Inspiring Creativity

© 2013 Cheil Worldwide
@yellif

What do you
think is the role
of modern
planner?
First off:
#InspiringCreativity

“You never plan
alone”
“It’s about getting
everyone in, and
allied, around the
North Star: “Where
are we
heading?” .And the
organizing idea to
get there.” #InspiringCreativity

“Articulate the
problem the client
needs solving. A
good brief is not
about what a client
wants, it’s what it
needs.”
“The role of a
planner is to make
sense of a client’s
lazy business
problem.”

“To maximise
planning one must
know and be aware of
all media and how to
use them; including
spontaneous tweeting
and reactive videos”
“Be both slow and
fast. Slow
planning to build
the brand. 
Fast planning to
respond to any
real time
opportunities with
modern media.”

“To find a unique
insight. To simplify
complex modern
marketing. And
most of all; to
inspire.
“To inspire
creatives to do F*&
%@* amazing work
- that works.”

What are the most
important
components of a
great briefing?

Iden%ﬁca%on
of
key

barriers
and
challenges
A
single

proposi%on
Clarity
of

Business
problem
A
real
understanding

of
the
target
audience
Key
trends
relevant

to
the
brief
A
clear
human

insight
A
deep
understanding

of
the
client’s
business
Inspira%on
around

the
brief

12
Fellow Planners - Top 5
Component %
1= A clear human insight 20%
1= Clarity of business problem 20%
3 A real understanding of target
audience
18%
4 Inspiration around the brief 13%
5= Identiﬁcation of key barriers 10%
5= Single Proposition 10%

13
Creatives - Top 5
Component %
1 Clarity of business problem 23%
2= A clear human insight 17%
2= A real understanding of target
audience
17%
4 Single Proposition 15%
5= Inspiration around the brief 11%

14
Creatives - Top 5
Planner Creative
A clear human insight Clarity of business problem
Clarity of business problem A clear human insight
Understanding of target
audience
Understanding of target
audience
Inspiration around the brief Single Proposition
Single Proposition Inspiration around the brief

What is the single
most important
component of a brief?

5"
1"
5"
1" 1"
4"
6"
5"
1"
1"
1"
0"
1"
2"
3"
4"
5"
6"
7"
8"
9"
10"
11"
A"clear"human"
insight"
Single"
proposi=on"
Clarity"of"
business"
problem"
Iden=ﬁca=on"of"
key"barriers"
A"real"
understanding"
of"the"target"
audience"
A"deep"
understanding"
of"the"clients'"
business"
Inspira=on"
around"the"
brief"
Trends"
Crea=ve"
Planner"

Examples of great briefings

Top Tips

Challenge every brief

Brief yourself

Make every box work

“Advertising” is not
always the best
solution

Words of wisdom

“If you don’t understand the human
truth that lies at the heart of what
you are trying to achieve, you are
never going to be able to inspire
creatives”
Chris Chalk
Global Strategy Director, Cheil

“...rather than boil research
down into ‘one key insight’, find
the things that make people
different, highlight them and
celebrate them”
Jon Wilshere, Smithery

“Be like a method actor, live
the part.”
Graham Fink
CCO, Ogilvy China

“Be ambitious with your book”
PJ Pereira,
CCO, Pereira O’Dell

“If I had one hour to solve a
problem; and my life
depended on the solution. I
would spend 55 minutes on
defining the problem and five
minutes on the solution. For
once I have properly
defined the problem I
could easily solve it in less
than 5 minutes.“ #InspiringCreativity

Vision
40
“People don’t care
what you do, but
why you do it. Martin
Luther King, didn’t
say: I have a mission
statement” now did
he?”
- Tim Polder

“I did not have time
to write a short
letter, so I wrote a
long one instead.”
- Mark Twain

Questions

Inspiring Creativity

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