How to write a practice brief without actually writing a practice brief.
All professionals practice. Why? Because they know they need to stay sharp. Often, their profession requires it, but even if it doesn’t, pros practice anyway. That practice comes in many forms: refresher courses, conferences, online and in-person training. If you write creative briefs for a living, even if it’s not your main task, you need […]
What not to expect from a creative brief.
My video podcast co-host, Henry Gomez, often says on our show, The Brief Bros., that an inspiring creative brief doesn’t guarantee inspiring creative. But it vastly improves the odds. His comment inspired me to ruminate on what great creative briefs should not be expected to do. I file this under “intellectual honesty,” which everyone, regardless […]
Why are creative briefs hard to write? Because briefs are about good writing.
Some observations about outstanding, inspiring creative briefs. First, they are short. They fit on one page, maybe a page and a half. Second, the best ones avoid using bullet points. If they do use bullet points, said bullets are written in complete sentences. At worst, the bullets are memorable phrases. Third, these great briefs, when […]
Creatives love to complain about bad briefs. If they tried writing one they’d find out how hard it is.
All creatives should learn how to write a brief. It’s humbling, and will make them better readers of briefs.
Think you know what a creative brief is? Allow me to surprise you.
What’s your definition of a creative brief? If you say it’s a road map for your creative team about your product, not bad. If you call it your brand’s North Star, I’d say good answer. But I want you to think differently about the brief. Here’s a twist I’d like you to consider: A creative […]
Why the “one-sentence creative brief” is a false idol.
Who writes a one-sentence creative brief? More to the point, who wants a one-sentence creative brief? I don’t. I doubt creatives want one. Not truly. Oh, I’ve read a few comments on LinkedIn promoting a one-sentence creative brief, pleading for such a creature. But has anyone ever actually read one, worked from one or possessed […]
The creative brief is about subtraction not addition.
As we are about to add another year to the calendar, it’s time to remind brief writers about the importance of subtraction. The creative brief, by design, by definition, is about strategic reduction. It is about stripping away excesses to arrive at the ideal essence of your brand. Antoine de Saint-Exupery, author of The Little Prince, […]
