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Cracking A Brief

This document provides guidelines for writing a think sheet to crack a client brief in a convincing manner. It begins by demystifying the client brief and having empathy for their typical work challenges. Key information that should be understood from the brief is outlined, along with important questions to consider. The document then defines a think sheet as a word document laying out thoughts to solve a brief. It provides tips on how a think sheet should be structured and formatted, including being word-based, concise, and having a clear structure. Finally, it lists common elements that should be included in a think sheet, such as the business problem, marketing objective, target audience, and design solutions.

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Nguyễn Mỹ Linh
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336 views12 pages

Cracking A Brief

This document provides guidelines for writing a think sheet to crack a client brief in a convincing manner. It begins by demystifying the client brief and having empathy for their typical work challenges. Key information that should be understood from the brief is outlined, along with important questions to consider. The document then defines a think sheet as a word document laying out thoughts to solve a brief. It provides tips on how a think sheet should be structured and formatted, including being word-based, concise, and having a clear structure. Finally, it lists common elements that should be included in a think sheet, such as the business problem, marketing objective, target audience, and design solutions.

Uploaded by

Nguyễn Mỹ Linh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CRACK

A BRIEF
PROBLEM STATEMENT
How might we form a coherant train of
thoughts in order to crack a brief which is
convincing to yourself and all others?
DISCUSSION GUIDELINE
What to expect from this session

1. Demystify Client Brief


2. Practical guide to write a Think Sheet
Disclaimer
No size fits all!
Demystify Client Brief
No, it’s not clear!
Sympathize with Client’s Typical Work

Fact #1 Fact #2 Fact #3


Most clients do not only Marketing team’s primary Some are better at
work on Communication client is Sales team. They doing communication
(Promotion), but they also need to look a lot at than others, which
need to do Product, Price numbers/ business results. makes us feel more
and Place. relieved.

As long as clients are good people, please sympathize with them ;)


Important Info & Key Questions
Must-knows but not limited to:
Item Question Example
Category Understanding & • What is your business problem? • 0% YOY growth in visitors
Business Problem • How is the category performing? • Whitening deoderant category is
declining
Marketing Objective • What do you want to achieve after this • To increase 3x awareness in RTD milk
campaign? category for adult
• To reinforce trust among current
users
Marketing/ Branding Strategy • What exactly are you doing to do to achieve • Launch the new environment-friendly
the above objective? packaging
• Tap on international high school
market
Brand Positioning & Adaptation • What is the brand positioning? The thoughts
in local market (if any) behind that?
• Brand mood and tone?
Deliverables w/ Mandatories • What is the task of agency? • An IMC/Social Campaign
• What is the budget?
• Any compulsory format/ Channel?
Practical guide to write a Think Sheet
Is it the creative brief?
What is a Think Sheet and Why should we do it?

What
It is simply a word document
that lays out your train of
thoughts to crack a brief. Think
sheet can be used under
various circumstances, not only
for agency work.
How should a Think Sheet look like?
#1 WORD- AND DATA-BASED
• Only describe your thoughts using words and data
• No unnecessary distractions (i.e: nice decoration)
• References are okay

#2 CONCISE
• Write in a self-explainatory manner
• Have a clear structure/ template of your own
• Easy to grasp for readers

#3 STRUCTURE & LAYOUT


• Have a clear structure/ template of your own
• Layout it in a neat and clean manner (i.e. alignment, font
consistency, etc.)
Important Note: There is no template!
Guide to Write a Think Sheet
Key elements in a Think Sheet, but not limited to. Again, no one size fits all.

1. Business 2. Marketing 4.Competitive


3. The Brief
Problem Objective Analysis

8. Creative 6. Brand 5. Target


7. Strategy
Way-in Challenge Audience

9. Design
Solutions
1. 2. 3. Sumarize from client brief
Write it,
Thank you!

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