Writing creative briefs
Posted by Richard Pentin on February 16, 2010
The creative brief is probably the most important document within the agency and yet it’s one of the hardest documents to complete to a consistently high standard. I’ve seen some absolute blinders over the last 15 years of working in the industry – but I’ve also seen a fair share of absolute howlers!
The truth is a lot of people have not been trained properly in the art of creative brief writing or they simply lack the capacity to write well-constructed, insightful and inspiring briefs.
I thought this presentation shared by Nick Emmel from dare is one of the best examples I’ve seen for a while on how to do it properly. Whether you’re an experienced planner, an accomplished suit or just starting out in the business, I’d urge you to read this – not only does it highlight some of the common pitfalls but it might also make you think twice before filling in the blanks with any old tosh!