ADV 284: Creative Brief and Benchmarking

week 4

What is the primary insight behind Nike's 'So Win' campaign?

The insight is about athletes feeling counted out or being told they can't achieve something, including self-doubt.

What does Lay's 'The Little Farmer' ad celebrate?

It celebrates 50 family-owned farms that grow potatoes for Lay's.

What is the insight behind Squarespace's 'A Tale as Old as Websites' campaign?

The insight is that Squarespace has been integral to the internet since its inception, likening websites to newspapers delivered door-to-door.

What cultural reference is used in Rocket's 'Own the Dream' campaign?

The campaign uses pop culture and the song 'Sweet Caroline' to create relevance and stand out.

What is the purpose of a Creative Brief in advertising?

It distills and summarizes the agency's strategic thinking for the creative team, bridging research and creative content.

List the three requirements of a Creative Brief.

Clarity, brevity, and practical implication.

What overarching questions should a Creative Brief answer?

1. Who is the target market? 2. What are you trying to convince them of? 3. Why should they believe you?

What is a Project Brief?

It provides overall direction for advertising campaigns and can be adjusted for individual ads or specific projects.

What is a Contemporary Brief in advertising?

It reflects the expansive role of account planning to guide various teams and emphasizes emotional connections in a mature market.

What does the Super Brief concept advocate for?

It suggests focusing on a single question to stimulate creativity, often omitting nonessential details.

Give an example of a question from a Super Brief.

How do we demonstrate the benefit of slowness? (e.g., Heinz snail ketchup)

What is the role of an Account Planner in relation to the Creative Brief?

The Account Planner uses the brief to narrate the brand's story in the context of the consumer.

What is the significance of consumer insight in advertising?

It informs the creative ideas and strategies that resonate with the target audience.

What does 'Account Planning' produce in advertising?

Consumer insights that guide creative strategies and campaign execution.

What is the relationship between consumer perception and business reality in account planning?

Account planning aligns consumer perceptions with the business's reality to create effective advertising strategies.

What is the importance of clarity in a Creative Brief?

Clarity ensures that the message is specific and easily understood by the creative team.

Why is brevity important in a Creative Brief?

Brevity allows the creative team to quickly grasp the essential points without unnecessary details.

What does practical implication mean in the context of a Creative Brief?

It refers to the need for the brief to spark new or exciting creative ideas.

How does the Creative Brief relate to campaign execution?

It serves as a guide that ensures creative work meets communication objectives and provides direction for execution.

What is the significance of emotional connections in a Contemporary Brief?

Emotional connections help differentiate the brand in a mature market, focusing on feelings rather than just functional benefits.

What is the primary goal of an Account Planner?

To use the brief to tell the story of what the brand should do in the context of the consumer.

What are the three key achievements for an Account Planner?

1. Paint a vivid picture of the target consumer. 2. Present a big idea as a solution to a consumer problem. 3. Ensure quality control to stick to strategy.

What is the process for creating a brief in account planning?

It involves gathering consumer insights, which are derived from both primary and secondary research.

What types of research are used to find consumer insights?

Secondary research (like business analysis) and primary research.

What is the purpose of Situation Analysis & Benchmarking?

To understand the marketplace landscape and how consumers perceive the brand.

What does the 4C's analysis focus on?

Consumers, Company (brand), Category (competition), and Communication.

What does a SWOT analysis evaluate?

Strengths, Weaknesses, Opportunities, and Threats related to the brand.

What are examples of internal strengths in a brand?

Pricing power, brand equity, management investment in growth, and positive consumer reception of advertising.

What is a common misconception about weaknesses in a SWOT analysis?

Weaknesses are not simply the opposite of strengths; they can represent barriers in resources and perceptions.

What external factors are assessed in the Opportunities and Threats section of SWOT?

Cultural trends, competition, and societal shifts.

How is culture defined in the context of market analysis?

As shared behaviors, characteristics, knowledge, rituals, and values of a particular group of people.

What are the two types of trends identified in market analysis?

Microtrends (short-term fads) and Macrotrends (larger societal shifts).

What is the significance of benchmarking research?

It complements SWOT analysis by assessing consumer perceptions and brand awareness.

What does an Awareness, Attitude, and Usage (AAU) study measure?

Brand awareness, consumer attitudes towards the brand, and usage patterns.

What is the definition of consumer attitude?

How a customer perceives a brand or advertising based on their beliefs, feelings, and emotions.

What are the key components of the 4C's analysis?

Consumers' thoughts and feelings, the company's brand story, category dynamics, and communication strategies.

What is the role of organizational storytelling in marketing?

To create a narrative that dramatizes and humanizes the brand's journey and values.

How can brands identify opportunities in the market?

By analyzing short-term microtrends and long-term macrotrends, as well as competitor actions.

What is the importance of consumer insights in account planning?

They guide the development of effective advertising strategies and ensure alignment with consumer needs.

What factors can lead to consumer threats in the market?

Competitors' product designs, consumer trends, and shifts in societal preferences.