The creating briefing

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  • Publicado : 6 de marzo de 2011
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The Creative Brief

―it‘s the cornerstone of any ad agency, but lately, it feels like the Creative Brief is not enough.

The Creative Brief

―Regardless of whether or not a brief is well written, there is no guarantee that good ideas will follow.

The Creative Brief

―Truth is, there is no precedent for some of the work we do today.‖

The Creative Brief

―some of us will getlucky and achieve something amazing---but if we follow each other down the same path, many of us will never reach such great heights.‖

The Creative Brief

“fuck tradition.”

The Creative Brief

The problem is bigger than the Creative Brief.

The Creative Brief

The problem lies in the social context surrounding the brief.

The Creative Brief

My Mission To evaluate the CreativeBrief process in its ability to generate effective and creative advertising solutions for our clients.

The Creative Brief

The next slides are a compilation of interviews done with people in the industry that are involved in creativity, strategy and client services… enjoy it!!

1

The Creative Brief

The Creative Brief is not just about the document, it’s about the thinking behind itand the ideas that come after it.

The Creative Brief

Consider that without proper brief, we have no real stake in the ground upon which to built ideas. Consider that for some members of the team, the brief serves as an introduction to the client itself. Consider that is as important as having an stimulate and the client has agreed to.‖

The Creative Brief

The creative brief is simplyto inspire—it is the first ad in the campaign—and its not written brief enough, it‘s not written in a format that will get into people‘s brain, just don‘t bother. The creative team won‘t measure their work against it.‖

The Creative Brief

There needs to be a shift in the way we approach the Creative brief.

It is not a format to be filled out…

The Creative Brief

It’s a quest in whichwe`re all pirates.

2

The Creative Brief

Most Creative Briefs are too long and unfocused to be useful

The Creative Brief

It’s like dropping off a flaming bag of poop on our creative team‘s doorsteps—and they have NO choice but to stomp it out.

The Creative Brief

― In our industry, we spend hours on end producing beautiful creative work that communicates clever messages ina creative and succinct fashion. Mostly because we know people don‘t like to read or don‘t have time to invest themselves in stuff. And then….as agencies we go and write a kabillion creative page and expect people to read them?.‖

The Creative Brief

―It really depends on who‘s writing the brief. Sometimes we can get a bad creative brief and still come up with great creative ideas because wewill just ignore the brief..”

The Creative Brief

―I find that when you work on one client all the time, the creative brief ends up being repetitive. It often feel like we are not drilling down. It seems like the key message is the same from one project to the next.‖

The Creative Brief

―Remember our challenge as agencies---is often rewrite the question. It‘s often not about answeringthe question, but realizing there is a better, more relevant question we should be asking.”

The Creative Brief

There is a need to revisit the current creative Brief template.

Are we asking the right questions?

3

The Creative Brief

One brief does not fit all.

The Creative Brief

―No all our projects are marketing projects. We re about to embark with a major musicartist…this artist its so multidimensional as is the tour, and there is no way one key message could sum it up. The audience is more complex (smarter) than that; they WANT more than that so it would be just wrong.‖

The Creative Brief

―For one project there were several markets. [The experience brief] wasn‘t the right tool, but it was what we had. We need to have more tools available to us because...
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