142: Reviewing a creative brief for Iceland Frozen Markets by hhcl/red cell, London

Today, Henry Gomez and I examine a creative brief for a popular frozen foods grocery story in the UK, Iceland. We love briefs for everyday products and services because these are the “widgets” advertising professionals cut their teeth on, creatively and strategically. That they are “everyday” things makes them real and necessary, but also challenges brief writers to find a clever and strategically sound pathway to a good creative solution. This brief, written by strategists at London’s hhcl/red cell, does exactly that, briefly, succinctly, and, well, cleverly. Watch and find out for yourself.

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Survey Response, February, 2020
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Survey Response April, 2017
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Reid Holmes, Partner/ECD, Mojo Strategy and Consulting, Minneapolis, MN
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Survey Response February, 2020
“Thank you for inspiring me to be more, well, inspiring! I got a lot out of your session today - both as a brief writer and as a training lead. I bought some of your books on Amazon to share with my team.”
Survey Response April 2020
“I loved that Howard came in hot and pushed us out of our comfort levels. He called marketers out on things we can do better. The existing…creative brief process has been painful for our creatives, but also for our marketing teams as well. But from this exercise, we have all learned that the creative brief process truly needs to be collaborative.”
Survey Response July, 2020
“Great reminder of what the creative brief is supposed to do and how to get there! Thanks!”
McGuffin Mornings attendee
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Survey Response March, 2021
“He hits at the key points that really make a creative brief easy to tackle and execute.”
Survey Response November, 2021
“As someone who doesn’t write briefs, I never knew how helpful this would be. This will help me ask better questions and push my teammates so we can create better work.”
Survey Response November, 2017
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