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INTRODUCTION About VCCI

GETTING STARTED

About This Guide + The Brief Refine Project Goals + Identify Key Intel Resources + When to Use Them MPI + VCCI Research Offerings

TABLE OF CONTENTS

INSIGHTS + BRAINSTORMING Craft Insights The Completed Brief Brainstorming Tips

APPENDIX

Exercises + Examples

TEMPLATES

Velocity Insights Brief Blank Exercise Templates

ABOUT VCCI Velocity Culture + Creative Insights (VCCI) is Velocity’s strategic planning partner. VCCI developed the brief explained throughout this guide to help structure and power effective brainstorming sessions and drive concept development grounded in insights. Use VCCI as a resource as you utilize the brief, and for help with creative strategy, planning, strategic innovation, thought leadership development, and more. WHO SHOULD YOU CONTACT AT VCCI? Email [email protected], [email protected], and [email protected]

VCCI OFFERINGS

BEST FOR... TIMING STRATEGIC PLANNING + PITCH SUPPORT

CUSTOM INSIGHTS BRIEFS Custom insights brief and facilitated brainstorm for a specific client RFP or brief

STRATEGY SPARK Email connecting insights to the data and key brand challenges presented in the project’s Velocity Insights Brief

STRATEGIC SCRIPTING Deck crafting/scripting post-ideation to help weave an insight-led narrative from ideas developed through the Velocity Insights Brief

Pre-ideation: project planning + bespoke analysis, where VCCI can identify unique insights + guide brainstorm of ideas

1 week +

Pre-ideation: quick turnaround RFPs for major clients offering up select data and/or insights to inform specific pitches

48-72 hours

Post-ideation: large, complex pitches where articulating a singular strategic approach (despite a clutter of networks and ideas) is crucial

48-72 hours

CONSIDERATIONS BIG CLIENT UNIQUE OPPORTUNITY MEETS PROJECT TIME REQUIREMENTS

THOUGHT LEADERSHIP + WORKSHOP FACILITATION RESEARCH PRESENTATION Review of existing VCCI thought leadership or facilitating a session with another group (internal or external)

Ongoing intel: detail on particular VCCI research, or opportunities for a team to learn about a new topic as it relates to a client or category

3-4 weeks to schedule

BIG CLIENT UNIQUE OPPORTUNITY MEETS PROJECT TIME REQUIREMENTS

GETTING STARTED

ABOUT THIS GUIDE This how-to guide introduces the new Velocity Insights Brief, a tool designed to help Velocity respond to RFPs and client briefs, by effectively harnessing insights, utilizing brainstorming techniques, and by becoming more familiar with resources available at Velocity and at Viacom. The goal is to begin each campaign development process with the new Velocity Insights Brief to guide the approach from start to brainstorm. And, as always, if you have any questions or need more guidance to get started — please feel free to reach out to our team. –Velocity Culture + Creative Insights (VCCI)

ABOUT THIS BRIEF VELOCITY INSIGHTS BRIEF

This brief will help you to develop and identify strong insights to drive your creative thinking and guide the development of pitches and creative concepts.

PROJECT KICKOFF AGENCY: CONTACT PERSON: SALES LEAD: CONSIDERATIONS FOR… BUDGET: MEDIA TIMING: MEDIA (LINEAR, DIGITAL, CONVERGENT, SOCIAL, VPG, VCN…): BRAND CHANNEL AND/OR TALENT: PRODUCT OR LEGAL:

REFINE PROJECT GOAL

What is the main goal that the client wants to achieve?

IDENTIFY KEY INTEL

What information helps support the key message and the brand's relationship with its audience?

What is the key message we need to communicate?

What data is most helpful in connecting the key message, client brand, and/or current campaigns with our audience?

CRAFT INSIGHTS

What insights will drive the key message in your creative ideation?

BRAINSTORM LAND ON IDEAS

THIS BRIEF WILL GUIDE YOU TO:

Overview of creative concept(s)

Develop habits around insights-driven thinking + brainstorming Identify research + data resources available at Viacom (including those with information on client categories, audiences, or cultural shifts)

REFINE PROJECT GOALS What is the goal or objective that the client wants to achieve, and what key messaging has been identified to help achieve this goal?

CONSIDER THE FOLLOWING: GOALS Looking at the client’s considerations, how does this inform what the client hopes to accomplish or business goals they want to achieve?

KEY MESSAGE What does the client hope to gain in communicating with youth culture? Are there current campaign or messaging goals? Do they make sense for our audiences?

UNDERSTANDABILITY Does the goal make sense within the walls of Velocity?

WHY IT WORKS REFINE PROJECT GOAL

What is the goal that the client wants to achieve? EXAMPLE: Persuade beauty-involved 16-24 year olds to seek the reinvented Garnier Fructis.

Crisp + targeted language Communicates the goal of the campaign

What is the message we need to communicate? EXAMPLE: Garnier Fructis is the all-new haircare brand for the naturally-strong generation.

Clear, concise call-to-action Identifies business goal Focused on the consumer + the brand

PRO TIP: Take time to think about what information is most important, and will be most helpful in ideation, what constraints you need to be mindful of, and what considerations are "nice-to-haves."

EXERCISE: THE FIVE WHYS

IDEAL USE CASE: Identifying a clear goal or key message for your Velocity Insights Brief The brand challenge is vaguely defined, or you’re feeling uninspired This exercise can help realign the goals or message to better connect the client's brand with our audience. Building on the client’s message or business goal, this exercise can help focus on a more targeted understanding of what the client hopes to achieve, and facilitate a better connection between our client and our audience.

OBJECTIVE NOT AUDIENCE-FOCUSED:

AN UNCLEAR MESSAGE:

OBJECTIVE FOCUSED ON OUR AUDIENCES

A CLEAR MESSAGE:

Future-proof L’Oreal’s beauty leadership position.

Persuade beauty-involved 16-24 year olds to see the reinvented Garnier Fructis as the favorite haircare brand of a new generation.

Find instructions and examples for The Five Whys in the Appendix

Caramel has been square for far too long. Only M&Ms can change that by making Caramel more fun than ever.

Caramel M&Ms are an on-the-go treat for chocolate lovers seeking a quick, sweet break during a busy day-to-day.

IDENTIFY KEY INTEL What information did you receive from the client that will be most helpful in understanding the challenge and inspiring all of the teams executing creative ideas?

CONSIDER THE FOLLOWING: BACKGROUND What information did the client share? Is there additional information that would inform the challenge or message?

TARGET AUDIENCE Who is the client trying to target? What do we know about them? What role do they play in youth culture?

DATA COLLECTION

What information helps support the key message and the brand's relationship with its audience? EXAMPLE: Fructis launched in 2003 for “the new generation.” The tone was energetic, carefree and dynamic, and TV featured the “tribe,” a unisex group of friends having fun. In a post-9/11 world, younger consumers welcomed a brand that tapped into “escapism” and that looked and smelled different. What data is most helpful in connecting the key message, client brand, and/or current campaigns with our audience? EXAMPLE: Image-conscious multicultural Millennials and Gen Z (males + females) ages 16-24 who are looking for trendy and fashionable products that deliver natural strength.

EXERCISE: DECODING INSIGHTS

IDEAL USE CASE: When trying to decode/understand information presented in the client's brief or RFP When searching for inspiration

This exercise can help you to understand and break down the information provided to you in the RFP or client's brief for the Velocity Insights Brief. It can help you decode the reasoning behind past campaigns or target audiences, especially when information is incomplete or when you have to draw connections. Decoding Insights can also help you spot insights in your everyday life. It directs you to think critically about the insights that could have inspired the creative work around you every day. Reverse engineering creative can help you to uncover new insights and ideas on a regular basis.

Find instructions and examples for Decoding Insights in the Appendix

RESOURCES + WHEN TO USE THEM Utilize self-serve knowledge tools to provide additional background on audiences, culture, and client business challenges. Contact Marketing Partner Insights (MPI) or VCCI to dig deeper.

CONSIDER THE FOLLOWING: EXPAND YOUR SEARCH Use data available and client-provided material to think about the target, category, or brand in new ways, and draw connections relevant to the brands, channels, and talent at Viacom.

LIMITED TIME

MORE TIME

1. SELF-SERVE KNOWLEDGE TOOLS

2. MPI

3. VCCI

Ongoing resources that monitor insights and trends

Research and data about our audiences, selected client categories, and platforms

Strategic guidance and bridge-building between data and insights to address the client's challenges

SELF-SERVE KNOWLEDGE TOOLS Use self-serve tools to quickly get data on audiences, client categories, and more.

WHAT IT IS

VIACOM RESEARCH DIRECTORY Recent MPS research reports

VIACOM NEWSLETTERS, 3RD PARTY RESEARCH + TREND MEETINGS A range of trend-hunting intel covering cultural shifts

BEST FOR...

When you want to know more about audience behavior, client category intel, or brand channel intel

Cutting edge trends that may be relevant for a specific project

WHAT YOU GET

A range of articles, opinion pieces, research reports, newsletters, and marketing examples

A directory of themes, audience segments, categories, and also the abilitiy to commission channels/groups

WHERE TO FIND IT

CONTACT VCCI ABOUT RELEVANT NEWSLETTERS, INTEL SOURCES, AND Q’S AROUND YOUR TARGET

An ongoing source of inspiration

CONTACT YOUR MPI LEAD ABOUT RELEVANT REPORTS AND Q’S AROUND YOUR TARGET

MPI RESEARCH WHEN SHOULD YOU CALL MPI?

You are looking for specific stats or findings to inspire creative ideation. You want to learn more about a specific audience segment, consumer trend, or brand channel. You want access to Viacom's proprietary research.

WHO SHOULD YOU CONTACT AT MPI?

Email Theresa, Rich, or Heriberto (or their direct reports) listed below.

THERESA PEPE

RICH CORNISH

HERIBERTO SALCEDO

TASJA KIRKWOOD

CAYLEY ARBITSMAN

TIFFANY TORO

Teams: Fogarty, Balbirer, regions [email protected]

[email protected]

Teams: Graseck and Hyland [email protected]

[email protected]

Teams: Bishak and Phillips [email protected]

[email protected]

VCCI WHEN SHOULD YOU CALL VCCI?

You need access to VCCI's research. You need to connect research to insights to address a client's challenge. You have a big client opportunity and need to deliver strategically across ideas.

STRATEGIC PLANNING OFFERINGS AVAILABLE:

Custom insights brief + facilitated brainstorm for a specific client or RFP. Strategy spark email connecting insights to data and key brand challenges presented in the project’s Velocity Insights Brief. Strategic scripting to help weave and guide an insights-led narrative on a project.

DANA WADE

[email protected]

MARY KATE CALLEN

[email protected]

DAVID PANGILINAN

[email protected]

INSIGHTS + BRAINSTORMING

CRAFT INSIGHTS WHAT IS AN INSIGHT? An insight is the motivation that drives our audience, that makes you go “ooh,” “ahh,” “hmm,” and serves to facilitate ideas.

MOTIVATION

OOHS, AHHS + HMMS

THEIR ROLE

These are the "whys" behind an audience’s "what"

A surprising truth that elicits an emotional response

Always in service of an idea — either inspiring one or selling one in; an insight that doesn’t inspire an idea is not a useful insight for Velocity.

REMEMBER Data is not an insight. Data-points can

be one or more proof points for the underlying human truth that insights more clearly define.

HOW DO WE USE INSIGHTS AT VELOCITY? Insights are the vehicle for brainstorming and creative ideation. Uncovering insights from information about the client, audience, culture, and project will help determine starting points from which you can ideate.

CRAFT INSIGHTS HOW DO WE CRAFT INSIGHTS?

To craft insights rooted in audience or consumer understanding, first focus on the following concepts. You can come back and check your insights against these later.

CONSIDER THE FOLLOWING: OBJECTIVE/GOAL Is there a clear call-to-action identified? What’s the main message?

TARGET AUDIENCE Who is the target audience as it relates to Viacom's audiences?

CONSTRAINTS Are there channel considerations that speak to tone, voice, or style? What budget or other creative considerations should be used to craft insights?

EXERCISE: CRAFTING INSIGHTS IDEAL USE CASE:

When intending to craft insights from audience understanding. When you want to examine what the audience may think/feel and say/do, to draw connections and unearth motivations that drive them.

This exercise can help you to break down information about audiences and what drives them so that you can unearth insights for brainstorming. More specifically, this exercise helps you look at the words, actions, thoughts, and feelings of the target audience, in order to understand or identify the deeper human truths behind them all.

THIS IS A DATA POINT ABOUT OUR AUDIENCE:

THIS IS AN INSIGHT GROUNDED IN WHAT WE KNOW ABOUT OUR AUDIENCE:

60% of Millennials say they are often/always loyal to the brands they purchase.

Millennials are loyal to the brands that they see as friends.

Find instructions and examples for CRAFTING INSIGHTS in the Appendix

SAMPLE COMPLETED BRIEF PROJECT KICKOFF

Use the completed Velocity Insights Brief to brainstorm impactful ideas. The brief below is a sample, completed for a Garnier Fructis project.

Garnier Fructis Omni Media Brief AGENCY: Omni Media CONTACT PERSON: Joe Scarborough SALES LEAD: Mika Brzezinski CONSIDERATIONS FOR… BUDGET: Be sure program achieves requirements and has the ability to scale. MEDIA TIMING: January - December 2017 MEDIA (LINEAR, DIGITAL, CONVERGENT, SOCIAL, VPG, VCN…): Multi-platform

WHY IT WORKS: Clear client goal explained.

WHY IT WORKS:

BRAND CHANNEL AND/OR TALENT: MTV PRODUCT OR LEGAL: Garnier Fructis “Whole Blends” launches January 2017

REFINE PROJECT GOAL

What is the main goal that the client wants to achieve? Persuade beauty-involved 16-24 year olds to see the reinvented Garnier Fructis as the favorite haircare brand of a new generation.

IDENTIFY KEY INTEL

What information helps support the key message and the brand's relationship with its audience? Fructis was launched in 2003 for “the new generation.” The core benefit for Fructis in communication was Strength, with Active Fruit Concentrate amplified with images of lemon/fruit as the reason to believe. The portfolio promise was “hair up to 5X stronger” with the tagline “For hair that shines with all its strength.” The tone was energetic, carefree and dynamic, and TV featured the “tribe,” a unisex group of friends having fun. The Fructis packaging was bright green, a standout in the “sea of white.” In a post-9/11 world, younger consumers welcomed a brand that tapped into “escapism,” and that looked and smelled different. What once made the brand disruptive is now the status quo, making it challenging to break through in a highly commoditized category. We want to build relevance and differentiation with young Millennials, and do so through the eyes of rising young consumers today.

Reflects the client’s intended messaging.

WHY IT WORKS: Succinctly overviews knowledge of brand, including past efforts related to audience and messaging.

WHY IT WORKS:

What data is most helpful in connecting the key message, client's brand, and/or current campaigns with our audience? TARGET: Image-conscious multicultural Millennials and Gen Z (males and females) ages 16-24. 60% of Millennials say they are always/often loyal to the brands they currently purchase.

Connects client's brief + audience information with our internal knowledge.

WHY IT WORKS: Insights reflect our knowledge about our audiences, and are relevant to the client.

What is the key message we need to communicate? Garnier Fructis is the all-new haircare brand for the naturally-strong generation.

CRAFT INSIGHTS

What insights will drive the key message in your creative ideation? Millennials are loyal to brands that feel like their friends.

SUPPORTING DATA POINT: 60% of Millennials say they are always/often loyal to brands they currently purchase.

Millennials are the entrepreneurial generation. They want to see themselves and their ideas in the products they consume. SUPPORTING DATA POINT: 42% of Millennials are interested in helping companies develop future products and services.

BRAINSTORMING TIPS Use the insights to uncover your best thinking and strongest ideas. Focus ideation on concepts within Velocity’s focus of control.

CONCEPTS TO CONSIDER WHEN IN FULL-BRAINSTORM MODE… BE IDEA-FOCUSED Don’t let the exercise of thinking get CONCEPTS TO CONSIDER BEFORE WALKING INTO A BRAINSTORM…

in the way of ideas. Ideation is a means to an end. Ideas are still the goal.

WORK IN SMALLER GROUPS

GET LOOSE There is a correlation between being loose and relaxed physically, and the brain’s capacity for creativity.

It can be difficult to be heard when you’re one of many in a group. Make sure your group size energizes ideas through collaboration, but doesn’t become too big and limits creativity.

LISTEN TO YOUR GUT

BALANCE FLUENCY AND FLEXIBILITY

Intuition = experiences: lean into your own personal experience when ideating. Remember: confirm that the insights uncovered are relevant to your audience.

BE EXPANSIVE The wider and broader you go, the more likely you are to land on something worth pitching.

BE RELENTLESS Be exhaustive. Leave no stone unturned

in your exploration. The territory that you neglect to dissect could be where your most promising idea is hiding.

Aim for a combination of fast ideas and different ideas to give you the best shot at something impactful.

EMBRACE “YES, AND” THINKING

Don’t spend time editing. Build on top of what you already have when ideating, even if it isn’t perfect.

EMPATHIZE WITH YOUR CONSUMER Whatever you create is going to be for consumers. Don’t lose sight of their experience and feelings.

EXERCISES FOR BRAINSTORMING WHEN TO USE THIRTY CIRCLES

WHEN TO USE MINDMAPPING

WHEN TO USE LAYER CAKE

At the beginning of a brainstorm, to warm up your creative muscles.

For generating a number of different concepts and expanding on a central brainstorming topic.

When you have a complex brand challenge and need to break it up into more manageable pieces. OR… You have strong insights that you’d like to ideate around. OR… You would like to use a structured approach to brainstorming specific ideas.

Find instructions and examples for these exercises in the Appendix

LIVING INSIGHTFULLY To help you live insightfully, VCCI will offer ongoing opportunities to further improve project-development skills so that you can learn more about insights, strategy, research, consumer insights, culture trends, and more. These upcoming programs include:

OFFICE HOURS

MASTER CLASSES

VCCI takeover of the 46th Floor, for first-come, first-served consultation sessions. One or two VCCI staff members will be accessible on a consistent basis to help with client challenges, strategic planning, or answer any questions you may have.

These are VCCI-led workshops on topics of interest to bolster your insights toolkit, reinforce your skill set, or help you learn new ways to do great work.

INSIGHT INFORMATION SESSIONS These are regular presentations or screenings of new research of interest to Velocity, and may be related to a client, a category, an audience, or have broader applications.

Look out for more information about these opportunities, and feel free to turn to us ­­­— VCCI — as a resource.

APPENDIX EXERCISES + EXAMPLES

EXERCISE: THE FIVE WHYS DESCRIPTION:

This exercise is designed to help you get more insightful about your briefs. It encourages you to start with an insight that addresses the core challenge. By starting with your challenge, and drilling deeper and deeper into it, you can uncover a more insightful challenge and have a more focused and fruitful ideation.

IDEAL USE CASE:

When you need to come up with ideas that are rooted in insights When the brand challenge is vaguely defined or you’re feeling uninspired

PARTICIPANTS:

Individual or small group (2-4)

TIMING:

10-15 minutes

SUPPLIES:

Paper, pen/pencil

INSTRUCTIONS START WITH A SIMPLE CHALLENGE STATEMENT

The challenge statement should be a single statement, formulated as concisely as possible. You can use the challenge as it is presented in the brief, but don’t be afraid to rephrase it if that helps you answer "why?" a little easier.

ASSESS WHY THE CHALLENGE EXISTS

Discuss as a group (or think individually) about why the brand might be experiencing this challenge in its relationship with its consumers. Record a concise explanation under “WHY?” Then, reframe your why statement into a new challenge in the next column.

KEEP DRILLING FURTHER

Ask the group again: why does the brand have this challenge? Again, discuss the answer and encapsulate it into a new challenge statement. Complete five cycles (challenge and why) as best you can.

IDENTIFY THE ROOT CAUSE OF THE CHALLENGE

Once you’ve completed your iterations, review your challenge statements. You should find that your statements become more focused and insightful as you rewrite them. Select the challenge that feels most tangible to ideate around.

EXAMPLE: THE FIVE WHYS

1

CHALLENGE STATEMENT

WHY?

Millennial men are not buying engagement rings for their partners from Zales.

Zales is the predictable choice for an engagement ring, and Millennials pride themselves on being individuals.

2

CHALLENGE STATEMENT

WHY?

Millennial men don’t see Zales as a brand that reflects their uniqueness.

Zales is a legacy brand. It is focused on tradition and history, not personalization.

3

CHALLENGE STATEMENT

WHY?

Millennial men don’t view Zales as a brand that is responsive to their interests/tastes.

Zales is positioned as “the diamond store” at a moment when Millennials have lost interest in diamonds and traditional retail.

4

CHALLENGE STATEMENT

WHY?

Zales is positioned as “just a store.” It doesn’t exist to help you create something special; it’s there to sell to you.

Millennial men don’t see Zales as a qualified partner in this major life milestone.

5

CHALLENGE STATEMENT

WHY?

PRO TIP:

Each iteration should make your challenge feel more focused. Sometimes you don’t need five iterations to land on a clear challenge statement.

EXERCISE: DECODING INSIGHTS DESCRIPTION:

This exercise will help you to spot insights in your everyday life. It directs you to think critically about the insights that could have inspired the strong creative campaigns that are all around us. Reverse engineering creative can help you uncover new insights and ideas on a regular basis.

IDEAL USE CASE:

When you need to come up with ideas rooted in insights When searching for inspiration

PARTICIPANTS:

Individual or small group (2-4)

TIMING:

10-15 minutes

SUPPLIES:

Paper, pen/pencil

INSTRUCTIONS TAKE A CLOSE READ OF THE CREATIVE

Watch/review the campaign. Focus on the choices that were made. How would you describe the tone? What’s the setting? Is there a clear call-to-action? Does it feel like an ad? What’s the main takeaway?

DETERMINE THE TARGET AUDIENCE

As a group, discuss who you believe the target audience is for the campaign (the brief might be a little vague). Who would it most resonate with? Be specific (e.g., “college-educated Millennial men who live in big coastal cities”). Try to develop a sense of empathy for your target audience. Remember: the idea that you come up with is for them.

KEEP DRILLING FURTHER

Ask the group again: why does the brand have this challenge? Again, discuss the answer and encapsulate it into a new challenge statement. Complete five cycles (challenge and why) as best you can.

IDENTIFY THE ROOT CAUSE OF THE CHALLENGE

Once you’ve completed your iterations, review your challenge statements. You should find that your statements become more focused and insightful as you rewrite them. Select the challenge that feels most tangible to ideate around.

EXAMPLE: DECODING INSIGHTS

Black Friday, REI ran an #optoutside campaign to encourage shoppers to get BRAND For outdoors rather than shop on Black Friday.

TARGET AUDIENCE

SAY / DO

Affluent outdoorsy Millennials

Many of these customers can afford the consumer goods they want. They don’t often participate in Black Friday. They love to share their unique experiences on social media.

THINK / FEEL

INSIGHT

“I don’t think Black Friday deals are worth the trouble.” “Fighting over flat screen TVs is silly and beneath me.” “I think consumerism is making society worse.” “I think it’s more important to collect experiences over things.”

Millennials love to feel like they are part of things that are bigger than themselves, especially when they involve social media/sharing.

PRO TIP:

Affluent customers are conflicted by our culture’s emphasis on consumerism, but feel helpless in creating large-scale change.

The statements don’t need to be one-to-one. It is perfectly okay to have fewer Think/Feel statements than Say/Do’s, or vice versa. The goal is to use these statements to help you develop insights.

WARM-UP TOOL: THIRTY CIRCLES DESCRIPTION:

This activity is designed to warm up your creative muscles for ideation by having you draw as many unique, recognizable objects from simple circles. It opens up the curious and expansive mindsets to enable creativity.

IDEAL USE CASE:

At the outset of a brainstorm session or independent ideation

PARTICIPANTS:

Individual (either alone or in a larger group)

TIMING:

5 minutes

SUPPLIES:

Paper (w/ thirty pre-drawn circles), pen/pencil

INSTRUCTIONS IN 90 SECONDS, TURN AS MANY BLANK CIRCLES AS POSSIBLE INTO RECOGNIZABLE OBJECTS. THAT’S IT!

PRO TIP:

There aren’t any constraints for this exercise beyond the timing. Get creative.

EXAMPLE: THIRTY CIRCLES

TOOL: MINDMAPPING DESCRIPTION:

This freeform exercise gives your mind permission to wander wherever it pleases, enabling and unlocking creative thinking. You start with a central topic that you are trying to ideate around and expand outward. The further you move from the center of the map, the more latent ideas you can uncover. Wait until the end of the exercise to apply the constraints of your challenge to your most promising ideas.

IDEAL USE CASE:

When you need to come up with ideas that are rooted in insights Early in the creative ideation process

PARTICIPANTS:

Individual or small group (2-4)

TIMING:

15-60 minutes

SUPPLIES:

Paper (the larger the better), pen/pencil

INSTRUCTIONS START WITH A CENTRAL GOAL

This is what you’ll be mapping and ideating around. Don’t get too caught up in wording it perfectly. As you expand, you might find a hub that is more promising.

MAKE INITIAL CONNECTIONS

Make some connections to that main topic, and write them down, branching out from the center as you go. Connections can be anything that comes to mind — challenges, associations, ideas, questions, etc. Let your mind wander. Ask yourself, “What else can I add to the map that is related to this theme?”

KEEP GOING

Think of each additional connection as a potential hub for new connections. Keep building connections where you feel inspired. You may have tons of ideas already written down at this point — even so, keep going. If you’re feeling stuck, refer to the pro tips to kickstart your ideation. You are done when the page fills or the ideas dwindle. If you are feeling warmed up but not finished, try to reframe the central topic and do another Mind Map for a fresh perspective.

FILTER AND REFINE YOUR CONNECTIONS

When you feel you’ve captured enough, consider which connections and ideas are worth driving forward by pressure testing them against the brand, its challenge, the target audience, and the channel. If an idea (or an idea starter) feels like it has legs, then continue to refine.

PRO TIP:

Connections can be as simple as something that reminds you of something else. (E.g., making guests feel comfortable led this person to think of blind dating, which then led to speed dating, which then led to fun introductions. Consequently, he decided to have guests change seats after every course to meet new people throughout the dinner.)

EXAMPLE: MINDMAPPING

CRAFTING INSIGHTS DESCRIPTION:

This exercise is designed to help build an understanding of our audiences by crafting insights that deliver around their needs.

IDEAL USE CASE:

When intending to craft insights from audience understanding When examining what the audience may think/feel and say/do to draw connections and unearth what drives them

PARTICIPANTS:

Individual or small group

TIMING:

15-60 minutes

SUPPLIES:

Paper, pen/pencil

INSTRUCTIONS WHAT MAKES THE AUDIENCE UNIQUE?

After reviewing the background information and intel on audiences in the brief, identify and record some observable things that the target audience would say and/or do.

HOW DO THEY SEE THE WORLD?

Based on what they say and/or do, what might the target audience think and/or feel? What is their worldview (fiercely independent, need guidance)? What do they value most? What sets them apart from other audiences?

WHAT DRIVES THEM (CRAFT YOUR INSIGHTS)?

After capturing the words, actions, thoughts, and feelings of the target, it’s time to synthesize and delve into the deeper human truths behind them.

FINALLY…

Cross-check the insights you craft against your goals + objectives, before asking which insights are worth examining: Does the insight address my challenge? Does the insight inspire new understanding? Does the insight rally and guide the team’s direction? Remember: ideas are end goals, and insights are just a means to help get to more powerful, meaningful, and impactful ones.

PRO TIP:

Some data-points may not align perfectly, but when put together, can fuel audience insights. Crafting more than one insight for your target, or crafting insights for specific sub-targets, can help fuel more ideas in a brainstorm.

EXAMPLE: CRAFTING INSIGHTS

Utilize the following steps and consider the questions outlined to dive deeper into what the audience may think/feel and say/do, drawing connections and unearthing the motivations that drive them.

1. WHAT MAKES THE AUDIENCE UNIQUE?

2. HOW DO THEY SEE THE WORLD?

3. WHAT DRIVES THEM (CRAFT YOUR INSIGHTS)?

40% of women are more likely to "self gift" than other demographics.

It is up to me to make sure that I am taken care of.

Young women value self-care rather than harbor feelings of guilt for treating themselves.

46% of consumers believe the beauty industry is more about shame than empowerment. Male haircare queries on Google eclipsed female queries by 6% in 2015.

TOOL: LAYER CAKE DESCRIPTION:

This exercise is designed to help teams adopt a more layered approach to ideation by starting with the challenge, adding relevant insights, and then framing ideation around “How Might We?” questions. This process breaks down complex brand challenges into more manageable pieces.

IDEAL USE CASE:

When you need to come up with ideas rooted in insights When the brand challenge is vaguely defined, or when ideating off existing insights

PARTICIPANTS:

Individual or small group (2-4)

TIMING:

10-15 minutes

SUPPLIES:

Paper, pen/pencil

INSTRUCTIONS REVIEW THE BRIEF

Review the brief to ensure you understand what it is asking for. Who is the target audience? What is the challenge? Which channel is this for? Are there any media or talent stipulations?

CHOOSE YOUR INSIGHTS TO DRIVE YOUR IDEATION

This exercise requires you to have relevant insights at the ready. It’s always best when you have a few (2-3) to choose from. If you do not have any, then you might need to do some preliminary research.

DETERMINE THE QUESTIONS TO ASK

Turn your insights into “How Might We?” questions to frame your ideation. Do this by identifying the core of your insight, and then ask, “How might we do this?” (Example: If your insight is "Young men look to the past to inspire their futures," then a “How Might We?” could be this: “How might we leverage our past to inspire young men's futures?”)

IDEATE AROUND YOUR QUESTIONS

Once you’ve captured your “How Might We?” questions, ideate around each one. If you’re feeling ambitious, you can combine “How Might We?” questions, build them further, and get creative with them to unearth different ideas.

PRO TIP:

If your brief calls for you to focus on a particular group (demographic or psychographic), make sure your insights align. Remember that data, facts, and numbers are not insights in and of themselves. Insights need to speak to the underlying human truths that yield, or result in, that data-point or figure.

EXAMPLE: LAYER CAKE Bud Light wants to stand for friendship among people ages 21-34.

Comedy Central

INSIGHTS Millennials are loyal to the brands that feel like their friends.

Millennials are the entrepreneurial generation. They want to see themselves and their ideas in the products they consume.

Millennials value experiences and collecting stories they can share versus the accumulation of things.

60% of...

42% of...

80% of...

Millennials say they are always/often loyal to brands they currently purchase.

Millennials are interested in helping companies develop future products and services

Millennials actively want to see the “behind-the-scenes” of the things that they enjoy.

HOW MIGHT WE... Turn Bud Light into a brand that feels like a Millennial’s friend?

IDEA

Poking fun at each other over beers is a hallmark of male bonding. We’ll create a platform for Millennials to live vicariously through Comedy Central comedians by hosting a digital mini-series where different sets of comedians' friends visit the 12 flagship Budweiser breweries to learn about beer, drink Bud Light, and laugh over jokes together. Riding off the success of "Comedians in Cars Getting Coffee," we’ll capture this illusive audience with an authentic look into comedians and their rambunctious friendships.

TEMPLATES

VELOCITY INSIGHTS BRIEF

A tool to organize your thoughts + research, and the information provided to you in the client's brief or RFP.

PROJECT KICKOFF AGENCY: CONTACT PERSON: SALES LEAD: CONSIDERATIONS FOR… BUDGET: MEDIA TIMING: MEDIA (LINEAR, DIGITAL, CONVERGENT, SOCIAL, VPG, VCN…): BRAND CHANNEL AND/OR TALENT: PRODUCT OR LEGAL:

REFINE PROJECT GOAL

What is the main goal that the client wants to achieve?

IDENTIFY KEY INTEL

What information helps support the key message and the brand's relationship with its audience?

What is the key message we need to communicate?

What data is most helpful in connecting the key message, client's brand, and/or current campaigns with our audience?

CRAFT INSIGHTS

What insights will drive the key message in your creative ideation?

BRAINSTORM LAND ON IDEAS

Overview of creative concept(s)

EXERCISE: THE FIVE WHYS

A tool to help focus challenges.

1

CHALLENGE STATEMENT

WHY?

2

CHALLENGE STATEMENT

WHY?

3

CHALLENGE STATEMENT

WHY?

4

CHALLENGE STATEMENT

WHY?

5

CHALLENGE STATEMENT

WHY?

EXERCISE: DECODING INSIGHTS

A tool to help you spot insights in your everyday life, think creatively, and become more insights-minded in your day-to-day.

BRAND TARGET AUDIENCE

SAY / DO

THINK / FEEL

INSIGHT

EXERCISE: THIRTY CIRCLES

A tool to warm up your creative muscles.

EXERCISE: MINDMAPPING

A tool to help ideation, by providing freedom for mind wandering, and expanding possibilities.

Goal

EXERCISE: CRAFTING INSIGHTS

1. WHAT MAKES THE AUDIENCE UNIQUE?

A tool to help you utilize the information + research you have compiled in the Velocity Insights Brief and begin creating insights.

2. HOW DO THEY SEE THE WORLD?

3. WHAT DRIVES THEM (CRAFT YOUR INSIGHTS)?

EXERCISE: LAYER CAKE

BRIEF INSIGHTS

HOW MIGHT WE...

IDEA

A tool to ideate by layering a brand challenge with relevant insights, and "How might we?" questions.

CHANNEL

LAYER CAKE INSIGHTS CARDS

A template for “insights cards,” which can be used to organize insights and supporting information, either for the layer cake ideation exercise, or other brainstorming.

INSIGHT

INSIGHT

INSIGHT

INSIGHT