W+K, Miller High Life Creative Brief

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Advertising agency Wieden+Kennedy's exceptionally well-written creative brief for Miller High Life. Insightful+Inspired. Courtesy of Sarah Thompson (now CEO, Droga5).

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I recently came across a great place to start. A guide to marketing written in 1974 that, incredibly, is just as fresh, vibrant and applicable in 2018. Stephen King is the godfather of modern strategic planning, or ‘account planning’ as it was referred to then. This guide was created to help others in ’70s JWT understand the process of marketing and brand building. The document was typed out and photocopied, and has resurfaced in the last few years. It’s eerily accurate and still incredibly applicable to the modern problems brands face.

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This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol Writing a Digital Creative Brief and a Communications Framework is a key role of a great Digital Strategist. In this presentation I cover the most important parts of writing a brief and communications framework. Using examples of stand out work from the past five years.

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