What Makes A
Great Media Brief?
How To Make Great Advertising Work Harder?
The Media Department ?
Don’t bother me -- I’m optimizing a schedule.
Grunt!
Is it time for lunch yet?
NOT TRUE!
Unless the media brief says:
“The most GRPs at the lowest cost.”
Or there is no media brief.
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The media brief is the cornerstone of the media plan.
Without it, everything falls apart.
So, what does make a good media brief ?
A Good Brief Is . . .
Focused on key issues
A free exchange of information
An opportunity to debate
Critical for creative media solutions
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Critical Elements
First, some marketing background
Role of advertising/other communications
A detailed target audience profile
What is the desired consumer response?
Geography, seasonality or timing issues
Creative considerations
Budget
Timing
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Media Briefing Checklist
1. Marketing background
Client’s business objectives/strategies
Market/category information
Sales/share goals
Product changes or launches
Promotion & packaging
Distribution . . . etc
Review of current advertising program (include successes, failures, problems)
Media teams must have a “feel” for the market & the clients’ product
Important to share information
Organize store visits
Anything that builds a better understanding should be explored
Media Briefing Checklist
1. Marketing background
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Media Briefing Checklist
2. The Role of Advertising/Other Communications
Stimulate/increase awareness or trial
Maintain current positioning
Launch a new brand
Reposition a current brand
Re-launch a declining brand
Increase frequency of purchase/usage
Generate immediate leads/sales . . . etc
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Reebok owned Olympics broadcasts as Official Sponsor in Taiwan
Nike blocked from most Olympics- related media
Role of advertising: Ambush! Find creative ways to associate Nike with the Olympics
�
Media Briefing Checklist
3. Target Audience
Who is buying the brand now ?
Who is using the brand now ?
Who do we want to target ?
Who are we trying to influence ?
Demographics
Psychographics
Purchase influence & decision-making
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TV delivers across broad demographics --targeting narrow segments will often perform well against broader targets
Defining Demographics
TV delivers across broad demographics --targeting narrow segments will often perform well against broader targets
For example, buying against Women 18-39 performs well against Women 25-54 (however,the reverse is not true!)
Defining Demographics
Defining Demographics
While the advertising target may be Women 18-54 the media target should be Women 18-39
Defining Demographics
While the advertising target may be Women 18-54 the media target should be Women 18-39
Ensures delivery against the younger, harder-to-reach target segment
Defining Demographics
Media Briefing Checklist
3. Target Audience
But should go beyond demographics
Provide real consumer insights
Nothing drives great media ideas like a deep understanding of the target consumers and their relationship with the brand
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Hong Kong launch of Lite Singles
Target research revealed that mom was looking for a fun way to keep the family healthy & fit
Needed a media idea that was “fun” and communicated the benefit
Media Briefing Checklist
4. Desired Consumer Response
What affect must the advertising have on the consumers’ attitudes and behaviour ?
What is the brand’s positioning statement?
What is the brand’s personality?
Media Briefing Checklist
4. Desired Consumer Response
What affect must the advertising have on the consumers’ attitudes and behaviour ?
What is the brand’s positioning statement?
What is the brand’s personality?
These are as important to the media process as to creative development
Buena Vista Home Video
Launch of Snow White on video
Needed to speak to children & adults
Key creative element -- The Seven Dwarves’ song “Hi Ho, Hi Ho, It’s Off To Work We Go”
An outdoor solution?
Hi
Hi ho
Hi ho, hi ho
Hi ho, hi ho,
what’s now on video?
Hi ho, hi ho,
yours to own on video!
Media Briefing Checklist
5. Geography, Seasonality & Timing Issues
Where are the consumers?
Where do they buy or use the product?
Are there seasonal sales patterns?
Is the product given as a gift?
Should advertising support promotions?
Does weather affect purchase or usage?
New product launches?
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Mi-Fancy Bird Seed
Need to reach bird owners -- with a limited budget
Media planner recommended a single outdoor billboard adjacent to a bird sanctuary
And an interactive element
Media Briefing Checklist
6. Creative Considerations
Creative units (are they mandatory?)
Number & purpose of executions
Creative-related requirements
Demonstration
Explanation (long copy)
Coupons
Recipes
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Stabilo Boss Markers
Creative focus: Demonstration of product benefit
Media team negotiated editorial “demonstrations” with ad buy
Excellent extension of creative message at no extra cost
Media Briefing Checklist
7. Budget
Media vs. production splits
Time frame for expenditure
Allocations by campaign/creative execution?
Any existing media commitments?
Opportunities for incremental $?
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The bigger, the better!
Media Briefing Checklist
7. Budget
Media Briefing Checklist
7. Budget
Don’t under-estimate the importance of the media brief even if budgets are small
Big ideas can dramatically improve clients’ business -- and maybe lead to bigger budgets
Timing, Timing, Timing !
Media Briefing Checklist
8. Media Planning Timetable
Be realistic
Only proper preparation can deliver the best media plans
Ideal to have four-six weeks from client briefing to plan presentations
Absolute minimum is three
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Some Final Thoughts
Good briefs are critical not only to great creative work, but also to great media ideas
You have a crucial role to play
Bring media and creative together
Important to have internal reviews before meetings
Have some fun -- this is advertising!
Media Brief Workshop
5 May 1998
2:00 - 4:15 pm
5 x Groups
Your Task (next 45 minutes)
Write a stimulating media brief for any Unilever brand (chosen by your group), based on the presentation you have seen today.
If you are unsure of specific marketing objectives or brand sales, etc, invent the information!
Your Task (next 45 minutes)
Use your checklist attached to the brief to ensure you have given the media team a comprehensive brief.
Present your brief to the entire group - you will have a maximum of 15 minutes per presentation.
The winners will be judged by Genelle & will receive a fabulous prize for their efforts!!
Media Brief Checklist - Summary
Before briefing the media team, check you have included the following :
Focused insight into relevant marketing objectives & strategy ?
An understanding of the key issues facing the brand for this advertising period ?
A rich description of the target audience ?
Any key geographical, seasonal or timing issues ?
Media Brief Checklist - Summary
A budget with production allowance identified ?
Enough time for the team to respond with a truly stimulating, creative media response ?
GROUP 1
GROUP 2
GROUP 3
GROUP 4
GROUP 5
Marian Mao, Barbara Xue, Richard He, Stella Zhong, Chris Wang,
Teresa Zhu
Aurther Yu, David Zheng, Tracy Zhu, Phillip Lu, Annie Yeh, Rocken Wang
David Yin, Estella Rong, Rater Wang, Jennie Ye, Simon Ni, Joanna Lu
Helen Yu, Danielle Jin, Rick Yang, Cindy Chen, Edward Ho,
Micheal Zhou
Soojeong Kim, Vivian Wu, Lizzy Chen, Unni Wang, Edwin Palsma, Manfred Chen
Your Team Members are….
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