The Brief,

Creatives and
How an
Agency
Works

Advertising Agencies

Full Service
Creative (Boutique)
Media
Specialist
Digital
Audience
Healthcare

Agencies

THE THREE BIG GROUPS

Publicis
Revenue $7.67bn 2012
45,001 employees
Includes
Leo Burnett Worldwide
Publicis Worldwide
Saatchi & Saatchi
Bartle Bogle Hegarty
Starcom MediaVest
Zenith Optimedia

Omnicom
Revenue $13.9bn 2011
68,000 employees
Includes
BBDO
DDB Worldwide
TBWA
OMG
Interbrand
Wolff Olins

WPP
Revenue 10.022bn 2011
146,000 employees
Includes
Grey Group
Ogilvy and Mather Worldwide
Young & Rubicam Brands
JWT
Burston-Marsteller
Mindshare
BMRB
Millward Brown
Research International

How Does An Agency Get Business?

Roster
Brief
Pitch
Appoint
Feedback

How Does a Client Choose an Agency?

Large Companies have rosters
Agencies they work with
Agencies they have negotiated rates with
See agencies as part of the team
Smaller Companies...
Are sold to
Think of agencies they know
Devise a roster from a long list

How Does An Agency Get Business?

Roster
Brief
Pitch
Appoint
Feedback

The Client Brief

Background
Identify problem or opportunity as they see it
Identify must-dos (mandatories)
Identify timescale
Identify budget
Clients get the advertising they deserve
David Ogilvy

How Does An Agency Get Business?

Roster
Brief
Pitch
Appoint
Feedback

The Pitch

Competitive
Chemistry is important
Creative Solutions are the centrepiece
Perception of Value has become important

The Pitch Usually Consists of...

Introduction

Account team
Agency creds
Case history
Restate Brief

Clarify role of agency

Work Done/Insights Gained

What has been added to the brief

Creative Solutions

Not final but indicative

Media

Used to be left to last

How Does An Agency Get Business?

Roster
Brief
Pitch
Appoint
Feedback

The Production Process

Client Brief

Planning

Creative

Approval

Production

The Production Process

Client Brief

Planning

Creative

Media

Approval

Production

THE AGENCY

The Account Team (The Suits)

Account managers work directly with the client
So the 'chemistry' between a client and the suit
needs to be right.
The account manager makes sure that the correct
information is passed from the client to the other
members of the agency.
Roles include co-ordinator and time manager.
Major role is to sell advertising

Account Planning Team

(The Planners)
Or Les Planneurs
The account planner produce the creative brief which is fed
back to the creative team.
The account planning team work to identify the customer's
perspective, and take an outward look at the world.
They support the creative teams by supplying data and
opinion on what is actually occurring in the market
They are heavily research based
Qualitative research is sometimes done in-house

Traffic and Production Team.

In charge of workflow in an agency
In charge of the production of the physical and
artistic output
In the case of a TV advert, they would commission
directors, recruit actors
In the case of print advertising, they would
commission and sign-off all printed advertising
material such as direct marketing materials,
magazine ads or posters.

Media Team (Meeja)

The two main skills of the media team are
media planning
media buying.
The media team will organise timing and scheduling
They will look at the range of media to be used, and then
look at the best slots in which to run advertising.
They will help a client to decide upon the duration of and
individual slot, and how many of them to run.
Here the expense and return to the client are key factors that
influence decision-making.
There is a wealth of data on which media buying can be
based along with software for planning and simulation.

Creative Team (The Wristers)

The first internal agency team members to see the
brief tend to be the creatives and the media
planners.
The creative team will transform the proposition
into something exciting and attractive to the target
audience.
The words used to express the creative concept
are called 'copy written by copywriters
The images/pictures are called artwork, 'design'
or 'layout produced by art directors or designers

The Copywriter

The Art Director

A Storyboard

A Short Ad
Storyboard

The Creative Process

Gestate

Brief

Test

Critique

Produce

Approve

Ads Without Words Can Work

Ads Without Pictures Also Work

Theyre called Radio Ads...

Theyre also Called Paid Search!

The new classified ad
Copywriting getting the message
into a few words is becoming
important again

THE CREATIVE BRIEF

The Most Important Document in the Known

Universe (Probably)
Interface between Planner and Creative
Interface between Consumer, Brand and Ad

A Good Creative Brief...

Gives a framework for the Creatives to work in
Provides insight into the customer
Makes the Creatives interested!

A Bad Creative Brief

Is generalised
Talks only about the product
Bores the Creatives!

A Bad Brief

Remember the Four Cs

You need to be
Concise
Clear
Consistent
Creative

Creative Brief (Simplest Form)

1. Brand Essence

Week 1!

2. Who should the

advertising speak
to?

Target: Week 1!!

3. USP
4. What do we want
this advertising to
achieve?

Week 2!!!
Objective: Week 3!!!

Creative Brief
5. How do we
Emotional response to the brand
want them to feel
as a result of advertising. Week 1!
about the brand?
6. Message
Points

7. Mandatories

How can the brand support this?

Reasons why. Week 1!

What must be included pack,

logo, jingle, identity

Creative Brief
8. Media Outline

9. Timing

10. Budget

Not a media strategy but likely media

Week 3 but more in Week 8

When?

How much? Week 4...

Often Added

Client
Background

Things the creatives should

know...

Accelerators and
Brakes

Insights about the market

Differentiating
and distinctive in
Personality/Tone

How is the tone different from

other ads in the same market

The M&C Saatchi

Version

Creative Brief
Brand Essence
Who should the advertising speak to?
USP
What do we want this advertising to achieve?
How do we want them to feel about the brand?
Message Points
Mandatories
Media Outline
Timing
Budget

Meanwhile,
back in
Poland...

The Delecta Positioning Statement

For housewives who need to feed a family , Delecta is
a brand of prepared foods that Provides real food,
easy
Gives you more time for yourself.
Enables you to make meals you could not
otherwise cook
Unlike competitors, Delecta is ours
you can trust
It is real Polish
Whole family likes it
(Provides a wide variety of foods)
(Makes new and interesting food available to me)

Positioning Statement - Copywritten

Todays housewife knows her family always wants

something different for dinner, but cooking
something different can be time-consuming,
difficult and give unpredictable results. Delecta
provides a wide variety of new and interesting
food which takes the trouble out of cooking and,
because Delecta is real Polish, no matter what
Delecta product it is, the housewife knows the
family will like it. Delecta gives us variety.
Delecta gives us time for ourselves. Delecta is
ours.

Creative Brief I
1.Brand Essence
Assistant Cook
2. Who should the advertising speak to?

Housewives who
need to feed a family
want access to ethnic foods without any trouble
want time for themselves

3. USP
One of us

Creative Brief II
4. What do we want this advertising to achieve?
To change the perception of Delecta from a solely
sweet brand to a sweet and savoury brand
To permit the introduction of ranges of ethnic foods
under the Delecta brand

5. How do we want them to feel about the brand?

Delecta is a trustworthy guide to new ethnic foods
That they support Delecta like they would support a
football team

Creative Brief III

6. How can the brand support this?
Delecta provides food that Polish families love
Delecta provides real ethnic foods that can be
prepared easily
Delecta is really Polish
7. Mandatories
Delecta logo

8. MEDIA
TV, Print

Creative Brief IV
11. What aspects of the brand personality are
differentiating and distinctive?
Real, contemporary Polish not Polish in
historical costumes.
Understanding and being a part of normal Polish
life

Accelerators

It is real Polish, one of us

You can trust it
It gives me more time for myself
The whole family likes it
It provides a wide variety of foods
It makes new and interesting food available to
me
It enables me to make meals I could not
otherwise cook

Same Brand?

One more thing...