*Update: This deck was originally intended to be the start of a blog....but actually became more of a planning/strategy/creative sharing forum ' non-vanilla'. Feel free to join in here: https://bit.ly/2sHjxto A presentation I put together for my junior planners to help establish the fundamentals of creative brief writing. Far from exhaustive and purely dealing with foundational principles, but a solid starting point.

2. Hi. I used to write a blog about advertising ages ago. It was called AdGrads but I somehow lost
interest and I fell out of love with it. Whether it was because at the time I was running out of things to
say or I was busy trying to focus getting my head around planning I’m not sure. Probably both.
Now, quite a few years later I’m somewhat more (happily) battered and bruised from planning with a
bit more to say and with a bit more authority to say it. Rather than a well thought out space and
agenda, this time around is going to be more of a chaotic jumble of things I find useful. Things and
thoughts I like to play around with, more of a Toy Box than a professional bog I guess.
To kick things off I thought I’d share this presentation I put together for my junior planners and
account managers (though really it’s applicable for all depts) regarding writing the creative brief. It
remains one of the oldest and most useful tools (toys) in the box and regardless of where you work
will need to grasp the fundamentals.
The following slides are just that, the fundamentals. It’s far from exhaustive especially given the need
for integrated solutions. However, I strongly believe in getting the foundations right and this is what
this created to do. The examples used are TV centric and may seem dated. The reason being that
they are able to quickly demonstrate the point and are solid executions from solid briefs. Hopefully I’ll
get around to a more integrated version at some point.
All of which you read (I have tried to keep slides text light, so this slide is bothering me) are my own
views and conclusions and not of the agency I work at.
Finally and more importantly I hope you find it interesting, maybe entertaining (as I’ve tried to have
fun with a well trodden topic) and possibly useful if are giving similar training or just starting out in
planning. Please feel free to steal away as I’ve read that’s what geniuses do.
A x
THE PLANNER’S TOY BOX
www.theplannerstoybox.wordpress.com

4. Tools to do stuff
Stuff to remember

12. https://www.youtube.com/watch?v=alPSq9nkLv4

13. THE PLANNER’S TOY BOX
www.theplannerstoybox.wordpress.com

19. https://www.youtube.com/watch?v=VvC_KHU4AqE
Ad credit: BBH, Vodafone ‘Mayfly’

21. Ad credit: BBH, Birds Eye ‘Frozen’

34. https://www.youtube.com/watch?v=APwwWV1N9ko

36. https://www.youtube.com/watch?v=yMfvzlf9Uus

39. 3. THE QUEST FOR
THE SINGLE MINDED PROPOSITION

40. THE PLANNER’S TOY BOX
www.theplannerstoybox.wordpress.com

43. THE PLANNER’S TOY BOX
www.theplannerstoybox.wordpress.com

54. THE PLANNER’S TOY BOX
www.theplannerstoybox.wordpress.com

56. https://www.youtube.com/watch?v=0_bx8bnCoiU
Ad Credit: Fallon, Sony, ‘Balls’