This document presents a new framework for developing creative briefs and ideas. It emphasizes focusing on insights about people and culture rather than processes. The framework includes cracking the initial idea through lateral thinking, then developing it by considering what the idea enables people to do. A global creative brief template is proposed to guide idea orchestration around answering what the idea is and how people can engage with it. The goal is to have more iterative development and fewer rounds of revisions after client presentations by establishing a clear brand purpose upfront.

1. a new way of makingSeptember 19, 2011

2. “Nobody reads ads. People read what’s interesting and some of it happens to be advertising.” -- Howard Luck Gossage

3. People do what’s interesting. If we’re lucky, some of it happens to be advertising.

4. Two “moments.” There’s always been and always will be the first moment of transformation (aka cracking the idea).But equally important is the second moment of development.What does the idea do + What could people do?People over process.

5. Our deliverable. New global frame of reference.Global Creative Brief Template- Cracking the ideaGuide to Creative OrchestrationWhat does the idea do + What could people do?A new frame of reference DoLateral logicInsightsOpen sourceCreative orchestrationSayLinear logicThe insightSet templateCreative “check-ins”

6. A good brief must... Solve the problem behind the problemReframe the category in a novel wayCharacterize the consumer through community, culture and contextDeliver insights that are transformational truths – not merely observationsOutline a brand purpose that has action at its core

7. Cracking the idea.(aka the first moment of transformation)

8. Why are we doing this?Client’s take on the situation in a nutshell.Brand TruthThere’s a lot to love about Brand X. What have we left on the table?Category ContextWhat is the problem behind the problem?Brand Purpose(a POV on the category and life)Cultural ContextWhat do we need to know about people in culture and community?Reframe Beyond Reason How do we change the frame of reference around our brand?

9. Outcome – Better Faster. OUR DELIBERATE APPROACHMore iteration in development, less of those endless rounds post client presentation.Defined purpose acts as magnetic north for future activity – evolution not constant reinventionCreative executions focused on defined narrative/roles - no more ‘blowing it out’Participation delivered quickly by having an idea that meets people halfwayQuality of briefs improved through global planning resource