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    Y&R

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    Dani Gil
    Y&R Presentation The document summarizes key points from a Y&R presentation about developing effective briefs. It discusses that briefs should communicate with all the senses, not just one. A brief outlines what the client brings while briefing is interpreting the brief. An effective brief has a clear purpose and focus on objectives like changing, reinforcing, inverting or creating perception, attitude, and behavior. Briefs should be inspiring but also liberating to allow creativity instead of just executing. A brief tells a story and expresses confidence like a good puzzle or story. The document provides an example brief for a Danone yogurt brand that shifted its focus from women to attitude.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Y&R

    Uploaded by

    Dani Gil
    435 views3 pages
    Y&R Presentation The document summarizes key points from a Y&R presentation about developing effective briefs. It discusses that briefs should communicate with all the senses, not just one. A brief outlines what the client brings while briefing is interpreting the brief. An effective brief has a clear purpose and focus on objectives like changing, reinforcing, inverting or creating perception, attitude, and behavior. Briefs should be inspiring but also liberating to allow creativity instead of just executing. A brief tells a story and expresses confidence like a good puzzle or story. The document provides an example brief for a Danone yogurt brand that shifted its focus from women to attitude.

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    Y&R Presentation The document summarizes key points from a Y&R presentation about developing effective briefs. It discusses that briefs should communicate with all the senses, not just one. A brief outlines what the client brings while briefing is interpreting the brief. An effective brief has a clear purpose and focus on objectives like changing, reinforcing, inverting or creating perception, attitude, and behavior. Briefs should be inspiring but also liberating to allow creativity instead of just executing. A brief tells a story and expresses confidence like a good puzzle or story. The document provides an example brief for a Danone yogurt brand that shifted its focus from women to attitude.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    435 views3 pages

    Y&R

    Uploaded by

    Dani Gil
    Y&R Presentation The document summarizes key points from a Y&R presentation about developing effective briefs. It discusses that briefs should communicate with all the senses, not just one. A brief outlines what the client brings while briefing is interpreting the brief. An effective brief has a clear purpose and focus on objectives like changing, reinforcing, inverting or creating perception, attitude, and behavior. Briefs should be inspiring but also liberating to allow creativity instead of just executing. A brief tells a story and expresses confidence like a good puzzle or story. The document provides an example brief for a Danone yogurt brand that shifted its focus from women to attitude.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    Y&R Presentation

    1927
    First company to put Creative & Management together (Resist the usual- Brand Mantra)

    They generate value.


    Brief Briefing
    You need to communicate with all the senses and not just one.
    Brief is like a blue print with all the things that client bring to you (sales objective, idea
    for communication, etc.). Briefing is interpreting the things that you have in the brief.
    A good brief must always have a clear purpose, an intention.
    Brief = Power to transform.
    Change
    Reinforce

    This must be the focus of a Brief

    Invert/ Revert
    Create

    Perception what I see and feel?


    Attitude How I fell and think?
    Behavior how I act?

    We need to write inspiring but above all liberating briefs in order to allow the
    company to be creative and do what they do best instead of just bringing Briefs saying
    to execute.

    A Brief is like a Puzzle


    A Brief is like a good story.
    A Brief has to have an Idea/ Intention.
    A Brief express Confidence.

    The result after doing the Briefing

    Example of a good liberating Brief.

    Everybody has a different opinion so you must follow your plan A. ( if you have a plan
    B its because you dont believe in your plan A and you must trust in your choices).
    You must dominate the techniques to be a master. (You can be a JEDI )
    OCTA
    Objective success can only be found if the objectives is crystal clear and agreed
    upon the entire team
    Challenge What is really getting in the way? (What is separating us from the
    success?)
    Truth What do real people in real world need to feel from this brand? (What we
    want our clients to say about us?)
    Answer A simple and implementable answer that helps us focus on what we need
    to do.

    Corpos Danone Example:


    O-Save the brand from the death row (brands that will be discontinued)
    C Guarantee differentiation e superiority to the competition in order to pass away
    the war of prices and promotions (the 0% are all equal and the unique think that
    matters is the price: People opinion)
    T The typical consumer of 0% is naturally unsatisfied with its body. They take a
    regulated life e are habituated to do sacrifices. They are resigned to an alimentation
    without big emotions.
    A- Leave the comfort zone of the light communication. Spice up their life e give them
    pleasure since the purchase act. Change Behaviors

    Pass from a Yoghurt Brand Women Brand


    Brand Mantra - There are no ugly women, be beautiful is a question of attitude.
    UVP- All women can have a Danone Body.

    The idea of the I Love is the symbol of the love and the love for women means
    confidence.
    Today Corpos Danone sells without needing promotions.
    They create a kind of manifesto with phrases that will be present on the mind of
    consumers and the use that phrases on their communication.

    REMEMBER:
    Your Ads/ Agency is only as
    good as the client

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