{ "media_type": "text", "post_content": "Creatives, let’s talk creative briefs. \n\nI recently attended a webinar with Rosie Arnold (ex ECD BBH). \n\nSomeone asked “What do creatives want from strategists, what does a great brief consist of?”\n\nRosie said to keep it dead simple and that actually, a smart insight, can throw a creative and the process and that it’s better to just have a simple one. \n\nQuestion:\nWhat are your 2 top tips for a creative brief?\n - addressing one GOOD (to adopt or consider)\n & one BAD (to change or avoid)\n\n——\nNote:", "post_id": "60c411f6ac4fe90020607ed7", "reply_count": 25, "vote_count": 2, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising" }

Creatives, let’s talk creative briefs. I recently attended a webinar with Rosie Arnold (ex ECD BBH). Someone asked “What do creatives want from strategists, what does a great brief consist of?” Rosie said to keep it dead simple and that actually, a smart insight, can throw a creative and the process and that it’s better to just have a simple one. Question: What are your 2 top tips for a creative brief? - addressing one GOOD (to adopt or consider) & one BAD (to change or avoid) —— Note:

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I love when strategists give us a big deck with research, insights, inspo, etc. BUT... that has to be in addition to a simple, one pager brief.

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This is what I’ve found, folks want both. If you want to be a great Strategist you give them both.

likehelpful

I’ve never had a planner do anything useful.

likesmartfunny

Would you mind elaborating - what parts of the brief aren’t useful?

Stop with the “thought starters”

likefunny

Thank you - so purely to provide context to the brief.

If your insight and strategy are common sense (e.g. “people are afraid to talk about money” “moms are busy” etc...) then your brief isn’t right yet. The strategy should hang on a unique truth, and that will yield unique work.

likehelpful

A strategist who knows the difference between a key insight vs just an insight is worth their weight in gold. Ultimately that’s all I really want in a CB. Everything else is just fluff.

likesmarthelpful

Interesting. So your creative is lead by an insight and the other info is just supplementary - eg. Target audience / Customer problem / Business problem Would you mind sharing an example of the two insights?

Avoid providing an insight as a strategy.

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Showing what our competitors are doing in that space helps

likehelpful

If you want to hear about length of briefs, read this chain and this board. Damned if you do, usually.

- Clever insight can be simple and straight to the point. Additionally, it is IMO, part of the copywriters' job to break down a brief creatively. (speaking as a copywriter, though with limited experience) - Keeping in mind, what are the goal(s) and or required needs of the client(when first starting, which can shift)? That’s why there are Comms Planners are showing up more to bridge this gap between account /creative.

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Note: It’d be great if the feedback is constructive and critical but without venting. The aim of this is for others to read and learn.

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Give us OPTIONS. I love when there are 3 or 4 different ways in. A line I’ve heard the client say 5 times isn’t a strategic thought starter.

helpful

Stop with "Brand voice" or "Brand personality". Unless you have a clear POV, there are about 20 words that can be rotated in and out of these.

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