10 Tips for Great Creative Briefs | Training Takeaways | All MKC Content | ANA

10 Tips for Great Creative Briefs

Diego PH/Unsplash
Share        

Advertising legend Jane Maas shares 10 tips for crafting exemplary creative briefs, which are drawn from her ANA on-demand training course, "Inspiring Great Creative."

  1. Be selective: Don't send the agency the whole kitchen sink. Just include the information relevant to the specific project at hand.
  2. Have a clear objective: Make it both achievable and measurable.
  3. Narrow your target audience: The narrower it is, the easier its members will be to understand and to address precisely, and thereby persuade.
  4. Dig for real insights: Such insights aren't the same thing as a data point. They frequently reflect an emotional truth and are gleaned by listening to your target audience. Once upon a time, Avis began conceptualizing a campaign with the fact that it was the no. 2 company in the car rental category after Hertz. It then seized on the emotional insight that Americans root for the underdog, which inspired its classic tagline: "Avis is no. 2. We try harder."
  5. Include only one key consumer benefit: Trying to convey more than one will overtax your audience's attention. Your selection of the key benefit will depend on your target audience — and it's critical, so sweat over it.
  6. Climb the benefit tree: Whatever key benefit you focus on, it should represent the highest one that you can credibly offer the consumer. A ready-to-serve granola bar company could focus on the raw nutritiousness of its product, but it might be better off by pitching itself to mothers as a way to make more time available to spend with their children in the morning (as opposed to concentrating on a pot of oatmeal).
  7. Consider preempting a benefit for your brand: The key benefit you focus on doesn't necessarily have to be one that your competitors can't offer. You can own a shared benefit by being the first to claim it in your marketing and by conveying it memorably and repeatedly.
  8. Consider an emotional benefit: These are often the most persuasive.
  9. Avoid multiple reasons to believe: At maximum, use two. Focus on the best. It can often be effective to pair an emotional benefit with a rational reason to believe.
  10. Fiercely protect your brand personality: A single year of sharp, edgy advertising that's even just a little biting can permanently rob your brand of a reputation for old-fashioned wholesomeness that might have taken decades to cultivate.

The above represents just a morsel from the banquet of insights and best practices available in ANA's on-demand training course "Inspiring Great Creative."

TO LEARN MORE ABOUT THE COURSE AND REGISTER, CLICK HERE

Source

"Inspiring Great Creative." Jane Maas, "one of the 100 most influential advertising women of the last 100 years," according to Advertising Age. ANA On-Demand Training Course.

Share        
You must be logged in to submit a comment.