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Insight Mining Most important step creative development Those who are involved with the product are greedy My product does this and that and this as well! My product should appeal to all men and women, in urban and rural areas My product has three new ingredients! Don’t forget those endorsements! Poor Briefs are more product focused than consumer focused “This is what we have invented!” Not “These consumer needs are fulfilled” Some tips on writing a good brief Outside in thinking: be consumer focused. Ban the “AND” word: don’t let the second idea creep in. Be focused on one idea, one thought. Make some real DISCOVERIES about how the consumer thinks and feels. Don’t exceed the single page! The Lowe Creative Brief: Eight Questions to answer in one page. C r e a t iv e B r ie f a d v e r t is in g Job no C l ie n t Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives. Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them. What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising. What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance. What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone. What executional considerations are there? Legal, branding, logistical and directional input. A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w W r it t e n b y t r a f f ic budget C l ie n t P r e s e n t a t io n The Lowe Creative Brief: Eight Questions to answer in one page. C r e a t iv e B r ie f a d v e r t is in g Job no C l ie n t Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e Why are we advertising? Why are we Advertising? The role and the goals for the advertising in meeting marketing and communications objectives. Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them. What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising. What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance. What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone. What executional considerations are there? Legal, branding, logistical and directional input. A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w W r it t e n b y t r a f f ic budget C l ie n t P r e s e n t a t io n The roles and goals of the advertising in meeting the marketing and communication objectives. The Lowe Creative Brief: Eight Questions to answer in one page. C r e a t iv e B r ie f a d v e r t is in g Job no C l ie n t Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives. Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them. Who are we talking to (and what do we know about them)? What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising. What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance. What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone. What executional considerations are there? Legal, branding, logistical and directional input. A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w W r it t e n b y t r a f f ic budget C l ie n t P r e s e n t a t io n Relevant insights about the target and their involvement with the brand/category that will help advertise to them. The Lowe Creative Brief: Eight Questions to answer in one page. C r e a t iv e B r ie f a d v e r t is in g Job no C l ie n t Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e What do we want them to think or do? Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives. Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them. What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising. What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance. What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone. What executional considerations are there? Legal, branding, logistical and directional input. A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w W r it t e n b y t r a f f ic budget C l ie n t P r e s e n t a t io n The desired change in their thinking or behaviour that will occur as a result of the advertising. The Lowe Creative Brief: Eight Questions to answer in one page. C r e a t iv e B r ie f a d v e r t is in g Job no C l ie n t Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e What is the core brand insight? Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives. Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them. What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising. What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. The surprising, new insightful connection which springs from Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance. Insight MiningTM What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone. What executional considerations are there? Legal, branding, logistical and directional input. A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w W r it t e n b y t r a f f ic budget C l ie n t P r e s e n t a t io n The Lowe Creative Brief: Eight Questions to answer in one page. C r e a t iv e B r ie f a d v e r t is in g Job no C l ie n t Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e What should the advertising say? Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives. Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them. What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising. What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance. What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone. What executional considerations are there? Legal, branding, logistical and directional input. A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w W r it t e n b y t r a f f ic budget C l ie n t P r e s e n t a t io n The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. The Lowe Creative Brief: Eight Questions to answer in one page. C r e a t iv e B r ie f a d v e r t is in g Job no C l ie n t Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e Why are we advertising? Why should anyone believe it? The role and the goals for the advertising in meeting marketing and communications objectives. Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them. What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising. What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance. What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone. What executional considerations are there? Legal, branding, logistical and directional input. A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w W r it t e n b y t r a f f ic budget C l ie n t P r e s e n t a t io n Support points, rationale, whether based in consumer insight, competitive advantage or product performance. The Lowe Creative Brief: Eight Questions to answer in one page. C r e a t iv e B r ie f a d v e r t is in g Job no C l ie n t Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e What is the desired tone and manner of the advertising? Why are we advertising? The role and the goals for the advertising in meeting marketing and communications objectives. Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them. What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising. What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance. What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone. What executional considerations are there? Legal, branding, logistical and directional input. A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w W r it t e n b y t r a f f ic budget C l ie n t P r e s e n t a t io n Reflected in the brand personality, but more specific to the advertising tone. The Lowe Creative Brief: Eight Questions to answer in one page. C r e a t iv e B r ie f a d v e r t is in g Job no C l ie n t Pr o duc t D e s c r ip t io n R e q u ir e m e n t A ir / In s e r t io n d a t e Why are we advertising? What executional considerations are there? The role and the goals for the advertising in meeting marketing and communications objectives. Who are we talking to (and what do we know about them)? Relevant insights about the target and their involvement with the brand/category that will help advertise to them. What do we want them to think or do? The desired change in their thinking or behaviour that will occur as a result of the advertising. What is the core brand insight? The surprising, new insightful connection which springs from Insight MiningTM What should the advertising say? The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way. Why should anyone believe it? Support points, rationale, whether based in consumer insight, competitive advantage or product performance. What is the desired tone and manner of the advertising? Reflected in the brand personality, but more specific to the advertising tone. What executional considerations are there? Legal, branding, logistical and directional input. A p p r o v a l o f B r ie f S t r a t e g y a n d T im in g A c c o u n t D ir P l a n n in g D ir Ma n a g e me n t C r e a t iv e D ir e c t o r F ir s t R e v ie w Dat e D a t e is s u e d C r e a t iv e t e a m F in a l R e v ie w W r it t e n b y t r a f f ic budget C l ie n t P r e s e n t a t io n Legal, branding, logistical and directional input. Consumer Insight is the most important value addition we can make to a client’s brief! Consumer Insight: The heart of our strategy Consumer Understanding Brilliant Innovation Consumer Insight Impactful Communication “The English are always degrading truths into facts. When a truth becomes a fact it loses all intellectual value.” Oscar Wilde Fact Vs.Truth Facts are Cold! Truths are electrifying! Fact: Milk goes with many things! Truth: You only notice milk when it isn’t there! FACT: Candies are for sharing. Truth: When you have some tasty candies, the last piece is the most precious! Discovering the insights to change behavior CURRENT: FUTURE: Current behavior Future behavior CONSUMER INSIGHT BECAUSE: Currently think/ feel If we make them think/ feel differently COMMUNICATION STRATEGY Communication Development process BUSINESS CHALLENGE COMMUNICATION CHALLENGE CONSUMER INSIGHT COMMUNICATION STRATEGY IDEA SPRINGBOARDS ADVERTISING IDEA An Insight is a deeply felt human truth that bonds our brand to our consumer. AXE: Every man dreams of the woman making the first move! Sprite: Generation X’ers think it’s cool to believe that Image is Unimportant! Lipton Cup-a-Soup: The eager beaver is secretly envied by most co-workers! Rexona: When you are under pressure, you need to feel cool and in-control to come through! Thank you EXAMPLE ORANGE TITLE SCREEN EXAMPLE RED TITLE SCREEN EXAMPLE MAUVE TITLE SCREEN EXAMPLE PURPLE TITLE SCREEN EXAMPLE TURQUOISE TITLE SCREEN EXAMPLE GREEN TITLE SCREEN EXAMPLE LIME TITLE SCREEN Discovering Insights