Ways and means
Ideas don’t just fall out of the sky. Solid ideas come from a thoughtful but simple brief. Now we’ll brief our creatives to find a powerful articulation of the strategy, deploying new ways of thinking that will capture the attention of our audience. We’ll also decide on the marketing tactics that will ensure you are set up for success.
Creative brief and strategy
We use an evidence-based approach to strategy and creativity through what we know about behavioural science, rather than relying on gut feel and intuition. As an agency, we are constantly learning about biases and we put our findings into practice to strengthen all of the work we do, meaning this also helps form the insight within the creative brief.
At the heart of compelling creative is a captivating creative brief. A brief is not just a form to be completed, it is an art. Every word counts and should aim to inspire the person who reads it. Our team is well-trained in writing and delivering great briefs because we know better work can be achieved.
Focusing on the framework ‘Get, To, By’, we take the business problem and look at it from the audience’s point of view. We put ourselves in the mind of the consumer and ask the question, 'what is the consumer problem?’. Using the insights gathered in the primary and secondary research helps form the base of the creative brief. We are then able to add details about what we are trying to get them to think, feel and do.
At this stage our Creative Director and Copywriter will work together to produce the branding and name, as well as the key messaging. We usually create three concepts at the initial stage and will explore the application of the concepts, which are presented back to the client with a rationale for each – for review and feedback.
We have a primary research partnership with the University of Birmingham’s School of Linguistics and their internal team EMMA (Exploring Multimodal Metaphor in Advertising) which has been used many times by our clients to carry out testing to identify the effectiveness of creative concepts. If timescales and budget allow, we will mock up the preferred concepts and conduct the research with the team, sharing the findings with you.
Behavioural biases to inform creative and ‘nudge’ the audience
People are overwhelmed by the sheer volume of decisions they need to make each day. People don’t have time to laboriously and logically weigh up each decision. Instead, they rely on mental shortcuts to make decisions more quickly. While these shortcuts enable quicker decision-making, they are prone to biases. There’s an exciting opportunity to increase cut-through and effectiveness by harnessing the power of behavioural science.
When developing a creative idea we aim to work with the grain of human instincts and behavioural biases. We use the ‘EAST’ behavioural science framework that the Government’s Behavioural Insight team uses to ‘nudge’ in their public sector communication campaigns. We add two additional pillars to EAST: Be Contextual and Be Relative.
Creativity in campaigns is the second biggest multiplier of ROI and the effectiveness of marketing communications.
We apply insight-led creativity to all channels in order to get the highest possible reach and conversion rate. We will do this by being:
Distinctive – being outstanding at standing out and demanding attention.
Goal-based – the most sophisticated level of value in the human brain, and it is the key building motivation
Emotive – the most effective advertising leans into right-brain (emotional) thinking – essential for long-term growth in awareness (aka mental availability)
Attributable – helping to build the salience of the brand (the extent to which the brand has built links to attributes within someone’s memory).