The brief is never easy. We set out knowing what we want and lose it somewhere in the process of putting it to paper and reading it back out loud to our agencies. Here are some tips that may be helpful to get to a better briefing:
- Keep it short. 2-3 pages maximum.
- Good ideas can come from anywhere, so keep a range of pre-brief participants handy to bounce ideas off of and take suggestions from.
- Always cite past campaigns that were successful (or unsuccessful) and explain why.
- You are not creative. Your finger paintings in Grade 3 may have looked Jackson Pollack-esque but that does not make you creative. Step off and let the professionals do the heavy creative lifting.
- Send the brief at least two days ahead of time to your agency for feedback and questions. This usually ensures a productive meeting.
- For heavens sake, don't call a meeting just to read the briefing document. Use the time to talk about the campaign and discuss what you hope to achieve.
What do you think? Do you have any tips for a better brief?
http://www.theclientsideblog.com/archives/client-stuff/six-tips-for-a-better-creative/
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