(奥美内部)°core brief简报模板.docVIP

Introducing the 360( Core Brief. Some time back, it became apparent that many people would appreciate a simple briefing format that could be used for a variety of different tasks. On the following pages are a format and some notes about how to use it. It won’t be ideal for every situation, but it should work for quite a number of different ones. These could include developing a big idea for a brand, solving a particular problem, or briefing a specific piece of communication. No one format can answer every task perfectly, so please treat it as a starting point rather than a straitjacket. If you need to amend it to make it work for a particular project, please do, and it is not intended to replace individual discipline briefs where they are working well. This should be particularly useful in situations where you are looking for a ‘360( Idea’, and so it replaces the previous ‘360( Strategy Brief’ on the Dashboard. However there is a attachment below to that format and presentation, if you would like to refer to it. Ogilvy 360( Core Brief. What is the key challenge we are facing? Who are we talking to? What do they think, feel, and do currently? How do we want to change or reinforce this? If we could convince them of one thing, what would it be? Why should they believe us? How will we know if we’re succeeding? What else could be helpful? What do we need and when? The 360( Core Brief: a user’s guide. 1. General points. Remember: real people don’t see briefs, (unless you happen to leave one on the bus.) The important thing for a brief is the effect it has on its own target audience: the people who have to come up with the ideas. A good brief will leave them feeling they have two things: Direction Inspiration Do whatever you need to achieve that goal. The brief itself is not the end point: it’s part of a wider discussion that starts earlier and continues after the briefing itself. Don’t be afraid t