Some agents look alike. This is how they split.
Three briefs
- You are framing the strategy of a campaign, launch or project: Marketing Brief.
- The strategy is set and you are briefing an agency: Creative Brief.
- A product concept is chosen and R&D needs specs: Brief Formulation.
"Insight" means three things
- What does our research say: Insights, in a project or in Consumer Insights.
- Insight statements to build a campaign on: Human Insights (timeless) or Cultural Truth (what is shifting now).
- A recap of the answers already in this project: Insights & Data Summary.
Territories, platforms, products
- Several directions to explore, for a campaign or for innovation: Creative Territories.
- One chosen opportunity formalised into a go / hold / kill dossier: Innovation Opportunity Platform.
- Concrete product concepts: NPD Exploration.
Numbers
- Today's figures from your datasets: Data.
- Future revenue of an opportunity, with assumptions: Business Case.
- Category trends in words, with signals: Trends Exploration.
Name versus visuals. Marketing Semantic reads your brand name and copy. Marketing Semiotic reads your pack, colours and typography. Attach brand documents to the first, brand images to the second.
Two summaries. Memo summarises the files you attach, and nothing else. Insights & Data Summary summarises the Insights and Data answers already in the project, and nothing else.