Where are the writers?
I wrote my first post on the subject of “words” back in 2009. I’m returning to it now because I had a thought. Every year, around this time, the trade pubs publish their lists of the best and the worst ads of the year. I pay more attention to the “worst” ads. The critics cite […]
Who writes the first ad?
I was reminded of a few lines from Jon Steel’s book Truth, Lies and Advertising: The Art of Account Planning: If the creative brief is not itself creative, if it does not suggest solutions to problems, present information in an expansive and interesting way, and interpret that information with imagination and flair, then its authors […]
What brief writers can learn from the U.S. Coast Guard
I’m a huge fan of Kevin Costner. A few years ago he made a film called The Guardian, a fun action romp that also happens to pay tribute to Coast Guard rescue swimmers. I was watching the film again recently when a scene about Coast Guard training put a thought in my head regarding the […]
Hollywood announces a new reality show: The Brief
Hollywood, CA — May 2012 FOR IMMEDIATE RELEASE Fans of Mad Men and The Pitch take note: there’s a new kid on the block, a reality show airing in June that looks into the bowels of advertising agencies at the dramatic creation of the work behind the creative work. If you’ve wondered what the creative […]
What if branding isn’t the primary focus of your brand?
As much as I hate to admit it, some companies have more important objectives than being guardians of their own brands. This reality is especially true in the retail world, and I’ve worked for such companies. But even blue-chip enterprises lose track of the importance of their brand in the day-to-day chase for bottom-line results. […]
Where does the Single-Minded Proposition spring from?
No two creative briefs are exactly alike, but most contain a box that asks for “communication objectives” or “reasons why we’re creating this advertisement.” These two mean the same thing. A brief also asks for the Single-Minded Proposition. Sometimes it’s called the key proposition or the One Unique Thing. Whatever you call it in your […]
Back to basics: Features versus benefits
This is a classic mistake. It’s also an easy mistake to make. Why do perfectly normal, talented and astute advertising professionals confuse features and benefits? Wow, there’s a $64,000 question. I have a theory. We’re moving too quickly. We’re moving so quickly that we don’t stop, think and reflect. We assume we know what a […]
Storytelling and the creative brief
Telling brand stories is what we do. Our clients turn to advertising professionals like us to translate the details of a brand, its attributes and advantages, into a compelling narrative that ultimately commands the loyalty of the consuming public. We, the builders of brands, tell stories. If we do it well, everyone wins. The creative […]
Twas the night before briefing
Twas the night before briefing and all through the shop Every briefer obsessed o’er the single-minded prop. Objectives and targets should be clear as a bell In hopes that creatives can conjur the sell. The A.D.s and their scribes were ensconced in their cubes Awaiting the brief. Sarcastic? No enthused! When out […]
How to write a brief that connects what we want people to think, feel and do
By Nick Southgate, Ph.D, Behavioral Economics consultant, account planner, faculty member at The School of Life in London. I first learnt how to write briefs at Ogilvy & Mather when I was a graduate trainee. The briefing form in those days began with three admirable simple questions – What do we want people to do? What […]
