（奥美内部）新版创意简报DO brief Eng.ver

Ogilvy DO brief: New idea generation Brand Task Product Job No. Success criteria How will this activity be measured and are the measurements Date in place? Why is this brief here? What’s keeping the client awake at night? What’s happening in the client’s business that has prompted the need for communication? What do we want people to DO as result of this communication? When it says do it means DO. The actual change in behaviour that will ultimately impact on the clients business – and help them sleep well at night. Simplistic answers are not enough – buy more X is not enough – everyone in the whole business is doing that, specific rather than general. How do we expect communications to work towards achieving this? How’s the communications actually going to DO that? Will it shock, engage, make things more relevant, entice people to trial, create a unified voice for the brand, change the way they feel about when and where they should consume the product and so get them to consume it more often… etc) Who are we trying to influence? In the context of the strategy we’ve set out in the role for communication – who is it we need to influence and how (if at all) do they currently think, feel and behave towards the brand/category/product area? If you’ve carried out a BrandAudit then you’ll already have the ammunition you need. We need to bring this audience to life in a way that will help the creative team get inside their heads. Not just as general consumers but within the context of the specific challenge our brand is facing. Proposition What is the core thought that will drive the creative solution? Support How is this proposition competitive, relevant to the target Tone of voice Use the language of the BrandPrintWhat are the feelings . audience and true? NB: Additional product detail can be attached as an about the brand we need to stay true to? How do we want to be perceived? E.g. are addendum to the core brief we questioning or directing? Is it inclusive or exclusive? Should this seem like a conspiratorial dialogue with the target or do we need to keep our distance and be seen as authoritative? Mandatories What are the immovable ‘must haves’ or ‘must nots’ for this task? e.g. Avoid Account Director knocking competition, slapstick humour, culturally sensitive references, feature product etc… Planning Director Requirement e.g. Big core idea, TV, Print, Online, activation ideas etc… Supporting materials List any additional technical Creative Director specs, copy briefs, or product details supporting this brief Creative development time Final review date Client presentation date Air/insertion date Production budget This brief is channel neutral – the idea that it generates must translate into any channel at any point of the 360 Degree Brand Experience.