What does a modern creative brief look like?

Estimated reading time: 4 min

Take a look at this Master Client Planning Brief Template It comes from a top international agency – and drifted across our desk in the line of duty.

Call out the bullshit.  This is not good marketing agency business practice.

They asked the client to complete the brief for them.

I understand that ‘cover your ass’ corporates may encourage  these practices but how will this improve client retention? Or client service?

Who on earth is going to agree to that?

What a creative brief should look like

Working with CAS we pitch you an idea which should be aligned to your brand strategy and then we suggest ways we’d like to execute.  You edit / approve but we do most of the thinking and the doing for you.

You are busy – you hire an agency for their expertise and experience and probably to save yourself time.  Surely this could be managed more smoothly?

Call out bad practices – We got the courage to write this post because of these two influential folks below.  Take a stand for good work, honest appraisals and don’t allow bollocks into your working practices.

There, we’ve said it.  Weight off chest.

  • @DannyBrown says “When I realized this, and began writing openly about bad practices and calling out bullshit, it once again raised the level of engagement through the roof, as others were clearly thinking the same thing.”
  • Guy Kawasaki “Unfortunately, “social media experts” cause a lot of confusion and frustration with their Fascist recommendations. It starts with their recommendation that you absolutely must first create a strategy with goals, milestones, and expected results that you can follow, step-by-step, to success. “

What is a good creative brief?

But what should be on a brief if you are producing an integrated campaign that works across platforms?

Edward Boches says

I think the brief ought to start with the problem that we’re trying to solve.

The problem, by the way, may not be an advertising problem. It’s what kind of problem are we trying to solve that would make our brand of more value to this consumer?

I think the second thing it has to address is the use of media, technology, content, and community by the users, customers, or target audience or community members. Thinking about how somebody interacts with stuff beyond just the brand and the category is really important. I would actually go so far as to have every brief basically say, “You can’t solve this problem with an ad. You have to solve this problem with an idea that isn’t an ad.”

Then you get to invent this idea or creative that might be worth advertising, right? I think another way to look at it is to really figure out the problem behind the problem. The problem can’t be, “Oh, we want know about this product.” The problem might be, “Well, what problem do these people actually have that we could solve?” And maybe solving it and actually doing something of value in the world of social media, etc., might be the reason that gets them to pay attention to us and might turn them on to the product we want them to know about. That’s almost coming at it from an extreme perspective in order to fight the inclination to solve problems with a TV commercial.

Broadening the reach of marketing

How do you deal with people who aren’t interested in learning more beyond their narrow specialization?  When a TV advert is the ONLY soution; or social media or direct mail?  Agencies need to be able to work across media platforms, to be collaborative and not stand on their high horse of ‘expertise’ when client brands ask them to work with other agencies on the account.

Nobody, but nobody is a leading edge specialist in everything nowadays.

Boches again

Here’s the downside of that. If you’re not aware of the capabilities of technology and APIs and certain platforms, you may never think up the idea to begin with.

So how will advertising change?

Many of these things are in some ways like the antithesis to how advertising works, where we make our stuff so precious and we want it to be perfect and magnificently designed, and then we’ve got to produce it and then we put it out into the marketplace. That long, linear process might lead to something that’s gorgeous and finished, but it’s not always the best. In a world where things change daily and things are disposable more quickly, it’s not always the best way to do things. I think we’re going to see more convergence among and between marketing, advertising, and software and gaming-type companies over the next five years.

What next?

If you’re an agency – take a look at how you take briefs from clients.

If you’re a brand – don’t stand for any nonsense, if you want to brief the old way – carry on.  If you want a collaborative business partner who will work WITH you to help solve marketing problems, change your suppliers until you find one who CAN do what you need and work the way you prefer.

Read our recommended briefing template and download the word document for you to use.

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