the art of the brief or ways to fill your briefs
TRANSCRIPT
© barrett and welsh
B R I E F
T H E A R T O F
T H E
O R ,
W A Y S T O F I L L Y O U R B R I E F S
T H E Q U A L I T Y O F T H E B R I E F I S I N V E R S E L Y
P R O P O R T I O N A L T O T H E L E N G T H O F
W O R D S U S E D .
D A V E T R O T T
D A V E T R O T T ’ S B I N A R Y B R I E F
D A V E T R O T T
W H O S H O U L D B U Y I T ?
D A V E T R O T T
I N S T E A D O F W H A T ?
D A V E T R O T T
W E ’ R E S I M P L E O R W E ’ R E D E A D .
D A V E T R O T T
S I M P L E I S V E R Y C O M P L I C A T E D .M E
B R I E F S S H O U L D B E L E S S A B O U T E X P R E S S I N G T H E V A L U E S O F A B R A N D
A N D M O R E A B O U T P R O G R A M M I N G A B R A N D ’ S O W N B E H A V I O U R A N D R E L A T I O N S H I P W I T H T H E W O R L D .
G R E G D I N O T O
B R I E F S S H O U L D B E L E S S A B O U T E X P R E S S I N G T H E V A L U E S O F A B R A N D
A N D M O R E A B O U T P R O G R A M M I N G A B R A N D ’ S O W N B E H A V I O U R A N D R E L A T I O N S H I P W I T H T H E W O R L D .
G R E G D I N O T O
A B R I E F I S T H E B R A N D ’ S I N S T R U C T I O N M A N U A L F O R C O M M U N I C A T I N G .
M E
3 M I S T A K E S W H E N W R I T I N G A B R I E F
K I M A L T I N
W H A T I S A N I N S I G H T ?
I N S I G H T : P E O P L E R U N O U T O F M I L K B E F O R E T H E Y B U Y M O R E .
B A R T L E B O G L E H E G A R T Y & L E V I S
E M M A C O O K S O N ’ S ( B B H ) G O L D E N R U L E :
M A K E S U R E T H E B R I E F I S C O M P L E T E L Y , U T T E R L Y I N T E R N A L L Y C O N S I S T E N T
W H A T ’ S M Y M A D N E S S , U M , M E T H O D .
F I R S T T H E B R I E F . T H E N T H E C R E A T I V E .
M E
T H E B E S T C R E A T I V E B R I E F Q U E S T I O N S T H E A N S W E R S
& A N S W E R S T H E Q U E S T I O N S .M E
T H E B E S T C R E A T I V E B R I E F I S B U L L S H I T - F R E E .
M E
T H E B E S T C R E A T I V E B R I E F I S A B A D A D .
M E
T H E B E S T C R E A T I V E B R I E F I S N O T C R E A T I V E .
M E
T H E M O S T L I B E R A T I N G C R E A T I V E B R I E F
I S A W A T E R T I G H T B O X .M E
B R I E F : T H E R E ’ S N E V E R B E E N A W O M A N L I K E H E R .
W A L K T H E B R I E F .M E
M E
E X P O S E Y O U R B R I E F T O Y O U R H A R S H E S T C R I T I C . Y O U .
Y O U C A L L T H A T A B R I E F ? H A !
B O O .
T H E B A R R E T T A N D W E L S H
C R E A T I V E B R I E F
© barrettandwelsh
Why are we advertising?
Who are we talking to?
What do we want from them? What do
they want?
What do we want to say?
Why will they believe us?
© barrettandwelsh
I’m the agency.
And I’m the brand.
© barrettandwelsh
Why are we advertising?
© barrettandwelsh
We have just invented the iPhone. It is mobile phone, mobile internet and iPod rolled into one. Mobile phones are never going to be the same again.
© barrettandwelsh
Who are we talking to?
© barrettandwelsh
Anyone with fingers and a love of cool – M/F, 15-60, TV watchers, music lovers. They believe that if Apple made a phone it would probably be as cool as the iPod.
© barrettandwelsh
What do we want from them?
© barrettandwelsh
This phone is so fucking sexy I will wait in line for 2 days so I can be the first to get it.
© barrettandwelsh
What do they want?
© barrettandwelsh
Tech has become the enemy of touch. Smartphones feel techy. Not human. They don’t integrate into my vast non-tech life. They don’t connect with me.
© barrettandwelsh
What do we want to say?
© barrettandwelsh
The sexiest, most human, most life-changing phone ever made.
© barrettandwelsh
Why will they believe us?
© barrettandwelsh
Touch technology, gesture driven navigation, things - “apps” - for actual life.
© barrettandwelsh
Anything else?
© barrettandwelsh
Use apple.com and new iPhone brand standards. Remember we are about touch. Be human. Competition? Blackberry? Ha! In a decade Blackberry will be an iPhone app.
T H E A D S T H A T L A U N C H E D T H E I P H O N E F I R S T R E M I N D E D U S T H A T P H O N E S U S E D T O B E H U M A N . U S E D T O B E A W A Y T O C O N N E C T .
T H E N T H E Y S H O W E D U S W H Y I T W A S G O I N G T O B E T H A T W A Y A G A I N .
T H E B E S T B R I E F S M A K E T H E B E S T A D V E R T I S I N G P O S S I B L E .
T H E B E S T A D V E R T I S I N G ?
T H A T ’ S A W H O L E O T H E R P R E S E N T A T I O N .
# B L O O D Y G R E A T I D E A S # B A R R E T T A N D W E L S H
T H A N K Y O U
C R E D I T W H E R E C R E D I T I S D U E
B R A N D
M O P H I E M I L K B O A R D
L E V I S A P P L E I P H O N E
A G E N C Y
D E U T S C H G O O D B Y B E R L I N S I L V E R S T E I N B A R T L E B O G L E H E G A R T Y C H I A T D A Y