How to make sure your agency is bringing you their best creative work.

1. great
creative
briefs
How to make sure your agency
is bringing you their best
creative work
Ross Hugessen
September, 2015

2. GreatCreative Briefs…
Looking for insights is just another way of
thinking - it involves observation, not just
research
Don’t make up insights – better to admit you
don’t have one!
start with great insights

3. GreatCreative Briefs…
Find time to step out of the office – insights will
come more easily in the real world
Mingle with your target – watch them as they shop,
buy, eat – whatever it is your target does
Take the agency out for a beer
insights don’t necessarily come from
consumers - like mosquitos in the
north…they’re everywhere

4. GreatCreative Briefs…
Show it to your colleagues
Show it to a consumer
It’s hard to find fault in your own work,
others will do it for you
give your brand strategy to someone else to
make sure it makes sense

5. GreatCreative Briefs…
Creative (dramatic), and
Brief (single minded)
a creative brief must be just that…

6. GreatCreative Briefs…
WHEN YOU ARE PRESENTED WITH BAD
CREATIVE, IT’S PROBABLY THE REFLECTION
OF A BAD BRIEF AND NOTHING ELSE

7. GreatCreative Briefs…
If you can imagine lots of great executions
emanating from the advertising idea, than
it is truly great creative
brand discriminator
advertising idea
executions
try this test

8. GreatCreative Briefs…
…will come from forcing the creatives to
articulate what the advertising idea is,
and how the advertising idea links back to
the brand discriminator
better feedback to the agency…

9. GreatCreative Briefs…
TRUE CREATIVE INSPIRATION WILL COME
FROM THE CONTENT, NOT THE “SHOW ”