Writing Briefs Is a Skill Every Leader Should Learn But Few Master
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Writing Briefs Is a Skill Every Leader Should Learn But Few Master
The process of reducing a briefing requires great courage, rigor and repertoire.
You have to make brave choices and say a thousand times more No’s than Yes’s.You have to respond rigorously to the problem that you’re trying to solve.You have to have a vast repertoire of references in and outside Advertising in order to get to fresh thinking - and tha... See more
You have to make brave choices and say a thousand times more No’s than Yes’s.You have to respond rigorously to the problem that you’re trying to solve.You have to have a vast repertoire of references in and outside Advertising in order to get to fresh thinking - and tha... See more
Fernando Ribeiro • Extraordinary Vocabulary, Word #8: Reductionism
as a campaign planner in ad agencies, I developed hundreds of creative briefs, some of which went on to produce award-winning ads. To me, the most important part of those briefs was what we called the compelling idea or key message. It was the one idea that, if we could get the target audience to believe it, would create desire for the product.
Chris Goward • You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
What the brief should not do is suggest solutions. That’s our job. This is important to remember, because a proposed direction or solution from a client is often difficult to forget and may serve to limit a creative team’s thinking.
Bonnie Siegler • Dear Client: This Book Will Teach You How to Get What You Want from Creative People
A brief doesn’t need to follow a formal structure. It can be a well-crafted essay or a bulleted list. But it should contain the answers to most of these questions: What is the challenge? Why are you embarking on the project now? a little history, from your perspective, can be very helpful. What are the objectives? What is the current situation? Who
... See moreBonnie Siegler • Dear Client: This Book Will Teach You How to Get What You Want from Creative People
CREATIVE BRIEF TEMPLATE
Creative Brief Template
Creative Brief Template
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