What the brief mean?
adjective, brief·er, brief·est.
1.lasting or taking a short time; of short duration: a brief walk; a brief stay in the country.
2.using few words; concise; succinct: a brief report on weather conditions.
3.abrupt or curt.
4.scanty: a brief bathing suit.
5.a short and concise statement or written item.
6.an outline, the form of which is determined by set rules, of all the possible arguments and informationon o
ne side of a controversy: a debater's brief.
7.Law.a.a writ summoning one to answer to any action.
b.a memorandum of points of fact or of law for use in conducting a case.
c.a written argument submitted to a court.
d.(in England) the material relevant to a case, delivered by a solicitor to the barrister who tries thecase.
8.an outline, summary, or synopsis, as of a book.
9.briefs, ( used with a plural verb ) close-fitting, legless underpants with an elastic waistband.
Budget & Time is limited
We are not GOD who put any magical
to make it true in a minute.
The Brief is Not Only…..
A list of instructions.
A form to fill out.
A copy and paste job.
An easy document to write.
The first thing of briefing.
Define what your objective is …
Design your key objective between response or branding.
To educate teams on the assignment
and to inspire their creativity
Brief’s should be brief but they should
also be exciting, remarkable, and
inspiring. There’s no such thing as a
perfect brief, only a brief that
unleashes directed creativity and those
Your mission: A single sentence that encapsulates the brief for the creative team
The situation: A short overview of the conditions that precipitated the assignment and the
central business or cultural challenge to overcome
The target: Lead with any desired demographics and psychographics of the product but
offer the creative a host of digitally networked groups that either represent or influence
members of this group
Your ammo: Media placements, creative assets, brand properties, and other opportunities
that can be leveraged fro the assignment
Timing & mandatories: Creative considerations, legal requirements
Leverage points: Different factors to attack in order to influence the situation, seen as a
host of creative ways in for the teams
Insights: A grab-bag of fresh perspectives fueled by category conventions cultural
tensions, and consumer motivations.
Inspiration: Comparative/competitive examples of executions related to the challenge
Defining the problem
• What the measurable business
objective we’re trying to achieve?
• What are the barriers to reaching
• What resources do we have? (timing,
budget, media, Partnerships)
Establishing the brand,
product, or service
• What’s remarkable about the brand,
product, or service in question?
• What’s the client’s appetite for
augmenting/adapting/ improving the
current product or service?
• What’s the brand’s social mission or
reason for being
The people formally known as audience
• Who are we targeting?
• What factors are most important to this target when choosing the product or service?
• What resources does this target rely on in the purchase process?
• What measurable behaviors, online and offline, do we want to elicit from our target?
• What communities inform, inspire, or influence this target?
• What are the shared interests that define these communities?
• Where do members of these communities spend time online?
• What do these communities need?
• When it comes to advertising conventions in our category, what’s tired and what’s inspired?
• What does our target believe about the category? Have these beliefs changed?
• What cultural trends are shaping the category?
• What’s the brand’s role in culture?
• Is there a cultural tension or enemy to push off of?
Pls don’t do it again
No detail! No objective!! No exactly timeline!!
Nothing in your head
Open budget? Are you serious?
No more gut feeling and subjective briefing.
EG: wonderful design – Sample pleas
Acceptance KPI without our alignment.