If you want to learn how to write great creative briefs from a former creative director and copywriter, I lead workshops and one-on-one session both online and on-site. Let me show you how to inspire your creative partners to produce better work that sells. Visit creativebriefworkshops.com and send me an email.
I've been teaching brief writing since 2004. And since 2017, I've been a workshop instructor for the Association of National Advertisers' Marketing Training and Development Center. In 2021, I launched The Brief Bros., a video podcast, with my partner Henry Gomez, VP Director of Strategy at Zubi Advertising in Miami. The show airs every Wednesday.
Go to www.creativebriefworkshops.com for more about my workshops, videocast, graphic textbooks and blog.
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Briefs matter because better ads matter because growth profit sales and scale matters.
If there is an ad agency model of the future it will surely be more streamlined immediate and direct....see also: Michael Ovitz/CAA and Coke.
Thank you so much for inviting such a legend as Jon Steel! If I may, I'd like to sh*t on your parade just a tiny bit - Howard, you are a very interesting person, but you hosted none other than Jon Steel, and then took more than half of the air time. And in all honesty, although it was very interesting to listen to you, I would have loved to hear more of Jon. And although in briefs it is not the questions that matter, but the answers - in the interviews questions become rather important :)
If the strategy isn’t in the brief or clearly shared before the brief Burn that brief.
Important issues but all we can do is keep on keeping on and gather all the tools you can to d0o what you do.
AI still exits to produce standard acceptable stuff for people who don't care. Text, images and yes, briefs, tag lines, etc. If you yearn for more than standard acceptable...you have the opportunity to promote and sell it. And (gasp)_ use AI to do better than AI.
anyone who struggles to write a brief is in the wrong job. Or needs quick teaching.
What you call the invisible brief, I call The Win Path. I developed it for my agency last year. 🎉
yow nothing creative or brief in this document.
How Do We Convince Them? could have and should have been one sentence. And Tone was typically all things to everyone crap.
We need stronger fearless leaders who fight for and against such valueless bullshit. I tolerate none.
Going down fast is where Iceland is going . So bad they are renting space in other shops !!. Wonders if it has anything to do with bad customer service and nasty HR department. Has heard managers shouting at staff and using foul language .
Over The Top (O.T.T.) exaggerated. outrageous. excessive. extraordinary. overblown. I know it’s probably not important for the purposes of this video, but Iceland does stock non frozen goods currently. Bread, vegetables, cheese et cetera as well as longer life tinned and boxed items. The aisles are lined with chest freezers as that is the major offering still. One of their taglines used to be: “mums go to Iceland“
Wild things you never knew about Iceland There’s your brief brief. 😊
Today's fun was gathering the ingredients for GB casserole, I noticed the new label change, at 3/$5 gave a closer inspection. Now "mushroom" comes in five different labels, differing from 50 calories all to way up to 100 calories. Color coded. Almost a down grade to really simple red and white with a tomato or a mushroom. Just one. Am I watching my fat this week or lowering my sodium? Kind of plant based healthy being green or blood health being blue for some reason. The color thing isn't universal yet which is a bit confusing but at some point I have made up my mind I like this one best and make it a habit. Haven't finished yet on these new Campbell's labels. Still making up my mind.
Hey, I'm a consumer who has loved being loyal to brands I grew up with but that's a habit and "then" hit that economic crunch at some point of growing up financially as an adult. Maybe several times, let's say, over those past forty years, for me anyway, the knockoffs were cheaper. Loved the time of Disney princess labels but at some point that's dropped off. I remember the day we went to the local and the whole shelf where the Campbell's had been was gone. 😮 It was kind of terrifying. Like gone, just empty space. That was almost fifteen years ago and it's still empty. Both sides.
This young whippersnapper ives me hope for thoughtfulness. And YES if you treat EVERY role as creative you get more creative.
kzread.info/dash/bejne/gZ6D1KZ_c5y1m7g.html
A great example of a brief that points back to business strategy -how do you deliver the happiness the brand creates and promises? In physical retail human terms? A brief for culture as much as for ads.
Too much blah blah too much emotion that makes it ultimately vague. Enough contrasting text that you can hang someone on one word after the fact. The “ last” implies separation sadness nostalgia or anxiety. Vs swagger. Swagger? Emotional words but not clear.
Great breakdown guys!
I am also a fan of Sarah's brain
check out his model. Ritson and Elliott (1995) A Model of Advertising Literacy...learn how the medating realm works.
One of my old tricks was to come up with the plan and do it in flip charts live as if we just came up with it.
“Sara Lee Bath and Body” my God- THAT needed its own brief.
I sometimes spend hours thinking. Usually just a few minutes. But seconds writing.
She and I both had those angels and trumpets moments that changed our lives. I like to think everybody does.
Real-time anthropology.
promo sm
I worked at CP+B as alex's last agency hire - the idea was behind At-A-Glance from Rob Reilly's perspective was to write it as if it would be headlines that a news or magazine would write.
Most of the younger creatives I work with are far more empathetic than my Gen X peers.
Few brands actually respect the world anymore.
This should be taught at Wharton and aHarvard Business School. : )
spending almost 50 years in advertising, as a creative director and Chief Creative Officer,(a big chunk at Ogilvy NY) ,I learned this: Creating ads that sell take 3 things: 1. information about a product and its unique selling point. 2. A clear statement of that information.3.A disruptive and compelling execution to deliver 1. and 2. Unfortunately when social justice and politics becomes the #4 element, it overshadows the other 3. Separation of Advertising and politics would be wise advice to clients. Bud lite a good case here.
A former employee was head account planner on this campaign.
Perfect example of the best work the best results the best relationships is to work with clients during the entire process from first meeting research ideation production and I say NO if they won't. It removes "selling. "
Yes So key to be resourceful and keep fresh new ways to do anything.
All I’ll say is that by the time you read the objective I had a better briefer brief RFP response and ad idea better than whatever ran 😉
Glad to discover you guys here. Solid advice and insight!
AI will get better and better forever... but we are HERE it is NOW... so let us blow up this ordinary world now with our humanity.
More solid strong sensible smackdowns. 👊🏻
Gun. How do we make this famous? The gun is a one sentence brief. 😊
Ernie's a true solid ad gent and geezer.And a fellow Mischief lover.
the way things ought to be, sad to say... is weak because it' s vague and not intimate or specific Hospitals could shine with one specific tangible improvement. and yes I know how bureaucratic behind the times and turgid hospitals can be ...so then don't work with then.
and the "insight" is better called the Chief Complaint. An insight is an uncomfortable truth.
and the "insight" is better called the Chief Complaint. An insight is an uncomfortable truth. ; )
hmmm yep.... I could have written this brief in one sentence. I'd call this a good Strategic brief.
I like this. model : a teardown of one brief. more more more. and Ernie YEAH
good thinking here..racially logical and clear.
Most people don't trust focus. In work or in their life.
This post6-mortem is a perfect example of Bob's "Make us famous" credo.. stc --Do that and less BS and issues.