Y&R Presentation

1927
First company to put Creative & Management together (Resist the usual- Brand Mantra)

They generate value.

Brief Briefing
You need to communicate with all the senses and not just one.
Brief is like a blue print with all the things that client bring to you (sales objective, idea
for communication, etc.). Briefing is interpreting the things that you have in the brief.
A good brief must always have a clear purpose, an intention.
Brief = Power to transform.
Change
Reinforce

This must be the focus of a Brief

Invert/ Revert
Create

Perception what I see and feel?

Attitude How I fell and think?
Behavior how I act?

We need to write inspiring but above all liberating briefs in order to allow the
company to be creative and do what they do best instead of just bringing Briefs saying
to execute.

A Brief is like a Puzzle

A Brief is like a good story.
A Brief has to have an Idea/ Intention.
A Brief express Confidence.

The result after doing the Briefing

Example of a good liberating Brief.

Everybody has a different opinion so you must follow your plan A. ( if you have a plan
B its because you dont believe in your plan A and you must trust in your choices).
You must dominate the techniques to be a master. (You can be a JEDI )
OCTA
Objective success can only be found if the objectives is crystal clear and agreed
upon the entire team
Challenge What is really getting in the way? (What is separating us from the
success?)
Truth What do real people in real world need to feel from this brand? (What we
want our clients to say about us?)
Answer A simple and implementable answer that helps us focus on what we need
to do.

Corpos Danone Example:

O-Save the brand from the death row (brands that will be discontinued)
C Guarantee differentiation e superiority to the competition in order to pass away
the war of prices and promotions (the 0% are all equal and the unique think that
matters is the price: People opinion)
T The typical consumer of 0% is naturally unsatisfied with its body. They take a
regulated life e are habituated to do sacrifices. They are resigned to an alimentation
without big emotions.
A- Leave the comfort zone of the light communication. Spice up their life e give them
pleasure since the purchase act. Change Behaviors

Pass from a Yoghurt Brand Women Brand

Brand Mantra - There are no ugly women, be beautiful is a question of attitude.
UVP- All women can have a Danone Body.

The idea of the I Love is the symbol of the love and the love for women means
confidence.
Today Corpos Danone sells without needing promotions.
They create a kind of manifesto with phrases that will be present on the mind of
consumers and the use that phrases on their communication.

REMEMBER:
Your Ads/ Agency is only as
good as the client