Download Insight mining II

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
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Discovering Insights