Section 03

Writing the Brief

What a brief is, principles, visual examples, and prompts.

25 pages

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SE < f B , a e s EE § : il i ASECDA &Y I a 1 # Vd mand ¢ i d o d
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The real value that you bring as a planner is in providing a unique point of view, which usually means finding sources of information that nobody else is looking at.
The real value that you bring as a planner is in providing a unique point of view, which usually means finding sources of information that nobody else is looking at.
“Make it for your audience’s audience.”
Effective advertising must find new ways to repeat itself. Effective advertising must fi Effective advertising must fi Effective advertising must fi Effective advertising must fi tive advertising mu
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The brief is what we are doing. The creative is how.
You don’t get to decide this picture, but your brief should be strong enough to prompt it Paint the ceiling evoke God’s love of his followers vs. e.g.
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The Kernel of a Strategy: the fundamental core concept Diagnosis “What’s going on here” Guiding Policy An overall approach for addressing obstacles and opportunities highlighted by the diagnosis. S
Imagine what the creative team might come up with without a brief. A good brief should avoid this outcome in favor of something infinitely better
What DECISION have you made? SOURCE:Mark Pollard, “How to do account planning – a simple approach”
Take the painful road to the idea You need other points of view. You need stimulus. You need strife, extra information, rigor and imagination. You need patience. Other people and pain are the two
If you play the lone wolf, chances are you’ll come up with something that isn’t any good or worse– something that is just “good enough” him her him him her knowledge Pain Pain a leap THE BIG IDEA y
What is the real problem that needs to be solved?
How will we measure success?
What excites you about the assignment?
What concerns you about the assignment?