E25: “No idea needed. Is execution-based advertising here to stay?” We respond to Thomas Braun.
Airs June 30, 2021 Which are better ads: execution based or idea based? Is the argument even valid? Are these the only kinds of ads? Germany-based marketing consultant Thomas Braun wrote a lengthy commentary on LinkedIn on June 9 presenting his argument. Read it here: (https://www.linkedin.com/pulse/idea-needed-execution-based-advertising-here-stay-thomas-braun/). Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://howardibach.com) address Thomas’s […]
E24: Three common questions from workshop attendees.
Airs June 23, 2021 Howard Ibach (https://howardibach.com) teaches creative brief writing workshops for the Association of National Advertisers (ana.net). He hears many questions at his training sessions. In today’s episode of the Brief Bros. Howard and fellow Brief Bros. Henry Gomez (http://henrylouisgomez.com) address three of the most common questions Howard hears, and offer up their […]
E23: When a brief gives you grief.
Airs June 16, 2021 The title of this week’s episode of The Brief Bros. comes from an opinion piece on WARC, the World Advertising Research Council, by a planner named Mike Teasdale, director at Left-Handed Planning in London (https://www.warc.com/newsandopinion/opinion/when_the_brief_gives_you_grief/3096). In it, he captures with cleverness and clarity many examples, with brilliantly coined nicknames, of poorly […]
E22: Lance Saunders on why the briefing is as important as the brief itself.
Airs June 9, 2021 In a special “extra” episode of The Brief Bros. with former DDB president and COO Lance Saunders (see E20 for complete first discussion), hosts Henry Gomez (http:henrylouisgomez.com) and Howard Ibach (https://howardibach.com) address the topic of The Briefing. Often overlooked or given second-class status, The Briefing deserves closer inspection and more attention. […]
E21: Questions creatives should ask a brief writer about the creative brief.
Airs June 2, 2021 Before creatives receive a briefing on a finished creative brief, they should meet with their planner/strategist/brief writer to review the document and ask a few questions. The objective is to make sure you and your brief writer are simpatico on the brief. In this week’s episode, Howard Ibach (https://howardibach.com) suggests six […]
E20: Special guest Lance Saunders discusses creative briefs, brief training, and the ad industry.
Airs May 26, 2021 The Brief Bros. celebrates our 20th episode! Today, we welcome former DDB Canada COO Lance Saunders. Lance’s background includes strategy and leadership roles at Leo Burnett and Campbell Mithun. Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (hppts://howardibach.com) talk with Lance about the sorry state of training for planners and strategists in today’s […]
E19: An agency strategist does more than write briefs.
Airs May 19, 2021 The most visible job an ad agency strategist tackles is to write a creative brief for a new project or pitch. But the strategist’s role involves more than brief writing. In today’s episode of The Brief Bros., I challenged my friend and Brief Bros. Henry Gomez (http://henrylouisgomez.com) to create a list […]
E18: Special guest Vivek Kuchibhotla shares his new approach to creative briefs and creative ideas.
Airs May 12, 2021 The Brief Bros. welcomes our first guest, the founder and president of BFC Ideas and our friend, Vivek Kuchibhotla (https://bfcideas.com). Vivek is a veteran brand and account management executive who now trains advertising agency professionals in breakthrough techniques on developing creative ideas. Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://www.howardibach.com) engage Vivek […]
E17: Should you write your creative brief in first-person “I”?
Airs May 5, 2021 There are compelling reasons to write a creative brief in first-person “I.” When does it make sense and when should you stick to old-fashioned third person? This week, Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://www.howardibach.com) offer their best arguments for each side. Creative review: Airbnb television.
E16: Do you have enough time to write a creative brief?
Airs April 28, 2021 Everyone complains about not having enough time. Too many brief writers don’t know how to overcome this perennial problem. This week, Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://www.howardibach.com) present ideas to help brief writers make sure time is on their side. Creative review: GEICO Motorcycle TV. Agency: The Martin Agency.
