You just sold in a TVC concept. Yay! Now you need to extend the idea into social and concept a social activation. What does that brief look like to help guide the team?

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Get in touch with the creative director and hammer out a brief with them. It is totally OK for a strategist to get the creative director’s input on a brief. If you truly want to dramatically increase the quality of your briefs, you should always work on them in tandem with the creative director (akin to a copywriter–art director partnership).

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Aren't you the strategist? Shouldn't your initial brief cover this? (😆) What do you people even do if that first brief can't inspire a campaign level concept.

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Whether you’re brought in after the tvc was sold or not, isn’t writing briefs… your job? 😲

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It shouldn’t look too different from the original brief. Needs to ladder up to the same concept. Everything should have a similar takeaway. You’re telling the same story but through different mediums.

But inspire them with examples. You could show how other campaigns took a big idea and then adapted the storytelling to social.
And provide some insights. Real interesting human truths & behaviors that still fall within the big idea but could inspire social executions. Creatives often ignore mediocre briefs and start digging through Reddit/tiktok/news articles. Get ahead of that! Help dig for them.

That’s what I would want.

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You’re welcome and thanks for the kind words. Full disclosure: I used to be a planner as well as a creative director so I know what it’s like on both sides.

I highly recommend the books “The Little Blue Book of Advertising,” and “Positioning” (by Ries/Trout).

“Bring this campaign to life in social.”

Usually something like that.

Since it’s specific to social, I’d say take a look at the campaign idea and see if there’s any overlap in trends or conversations online to try to find a relevant insight for social.

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