E15: Multicultural creative briefs, Pt. 2
Airs April 21, 2021 Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://www.howardibach.com) continue the discussion about multicultural creative briefs in this week’s episode of The Brief Bros. Creative review: Diesel in-house television spot, agency DoBeDo, director Johnny DuFort.
E14: Multicultural creative briefs, Pt. 1
Airs April 14, 2021 Henry Gomez (http://henrylouisgomez.com) breaks down the macro and micro factors relevant to multicultural brief writers in this week’s episode of The Brief Bros. Join him and Howard Ibach (https://www.howardibach.com) as they explore what brief writers need to remember when they work on Hispanic accounts. Creative review: Terminix television campaign. Agency: The […]
E13: Four questions to ask to make sure your creative brief is singular and inspiring.
Airs April 7, 2021 You’ve written the final draft of your brilliant creative brief. Before you brief, what can you do to make certain the brief tells the story precisely the way you want it told? Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://www.howardibach.com) take you through a simple, four-step checklist to help you polish your […]
E12: How long should your creative brief be?
Airs March 31, 2021 The snarky answer is, as long as it needs to be. But the Brief Bros. will give you a more exact answer, and it may surprise you. Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://www.howardibach.com) bring their experience and insights to bear on the subject. Creative Review: Billboards for Orange County Animal […]
E11: Disagreements about the creative brief
Airs March 24, 2021 When brief writers find themselves in consensus about their briefs, that doesn’t mean harmony. It could mean apathy, a deadly enemy of an inspiring creative brief. Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://www.howardibach.com) engage in a lively discussion on this episode of The Brief Bros. about constructive uses of disagreement when […]
E10: Evaluating creative
Airs March 17, 2021 Don’t file away your creative brief once your creative department has completed its work. The brief is the singular measuring stick in determining if the creative work is on brief or off brief. The Brief Bros. Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://www.howardibach.com) share their insights on how to use the […]
E9: The importance of research
Airs March 10, 2021 Brief writers, take heed! The Brief Bros. do a deep dive into the importance of research in advertising. Howard Ibach (https://www.howardibach.com) interviews his strategist partner Henry Gomez (http://henrylouisgomez.com) for his insights and experience in the finer points of doing one’s homework. Your briefs, and your brand, will benefit. Creative Review: McDonald’s […]
E8: Target audience
Airs March 3, 2021 Why do brief writers want to cast their net so wide when figuring out who the customer is for their brand? It’s a natural inclination, but as Henry Gomez (http://henrylouisgomez.com) says, “It’s rife with chaos.” Watch Henry and Howard Ibach (https://www.howardibach.com) on The Brief Bros. as they discuss strategies for avoiding […]
E7: Ingredients of a brilliant single-minded proposition
Airs February 24, 2021 Howard Ibach (https://www.howardibach.com) and Henry Gomez (http://henrylouisgomez.com) break down the key ingredients that all single-minded propositions are made of to explore how to write this devilishly difficult sentence in this week’s episode of The Brief Bros. The Creative Review looks at a short film by Area 23 and Roof Studio for […]
E6: The Brand Promise
Airs February 17, 2021 What is Brand Promise? Why is it important? Why is it so hard to articulate? And why do so many marketers not know what it is, even for their own brand? Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://www.howardibach.com) offer up their thoughts on this important topic in today’s episode of The […]
