E28: Do we still need the creative brief?

Airs July 21, 2021

Six months into our video podcast, The Brief Bros., Henry Gomez (http://henrylouisgomez.com) and Howard Ibach (https://howardibach.com) ask: What have we learned? Do we still need a creative brief? Reviewing comments from our guests and our own lively conversations since January, we have some thoughts that may surprise you. Our Creative Review does a look-back of its own. We review a classic Leo Burnett spot for Malboro Cigarettes. In our discussion, we refer to a letter written by Leo Burnett (https://henrylouisgomezdotcom.files.wordpress.com/2021/07/tobaccopapersburnettlettertophilipmorris1955.pdf), another classic worth reading. Also, a documentary by Google called Project Re-Brief: A Film About Re-Imagining Advertising: https://www.youtube.com/watch?v=cvDoGt1tJy8.

“Howard is a master at helping brief writers get to the point & learn how to inspire. After the course I realize it’s not as hard as I thought.”
Survey Response April, 2017
“In the future, all creative briefs will be BS-proof and Jargon-free, and we’ll have this summit to thank.”
Survey Response, February, 2020
“Definitely recommend this workshop for anyone looking to enhance their creative brief process. Makes you want to actually write and review briefs!”
Survey Response April, 2017
“I attended your morning Zoom prezo today on briefs and you did a great job. Just nailed it! Great stories. Great quotes. Great examples. Well done!”
Reid Holmes, Partner/ECD, Mojo Strategy and Consulting, Minneapolis, MN
“I would recommend this workshop to anyone who never has used creative briefs or even if you already do. The tools and exercises given will change your mind on how you create these briefs. It’s an easy and interactive workshop to get through and the instructor was engaging and on point.”
Survey Response February, 2020
“Thank you for inspiring me to be more, well, inspiring! I got a lot out of your session today - both as a brief writer and as a training lead. I bought some of your books on Amazon to share with my team.”
Survey Response April 2020
“I loved that Howard came in hot and pushed us out of our comfort levels. He called marketers out on things we can do better. The existing…creative brief process has been painful for our creatives, but also for our marketing teams as well. But from this exercise, we have all learned that the creative brief process truly needs to be collaborative.”
Survey Response July, 2020
“Great reminder of what the creative brief is supposed to do and how to get there! Thanks!”
McGuffin Mornings attendee
“Valuable information about how others develop briefs. Big emphasis on what really matters and our own team’s input was very important/helpful.”
Survey Response March, 2021
“He hits at the key points that really make a creative brief easy to tackle and execute.”
Survey Response November, 2021
“As someone who doesn’t write briefs, I never knew how helpful this would be. This will help me ask better questions and push my teammates so we can create better work.”
Survey Response November, 2017
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