Good brief good brief good brief good brief thought

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Good Brief Good Brief Good Brief Good Brief
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Thought-starters Show initiative to help the creative by demonstrating how your proposition / key message can be expressed creatively Easiest, simplest way is to look for references of TVCs / print ads that are close to what you have in mind how the final creative product could be Create ‘ads’ - Tell a story of a potential TVC, draw a mock print ad. Find inspirations from movies, books, comics, new trends / observations Good Brief Good Brief Good Brief Good Brief
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The briefing session Just as important as the written brief itself. Avoid giving a brief by reading out from paper when briefing the creatives – often boring, uninspiring, not getting the attention you need from the creatives who will be too busy reading the briefs on their own Choose to only hand-out the hard copy of the brief at the end of the briefing session. Use a visual aid – powerpoint are easiest and you can copy and paste content from your written brief. Let the creatives experience the product / category and see your points Show competitive ads and TVCs Videos of researches (interviews, focus groups) For example, if the brief is about ‘the lightest running shoes’, bring in a few pairs of running shoes and let the creative touch and weigh the products themselves. Convincing and often, fun ice-breaker for the team Good Brief Good Brief Good Brief Good Brief
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Questions? Good Brief Good Brief Good Brief Good Brief
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Pencils sharp? Start writing
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Good Brief
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  • Three '17
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