magic sauce & the death of the creative brief

May 7, 2015 - TORONTO

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Presented by: John Miziolek, Reset Branding

MAGIC SAUCE & THE DEATH OF THE CREATIVE BRIEF

CMA Creative PRESENTATION

“Maddy, where is your brain?”…

1 - Why?

2 - Magic Sauce

3 - Case Study

4 - Key Action Items

Conclusion / Q&A

TODAY’S PRESENTATION

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WHY?There are literally thousands of iterations of briefs online

Seminars

Lunch n’ learns

Workshops

All aboard the “Vanilla Train”

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WHY? The brief is the single most important document in the creative process to communicate your business objectives…but it has to change

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Let’s kill the brief! (or at least change the way we think about it)

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You must unlearn what you have learned

Master Yoda

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Establish Standards

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Establish Standards

It’s BRIEF and single-minded in focus

Contains powerful insights

Logical and grounded in truth

It integrates with the overall brand strategy

Result of a collaborative effort

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Common Mistakes

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Too much detail, too many messages

Insights that state the obvious: “People who run out soap, usually buy more”

Wrong objectives

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Slightly more inspired briefs

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Format-just blocks of copy on a page?

Location-same old boardroom?

People are inspired by more than just words and images

Environment-sensory stimulation

What is the desired consumer response? (DCR)

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3 key ingredients: Relativity Perspective Collaboration

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“When you are courting a nice girl an hour seems like a second…but sit on a red hot cinder and a second seems like an hour…”

Albert Einstein

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“Perspective is worth 80 IQ points”

Alan Kay

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5% vs 50%

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5% vs 50%

20+ years interpreting creative briefs

Goals are set low to avoid disappointment

5% may seem ambiguous and not that hard to achieve

Designers mindset is already established to achieve low increase

At 5%, with no context or perspective, most designers rely on how they have created, thought and designed in the past

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50%

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5% vs 50%

At 50% a radical change in mindset occurs and affects the approach to:

Thinking Innovation Creative development Idea generation Actions

Largest percentage of thinking is about developing new processes, and releasing the past

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Brand Stretch®

Purposely thinking beyond and outside the brief provides context and perspective

Develop multiple points of perspective in between goal posts

Reverse briefing

5% vs 50%

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How to articulate Magic Sauce on a creative brief? Include 2 new sections:

1-Completely Outrageous Goals (COG) Statements that outline seemingly unachievable goals in order to shift category paradigms 2-Desired Consumer Response (DCR)Identify the emotional response we’re attempting to achieve from consumers

5% vs 50%

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Case Study

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Global brand

#1 brand of topical pain relief

Stagnant sales in North America

In need of a refresh

Voltaren wanted consumers who use pills

Objective: Increase CAGR by 3%

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Utilized Brand Stretch®

COG

DCR

Impact reached beyond packaging

The entire approach to supporting the brand changed

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31%

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ACTION ITEMS

1. Magic Sauce: add 2 new sections to the creative brief: COG, DCR

2. Change the location and environment of the briefing meeting

3. Encourage Reverse Briefing using multiple methods of sensory communication

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Thank you!

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