139: We reverse-engineer an ad from Band-Aid and write a creative brief.
Henry Gomez and I look closely at a clever ad from Johnson & Johnson’s Band-Aid brand of band aids and together we discuss what we see and voila! We write a brief. And we post the brief within the episode for your viewing enjoyment (not available in stores). Henry and I urge all ad folk […]
138: Our best look at a Best Buy brief from CPB
Another shout-out to Baiba Matisone whose Creative Brief Bank provided the impetus for today’s episode of #thebriefbros. It’s a Crispen Porter Bogusky brief for Best Buy. Henry Gomez and I have always admired the agency’s work, but do we love this brief? Watch and find out!
137: Gameboy creative brief
Henry Gomez and I do a deep-dive into a creative brief written by someone affiliated with the One Show. It’s for a competition among “Young Gun” creative teams with a prize attached, a free Gameboy. Henry and I examine this brief and share with you our thoughts. It’s another in a series we love to […]
136: Reviewing a creative brief by FCB for Dodge.
First, special thanks to Baiba Matisone, who appeared on The Brief Bros., for posting this creative brief on her Creative Brief Bank. Henry Gomez and I did a top to bottom examination of this brief and shared our thoughts in this episode. We agreed…mostly. But even where we disagreed, we aligned on one thing: It’s […]
135: Do creative briefs need to include deliverables?
Henry Gomez and I debate a seemingly mundane question: should a creative brief include deliverables or is that the creatives’ job to recommend? Some of the finest briefs do not even ask the question. Others ask simply for the “Big Idea” while still others require every tactic. Where do you stand?
134: The Brief Bros. discuss the famous Kiwi creative brief.
Last week, we heard from Sarah Walker-Hall and her take on the brief she wrote for Kiwi shoe polish. This week, Henry Gomez and I discuss and dissect the brief ourselves. I weighed in with my high praise when Sarah and I spoke, and today I continue my rave but this time with a chance […]
133: A conversation with Sarah Walker-Hall, Part 2: Examining the Kiwi creative brief
Last week, we met Sarah Walker-Hall, brand strategy group head at TRG in Dallas. She is a veteran strategist whose skills and dexterity as a thinker can teach all brief writers how to write better briefs. Today, she and I dive deep into her award-winning brief for Kiwi shoe polish, the resulting campaign for which […]
132: A conversation with Sarah Walker-Hall, author of the famous Kiwi creative brief.
You could say I waited 20 years to meet and talk to Sarah Walker-Hall. She authored a creative brief I have read, admired, written about and taught from almost since I began my latest career as a brief-writing instructor. In the first of a two-part series, we meet this remarkable woman who began her career […]
131: A conversation with Jess Saunders and Roh Kerr, recent SCA/London grads
We’ve had wonderful conversation with Marc Lewis, dean of London’s famed School of Communication Arts. Today, Henry Gomez and I talk to two of his recent graduates: Jess Saunders and Roh Kerr, about their experiences at SCA, how they teamed up as writer/AD partners. And then Henry and I put them through a test: we […]
E69: Writing a creative brief, Part 3
The third and final Hulu summer re-broadcast: Drum roll, please! Today we reveal our finished (draft) creative brief. Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://creativebriefworkshops.com) wrap up our exercise of writing a creative brief for Hulu. We’ll take you through every question on the brief and show you how Henry applied his thought-process to arrive […]
