1. Most important step creative development
Insight Mining
Most important step creative development

2. Those who are involved with the product are greedy
My product has three new ingredients!
My product does this and that and this as well!
My product should appeal to all men and women, in urban and rural areas
Don’t forget those endorsements!

3. Poor Briefs are more product focused than consumer focused
“This is what we have invented!”
Not
“These consumer needs are fulfilled”

4. Some tips on writing a good brief
Outside in thinking: be consumer focused.
Ban the “AND” word: don’t let the second idea creep in. Be focused on one idea, one thought.
Make some real DISCOVERIES about how the consumer thinks and feels.
Don’t exceed the single page!

5. The Lowe Creative Brief: Eight Questions to answer in one page.

6. The Lowe Creative Brief: Eight Questions to answer in one page.
Why are we Advertising?
The roles and goals of the advertising in meeting the marketing and communication objectives.

7. The Lowe Creative Brief: Eight Questions to answer in one page.
Who are we talking to (and what do we know about them)?
Relevant insights about the target and their involvement with the brand/category that will help advertise to them.

8. The Lowe Creative Brief: Eight Questions to answer in one page.
What do we want them to think or do?
The desired change in their thinking or behaviour that will occur as a result of the advertising.

9. The Lowe Creative Brief: Eight Questions to answer in one page.
What is the core brand insight?
The surprising, new insightful connection which springs from
Insight MiningTM

10. The Lowe Creative Brief: Eight Questions to answer in one page.
What should the advertising say?
The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

11. The Lowe Creative Brief: Eight Questions to answer in one page.
Why should anyone believe it?
Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

12. The Lowe Creative Brief: Eight Questions to answer in one page.
What is the desired tone and manner of the advertising?
Reflected in the brand personality, but more specific to the advertising tone.

13. The Lowe Creative Brief: Eight Questions to answer in one page.
What executional considerations are there?
Legal, branding, logistical and directional input.

14. Consumer Insight is the most important value addition we can make to a client’s brief!

15. The heart of our strategy
Consumer Insight:
The heart of our strategy
Consumer
Insight
Consumer
Understanding
Brilliant
Innovation
Impactful
Communication
“The English are always degrading truths into facts. When a truth becomes a fact it loses all intellectual value.”
Oscar Wilde

16. Fact Vs.Truth

17. Facts are Cold!

18. Truths are electrifying!

19. Fact: Milk goes with many things!

20. Truth: You only notice milk when it isn’t there!

21. FACT: Candies are for sharing.

22. Truth: When you have some tasty candies, the last piece is the most precious!

23. Discovering the insights to change behavior
CURRENT:
Current behavior
FUTURE:
Future behavior
CONSUMER INSIGHT
BECAUSE:
Currently think/ feel
If we make them think/ feel differently
COMMUNICATION STRATEGY

24. Communication Development process
BUSINESS CHALLENGE
COMMUNICATION CHALLENGE
CONSUMER INSIGHT
COMMUNICATION STRATEGY
IDEA SPRINGBOARDS
ADVERTISING IDEA

25. An Insight is a deeply felt human truth that bonds our brand to our consumer.

26. AXE: Every man dreams of the woman making the first move!

27. Sprite: Generation X’ers think it’s cool to believe that Image is Unimportant!

28. Lipton Cup-a-Soup: The eager beaver is secretly envied by most co-workers!

29. Rexona: When you are under pressure, you need to feel cool and in-control to come through!

30. Thank you

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46. Discovering Insights