Isaac Newton. Irwin Schrödinger

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5 Isaac Newton Irwin Schrödinger

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17 good afternoon Page & Page is a design and brand agency that was founded 12 months ago based on 50 years of experience Creative briefs need to be stimulating because they are the foundation of everything that is to come How do we do it? Direct collaboration between creative people and business people A focus on the brief as a bridge Giving everyone a stake in a better outcome Inspiring everyone to go beyond expectations More effective use of time, budget and energy 2

18 the premise great campaign collaboration imagination inspiring brief 3

19 what we are going to be talking about today The importance of collaboration and driving towards a single net impression The importance of collaboration the evidence How to encourage collaboration 4

20 the importance of collaboration and driving towards a single net impression

21 can you help tonight? a b 6

22 it takes two (at least) We all see things differently Collaborating is imperative To ensure we correctly define what we are communicating 7

23 the creative brief Value proposition Positioning Why we are doing this? Story and essence Archetype Winning a share-of-mind Communication strategy Content (single net impression) The rules of any existing guidelines Timeline Budget 8

24 single net impression The impression we want our audience to be left with One of the most important part of the brief For us the single net impression is a consolidation of the rest of the brief. Single net impression less is more The more singular the message the easier it is to understand, communicate and the easier it is for the imagination to be free Here are some campaign materials we prepared earlier What single net impressions do you think these brands are trying to convey? 9

25 single net impression: some examples 10

26 wound dressing direct mail PURIFY URGO AG URGO AG formed tissue, with a significantly reduced likelihood of trauma - and, in turn, bleeding and pain - at dressing change6 ACCELERATE CLOSE URGO AG URGOCLEAN URGOSTART URGOTUL PURIFY CLEAN PURIFYCLEAN PREPARE ACCELERATE ACCELERATE CLEAN CLOSE COMPRESSION REPAIR CLOSE ACCELERATE ACCELERATE CLOSE CLEAN CLOSE PREPARE URGOSTART URGOREPAIR KTWO URGOSTART URGOSTART URGOCLEAN AG URGOTUL URGOTUL URGOSTART URGOTUL URGOCLEAN URGOCLEAN URGO AG URGO URGOCLEAN REPAIR REPAIR HEAL PREPARE PREPARE HEAL PREPARE HEAL HEAL HEAL 3 IN 1 TLC DRESSING URGOTUL ST COMPRESSION COMPRESSION REPAIR COMPRESSION REPAIR COMPRESSION URGOREPAIR URGOREPAIR KTWO URGOREPAIR URGOREPAIR KTWO KTWO KTWO NOUVELLE GENERATION NOUVELLE GENERATION All rights reserved Urgo Limited, Sullington Road Shepshed, Loughborough, LE12 9JG Tel.: Fax: November 2014_ Sweeney IR et al. Int Wound J 2012; 9: Romanelli M et al. Wounds International 2010; 1. Available from 3. Bishop SM et al. J Wound Care 2003; 12: Chadwick P et al. Wounds Int 2014; 5: Principles of best practice wound exudate and the role of dressings. World Union of Wound Healing Societies. A consensus document. London: MEP Ltd, White R. Supporting evidence - based practice: a clinical review of TLC technology, J Wound Care Downe A. Br J Community Nurs 2013; March (Suppl.): S Bernard FX et al. J Wound Care 2005; 14: Supporting evidence-based practice: A clinical review of TLC technology 10. White R. Wounds UK 2008; 4: Yarwood-Ross L. Br J Nurs 2013; 22(Suppl.): S Meuleneire F, Rücknagel H. Soft silicones Made Easy. Wounds International 2013 (May). Available from: Drug tariff February IMS Wounds Data. Units split Period January December (Mepilex Border, Allevyn Gentle Border, Allevyn Life, Allevyn). CLEAN DISCOVER THE 1 the dressing does not adhere to the newly Audience: nurses in Scotland, TLC at the heart, England & Wales silicone at the border PURIFY PURIFY At Urgo, our aim is to design products that deliver the best healing outcomes for your patients. We understand that by using a scientific approach, with a special emphasis on comfort, we can help your patients get back to enjoying their everyday. TLC at the heart, silicone at the border urgo.co.uk before cm x 14.2cm 22cm x 20cm (Sacral) 9.7cm x 14.6cm 15cm x 20cm ECA ECA663

27 wound dressing direct mail Audience: nurses in Scotland, England & Wales IT. S WHAT. S WITHIN TH AT COUNTS after 12

28 Surgical lens brochure No day is the same introducing the renewed Bausch + Lomb intraocular lens portfolio NEW PRELOADED IOLs Audience: eye surgeons he Bausch + L portfolio ntraocular lens 13

29 street food website Audience: general public & foodies ROADERY Head to Tail British Street Food THE All he needed was a wheel in his hand and four on the road Jack Kerouac, On the Road 14

30 The importance of collaboration the evidence 15

31 collaboration is key For us the single net impression is a consolidation of the rest of the brief This is difficult to ascertain without collaboration Here s why 16

32 writing a brief is difficult In 2014 we conducted a survey amongst, creatives, brief writers and marketers Only 47% of creatives expected to read an inspiring brief following three months 23% only expected this to happen once a year Of marketing and communication clients, 63% said that they found writing a brief challenging 4% were dissatisfied with the results 17

33 the difference between good and bad briefs 18

34 a good brief 19

35 a bad brief 20