to progress.
CREATIVE TEAM
Work on execution of routes.
Give justification for choices taken.
NEED:
Written doc on client feedback (issues with routes, not suggestions).
Creative read and understand f client feedback immediately. If considered worth argueing then reasons given to client team instantly to reason with client.
‘STEERING’ doc created with client issues
WASTE SAVEd FRoM NoT EXECUTING IdEAS To THRoW AWAY
FRUSTRATIoN SAVING FRoM CLIENT
NEED:
Executions based on agreed ideas with client steering. Created as close to finshed work as reasonable.
‘EXECUTED’ work presentation
TIME SAVING ANd BETTER WoRK PRodUCEd