04 lOWE insight mining II

Insight Mining

Most important step creative development


Those who are involved with the product
are greedy

My product
does this and
that and this as
well!

My product
should appeal to
all men and
women, in
urban and rural
areas

My product has
three new
ingredients!

Don’t forget
those
endorsements!


Poor Briefs are more product focused than
consumer focused

“This is what we
have invented!”

Not
“These
consumer needs
are fulfilled”


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!


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

C r e a t iv e B r ie f
a d v e r t is in g
Job no

C l ie n t

Pr o duc t

D e s c r ip t io n
R e q u ir e me n t

A ir / In s e r t io n d a t e

Why are we advertising?
The role and the goals for the advertising in meeting marketing and communications objectives.

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.

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.

What is the core brand insight?
The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?
The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?
Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?
Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?
Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f

S t r a t e g y a n d T im in g
A c c o u n t D ir

P l a n n in g D ir
Ma n a g e me n t
C r e a t iv e
D ir e c t o r
F ir s t R e v ie w
Dat e

D a t e is s u e d

C r e a t iv e t e a m

F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t
P r e s e n t a t io n


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

C r e a t iv e B r ie f

a d v e r t is in g
Job no

C l ie n t

Pr o duc t
D e s c r ip t io n
R e q u ir e me n t

A ir / In s e r t io n d a t e

Why are we advertising?

Why are we
Advertising?

The role and the goals for the advertising in meeting marketing and communications objectives.

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.

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.

What is the core brand insight?
The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?
The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?
Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?
Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?
Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f
S t r a t e g y a n d T im in g
A c c o u n t D ir

P l a n n in g D ir
Ma n a g e me n t
C r e a t iv e
D ir e c t o r
F ir s t R e v ie w
Dat e

D a t e is s u e d

C r e a t iv e t e a m

F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t
P r e s e n t a t io n

The roles and goals of the
advertising in meeting the
marketing and
communication
objectives.


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

C r e a t iv e B r ie f
a d v e r t is in g
Job no

C l ie n t

Pr o duc t
D e s c r ip t io n
R e q u ir e me n t

A ir / In s e r t io n d a t e

Why are we advertising?
The role and the goals for the advertising in meeting marketing and communications objectives.

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.

Who are we talking to
(and what do we know
about them)?

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.

What is the core brand insight?
The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?
The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?
Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?
Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?
Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f
S t r a t e g y a n d T im in g
A c c o u n t D ir

P l a n n in g D ir

Ma n a g e me n t
C r e a t iv e
D ir e c t o r
F ir s t R e v ie w
Dat e

D a t e is s u e d

C r e a t iv e t e a m

F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t
P r e s e n t a t io n

Relevant insights about the
target and their involvement
with the brand/category that
will help advertise to them.


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

C r e a t iv e B r ie f
a d v e r t is in g
Job no

C l ie n t

Pr o duc t
D e s c r ip t io n
R e q u ir e me n t

A ir / In s e r t io n d a t e

What do we want them to
think or do?

Why are we advertising?
The role and the goals for the advertising in meeting marketing and communications objectives.

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.

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.

What is the core brand insight?
The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?
The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?
Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?
Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?
Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f
S t r a t e g y a n d T im in g
A c c o u n t D ir

P l a n n in g D ir
Ma n a g e me n t
C r e a t iv e
D ir e c t o r
F ir s t R e v ie w
Dat e

D a t e is s u e d

C r e a t iv e t e a m

F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t
P r e s e n t a t io n

The desired change in their
thinking or behaviour that
will occur as a result of the
advertising.


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

C r e a t iv e B r ie f
a d v e r t is in g
Job no

C l ie n t

Pr o duc t
D e s c r ip t io n
R e q u ir e me n t

A ir / In s e r t io n d a t e

What is the core brand
insight?

Why are we advertising?

The role and the goals for the advertising in meeting marketing and communications objectives.

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.

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.

What is the core brand insight?
The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?
The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

The surprising, new
insightful connection which
springs from

Why should anyone believe it?
Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

Insight MiningTM

What is the desired tone and manner of the advertising?
Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?
Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f

S t r a t e g y a n d T im in g
A c c o u n t D ir

P l a n n in g D ir
Ma n a g e me n t
C r e a t iv e
D ir e c t o r
F ir s t R e v ie w
Dat e

D a t e is s u e d

C r e a t iv e t e a m

F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t
P r e s e n t a t io n


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

C r e a t iv e B r ie f

a d v e r t is in g
Job no

C l ie n t

Pr o duc t
D e s c r ip t io n
R e q u ir e me n t

A ir / In s e r t io n d a t e

What should the
advertising say?

Why are we advertising?
The role and the goals for the advertising in meeting marketing and communications objectives.

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.

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.

What is the core brand insight?
The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?
The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?

Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?
Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?
Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f
S t r a t e g y a n d T im in g
A c c o u n t D ir

P l a n n in g D ir
Ma n a g e me n t
C r e a t iv e
D ir e c t o r
F ir s t R e v ie w
Dat e

D a t e is s u e d

C r e a t iv e t e a m

F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t
P r e s e n t a t io n

The single-minded
proposition for this
campaign that expresses
the brand insight in the
most persuasive way.


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

C r e a t iv e B r ie f
a d v e r t is in g
Job no

C l ie n t

Pr o duc t
D e s c r ip t io n
R e q u ir e me n t

A ir / In s e r t io n d a t e

Why are we advertising?

Why should anyone
believe it?

The role and the goals for the advertising in meeting marketing and communications objectives.

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.

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.

What is the core brand insight?
The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?
The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?
Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?
Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?
Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f
S t r a t e g y a n d T im in g
A c c o u n t D ir

P l a n n in g D ir
Ma n a g e me n t

C r e a t iv e
D ir e c t o r
F ir s t R e v ie w
Dat e

D a t e is s u e d

C r e a t iv e t e a m

F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t
P r e s e n t a t io n

Support points, rationale,
whether based in consumer
insight, competitive
advantage or product
performance.


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

C r e a t iv e B r ie f
a d v e r t is in g
Job no

C l ie n t

Pr o duc t
D e s c r ip t io n
R e q u ir e me n t

A ir / In s e r t io n d a t e

What is the desired tone and
manner of the advertising?

Why are we advertising?
The role and the goals for the advertising in meeting marketing and communications objectives.

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.

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.

What is the core brand insight?
The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?
The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?
Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?
Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?
Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f
S t r a t e g y a n d T im in g
A c c o u n t D ir

P l a n n in g D ir
Ma n a g e me n t
C r e a t iv e
D ir e c t o r
F ir s t R e v ie w
Dat e

D a t e is s u e d

C r e a t iv e t e a m

F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t
P r e s e n t a t io n

Reflected in the brand
personality, but more specific
to the advertising tone.


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

C r e a t iv e B r ie f
a d v e r t is in g
Job no

C l ie n t

Pr o duc t
D e s c r ip t io n
R e q u ir e me n t

A ir / In s e r t io n d a t e

Why are we advertising?

What executional
considerations are there?

The role and the goals for the advertising in meeting marketing and communications objectives.

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.

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.

What is the core brand insight?
The surprising, new insightful connection which springs from Insight MiningTM

What should the advertising say?
The single-minded proposition for this campaign that expresses the brand insight in the most persuasive way.

Why should anyone believe it?
Support points, rationale, whether based in consumer insight, competitive advantage or product performance.

What is the desired tone and manner of the advertising?
Reflected in the brand personality, but more specific to the advertising tone.

What executional considerations are there?
Legal, branding, logistical and directional input.

A p p r o v a l o f B r ie f
S t r a t e g y a n d T im in g
A c c o u n t D ir

P l a n n in g D ir
Ma n a g e me n t
C r e a t iv e

D ir e c t o r
F ir s t R e v ie w
Dat e

D a t e is s u e d

C r e a t iv e t e a m

F in a l R e v ie w

W r it t e n b y

t r a f f ic

budget

C l ie n t
P r e s e n t a t io n

Legal, branding, logistical and
directional input.


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


Consumer Insight:
The heart of our strategy

Consumer
Understanding

Brilliant
Innovation

Consumer
Insight

Impactful
Communication

“The English are always degrading truths into facts.
When a truth becomes a fact it loses all intellectual
value.”

Oscar Wilde


Communication Development process

BUSINESS
CHALLENGE
COMMUNICATION
CHALLENGE

CONSUMER
INSIGHT

COMMUNICATION
STRATEGY
IDEA
SPRINGBOARDS
ADVERTISING IDEA