Distilling a communications strategy into a brief is an art; it should be concise, clear, consistent and creative. Indeed, BBH co-founder John Hegarty has gone so far as to describe the creative brief as “the first ad in the campaign”.

what makes a great 1-Pager/PRD?

As you read through these 1-Pagers, look for these elements that make them effective:

1. Problem-oriented: They crystallize the problem being solved in a few strong sentences—ideally near the top of the document—to focus the brainpower of every teammate in the same direction.


2. Clear success criteria: They

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1. Describe your company. What does your company do?

2. What are the objectives? Spell out the goals and the reasons behind them.

Increase sales / promote awareness / expand client base / obtaining data or information / change image / improve competitiveness / reduce cost / raise MSRP / enhance customer experience / change demographic / provide a... See more

He used a seven-step formula to outline his copy. This formula is now called “Bob Stone’s Gem.” It’s simple: Benefit: begin with your strongest benefit. Expansion: expand on your strongest benefit. Positive: explain what the prospect will get. Proof: prove the value with past experience. Negative: explain the consequences of inaction. Summary: sum

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