When you review a brief before teams get kicked off on an assignment, what are the things you look for? I have my things but I’d love to learn about what other CDs look for too.

like
Posting as :
works at
You are currently posting as works at

Just a few things I look for:
- is this direction ownable and compelling
- does this brief have viable insights that people actually care about?
- is it inspiring for creatives or is it just written for the clients?
- is this brief concise enough?
- is there 1 main communication object vs 4 different points the work needs to hit?
- what are the kpis?
- are the deliverables clear?
- are the rtbs prioritized?
- Budget!

like

Awesome. Thanks for sharing.

Personally I only need these 4 things: Objective, Budget, Timing, Key Insight...and does that key insight provide fertile ground to grow some great creative concepts.

like

Is the brief...brief. If it has 7 “single most important messages”, back it goes.

For sure. Single-mindedness is definitely something I look out for as well. Thanks for sharing.

A proposition. It’s shocking how rare they appear in the wild.

Thanks for the insight. I find that some of the best creatives are great planners themselves in that they can uncover the human truths and emotional benefits that many planners struggle to find. And vice versa, really. The best strategists are part creative. They may not have the idea in its consumer-facing way, but I find that the good ones have nuggets that are germs of ideas.

like

GCD1 has a great list.

I also cross reference each thing on the brief as “checksums” to verify if the brief will actually work. Sometimes a brief seems fine at first glance, but then falls apart under scrutiny.

Examples:
Do the KPIs truly point to the client’s business goal, or were they randomly chosen
Does the insight make sense for your target
Can the insight’s influence be found in the proposition, or does the prop seem tacked-on
Does the prop actually appeal to the target
Does the scope match the schedule

Also, my number one pet peeve is when an observable piece of data is called an insight. You have to check if it’s a true insight.

Thanks for weighing in. This is a really smart way to evaluate a brief.

Related Posts

Another failed cycle. I barely had to pee on the stick for it to give me a raging negative, like ‘did you really think it would be positive, you shameful creature of hope?’ Clinic is shutdown.

likefunny

Any BCG consultants or knowledge experts willing to chat? Super interested in the space and role but unsure what the best fit would be. Have 2 YOE in sustainability.

like

Do people get off for Columbus Day?

likefunny

How many days on average does it take to hear back from a 5000-10000 employee company about the results of a final interview?

like

Thoughts on C3.AI at this point?

like

FYI If your name doesn’t match exactly you can’t combine.

And when I called SPG they said the account maintenance wasn’t ready so to call back

Hi Guys, can someone please tell me whether JBIMS,Mumbai comes under Tier 1 or 2 list of TCS?

like

Hi. Looking to move into an entry level finance role. Been in audit since April - party qualified as I studied in South Africa. any advice? Specifically CV and what sort of roles to look at

like

It is physically impossible for me to get excited about helping send a few overpaid VPs to Cannes. You want awards? Do the work yourselves.

like

Is anyone working or worked with Wissen Infotech before? I wanna know the work culture and work life balance over there. How is work life balance over there?
Is it a good option to join if I get an offer from it?

like

Can anyone who works for Salesforce refer me? Would be much appreciated.

likefunny

Hello,
I have received a job offer from a German employer recently and was checking the visa appointment slots. Can anyone let me know the visa sub-category I should be applying for? I am confused between “skilled worker with academic degree” and “Blue Card,ICT,ZAV pre-approval+dependents”.

like

This guy is 3 today. Happy birthday Wilson! aka my shadow..... Lol

Post Photo
likeuplifting

Experienced hires - anyone else get lower raises because you started later in the year?

like

Anyone else get the same numbers? I make it a narrow Biden win at 270 votes

Post Photo
like

Hello Fishes,
Just I want to know about who has got hybris sap e commerce ,who has very well knowledge in that thing’s .please help me .
Thank you

like
like

What are your thoughts on Google Flutter?

like

Econ bachelors…Received offers from ACN in TDP and Analyst at small start up. Not sure which direction I would like to go career wise. Have interviews with Citi and Amazon in the coming weeks. At this stage, how did you find out what you wanted to do long-term? Also considering an MBA.

like

New to Fishbowl?

Download the Fishbowl app to
unlock all discussions on Fishbowl.
That was just a preview…
Sign Up to see all discussions
  • Discover what it’s like to work at companies from real professionals
  • Get candid advice from people in your field in a safe space
  • Chat and network with other professionals in your field
Sign up in seconds to unlock all discussions on Fishbowl.

Already a user?
Login here

Share

Embed this post

Copy and paste embed code on your site

Preview

Download the
Fishbowl app

See what’s happening in your industry
from the palm of your hand.

A phone with Fishbowl app

Send download link to your phone

OR

Scan your QR code to download
Fishbowl app on your mobile

By continuing you agree to Terms of Use and Privacy Policy.

Messaging rates may apply

Download app

Sign up for free to view this conversation on Fishbowl

By continuing you agree to Terms of Use and Privacy Policy

Already have an account? Log in

Sign up for free to continue using Fishbowl

By continuing you agree to Terms of Use(New) and Privacy Policy(New)
Messaging rates may apply

Already have an account? Log in

For account settings, visit Fishbowl on Desktop Browser or

General

Legal