Extensive Research has proved that extensive research is often. Great lessons, strategies, and questions to help you create the next great campaign

1. EXTENSIVE RESEARCH
HAS PROVEN THAT
EXTENSIVE RESEARCH
IS OFTEN WRONG
RESEARCH & THE CREATIVE BRIEF © Hunter Territo / Xdesign, Inc - If duplicating please reference appropriately

2. RESEARCH & THE CREATIVE BRIEF

3. YOUR GOAL:
CONNECT THE
CONSUMER & THE
BRAND
RESEARCH & THE CREATIVE BRIEF

4. “There is always a reason a company
makes a product and a reason
people buy it.”
RESEARCH & THE CREATIVE BRIEF
Source: Luke Sullivan - Hey Whipple Squeeze This

5. “Audiences are more fragmented. Media buys
are more expensive. Great advertising is
harder to create. Getting noticed in a crowded
field is tougher than ever. The more you
understand exactly who you’re talking to, the
better your chances are of reaching that
audience with an effective message.”
RESEARCH & THE CREATIVE BRIEF
Source: Steve Lance - The Little Blue Book of Advertising

6. ACCOUNT
EXECUTIVES HOLD
THE KEY
RESEARCH & THE CREATIVE BRIEF

7. TIPS FOR GETTING
STARTED IN
RESEARCH:
RESEARCH & THE CREATIVE BRIEF

8. ASK TO SEE THE
PREVIOUS WORK
RESEARCH & THE CREATIVE BRIEF
Source: Luke Sullivan - Hey Whipple Squeeze This

9. EXAMINE THE
BRAND STATUS
RESEARCH & THE CREATIVE BRIEF
Source: Luke Sullivan - Hey Whipple Squeeze This

10. RESEARCH THE
INDUSTRY
RESEARCH & THE CREATIVE BRIEF
Source: Luke Sullivan - Hey Whipple Squeeze This

11. RESEARCH THE
COMPETITOR
RESEARCH & THE CREATIVE BRIEF
Source: Luke Sullivan - Hey Whipple Squeeze This

12. IMMERSE YOURSELF
IN THE MEDIA YOU
WISH TO LEVERAGE
RESEARCH & THE CREATIVE BRIEF
Source: Luke Sullivan - Hey Whipple Squeeze This

13. “There’s too much money being wasted in
advertising today. You need to know
what’s going on, why it’s going on, and
what brands are benefitting the most
from those activities.”
RESEARCH & THE CREATIVE BRIEF
Source: Steve Lance - The Little Blue Book of Advertising

14. GET TO KNOW
THE BRAND
RESEARCH & THE CREATIVE BRIEF
Source: Luke Sullivan - Hey Whipple Squeeze This

15. BUT, ALWAYS TRY
TO STAY STUPID
RESEARCH & THE CREATIVE BRIEF
Source: Luke Sullivan - Hey Whipple Squeeze This

16. THE CLIENT IS NOT
ALWAYS THE
TARGET AUDIENCE
RESEARCH & THE CREATIVE BRIEF

17. YOU ARE NOT
ALWAYS THE
TARGET EITHER
RESEARCH & THE CREATIVE BRIEF

18. DEFINE YOUR
TARGET/
COMMUNITY
RESEARCH & THE CREATIVE BRIEF

19. Who does your brand appeal to? Who
makes up the majority of those people?
!
What do they know, like, love or dislike
about your product? Your brand?
!
Is there a difference between how they feel
about your brand vs. your product?
RESEARCH & THE CREATIVE BRIEF
Source: Steve Lance - The Little Blue Book of Advertising

20. SPEND A DAY IN
THEIR LIFE
RESEARCH & THE CREATIVE BRIEF
Source: Luke Sullivan - Hey Whipple Squeeze This

21. “People buy from people they perceive
are like them.”
RESEARCH & THE CREATIVE BRIEF
Source: Steve Lance - The Little Blue Book of Advertising

22. COMMUNICATING WITH
THE CONSUMER
REQUIRES THAT YOU
ACTUALLY KNOW THEM
RESEARCH & THE CREATIVE BRIEF

23. HARNESS THE
80/20 RULE
RESEARCH & THE CREATIVE BRIEF

24. “It’s much easier to make a sale to
someone who’s already interested in
what you’ve got to say.”
RESEARCH & THE CREATIVE BRIEF
Source: Steve Lance - The Little Blue Book of Advertising

25. FOCUS GROUPS
KILL CREATIVITY
RESEARCH & THE CREATIVE BRIEF

26. IF YOU HAVE TO,
TEST STRATEGY
NOT EXECUTION
RESEARCH & THE CREATIVE BRIEF

27. “We are so busy measuring public
opinion, we forget we can mold it, we are
so busy listening to statistics that we
forget we can create them.”
RESEARCH & THE CREATIVE BRIEF
Source: Bill Bernbach

29. INNOVATION CAN
THE BEST FORM OF
ADVERTISING
RESEARCH & THE CREATIVE BRIEF

30. “If I had asked people what they wanted,
they would have said faster horses.”
RESEARCH & THE CREATIVE BRIEF
Source: Henry Ford

31. THE FREEDOM OF
A WELL DEFINED
CREATIVE BRIEF
RESEARCH & THE CREATIVE BRIEF

32. “The creative brief is a blue print, a
guide, even a source of inspiration. It
details our objectives, audience/
community, message or utility, the
context in which we’ll engage, timing,
and budget.”
RESEARCH & THE CREATIVE BRIEF
Source: Edward Boches

33. IN SHORT, THE
WHO, WHY,
WHERE, & WHEN
RESEARCH & THE CREATIVE BRIEF
Source: Edward Boches

34. THE BRIEF IS THE
WHAT WE ARE
DOING
RESEARCH & THE CREATIVE BRIEF Edward Boches

35. THE CREATIVE IS
THE HOW WE ARE
DOING IT
RESEARCH & THE CREATIVE BRIEF
Source: Edward Boches

36. CLEARLY DEFINE
THE GOAL
RESEARCH & THE CREATIVE BRIEF

37. WHAT ARE THE
FEATURES &
BENEFITS?
RESEARCH & THE CREATIVE BRIEF

38. WHAT’S THE
PERCEPTION?
RESEARCH & THE CREATIVE BRIEF

39. What do we want to accomplish?
Whom are we talking to?
What do they think now?
What do we want them to think?
Why should they think this?
What is our message/tone?
RESEARCH & THE CREATIVE BRIEF
Source: VCU Brandcenter

40. Who is our community?
Where do they hang out?
What value can we add?
What should our content be?
How will people get involved?
What platforms, tech, APIs will be used?
What will make it ongoing?
How will we measure success?
!
*Edward Boches: Mullen
RESEARCH & THE CREATIVE BRIEF
Source: Edward Boches - Mullen Advertising Agency

41. kF7H0A4F474A4.
What type of project is this?
How did this idea come about?
What is the story?
What makes it unique?
What reasons support this?
What have you done in the past?
!kF70C8BC742A4270;;4=64.
What must we accomplish?
k7F8BBD224BB40BDA43.
C742A40C8E41A84538B2E4AH
This piece of paper is less important than the journey of the process
%k7FB7D;3F42D=820C4.
What is the desired style?
What is the personality?
What kind of watch would it be? What kind of car?
Elegant? Humorous? Technical? Inspirational?
Provocative?
kF70C8BC742DAA4=C?4A24?C8=.
What are the weaknesses?
What threats could be anticipated?
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What opportunities might be available?

42. #kF70A4F44=6068=6.
How old are they?
Gender?
Income?
Education?
Where do they live?
Local? Regional? National? Global?
Who is the “perfect” customer?
How would you describe a day in the life
of the customer?
$kF7HB7D;3C74H20A4.
Why would they talk about this to their friends?
What are the strengths?
What value are we bringing to their life?
What opportunities might be available?
(kF70C0A4C74540CDA4B.
kF70C0A4C7414=458CB.
kF70A4HDA2?4C8CAB.
Who is the market leader?
What unique insights can you provide about
the market?
!kC427=820;@D4BC8=B
Who will be generating content?
Any key copy points that must be included?
Are there any legal or regulatory requirements?
Any specific time-line dates?
Are there any existing media contracts we need
to be aware of?

43. MAKE SURE WHAT
YOU HAVE TO SAY
MATTERS
RESEARCH THE CREATIVE BRIEF
Source: Luke Sullivan - Hey Whipple Squeeze This

44. RESEARCH WILL
DEFINE YOUR
STRATEGY
RESEARCH THE CREATIVE BRIEF
Source: Luke Sullivan - Hey Whipple Squeeze This

45. CASE STUDY:
TOYOTA SIENNA,
A MINI-VAN
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

46. RESEARCH THE CREATIVE BRIEF

47. The Toyota Sienna mini-van is competing
in a tough category and losing market
share. Sienna share has gone from 29
percent to 19 percent in one year. With
more category competition, Sienna needs
a significant idea to regain share.
RESEARCH THE CREATIVE BRIEF
!
Source: Edward Boches - EdwardBoches.com: The Creative Brief

48. CHALLENGE/
GOAL:
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

49. Overcome lost marketshare.
Make the TS a purchase that is not
embarrassing for younger parents.
!
Significantly increase consideration
among target audience.
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

50. AGENCY: SAATCHI
SAATCHI LA
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

51. TARGET
AUDIENCE /
COMMUNITY:
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

52. Moms and Dads with attitude. Proud and
happy to be parents, subscribe to family
values, but they were professionals before
they became parents. They are hip, smart
and in sync with the new technology, and
connected with pop culture.
RESEARCH THE CREATIVE BRIEF
!
Source: Edward Boches - EdwardBoches.com: The Creative Brief

53. PERCEPTIONS:
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

54. Current: They currently think product is
functional and reliable, but not in line with
their personality.
!
Desired: Believe that the Sienna is actually
cool enough and stylish enough for them -
the parents - not just designed with the
kids in mind.
RESEARCH THE CREATIVE BRIEF
!
Source: Edward Boches - EdwardBoches.com: The Creative Brief

55. INSIGHTS:
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

56. Today’s young parents are no longer isolated
at home with babies and toddlers. They can
and do reach out to the broader world – almost
constantly. Social media is their lifeline and
sharing information is a consistent activity
throughout their day. We knew from this that
we could enlist them to become our
collaborators – not only in distributing our
message but in developing it as well.
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

57. CONCEPT:
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

58. We knew that they joked about and would
also get the joke about stereotypical
minivan parents
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

59. AWESOME PARENTS
DRIVE THE TOYOTA
SIENNA
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

60. HOW:
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

61. TV, print and outdoor to the tone and
provided the high level of awareness we
needed.
!
Online and YouTube to up the fun quotient
and because InSync Traditionalists live
there and share content.
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

62. TOYOTA DEFINED THE
TARGET AND BROUGHT
THEM TO LIFE
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief

63. RESEARCH THE CREATIVE BRIEF

64. RESEARCH THE CREATIVE BRIEF

65. RESEARCH THE CREATIVE BRIEF

66. RESULTS:
RESEARCH THE CREATIVE BRIEF

67. OVER 8,000,000
YOUTUBE VIEWS
RESEARCH THE CREATIVE BRIEF
Source: autofspace.com

68. RESEARCH THE CREATIVE BRIEF

69. 145% JUMP IN
SALES
RESEARCH THE CREATIVE BRIEF
Source: brandchannel.com

70. AWESOME PARENTS
DRIVE THE TOYOTA
SIENNA
RESEARCH THE CREATIVE BRIEF
Source: Edward Boches - EdwardBoches.com: The Creative Brief