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The Creative Brief Project

by Director of Strategy and Innovation at Butler, Shine, Stern & Partners/Influx Consulting on Feb 11, 2011

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A look at current perspectives on the creative brief

A look at current perspectives on the creative brief

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  • stevenstark Steven Stark, Conceptor/Copywriter at Independent Many good points here! Here's my take on the Brief For The Sistine Chapel that folks tasked with writing briefs may also enjoy:
    http://www.slideshare.net/stevenstark/the-brief-for-the-sistine-chapel

    www.stevenstark.net
    1 year ago
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  • digitalinfant Johnathan Bonnell, Interactive Planner at Critical Mass Clarity (those involved succinctly understand what they are doing), Direction (those involved understand where they are going) and Inspiration (serves as a launchpad/catalyst for creative ideas). You should be accountable in a way for your ability to steer the team towards a better/best/awesome outcome. I think we should be passed by now this notion of writing a static brief and buggering off. Maybe this is a traditional ad agency thing or are we flogging a dead horse?

    Complexity is only increasing in client problems and requests (especially when dealing with big site builds) and this necessitates the close integration of your team (which is more than just the creative department people, think tech, measurements, IA). This in turn necessitates you to always be briefing. How you do it at the start (presentation, immersion exercise, etc) and continue to do it during the life of the project doesn't really matter, just as long as it steers the team towards the best possible outcome for the customer and the client.
    3 years ago
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The Creative Brief Project The Creative Brief Project Presentation Transcript