Related Posts
Every partner that I work with
Is it a nice idea to be close to your employees?
More Posts
Conversation Starter
Hello all,
Would like to know specifically about Queer inclusion at SocGen Societe Generale. What is the attitude of mangers and HRs towards treating LGBTQ identifying candidates? Is company really inclusive or it’s just a lip service? Considering an offer with the company but being an out and proud Queer woman, super anxious and concerned.
Bowl Leader
HCL Technologies
HCL Technologies is hiring for "Mobile Testing( IOS and Android)" for both Automation and Functional Role.
Experience- 3-6 Years
Notice Period- Immediate-30 Days
Work Location- Pune, Noida
#Mobie_Testing
#Automation
#IOS
#Android
#SQL
If interested, Kindly share your updated resume or refer someone at
pankhuri.shastri@hcl.com
Conversation Starter
Additional Posts in Strategy & Planning
New to Fishbowl?
unlock all discussions on Fishbowl.
I think if you have a senior who can’t write a brief, AND you’ve been coaching them for 5 months, AND they’re passively making the work of others worse, you know enough to make a call.
Get
Who
To
By
Why
It may be out of fashion to use it but it’s very clear if thoughts don’t connect then.
Also I saw a video from the south park creators who write the ‘beats’ of the story and then if they can write ‘and then’ between any of them it’s not good enough. every thought needs because, but, however, so (etc) to connect them.
Yeah get/to/bys can become so narrow when they’re actual creative briefs with a clear POV - it can be hard for strategists before the director level to get buy in so the briefs end up becoming the client ask
> Nice words with no meaning
Sounds like all briefs I’ve seen in my life
Be honest with them.
Show them what's a solid brief instead of implying. Because otherwise you're just being a client.
To add to this: Show them what a solid brief looks like *where the work got made.*
If you have another strategist who writes what you consider solid briefs but the resulting creative wasn’t good, both of your strategists had the same impact.
I hate get to by briefs which brings up the question of whether your brief format is clear and easy to use. Brief writing is hard and every leader has their own style on top of that - ie starting a strategy line with a verb, etc. When I was working at one of my agencies, one of the strategy leaders went over brief writing with the whole team. I thought it was so smart to recognize that even more senior people need a refresher.
Does your agency or company have a format for briefs? I worked at a brand where all the functional areas in marketing were using their own versions of briefs and they were all over the place. Once I took over brand there, I created a master brand strategy brief and then a brief template for the functional areas. The brand brief gave them a consistent platform to develop individual briefs from. Now if you’re on the agency side you might not need this approach but I’ve found it’s best to have a template/outline to get better briefs written.
Tell them. There is a way to write briefs and for our purposes what you are doing isn’t it. Show a great brief (I hope it is simple with few words) explain how each component was written, why it work, and what they need to consider when writing a brief and fill in each section.
Do them a favor and tell them they need to write as few words as possible in their brief. Then point out how what they have written isn’t saying anything and how the good example is. Emphasize that it’s hard..: maybe the hardest thing they’ll need to do, but reinforce it is critical and possibly the most important thing they are expected to do in their role.
I don’t think sending them to a boot camp will do much good. It’s much easier and more effective to sit down and spoon feed them how they should approach the brief writing process and drill that in their head. I am not clear if your issue here is a person incapable of doing this or simply thinking they are doing find and not recognizing they need to follow your formula.
I know you might not have a formula, you might not believe in formulas, or believe it’s not your job to do this much hand holding… but, do it anyway. You are their superior and it’s time to act like it.
Be honest with them.
Show them what's a solid brief instead of implying. Because otherwise you're just being a client.
They don't understand how creatives use briefs. Make them work as a creative on briefs they didn't write and brands they aren't on. That should be very instructive. And then they will either 1) write better briefs because now they get it or 2) they wont better briefs because they don't have it in them.
Are they a director? If so, yikes
Be really direct. Put them on a performance plan. If they don't improve -- you have to let them go.
Harsh but true.
1. Find the key insight: data/observation + deduction based on target’s wants/needs/beliefs/desires. The insight is invisible, usually psychological. Ask “why” at least 5 times in a row after learning a piece of data until you get to an interesting answer to “why.” If you are having trouble finding out why, check to see if your target is too broad. You want a super-sharp target.
2. Is the answer to “why” even actionable? If not, try another insight.
3. When you found the insight, write this:
“When I, [the bull’s eye of a target customer], do this, [the action we want the target to take], instead of this, [the target’s former action that we want to replace], then I will [the benefit to be promised], because [evidence/support for that promise].”