Integrated Communication (Creative) Brief PDF

Preview

Summary

Download Integrated Communication (Creative) Brief PDF

Description

4.0

Integrated Communication (Creative) Brief

Groups need to include (as part of IMC plans) a written integrated communication (creative) brief using the supplied 14-point template. When completing integrated communication (creative) briefs, it is important that you distil your detailed research, analysis and key strategic decisions, into a clear, concise, insightful and inspirational document. As such, groups should not include all the client related deliberations. If an agency wants more insight, it can request it.

4.1

Overview of Why Briefing is Important

You need to use the insight and key strategic decisions from stage 1 of the IMC plan to prepare your Integrated Communication (Creative) Brief. In the real world, clients use many agencies: creative agencies, media agencies, new media agencies, public relations agencies, customer relationship management agencies, direct mail / telemarketing agencies, viral agencies, social media agencies, etc. While regularly briefed together, they are also often briefed separately, but informed of each other’s roles and expected to work seamlessly together to achieve the client’s objectives. Therefore, all agencies used by clients on a campaign need to collaborate to ensure a properly integrated and effective campaign. You need to write your brief with this in mind. (Smith & Zook 2011) Integrated Communication (creative) Briefs need to: •

Be Concise - Whether it is a noun, a verb or an adjective, 'brief' means short . Forget this at your peril. Deciding what to leave out is tough. Clients invariably ask for too much and sacrifices must be made.

•

Provide Clarity and simplicity are also crucial characteristics. Creative people do not speak marketing or client jargon; they have to communicate with real people. They should not get too embroiled in the client's version of events. Use precise, carefully chosen language.

•

Provide Consistency of internal logic within the brief is essential. It should hang together, with the pieces fitting snugly like a jigsaw, building to form a complete picture.

•

Be Creative - If there is a leap at the briefing stage, there is more likely to be a leap in creativity. Or, put another way, if the brief is lacking imagination and flair, then you can't expect anything different from the creative team.

Parente also notes that the Integrated Communication (creative) Brief is also known as the copy platform or creative inspiration. This this is the principal document that will guide the creative team in developing the "big idea". It is the message strategy that directs all aspects of the campaign, from its target to its major takeaway. That said, it does take a bit of skill to craft a good brief … The brief boils down all of the research, insights, and decisions that have come before into a succinct package. It identifies the creative emphasis and defines the "who, what, when, where, why, and how" of the campaign. “Creatives don't have the time or inclination to sit through consumer focus groups, wade through proprietary research sources, or entertain a marketing deck. Data are daunting to them. Their energy is better spent finding the most powerful way to get the client's message across. Be prescriptive yet inspiring. The brief not only directs the creative team's efforts by providing useful parameters for them to brainstorm within but also frames up an interesting challenge. When inspired, creative minds move a million miles a minute. During conception, the possibilities could be endless, and a lot of time can be lost spinning wheels toward the wrong solutions. So never feel as though you're limiting your team. You're both fuelling and funnelling their vigour. Make it contractual and factual. The Integrated Communication (creative) Brief serves as a contract between the client and the agency. It ensures that all members of the team is on the same page and focused on achieving the same goals from the beginning. And it provides a way to objectively evaluate creative ideas at the end. Many clients are left brained and operationally focused. So there's always a degree of difficulty when evaluating ideas or articulating their reactions to executions. The Integrated Communication (creative) Brief provides a fall back, something they can refer to and tell whether a concept is on strategy or not. Be sure it’s original and single-minded. An Integrated Communication (creative) Brief must be "ownable" by the brand, and not usable by a competitor. Wherever possible, make certain to include brand-specific elements. What's more, the document needs to thread, with each point building on the previous one. You cannot simply fill in the blank for each component. You must carefully think about the overall approach before drafting the

document and then begin by articulating your points. The result should be a simple, single-minded message direction”. (Parente & Strausbaugh-Hutchinson 2015)

4.2

Top Tips for Top Briefs

•

Your briefing template is a useful tool; learn how to use it

•

Define the problem clearly.

•

Inform and inspire.

•

Aim to surprise and challenge preconceptions.

•

Spin your numbers – make them come to life from a fresh perspective.

•

Be clear and single-minded.

•

Make sure it hangs together as a coherent whole.

•

Could you write an ad from it?

•

Check you have the right measurement tools in place for maximum accountability.

•

Clearly define the role for each media channel or activity. (Baskin 2010)

It is recommended that groups complete all previous elements of stage 1 of the IMC Plan (at least in draft), before documenting their Integrated Communication (Creative) Briefs. In summary, when completing your Integrated Communication (Creative) Briefs (using the template provided), it is important that you distil your detailed research & analysis and key strategic decisions, into a concise, insightful and inspirational document. One that is to be presented to an external agency that you are remunerating. As such, you do not need to include all the client related deliberations. If an agency wants more insight, it can request it.

4.3 1

Integrated Communication (Creative) Brief Template Key Fact/Background/Overview

What's the big picture? What's going on in the market? What is the primary catalyst that has led to the campaign? Often this information can be gleaned from the SWOT analysis and consists of a strength, weakness, opportunity, or threat (e.g., cultural, marketplace or category trends, the economy, product innovation, seasonality, competitive activity, target lifestyle changes).

2

Problem/Opportunity/Prospect Need

How is the above marketplace situation affecting the consumer? What issues are they facing? What is the problem that advertising can solve? Or opportunity that it will address (e.g. Need for information, search for solutions, fulfilment of wants).

3

Marketing Objectives

Marketing objectives are specific to the numeric elements surrounding a company's "bottom line," that is, increases in profit in terms of dollars, units sold, size of profit margin, and so forth. In short, these objectives nearly always refer back to the "almighty dollar," which is one of the most significant measures of a company's success. e.g. to increase sales by 1.4 million units in the health and beauty segment by the end of the campaign. Marketing objectives need to be specific, measurable, achievable, realistic and over specific timeframe.

4

Communication Objectives/Desired Attitude or Behavioural Change

Why are we advertising? What is the purpose of the ad? Clearly state the communication objectives. Provide a concise statement of the effect the ad should have on consumers. Typically expressed as an action. And frequently focused either on what you want them to think, to feel, or to do (e.g. increase awareness, create preference, induce trial, reward brand loyalty). Communication objectives also need to be SMART. Include a quantitative benchmark and time frame.

5

Corporate and/or Brand Positioning

Taken from the corporate and / or brand line positioning. You must remind creatives that their creative work must reflect the brand’s established positioning against competitive brands. Include a simple positioning statement: To the target customer (T), Brand X is the brand of category need (C) that offers the key benefit (B)?

6

Brand Character/Personality

The key phrases or terms which describe the personality the brand should consistently portray. How do you want to speak to your target audience? You need to think as if your brand was a person, how would you describe them? You should communicate what the voice and personality of the campaign will be.

7

Target Audience Profile/Segment(s)

Who are we talking to? Who are our most promising prospects? The more precise and detailed the description the better. If possible, go beyond general demographics and psychographics to create a brief, but rich narrative around the target segment. Build a personalized profile that paints a picture of the audience. Be specific where you can.

8

Consumer Insight/Sweet Spot

What is the consumer mindset? What do they currently think? Where are they coming from? What are the ' little human truths ' that can we tap into that will make an emotional connection that is relevant and memorable with the target? (e.g., habits, lifestyle snippets the reality of their hopes, fears, dreams, interactions, usage situations, aspirations)?

9

Promise/Takeaway/Major Proposition/Key Benefit Claim

What do we want them to think? In other words, what's the single most persuasive or competitive idea that we can convey? What is the key response we are looking for? This should be a simple sentence. Most commonly, it is a statement that articulates the emotional payoff of using the product/brand (Key Benefit). Avoid both empty verbiage and overpromising-they can result in generic or implausible creative executions. Use audience language. In essence, this is the target's net impression, what you would want them to 'relay back to you in their words' after encountering your campaign?

10 Support/Substantiation/Source of Authority & Credibility What are the ' reasons to act or believe'? List the rational and emotional reasons to for the target market to find credibility in the claims made. Commonly, these can be grounded in attributes and benefits of the brand item. Include all major copy points in order of relative importance toward backing the promise. Ordering key points helps copywriters to prioritize when time and space are limited.

11 Creative Guidelines/Executional Elements/Mandatories Include any 'must haves' that must be present in the advertising. (e.g. ., logo, product shot/ packaging, company website, address, phone number, new or existing tag line, legal disclaimers.

12 Mood/Tonality/Voice If there are any restrictions regarding the tone of voice the advertising, express them here. Remember that all brand communication should be consistent with its aforementioned personality (e.g., humorous, lighthearted, professional, knowledgeable, edgy, hip). Tone can affect word choice and writing style within the ads themselves, as well as the overall feel of the campaign. i.e. no humour, no sexual innuendo, needs to be professional but edgy.

13 Deliverables What do you need from the creative (communication) team(s) and when do you need it? You may prescribe a 1 x TVC, 2 x 30 s radio ads, supporting social media presence (Facebook and Twitter) and other required IMC activities. You may also want to give agencies the freedom to present IMC activities in addition to those prescribed.

14 Budget Creative, Media, New Media, Production etc. Emphasise that concepts that cannot be produced within budget should not be presented. You do not need to demonstrate how you calculated your budget, just provide the budgetary amount. If you have prescribed required IMC activities (deliverables), you may feel it important to breakdown the budget across those activities.

Please note: all elements of the IMC plan are due to be handed in and uploaded online in Week 12: • •

Stage 1 - Client Campaign Planning & Integrated Communication (Creative) Brief Stage 2 - Agency Campaign Strategy and Implementation...