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Prepared by Ma Teresa Almazora for DDB Creo

Client
Briefing
Start Point
Identifying
Marketing Issues
& Opportunities
Knowing The
Clients Business
Summary of
Marketing
Strategy : Defining
the Most Critical
Problem to Solve
Communications
Brief: Setting Down
the Strategic Idea=
Message +Insight +
Creativity
Guided by Brand
DNA (Conviction)
Communications
Plan: Exploding the
Idea into a BIG
IDEA
Know ing The
Marketing
Communications
Tools - Media,
Digital, PR, Ad &
Promo
S t r a t e g i c P l a n n i n g 1 0 1
Preparation of
Creatives
Presentation
Assessing
Creative Work
Presenting
Creative Work
E A L : P i t c h i n g 1 0 1 ( o r g a n i z i n g f o r a p i t c h )
Prepared by Ma Teresa Almazora for DDB Creo
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo

What have
we got?
The Big
Idea
What do I
feel?
First
Reaction


Will the target
go for it?
Consumer

Is it unique?
The
Competition
Is it what was
asked for?
The Brief

Can it be
done?
Reality
check
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
How does the idea hit you as
a human being, not as a professional
communicator?
How does it make you feel before youve
had a chance to over think it?
What do I
feel?
First
Reaction
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
Trust your gut. Trust your instincts.
Every decision is ultimately emotional, no
matter how people try to rationalize it.
Antonio Damasio When Emotions Make Better Decisions
http://aarronwalter.com/2010/11/27/antonio-damasio-on-the-
relationship-between-emotion-and-decision-making/
Prepared by Ma Teresa Almazora for DDB Creo
Business Objectives
Key Issues Barriers & Opportunities
Communication Objective (Think/Believe/Do)
and Measurement
Target Audience
Insight
Strategic Message
Brand Effect
CONTENTS OF A TYPICAL BRIEF
Is it what was
asked for?
The
Brief
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
The BIG Idea is indispensable without it, the
work cannot deliver the strategic message
the way chosen to bring the strategic message to life
routes are usually demos, metaphors . Think: figures of
speech provide emphasis, freshness of expression and
clarity. Neuroscience experiments show the same brain center for insight
metaphors and punch lines of jokes.
http://www.youtube.com/watch?v=rNVEZ5Whmk8&feature=related
The Execution is contingent you could do it
this way, or another
the way(s) chosen to bring the idea to screen or page
What have
we got?
The Big
Idea
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
Objective: Convince the target to choose a Samsonite suitcase on the basis of
toughness
Strategic message: You need a tough Samsonite suitcase because luggage goes
through hard beating when you travel
Big idea: Heaven and hell metaphor to emphasize what the luggage goes through when
travelling compared to its owner
Execution: Relief sculpture, print ad, man (instead of woman) as traveler, etc.
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
The objective: Convince the target to choose Monami because it writes with the finest
lines without blotching
The strategic message: Monami pens fine, no-blotch lines make writing look
exquisitely beautiful
The big idea: Demonstration of Monamis fine, no-blotch lines by using Monami to draw
delicate artwork
The execution: Vase, bowl, plate, china ware, print ad, etc
Prepared by Ma Teresa Almazora for DDB Creo
A BIG idea has insight. It helps make sense of
confusing experiences and seemingly isolated
facts. It leaves a mental template for seeing
things better and, in that way, it is relevant and
rewarding. It does not end thought, it activates
thought. It is involving.
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
Objective: To make the target think of Nescafe Classic as Kape Ng
Bayan (The National Coffee)
Strategic message: Nescafe Classic understands what waking up in the
mornings means to Filipinos, that its for a purpose
Big idea / Insight: (metonym) Substitute pampagising which is the
typically perceived function of coffee with pampabangon, a similar but
more inspiring sense as Filipinos want to rise, not just wake up
http://www.youtube.com/watch?v=jZHOgChBnbI Nescafe Bangon
Prepared by Ma Teresa Almazora for DDB Creo
A BIGidea is campaign-able.
It can be expressed in different ways without
getting lost. It has longevity.
It provides a theme that integrates all
executions and brands a campaign
It can present a clear platform for a campaign
of several executions even without a tagline to
spell it out
BIG
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
Objective: Make the target stop using disposable wooden chopsticks
Strategic message: The amount of disposable wooden chopsticks we use
destroys not just trees but entire forests
BIG idea: Reverse engineering to demonstrate that chopsticks cannot be
recycled back to living forests
How can you apply the idea to Advertising? Digital? Promo?
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
To have impact and to captivate,
work has to be original, novel, fresh,
unexpected or even risky.
>> interest in the brand is delivered
by compelling news and/or
compelling creative (Milward Brown Link Test)
Is it
unique?
The
Competition
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
What was the product news? None
What was original, novel, fresh, unexpected and risky? The
creative work
http://www.youtube.com/watch?v=j71Rfwe0rqk Coca-cola Entierro
Prepared by Ma Teresa Almazora for DDB Creo
Surprised
Excited
Attracted
Inspired
Affectionate
Contented
Proud
Confident
Hatred
Repelled
Angry
Disappointed
Sad
Unimpressed
Guilty
Inadequate
A
C
T
I
V
E

=

E
n
g
a
g
e
m
e
n
t
PASSIVE
POSITIVE = Brand Appeal
NEGATIVE
Brand advertising has to motivate consumers to act in an affirmative manner either to
buy the product or to drive a more positive opinion of the brand. Ads that evoke positive
emotions tend to have a more positive effect on the brand.
Sometimes it is necessary to engage consumers in an active-negative way. Government
advertising for example, often utilizes this strategy to change consumer behavior (usually to
stop it e.g., smoking, excessive drinking, dangerous driving).
-Source: Millward Brown Knowledge Point, Should
My Advertising Stimulate An Emotional Response?
x
Will the
target go
for it?
The
Consumer
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
Did you buy this idea?
Prepared by Ma Teresa Almazora for DDB Creo
Types of work that create BUZZ*
LOL Funny - The sender needs to be sure that the recipients are going to laugh
when they see it. A wry smile wont usually motivate sufficiently for the viral to
be sent on.
Edgy - The type youd rather not show your mom. The shock element of the
material must be, on the whole, felt to be funny as opposed to unwarranted.
Gripping Think car crash. While material that is gripping is not guaranteed to
be forwarded on, a material that isnt gripping is unlikely to be.
Sexual Content important motivator among young males.
*The quality that makes someone want to send
an ad on to someone else, like an endorsement
-Source: Millward Brown Knowledge Point, Can I Make My Ad Go Viral?
Prepared by Ma Teresa Almazora for DDB Creo
Some campaigns will inspire mash-ups,
spoof responses, re-edits and other online
chatter. At this point, you start to lose
control of the campaign, and things may
take unexpected twists and turns.
An off-strategy viral ad can harm a brands
equity faster than an ad in traditional
media. The goal, then, should be
appropriate distinctiveness, rather than
the reckless pursuit of buzz.
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
Prepared by Ma Teresa Almazora for DDB Creo Prepared by Ma Teresa Almazora for DDB Creo
If in doubt, consult a producer.
Can it be
done?
Reality
check
Prepared by Ma Teresa Almazora for DDB Creo
THE 8
PRI NCI PLES
1. Be clear on your objectives
2. Build rapport
3. Ignite enthusiasm
4. Prepare client to sell up the
line
5. Pay attention to non-verbal
responses
6. Give reassurance
7. Deal with negative feedback
8. Manage the stage
1 2 3
4 5 6 7
8
Prepared by Ma Teresa Almazora for DDB Creo
Desired outcomes; decisions needed
Sell the idea?
Sell an execution, or several?
Get two routes into research?
Be clear on your presentation objective
1
Prepared by Ma Teresa Almazora for DDB Creo
Adapt your style to your clients -- their
culture and expectations. But no pandering
Know and engage the decision-makers and
influencers
Involve them; create a sense of
collaboration
Build rapport
2
Prepared by Ma Teresa Almazora for DDB Creo
Show passion for the idea, back it up with
good reason
Narrate the creative leap
Describe how the idea can develop and
grow BIG
3
Ignite enthusiasm
Prepared by Ma Teresa Almazora for DDB Creo
Ensure they understand the core idea;
protect the idea above the executions
Arm them with answers to questions they
may get
Dont oversell
Prepare your clients to sell to the up the line
4
Prepared by Ma Teresa Almazora for DDB Creo
Do they get it? Is anyone looking blank?
Check if its all clear. Put questions at key
points
Help them assess their feelings (we felt
this when we saw )
Pay attention to non-verbal responses
5
Prepared by Ma Teresa Almazora for DDB Creo
Demonstrate how the idea answers the
brief/why it works (relate to target audience)
Defuse worries upfront by answering
potential objections
Show youre on top of budgets, timings,
copyright, etc
Give reassurance
6
Prepared by Ma Teresa Almazora for DDB Creo
Dont be defensive: welcome questions,
show curiosity, empathize
Pin down critics to be specific
What is the issue?
Be flexible where you can but be firm
where it really matters
Deal with negative feedback
7
Prepared by Ma Teresa Almazora for DDB Creo
The more you have prepared the less nervous you
will be
Prepare stimuli, illustrations, leave-behinds
Rehearse with the team; create some theatre
Hand gestures increase recall by up to 30%*
Slow nodding spurs agreeability
Power lift
Where you sit is your position
Manage the stage. Direct the show!
8
Prepared by Ma Teresa Almazora for DDB Creo
Ensure understanding, manage discussion, respond to questions
Show
Campaign -
ability;
longevity
IMC/Details
Give
Rationale/
why it will
work
Consumer
Insights
Reveal
the Idea
The killer
creative piece
Define the
Meetings
Objectives
Outcomes
Wanted
Decisions
Needed
Revisit
the Brief
Confirm
Agreement
The Presentation Structure
Prepared by Ma Teresa Almazora for DDB Creo
Good luck!

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