145: Reviewing a creative brief for the BBC’s coverage of the 2004 Summer Olympics in Athens

In our ongoing series, Henry Gomez and I review a creative brief written by a London-based agency for its client, BBC. The brief was written to create a new campaign to promote the BBC’s on-air coverage of the 2004 Summer Olympics in Athens. We even have creative so you can ask yourself if the work answers the brief. For one-on-one, small group and corporate training in writing inspiring creative briefs, contact Howard Ibach at creativebriefworkshops.com for availability.

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Survey Response April, 2017

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Survey Response, February, 2020

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Survey Response April, 2017

“I attended your morning Zoom prezo today on briefs and you did a great job. Just nailed it! Great stories. Great quotes. Great examples. Well done!”

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