Brief Analysis 2 - Commission Brief

The Comission Brief:

http://www.scorchlondon.com/portfolio/barbie-music-commercial/

To produce an animated commercial to promote a pop tie-in album in association with the Mattel Barbie brand.
This brief states that a commercial is going to be the final outcome of this brief. The promotion of the POP album that is associated with the Mattel ‘Barbie’ brand and because of it being POP music and ‘Barbie’, it needs to appeal to the target audience of Barbie dolls; little girls. This is implicit as Barbie is a popular brand, all the rage with young girls, who are widely known for their love of dressing up, make up and generally being ‘girly’. They are asking for an animated advert, however, to represent the artists featured on the album, they would use computer generated imagery (for the animated parts) with live imagery (the videos of the artists featured). Due to the target audience, the advert should be, colourful, energetic and entertaining. The following points are implicit:

·         Needs to promote the pop music as well as the Barbie brand

·         Must have animation in it

Ultimately, as long as the commercial features animation, the pop music and Barbie, they are quite flexible with the content and themes used within the advert.

Barbie is a fashion doll manufactured by the American toy company Mattel, Inc, but this brief was issued by Universal Music. This is because they're a record company and the two companies are working together to create a Barbie POP CD. To meet this briefs requirement's I would research into both Barbie, and the girl pop music acts that are signed up to Universal Music. I would look into the target audiences of Barbie dolls and their products, both primary and secondary, aswell as doing the same with the female pop acts that Universal records have signed and taking the average age of both audiences to see who I should be targetting my advertisement at. I would ensure my customer research had been conducted thoroughly, so I had a great idea of how well the product would sell, and what content I should include in the advert to make it more appealing to my customers. I would also make sure that I know the product inside out and am sure that what i'm selling is suitable and relates to the ideas I have for the advert.

Research the customer. Learn everything you can about the target audience. Get to know the product and the company. Find some real understanding what's driving the client and the writer of the brief. Know who you're pitching to and where the pitch will happen. Who's going to be with you? What are their strengths and weaknesses?

When you think you have a grasp on all that take a step back and ask yourself if it all makes good sense. Is the client asking what's in his/her best interests? Anticipate questions.

Finally, look in the mirror and know that having jumped into this and having answered these questions, you have the answers the client needs. Maintain your flexibility and understand you don't know it all. But, demonstrate confidence and competence that no one can do the job and get the results your team can. Master the business-speak jibber jabber and show you speak the language. Then, show a better, clearer, more sensible and effective way to communicate.

Read more: http://www.marketingprofs.com/ea/qst_question.asp?qstID=24060#ixzz1sJTOyxwI