Andrew Miller, Copywriter at Wieden+Kennedy.
The best creative briefs articulate a very specific problem.
The problem could be about a negative perception that needs flipping. It could be that no one realizes a certain product’s key benefit. It could be a topical societal problem that a brand wants to address.
The bigger and more immediate the problem, the better and more provocative the creative solutions will be. If there is no problem clearly identified, you run the risk of inspiring a very generic set of creative solutions.
A creative brief should carry a feeling of immediacy. You should inspire the creative team to see a very specific window of opportunity. The brief should feel relevant and timely and like it could only be delivered under the current set of circumstances. This approach will light the creative fires.
Great creative briefs clearly lay out a relevant conversation within a specific target audience. The conversation should be as polarizing as possible, and the creative brief should educate the creative team on what the debates in this conversation are.
Everything outside of the specific problem that needs immediate solving, is extremely secondary. If you have inspired the creative team to understand the breadth and depth of your central problem, you have done an extraordinary job delivering your creative brief.
The problem could be about a negative perception that needs flipping. It could be that no one realizes a certain product’s key benefit. It could be a topical societal problem that a brand wants to address.
The bigger and more immediate the problem, the better and more provocative the creative solutions will be. If there is no problem clearly identified, you run the risk of inspiring a very generic set of creative solutions.
A creative brief should carry a feeling of immediacy. You should inspire the creative team to see a very specific window of opportunity. The brief should feel relevant and timely and like it could only be delivered under the current set of circumstances. This approach will light the creative fires.
Great creative briefs clearly lay out a relevant conversation within a specific target audience. The conversation should be as polarizing as possible, and the creative brief should educate the creative team on what the debates in this conversation are.
Everything outside of the specific problem that needs immediate solving, is extremely secondary. If you have inspired the creative team to understand the breadth and depth of your central problem, you have done an extraordinary job delivering your creative brief.
(Answer originally posted on Quora.)
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