The document discusses the importance of creative briefs for guiding creative work. It notes that clients engage agencies to take their business somewhere and creative briefs provide directions for how to get there. A good brief gives a clear sense of the destination and guides the agency without leaving them guessing or at risk of missing the mark. It should include key information like the problem to solve, target audience, goals, and proof for why the audience should believe the message. Starting every project with a well-prepared brief leads to better work that wow's clients and guarantees future business.
22. Brief 1: Please paint the ceiling
Brief 2: Please paint the ceiling using red,
green and yellow
23. Brief 1: Please paint the ceiling
Brief 2: Please paint the ceiling using red,
green and yellow
Brief 3: We’ve got terrible problems with cracks
in the ceiling. Could you cover it up for us?
24. Brief 1: Please paint the ceiling
Brief 2: Please paint the ceiling using red,
green and yellow
Brief 3: We’ve got terrible problems with cracks
in the ceiling. Could you cover it up for us?
Brief 4: Please paint biblical scenes on the
ceiling, incorporating some or all of the
following: God, Adam, cupids, devils and saints
rk
25. Or…
Brief:
Please paint our ceiling for the greater
glory of God and as an inspiration and
lesson to his people.
26. No brief,
no excuses
I didn’t have time to
write the brief…
This won’t be the most
interesting brief you’ve
ever had…
Sorry it’s 12 pages long…
31. The big
things
So where do you start?
The where
The problem
we’re trying
to solve
aka. Our
destination
32. The big
things
The who
Know the
audience
intimately
Who are we
talking to
What’s
stopping them
doing what
we’d like
What do we
know about
them
What do we
want them
to think, feel
and do
38. And let’s
make a pact
Written creative brief everytime
Circulated 24 hours in advance
And read
Face-to-face briefing involving the
full team – right from the start
Use the creative brief as our
reference point there on in