Section 05

Briefs in Practice

Working with creatives, brief evaluation, and real-world advice.

27 pages

1. State Problem 2. Agitate 3. Offer Solution (The PAS framework)
Friendly reminder: Understanding the business problem > cultural relevance. Culture is an ingredient in the cake, understanding the business problem is the whole bakery.
understand the limits of what we do. We don't have as much power to create business greatness as we think we do. There are too many important aspects of business success that are out of our contr
understand the limits of what we do. We don't have as much power to create business greatness as we think we do. There are too many important aspects of business success that are out of our control. We don't control the product; we don't control the pricing; we don't control the distribution; we don't control the employees --
we only control the message.
© Lum )| WHAT win
They think the job of the brief is to provide a cast-in-stone solution to the problem. No, the job of the brief is to change, to reframe, the problem. Creativity is about solving a problem
“The brief is too prescriptive” is rarely true. With these rules, Looney Tunes writers were able to create 50 episodes of Road Runner and Wile E. Coyote
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All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.” — Bill Bernbach
But it is also not our job to save the world.
When do we matter most to people? When do we matter least?
When do we matter most to people? When do we matter least?
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When/how could you transform someone’s day? transform transform
How could you shock someone with your brand?
If your brand were to fight its rival, when and where would it stand the best chance of winning?
When do people wish you were available more often?
FOR IS A WHICH PROVIDES UNLIKE WHICH PROVIDES (your audience) (your product) (category name) (main benefit) (competitor) (competitor’s main benefit)
FOR IS A WHICH PROVIDES UNLIKE WHICH PROVIDES (your audience) (your product) (category name) (main benefit) (competitor) (competitor’s main benefit)
➡Truth: is there a simple, human truth? ➡Insight: are your truths really hidden from plain sight? ➡Tension: Where’s the conflict? ➡Surprise: Which part won’t people expect? ➡Brevity: Can you tell the
What makes a good brief?
What’s the “Mind Blown” moment?
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Concede that not everyone will like it.
Concede that not everyone will like it.
What does the creative team think?
What does the creative team think?
“The creative team should leave the briefing knowing something they didn’t know when they walked in.” - Creative Director
“Please work as hard on the brief and strategy as the creatives work on the ideas.” - Creative Director
“A good brief plays a role even after production has wrapped. It is used to protect the work against inevitable cold feet. Write your briefs with this in mind. It is a contract that you will refer
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