Collaborating on a brief and asking for feedback on a brief are two different things.
Good copywriters remember this mantra: “Tell them what you’re gonna tell them, tell them, tell them what you told ‘em.” It’s repetitive, yes, but instructional. The idea is to remember as a sales person (and that’s what copywriters are: we sell stuff with our words), that readers (or viewers or listeners) don’t remember things the […]
Creatives must contribute to the creative brief before the creative briefing.
Well duh. But you’d be surprised how often this seemingly obvious piece of advice is never followed. I remember a workshop I delivered to an ANA member a few years ago. It was for a national paint brand. When I asked about their existing process, I was told that marketers, who typically wrote briefs for […]
Navigate the seven C’s to write an inspiring creative brief.
The seven “Cs” for writing great creative briefs.
Who is the real culprit behind bad creative briefs?
The people who screw up the creative brief are not likely to read this essay. That’s too bad. They need a serious talking to. The thing is, I don’t know who they are by name, but I do know their identities by title or role within a client’s organization. Notice I don’t mention ad agencies. While […]
