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Bowl Leader
Bowl Leader
Hi, new friends!
I'm currently transitioning from military Public Affairs to the private sector and looking to bridge to entertainment (I have 3.5 yrs exp. in entertainment also).
Would love to chat with anyone with PR/comms experience at The Walt Disney Company ; Warner Bros. Discovery ; NBCUniversal Media ; Apple ; Amazon ; Paramount Pictures ; Netflix ; Sony Pictures Entertainment ; Dreamworks Animation ; Skydance ; Illumination ; any other LA studios.
Thank you!
"BARK BARK BARK BARK"
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Chief
I commend your enthusiasm, OP. If you truly want to conduct a great briefing to get the teams excited, work w/ the strategist to write a stellar brief that’s brief.
this
How about instead of spending time researching how to turn a brief into a TEDx you gift that time to the creatives so they can get a head start on the brief?
Ha I assure you, if the brief was ready, we wouldn’t be holding anything up for brief theater. It’s not ready, and we have time to plan ways to make it impactful and engaging. That doesn’t automatically translate into an extra-long briefing or imply that any time is taken away from creative concepting.
Rising Star
Maybe I’m just jaded or have been doing this for too long or both, but when I get cookies or something else during a brief it makes me think the strategists and account team are hiding something, typically an underwhelming brief.
Perhaps you can gather links to award-winning creative in the category so I get excited about the possibility of winning awards with this project, that might help. But overall, a clear “one thing” is all I need to get excited. 
This except keep the cookies
Cameo
Rising Star
That’s an amazing idea. I take back what I said earlier.
Free booze or actual cash. Anything else i'd just roll my eyes at.
Rising Star
You don’t need bells and whistles to entertain creatives, we are simple creatures, you just need a strategy that makes me cry for joy.
I’d honestly hate if a presentation was over produced to try and seem engaging. By doing that it might even distract from the strategy.
Advice. Simple, short, sweet.
Agree. I don't think OP understood creatives. They are self-motivated. A good briefing is more than enough. What they need is for you to enthusiastically defend the ideas to the client. Get things produced. THAT is a game-changer.
Based on the feedback I see from creatives, maybe the effort/cost in “theater” would be better spent towards some client theater for the R1 creative presentation?
I agree! I think the time is better spent on getting the clients excited about the first creative presentation - if the brief is solid then hopefully the teams will inherently get excited about it.
Thanks for the replies, everyone! (Even the salty creatives assuming the worst about the brief 😉). Some helpful suggestions in here. And 100% the brief is the priority. Creative leads are helping shape it, too. Just looking for extra ways to help make it fun and engaging when we all have virtual meeting fatigue.
Batman mask
Ask them if they want brief theatre.
Most creatives I've worked with don't. Unless we're friendly with the account people, so it feels more like hanging out than work.
How can you have people experience the category? Tough during covid... but if you can simulate that and deliver your unique value prop in that context. It’s theatre for a purpose.
Creatives, gonna try and flip this car crash - what was your best brief and/or briefing and why?
It sounds like you don’t know your team very well. Are you new?. If the brief is great (you’re obviously enthused by it), that should be enough to get the team going. Everyone wants to work on a good project. If you have extra budget, offer it to the creative team to produce something cool for the presentation, to better sell the work. Or save it for a post presentation thank you. If the brief sucks, there’s not enough swag to compensate for it
Rising Star
Is this a real post?! OP please stop focusing on HOW to brief and put this effort into the actual brief. If the brief sucks no amount of ANYTHING is going to get the creatives excited about it. Any extra $ should go to the creative work product or a thank you later when everything is finished or dead.
I’m curious what motivates you to take this extra approach. Have briefings in the past not yielded great results? Is the team overworked, low on morale or lacking inspiration? If you’re just pumped about your job, that’s one thing. I’m excited if you’re excited. But if it’s to overcompensate for a lackluster brief or put a bandaid over a much bigger problem, well, I don’t think it will be received well.