what's wrong?
that's because AE provided an incorrect briefing, and the creative team was forced to do it themselves. Instead, creative people should define the advertising theme, write all supporting arguments, and determine the concept of performance, style and atmosphere, and the lifestyle they want to express. Creative people have done so much before advertising production. It can be asserted that this is the most expensive briefing method for any advertising company. It not only wastes the time of creative people, but also brings great frustration to creative people, because in the end they have to do it again.
at the same time, it also delayed customers. The advertising job is back to the original stage of the script, instead of shooting and making!
If SAATCHI has any philosophical belief, it is "Let's try our best to get the advertisement right the first time". Of course, the best way is to make sure that we have an accurate advertising briefing first.
we also hope to add customer participation in the briefing stage to ensure that the advertisements and customers' ideas are in step.
In this way, a good creation will be regarded as a masterpiece to solve difficult problems, not an unwelcome surprise!
The purpose of p>SAATCHI briefing is simple:
Help us create more effective advertisements for our customers.
that is, it is beneficial to all parties.
give us a correct and appropriate direction. However, the direction of a straight line is not always the best. Creative people may choose or choose a different route, as long as the ultimate goal is the same!
SAATCHI believes that briefing is the starting point of the whole advertising production process. Therefore, writing a briefing is by no means impossible to change (self-limiting). Every briefing is almost always improved and developed by the participants (including creativity, media and marketing). Usually, it is very helpful to list more than two briefing outlines to choose from, and then decide (for example, in a core group meeting) which outline is most worth developing.
writing a good presentation is by no means easy, so it should not be handed over to a junior AE, let alone done hastily, and should not be handed over directly to the creative and media departments before it is shown to senior business personnel or even customers.
ACCOUNT PLANNERS in larger SAATCHI companies ensure that the presentations made are reasonable, appropriate and enlightening. If there is no business planner, you may need some guidance.
This is also the purpose of writing this manual. Now, let's get to know how the briefing that SAATCHI believed was made.
first, the planning method of briefing
To write a good briefing, we should start with objectivity, picky, analytical and creative aspects. As these are not easy to do, we provide some examples:
1. Objectivity:
Our strategy must be based on evidence, and we cannot rely entirely on subjective opinions. You may need to ask some questions, ("I know you think this product is the best of its kind: why?" ) and the answer often makes the briefing more complete. "
for example, "tiao" is a healthy and balanced dog food. It combines the benefits of canned dog food and adding dog food. Protein is high in content and low in fat, and there are plenty of meat, bones, vitamins, calcium, minerals, all the nutrients that dogs need.
2. picky:
you must check the facts and even question the assumptions of the past. The previous assumptions are probably the cause of today's problems. It is even necessary to ask for research to test the hypothesis and treatment.
For example, dry and complete dog food is a favorite for professional dogs.
Will the general public (who have long been used to canned dog food) be affected by this fact?
3. Analytical:
Saatchi's best creative director likes to ask, "What would you say if you wanted to write a presentation as a poster?" This is a good rule.
for example, "jumping" means "eating dog food healthily".
4. Be creative:
Don't let the information and facts make the presentation dull and clumsy. Try to inspire the media and creative people with different opinions and observation angles.
For example, today's women attach great importance to the healthy diet of themselves and their families.
Is it possible to influence them to care about the healthy diet of their dogs?
Example:
As you will see soon, we will provide you with examples to help you write a good briefing.
the format we use originated in London. But the law is increasingly used by Saatchi all over the world.
the first step in writing a presentation is to collect "background information of creative and media presentations".
people who are willing to do some small research should not find it too difficult.
the hard part is to write the next step: the creative briefing. Because the briefing written with the same information may be dull and boring, it will not be very helpful to creative people; Therefore, it is necessary to make an active, lively, enlightening, inspiring and not so difficult briefing.
background information of creative and media briefing
customer: XYZ brand: JUMP date:
Job Title: "jump" advertising launch
main features of the brand: essence and emotion
"jump" is a new brand of dog food, a kind of "dry and complete dog food" and "it is a bag, not a can. Add warm water to these dry dog foods before use. There is a powder on the outer layer of the brown block that is melted by warm water and becomes thick gravy. Products that were not appetizing at first became very attractive after adding warm water.
This dog food has complete nutrition, and its ingredients are specially balanced for adult dogs. Used to replace canned dog food and add food/dog biscuits.
Current situation of market and brand: and its reasons
The "leap" should take the existing canned dog food in the market as the competition object. This is a very large and stable market (55 billion pounds is spent on 5.5 million dogs every year). Dry-treated complete dog food is not popular at present, although professional dogs and dog parks have long been widely used. For families, canned dog food is a normal and natural choice.
competitor analysis:
who are they? How do they position themselves? What is the difference?
(Please show competitors' advertisements)
Although our competitive canned dog food was wet when it was opened, it did not have comprehensive nutrition. Dogs also need to eat added food/dog biscuits. But most dog owners are satisfied with canned dog food.
among them, Pedigree Chum is the biggest brand, and its positioning is "recommended by the best dog experts". High price, moist, meaty and biting.
Pal is the second largest brand, which is positioned to help your dog to be full of vitality (and implies that it can make your dog live longer). The product is similar to Pedigree Chum.
Previous advertising campaigns:
When, where and how much, our and our competitors' advertisements.
In the past, there were no advertisements for "Jumping". We are now launching.
Pedigree Chum spent 5 million pounds, almost all on TV, and was on national TV all year round.
Pal spent 2.5 million pounds on national TV advertisements all year round, but it was not continuous. Please refer to the advertising film that also includes the above and other competitors.
Regulations and other restrictions:
We can say that "Leaping" is complete and balanced in nutrition. We can say that canned dog food is unsafe. We can say that canned dog food is not balanced enough. We can say that our protein content is high, but we can't use comparative ones, such as protein content. However, we should imply that our nutrition is better.
creative briefing
customer: XYZ brand: jump
Job Title: "jump" advertising launch
nature of advertising activity:
advertising activity, one or several times
an advertising film will be listed, which will develop into a continuous advertising activity in the future. Need a conclusion and a pattern that can also be used on the packaging.
Advertising target:
Demographic data, lifestyle, product use/attitude
People who buy food for pet dogs, that is, housewives of all ages and social classes. You should target housewives, 3-4 years old.
She loves dogs and wants to give them the best, even at the expense of her own prescription and financial resources. She thinks her dog should be strong, energetic and healthy. We must link "jumping" with her wishes.
what does the advertisement want to achieve?
1. Create popularity and cause trial use.
2. Positioning as a different brand and another kind of dog food.
3. First, occupy the position of "healthy food".
single claim
"jumping" is healthy dog food
The reason for the claim is:
-a complete and balanced food specially prepared for happy and healthy dogs.
-it has the advantages of canned dog food and adding dog food.
-contains everything a healthy dog needs (a lot of meat, bones,
vitamins, calcium, minerals, oil ...)
-contains a lot of protein, fiber and low fat.
-you should care about your dog's diet with the same
mood as you care about your own and your family's diet health.
mandatory inclusion:
dealer, trademark, telephone number, etc.
1. Really made of meat.
2. Make sure your dog will like it.
3. Show the prepared product first (it doesn't look appetizing when the dry block is not mixed with warm water).
4. Be sure to explain that the product was originally concentrated, and there was thick gravy when warm water was added
(Water is very important, because many people still remember that there were news reports in the past that
dry cat food was harmful to cats).