Friday, 8 October 2010

Brief (pending approval)

The world seems to have gone process mad. In keeping with this I have put together a brief to help re-introduce a little sanity. I have distributed it, following the correct procedures, and it has now come back with a few requested amends from the ‘team’.

Why are we communicating?
We are communicating because a large percentage of the working population are sick and tired of process driven, top down, time inefficient, ego massaging nonsense. People would like to get on with their jobs in the most effective manner possible and be treated with the respect they have spent their career earning.

Not right. We are communicating to reinforce the brand message that systems equal success. Remember, ‘Lots of cooks make the broth better.’ Please revise.

What are we trying to communicate?
We are tying to communicate that if we all stop and think things through clearly and without prejudice we can make the working process easier, more efficient and then everyone will feel happier and the end results will be better.

Not right. We would like to communicate that the obvious answer is the best answer. We need to get across that employees shouldn’t question anything, but simply follow procedure to produce average work that is easy to sell.

Who is our target audience?
Our target audience is anybody who has an ounce of common sense.

Not right. This is way to general, be more specific. Try something like this.
Our target audience is Peter. Peter is a Caucasian, dark-skinned male from the south west of England, somewhere near Yorkshire. He guards his age but is somewhere between 21-55. He has forged a successful career in the IT/public sector, working as a higher, intermediate managerial administrative clerical worker with developed manual skills. He is as happy fixing a car as he is seeking spiritual enlightenment at the weekend. He is single but in a long-term relationship. He has no children but lots of nephews and nieces who he dotes on like a parent. He likes beer, wine, spirits, abstinence, sport of any kind, driving, walking, reading all books and likes watching any type of TV programme or film as long as it is entertaining/informative, action-packed, romantic, long or short. He is hard nosed and takes no prisoners, but has a soft spot for the weaker members of society.
This type of specific targeting will help us connect better with the target audience.

What is the best way to communicate this?
Talking to each other.

Not right. Let’s not simply talk to ‘each other’, be more ambitious. Let’s talk to our key demographic who are ABC1CD2 high/low achieving, independently minded but easily led decision makers with personality variables. Consider other media. How about a facebook campaign or a hilarious but corporately relevant and correctly branded viral video?

Some common sense.

No, no, no. We need a series of meetings with various members of the team at different times and to ensure the whole process is as drawn out, unproductive and frustrating as possible. Only by utilising this important corporate tool will we be able to meet the demands of today’s business model.


Unrealistic. Some time before the financial year-end.


  1. Nice post, things explained in details. Thank You.

  2. Very informative, keep posting such good articles, it really helps to know about things.