E90: This nebulous thing called “strategy.”
Airs November 2, 2022 What comes before the creative brief? Strategy. And what, exactly, is strategy? Good question. The answer is debatable. Henry Gomez and I usually talk about the elements of a creative brief. It’s a document that comes after the strategy has been articulated. All too often, the brief is written without a […]
The most valuable commodity a brief writer needs: Time.
I think many, perhaps most, strategists and account planners would agree that time is the commodity they desire most. Time to think, time to read, time to interview and especially time to write a brief. Multiple drafts. Not the only commodity, perhaps, but one they cherish, and also regret when it is lacking. And if […]
E89: A closer look at brand tones
Airs October 26, 2022 Henry Gomez and I tackle another “nuts and bolts” creative brief topic: brand tone of voice. I have often said in my workshops that if any part of a brief can be cut and pasted from another brief, the “tone of voice” may be a candidate. The brand tone should be […]
The two most common mistakes marketers make when they write a brief.
Thanks to research by my friends Matt Davies and Pieter-Paul von Weiler at betterbriefs.com, we now have valuable insights into the yawning chasm between perception and reality on the subject of briefs written by clients and delivered to ad agencies. Specifically, briefs written by marketers. Whether the briefs are delivered to outside agencies or in-house […]
E88: Classic Creative Review
Airs October 19, 2022 Henry Gomez and I take you back in time once again to review three classic television spots. First up is called “Stunt City” by Lowe London for Sure anti-perspirant. Next, a Fallon TV spot for John Lewis called “Monty the Penguin.” Finally, a spot called “The Epic Split” for Volvo Trucks […]
“You miss 100% of shots you don’t take.”
Hockey Hall of Famer Wayne Gretzky said these words. The line is both axiomatic and a tautology, but a necessary reminder to all of us. I use it here as a cudgel to berate creative brief writers: It’s all or nothing, baby. Too many creative briefs are shots not taken. I’ve read many paeans to […]
E87: A review of two student creative briefs.
Airs October 12, 2022 Henry Gomez and I try something new—again—in this week’s episode of #thebrierbros. We share with you two creative briefs written by a student for class project. This brief writer is now a working professional strategist and (full disclosure) I have used both of these briefs in my creative brief workshops. Henry […]
Never give up. Never surrender.
I’m not certain whether quoting Tim Allen is a good thing or a bad thing. I only know that it’s the right thing. His utterance is the answer to a question I asked myself recently: Why do you keep fighting the fight about creative briefs? Tim Allen, a.k.a. Captain Jason Nesmith in the romp called […]
E86: A conversation with Steve Harrison
Airs October 5, 2022 This week, Henry Gomez and I take great pride in welcoming Steve Harrison, author of Can’t Sell Won’t Sell, a sober and compelling argument against the ad industry’s sad slide into prizing social justice over selling. Steve has earned his bona fides as a creative thinker and leader, having won a […]
Why creative briefs fail.
I tip my hat to Tim Brunelle, copywriter, creative director, strategist, lover of creative briefs, and a recent guest on The Brief Bros., for inspiring this post in response to a question put to him by my friend and co-host Henry Gomez. I’ll give you four reasons why I think a creative brief fails, plus […]
