The Brief Basics – Ricc Webb; Rebel Brands, Bacardi (London)

Summary

Rick, the Global Creative Director at Bacardi, discusses his role overseeing Rebel Brands, a collection of disruptive brands within the Bacardi family. He explains the importance of insight-driven briefs, the process of defining a problem with clarity, and the significance of simple, jargon-free communication. Rick highlights the evolving role of AI in creative work and the growing importance of quickly testing ideas. His advice for students and marketing graduates is to immerse themselves in consumer experiences and stay creative while focusing on clear insights and effective communication.

Takeaways

• 😀 Bicardi is a global company with nearly 100 different brands, including Bombay Sapphire, Grey Goose, and Patron. It operates under a family-owned business model.
• 😀 The creative process at Bicardi involves simplifying briefs into a 'one question' format, aiming to lead people to discover the solution rather than directly providing it.
• 😀 The brief creation process at Bicardi starts with gathering insights, followed by defining a clear problem. A well-defined problem is key to generating creative ideas.
• 😀 The 'one question' approach distills the brief into a simple, focused query that inspires creative teams, making the creative process easier and more effective.
• 😀 Corporate jargon and unclear budgets are common mistakes in briefs, often leading to confusion. Briefs should be simple and easy to understand for anyone, not just experts.
• 😀 Successful creative work requires investing time upfront to gather insights and define the problem clearly. The execution phase becomes much easier when this groundwork is done.
• 😀 Generative AI tools like ChatGPT and MidJourney are revolutionizing the creative process, helping agencies quickly visualize and understand ideas, enhancing productivity.
• 😀 Quick and cost-effective insights are crucial for small brands with limited budgets. The ability to test creative ideas rapidly will be a major innovation in the marketing industry.
• 😀 For students and aspiring marketers, the key to working on successful briefs is to focus on gathering as many insights as possible and presenting them clearly.
• 😀 New graduates entering marketing should immerse themselves in diverse experiences to enrich their creative thinking, as real-world experiences are the best source of ideas and inspiration.

Q & A

What is Rick's role at Bacardi?

Rick is the Global Creative Director at Bacardi, overseeing a group of brands called Rebel Brands.

Can you give an overview of Bacardi as a company?

Bacardi is a family-owned business with almost 100 brands under its umbrella, including popular ones like Bombay Sapphire, Grey Goose, and Patron. It has a global presence, with brands serving various markets, including disruptive brands like the Rebel Brands, which are mostly sold in Europe.

What does Rick compare a 'brief' to, and why?

Rick compares a brief to a treasure map because, in his view, good creative ideas are found, not created. A brief should guide people to good creative work, making it easier for them to surface great ideas.

What are the different types of briefs Rick encounters in marketing?

Rick encounters several types of briefs, including campaign briefs (the largest and most comprehensive), content briefs (focused on specific events like Halloween or Christmas), and media briefs (focused on media spending). He particularly enjoys working with Insight briefs, where the focus is on discovering an insight rather than generating an idea.

How does Rick structure a brief at Bacardi?

Bacardi uses a one-question brief template. The process begins by providing context and insights, followed by setting a clear budget. The key part of the brief is distilling it down to a single, clear question, such as ‘How do you prolong moments with friends after dinner?’

What is the most important part of a brief at Bacardi?

According to Rick, the most important part of a brief is the 'one question.' A good question makes the brain focus on potential solutions, which helps steer the creative process in the right direction.

What are the common mistakes people make when writing a brief?

Common mistakes include using corporate jargon that confuses people, a lack of insights, and unclear or misleading budgets. These issues can make it difficult for agencies to work effectively and generate creative solutions.

What did Rick wish he knew about briefs when entering the industry?

Rick wishes he had known the importance of spending time preparing and refining the brief. He believes that investing time upfront, much like sharpening an ax before cutting down a tree, leads to much faster and easier execution when the time comes to develop creative ideas.

What potential innovations does Rick foresee in the future of briefs?

Rick believes generative AI will revolutionize the way briefs are developed. AI tools like ChatGPT and MidJourney can help in creating better outputs by improving productivity and allowing for clearer visual communication of ideas. He also sees the need for quicker, cheaper insights to help smaller brands test creative ideas more efficiently.

What advice does Rick offer to students working on briefs?

Rick advises students to focus on gathering as many insights as possible, emphasizing the value of truly understanding the consumer. He also suggests keeping presentations brief and to the point, letting the idea sit with the client to spark their thinking without overwhelming them with excessive details.