How to measure Digital. A totally subjective creative brief template review - The Planning Lab. This piece is not about arguing for or against creative briefs (Jon Steel has some good arguments for using creative briefs and briefings if you’re interested).
Instead it’s a quick review of some different creative brief templates I’ve tried over the past year or so. Jung von Matt [Click to enlarge] This is the brief template of my agency. It features a before-and-after effect box and a section called The Bri which is sort of a condensed version of the BRIef. The backside of The Bri is a concept starter that’s filled in by the creative director. Because the brief template is German it also includes a calender for better organisation. Pros: The before-and-after effect and the integration with CD and planner in the creative process.
Cons: Overly complex with many different elements confuses creatives not to mention account people. Verdict: Typically German. M&C Saatchi Pros: Good amount of elements. Cons: One simple proposition might not always be the solution. Fallon Crispin Porter + Bogusky. Digital Literacy, Creativity & Transmedia Publishing For Kids: 02/01/2011 - 03/01/2011 - (Private Browsing) "I want to create experiences that allow the audience to step into the shoes of the protagonist.
"-Lance Weiler When I talk to most people in publishing and tell them I am creating character bibles & StoryWorlds for kids IP, they usually look at me kind of funny and ignore what I say or ask, "what? " I tell them I'm an obsessed student of transmedia, and in order to create a compelling digital storytelling experience on the web (i.e. to get & retain eyeballs), you need to create an amazing place for your digital story to live and be shared.
You need to create context. That's what StoryWorld is. As Rick Richter, from RUCKUS MEDIA GROUP famously said, "There are 30,000 Kids APPS in the APP store and 27,000 are bad. " This is why context (StoryWorld) counts. O'Leary asks, "how will what we publish be discovered? " They get it. Transmedia and film has much to teach those of us coming from traditional publishing.
But where will these new digital STORYBOOK APPS live? The Transmedia Approach. Integration is chaos.
With so many agency / channel specialists – clients waste a ton of money paying for redundancies in their big agency fees. Furthermore, when Kellogg wrote the textbook on marketing integration years ago, I know that what they describe in their scenario planning was not what marketers are attempting to pass off as an integrated marketing plan. Today, 'Integrated Marketing' is defined as a multi-channel plan using the same message across all channels. What we know now is that one size does not fit all! The same message or conversation doesn’t work in all media channels. All brands have a story to sell While I create television spots, banner ads, mobile apps and websites, I do not believe that individually they can convey a brand’s story or experience.
Story-selling & Transmedia Ten years ago, I began a building brand plans based on behavioral insights, media opportunities, and storytelling. Could it work on Financial Services? Could it work for a big box retailer? How to Evaluate the Creative Brief. The creative brief is essentially a list of questions and answers that enables copywriters to produce creative work.
All questions must be answered accurately if writers are to come up with excellent creative. "Give me the freedom of a tight briefing," said David Ogilvy, the legendary founder of the famous ad agency, Ogilvy & Mather. It is one of his less famous quotes, maybe because it is so simple. Yet writing the ideal brief requires so much work. In fact, Ogilvy & Mather invests heavily in training. Although the following document extract from the Ogilvy & Mather archives is written primarily for the guidance of Account Servicing, it is also an eye opener for copywriters.
Why The Creative Brief is So Important Aside from our invoice, there is no document more central to what we produce as an agency than The Brief. The Brief is the contract between the agency and the client regarding the work. It's the mother of all agency documents, all right. "Distil, Distil, Distil.