E5: Tom Fishburne, the Marketoonist, on Creating Personas.
Airs February 10, 2021 Tom Fishburne is the Marketoonist, a brilliant and thoughtful critic of the advertising and marketing industries. In his latest cartoon and blog post, on Creating Personas (https://marketoonist.com/2020/12/creating-personas.html), Henry Gomez and Howard Ibach, hosts of The Brief Brothers, discuss Tom’s astute commentary of these sometimes valuable but sometimes trivial exercises called Personas, […]
Super Bowl Special
Airs February 8, 2021 The Brief Bros.’s first Super Bowl Creative Review! Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://www.howardibach.com) share their thoughts about 10 Super Bowl spots from Sunday’s big game. We broke it down by quarter (ours, not the game’s): 1st Quarter Howard best: “Alexa’s Body” (Lucky Generals) Henry Worst: Mercari “Get Your Unused […]
E4: Why do we need a Single-Minded Proposition?
Airs February 3, 2021 For many creatives, the Single-Minded Proposition (SMP) is the first thing they look at when they receive a new creative brief. If it’s brilliant and inspiring, creatives are happy. If not, and they’ll complain. The Brief Brothers take a step back and ask, “Is this sentence or phrase necessary? If so, […]
E3: When do you need to write a new creative brief?
Airs January 27, 2021 It’s a new fiscal year, or a new season, and it’s time to create a new campaign for your product or brand. Do you need to re-write the creative brief from the previous year/season? The Brief Brothers hosts Howard Ibach and Henry Gomez weigh in. Creative Review: IKEA’s print campaign for […]
E2: What is the role of collaboration when you write a brief?
Airs January 20, 2021 In many ad agencies, the creative brief is written by the strategist. In many in-house ad agencies, there is no strategist. In this situation, who should write the creative brief? Howard Ibach and Henry Gomez, hosts of The Brief Brothers, debate the role of collaboration when writing a creative brief. Read […]
E1: Qualities of a brief writer, Jeep’s new TV spot.
Airs January 13, 2021 The Brief Bros. kick off their weekly podcast with a discussion about the skills brief writers need most. Then they review Jeep Wrangler 4xe’s new TV spot, Pale Blue Dot. Tune in and sign up for next week’s episode. Agency: Doner Agency.
