E68: Writing a creative brief, Part 2
The second episode of our Hulu summer re-broadcast: Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://creativebriefworkshops.com) continue the thinking process around writing a creative brief for Hulu. Henry has unearthed some juicy intel on Hulu right on its own website. He found Hulu brand guidelines, a treasure trove of insider goodies. We dig deeper and start […]
E67: Writing a creative brief, Part 1
Henry Gomez and I are taking a short break in August, so we’re re-broadcasting three popular episodes: our series on writing a creative brief for Hulu, a spec assignment prompted by viewers on LinkedIn. We’ll see you again in September with new guests and new topics: Let the writing begin! Henry Gomez (http://henrylouisgomez.com) and Howard […]
130: George Tannenbaum inspires an episode. Guess the topic.
Our friend George Tannenbaum wrote an essay on his Ad Aged blog recently that sparked our interest. It was called I‘ll Be Brief and it’s a great read about, what else, the creative brief. It got Henry Gomez and me thinking. And talking. Are our expectations of a brief overblown? George makes this claim, and […]
129: Reverse engineering the brief for the classic BMW ”Ultimate Driving Machine” campaign.
If only we could see the actual brief. Henry Gomez and I give you the next best thing: our take in another reverse engineering exercise on this week’s episode of The Brief Bros. for BMW’s unforgettable print campaign. Watch as we take you through our thinking to arrive at what could be the brief.
128: Introducing the Creative Brief Archive.
The Brief Bros. co-host Howard Ibach proudly announces a new feature on his website, the Creative Brief Archive. It’s a free repository of finished creative briefs written by ad agency strategists for real products. There’s also a growing list of student-written creative briefs. The briefs are broken down by Agency and Brand. Simply register with […]
127: Reverse engineering a brief from a classic Snickers Super Bowl spot.
You all remember this spot from the 2010 Super Bowl: Betty White stars in a Snickers spot that kicked off a brilliant campaign to reposition the popular candy bar. Henry Gomez and I dig in and write a brief simply by watching the spot. We call it a reverse engineering exercise, something all brief writers […]
126: Reverse engineer a brief from ”I’m a Mac” campaign for Apple.
Two, two, two mints in one: great creative from Apple in its classic spots for the I’m a Mac campaign, and our attempt to write the brief in a reverse-engineering exercise. Henry Gomez and I have a lot of fun in this week’s episode as we revisit what Adweek called the best advertising campaign of […]
125: A conversation with Berlin-based freelance strategist Baiba Matisone.
Joining Henry Gomez and me from Berlin, Baiba Matisone is a freelance strategist and creative brief devotee. She posted a list of blank creative brief templates that Henry and I surveyed on a recent episode, as well as completed briefs and thoughtful articles. The site, Creative Brief Bank, is well worth the visit. We talked […]
124: What can we learn from a blank creative brief template?
Henry Gomez and I have preached the importance of insightful and inspiring “answers” on briefs to get the most from our creative partners. But what, if anything, can we learn as brief writers from a template? A blank template? Today, we examine a couple templates from legacy shops and discuss what we uncover. Thanks to […]
123: Let’s reverse engineer a creative brief for an Amazon TV spot.
Reverse engineering is a wonderfully effective training device to get brief writers into the right mind-set for writing a real brief. It’s a thought exercise you can do everyday, probably in less than a minute. Today, Henry Gomez and I watch a :60 spot for Amazon Prime and then “reverse engineer” the spot and figure […]
